When you work on Advertising or Design there is one sentence you will hear at least once a day. A sentence that can ruin the work and patience of an Art Director and his morale.
This sentence, with only four words, has been killing creative artwork for decades. It has been ruining beautiful designs and turning them into a mess…
These four words that make Art Directors and Designers shake are:
Make the logo bigger.
A simple search on Twitter using the hashtag #makethelogobigger supports these words. Hashtags don´t lie, do they?
But there are always good souls concerned about how to make a better world. Luckily. And some of them, such as the guys from New Republique have created an addon for Chrome that makes it possible for clients to make their logos bigger on their own. Without harming any Art Director or Designer´s feelings.
And this is an example of how this addon works.
Before clicking the button:
After clicking the button:
This is such a big issue that there is even a song for it. And it is not a new one. Making the logo bigger is not a requirement that clients are asking nowadays. This fact has been happening in advertising since the beginning of time… or at least for a long time ago.
The agency´s reaction
Sooner or later the moment to face this situation comes. This is the point where the agency shows its strength, its faith in its job and shows the client the way it manages this situation…
There are different motivations to share content on the Internet.
Some years ago, email was the main tool for sharing content, websites, or any other interesting content.
In the last few years the irruption of the social media networks and mobile devices has dramatically increased the options to share content.
Nowadays it is possible to share any kind of content from everywhere at any time.
Sharing is part or our lives. An importante part of our lifes.Existing content or content created by ourselves.
As an example, only in Facebook 70 billions pieces of content are shared each month.
But motivations to share change from one person to another.
Some sharers share for a professional purpose. Some of their motivations could be make their jobs easier, networking or getting more clients, educate their colleagues, show their expertise on a certain area… sharing is a another task in their daily routine.
A different kind of sharer is that wich try to be useful for the community. For this sharers getting involved in the world, enrich other´s lifes, support different causes… are their motivations, they think more on us than on themselves.
According to the research “The psychology of sharing” by The New York Times, there are six different types of sharers with their own identities:
Less like to email
By Antonio Garcia Martin
Follow me on Twitter @antonio_g_m
Probably, one the most common sentences we have heard lately about SEO is “SEO is dead“.
The last changes in Google´s algorithm have changed seo as we knew it.
But they have not killed SEO. They have changed it.
New SEO is more social.
Social media networks are more important to get positioned than old SEO tactics. Using #hashtags and getting interactions are good ways to get a better rank.
On the other hand, content.
Quality, original and relevant content focused on users. It makes sense. This content will be share on the social media networks by users.
A perfect circle wich will feed the SEO and content strategies.
But we can not lose sight of the rest of variables on Google´s algorithm.
A new 3 seconds video about London. This time some lights that is posible to find them under one bridge at #Camden, near the Camden Lock.
Usually bridges are seen from above, we use to walk over there missing what is underneath. But under the bridge a new perspective is waiting. In theory, they should be dark, but lights are waiting there, lightning the path. Even some blinking lights playing with its reflection on the water.
A new video on my project #Londonin3seconds inspire by probably the most iconic London´s sentence mind the gap.
If you have ever been in London and have used the Tube, you have heard it, for sure. All days it sounds hundreds of times all over its 170 stations. And today is one of the most famous London´s iconic sounds, repeated all around the world by thousands of tourists.
Even there is a emotive love story hidden behind this sonorous icon.
Hope you enjoy it!
Here is the new video on my project #Londonin3seconds titled A little piece of love.
One of the thousands of neon sings that fill the streets, walls and alleys of London. But not an usual one.
Probably the shape, the small glow before it turns on, or the red light in the night sky… something took my attention.
I hope you enjoy it.
This post is going to be slightly different from the rest of the posts on this blog.
On this post I am not talking about social media, online marketing or advertising.
I am going to focus a little bit more on creativity and content creation introducing a personal project I have called London in 3 seconds #Londonin3seconds.
In this project I will show those little moments than happen in London through only 3 seconds lenght videos. From a traffic light to a boat in the Thames or a door closing… the only thing in common for all the videos is that all happened in London.
At the same time, I am using this project to understand better how to express myself and create content using the video format.
On Youtube you can find the channel called London in 3 seconds.
On Vimeo you cand find the videos on the channel London in 3 seconds
The hashtag – #Londonin3seconds.
To share and find the videos on the socialnetworks, I am using the hashtag #Londonin3seconds when posting a new video or any update related with the project.
I hope you enjoy the videos.
You want it all and you want it now. Specially online where patience doesn´t suit into user´s habits.
Less than a second is enough to loose a user.
But this fact is slightly different if we talk about online video ads when comparing them to other formats of online ads. Users show a little bit more patience for videos. A fact to consider according to the bigger presence of online video day by day.
That is what S. Shunmuga Krishnan and Ramesh K. Sitaraman have found on their research “Understanding the Effectiveness of Video Ads: A Measurement Study” (click here to download) through 362 million videos and 257 million ads from 33 video providers in a 15 days period.
Some interesting facts we need to consider from this research are:
1. Mid-roll ads are more likely to be completely watched than pre-roll o post-roll video ads. Actually the rates were 97%, 74% and 45% respectively.
2. Time is an important factor as well in success for a video ad. 20 seconds video ads got a 60% of completion rate. The lowest if we compare with 15 seconds ads, which had 84% completion rate. Or 30 second ads with the highest completion rate at 90%.
3. The duration of main content is an important factor in the success. The longer the video the higher the completion rate. For longer videos the completion rate rises to 87%, but drops to 67% or shorter ones.
4. The relation between content and ads is also important for the success. Related contents are more likely to be watched than non related one.
5. It does not seem to be big differences between the day of the week to watch the complete video ad.
6. Returning visitors show more likely to watch video ads than new visitors.
7. Users are more patient finishing to watch a pre-roll ad than waiting for a video ad to load.
8. One third of users adandon the ads during the first quarter, and the other twho third abandon the ad later than the first quarter.
Content is the king. But content is not enough but itself to achieve our goals.
Content need to be spread as much as posible. Content must be interesting enough to be shared by the audience. Content needs to keep alive in time…
Trying to do everything by us is a huge effort, specially if we do not have more resources than our time.
But there is always a way to make things easier and followingthe straight way, not cheating or using shortcuts…
One way to achieve it is creating alliances.
Stablishing the target.
The first step to create an alliance is stablish the target.
For that, we need to made a sincere internal research. After that we need to evaluate what we want to get from the alliance, and at the same time, what we can offer to our future allies.
Searching the candidates.
Once we have stablished the target and what we can offer in exchange, is time to search the candidates. This stage must be exhaustive. We must research their reputation, historial, if the really have what we need… and if they need or could be interested in what we can offer them.
Knowing the price of the alliance
We also have to know wich is the price of the alliance. We need to be flexible and know how the alliance is going to affect us. We have to have into account all the variables. And not all of them have the same value for us and for the other part. In the best scenario a variable will be very important for the other part but we could do it without effort.
Once we have chosen the candidates, it is time to order them from most to less interest and start to contacting them.
Whan can I get creating alliances in Social Media?
Perhaps the most inmediate and perceptible is the growth of the community. So the content will be more spread.
Get more business opportunities will be another consecuence. Not only as a result of increase the followers but also for the added value the allies have received from the alliance.
We will also receive more information wich help us to make a decission, create new businesses or any other actions…
Another interesting point is how alliances can help us to improve o introduce new way to do things in our businesses. We can learn how to optimize time, costs, delivery… key factors to be succesful.