Forbes Insights Report – Native Video Content is Gaining Steam

Two diverging media phenomenons are impacting how marketers are advertising online: Branded video content growth and the demise of interruptive media tactics. As we have discussed in length on this blog before, ‘native advertising’ has emerged as a solution to the convergence between quality brand video content, and the changing media ad consumption habits of consumers.

Now, we have some pretty compelling research to back up that claim.

Over the past few months, our research team partnered with the Forbes Insights team to survey 136 marketing executives from leading brands such as Intel, JetBlue, Heineken, Honda, & K-Swiss to assess the market’s appetite for native advertising and branded video content. It turns out that branded content and native advertising have a ton of supporters.

Here are a few of them:

“Consumption has changed, and advertisers will have to continue to follow [consumers]. Quality has become more important now.” — Ron Amram, Senior Media Director, Heineken USA

“If you do something that’s exciting and relevant, you can far expand your media spend in terms of its impact.” —Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny

“We’ve gone beyond the thought of interactive digital into creating our own digital content wholesale.” — Marty St. George, SVP, Marketing and Commercial Strategy, JetBlue

In addition, many of the largest online platforms have been first on board to adopt native advertising (including Facebook, YouTube, Twitter, Tumblr, StumbleUpon and WordPress). So while the term ‘native’ ads is still growing among marketing executives, a majority of them value the attributes of ‘native’ video:

With 32% of CMOs saying they have bought or are planning to buy native video advertising in the next 6 months, we invite you to download the full report here.

February 29, 2012 by jeremyscott 0 Commets 0 Shares danny mcbride eastbound and down hbo k-swiss kenny powers

K-Swiss Continues Kenny Powers MFCEO Campaign As 3rd Season Launches of Eastbound & Down

Recently, HBO aired the third season premiere of its cult-hit, Eastbound & Down. The show follows the missteps and exploits of a self-centered and foul-mouthed former big league baseball player, Kenny Powers.

January 17, 2012 by jeremyscott 0 Commets 0 Shares icon k-swiss kenny powers nike Reebok

Athletic Apparel Brands Keep Their Sense Of Humor

The athletic apparel industry is known for creative marketing, so naturally they are going to go online with original content videos to grab viewers’ attention. Looking across many of the most successful social video campaigns of late, humor is the clear favorite content type of apparel brands.

Why? Because its fun to laugh. It’s also fun to play sports and look good doing it.

Nike’s latest ad is for something called The Kobe System. It’s overloaded with guest stars (Jerry Rice, Kanye West, Hope Solo, Tony Robbins, and many more), but it’s also overloaded with laughs, mostly courtesy of Parks & Recreation’s Aziz Ansari:

Even in the motorsports world, humor is still a driving element of online video campaigns. Take the latest ad from Icon Sports, for instance, which features the label’s motorsports apparel and some eye-popping dangerous driving… but also features a heavy dose of over-the-top humor:

K-Swiss has put out two successful online video campaigns starring Kenny Powers, the hilariously foul-mouthed character played by Danny McBride on Eastbound & Down:

Of course, some of this can be blamed on Reebok, who set the bar impossibly high for hilarious athletic apparel brand commercials with their Terry Tate Office Linebacker spots during the Super Bowl:

http://www.youtube.com/watch?v=RzToNo7A-94