MediAvataar's News Desk

MediAvataar's News Desk

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A city of art, culture and food; a city that beams with happiness; a city where the 8,000 rickshaw men and an estimated 250,000 homeless street children live, work and sleep– Kolkata. How does this city appear to an English comedian? Sony BBC Earth takes you on a mind blowing journey with host and comedian Sue Perkins in its new show ‘Kolkata with Sue Perkins’ on May 21, 2017 @ 9:00PM.

Sue embarks on an adventurous journey to show the never-seen-before side of the city. The show promises to make the viewers Feel Alive with powerful stories that capture the vivacity of Kolkata. So don’t miss this fascinating insight into a place that is still tied to its dark past but looking forward to a brighter future.

BMF Advertising and 4creative take home multiple Grand Clio Sports Awards during the live event hosted in New York City

World Champion Race Car Driver Mario Andretti accepts the 2017 Clio Sports Stuart Scott Lifetime Achievement Award

Clio Sports, the competition honoring creative excellence in sports marketing and advertising on an international scale, today released the 2017 Grand Clio Sports Winners, first announced live during the Clio Sports Awards, presented by Citi, on May 16 at Capitale in New York City. ESPN’s Hannah Storm hosted the evening.

The 2017 Grand Clio Sports Winners are:

Design: Africa, ESPN, “Kobe’s Rules Book”, Brazil
Direct: BMF Advertising, Football Federation of Australia / A-League, “You’ve Gotta Have a Team”, Australia
Events/Experiential: INNORED, The North Face, “Extreme Shopping”, South Korea
Film: 4creative, Paralympics, “We’re the Superhumans”, United Kingdom
Integrated Campaign: LatinWorks, Major League Baseball, “Ponle Acento”, United States
Out of Home: BBH Communications (Asia Pacific) Pte Ltd, Nike, “Nike Unlimited Stadium”, Singapore
Public Relations: BMF Advertising, Football Federation of Australia / A-League, “You’ve Gotta Have a Team”, Australia
Social Good: SapientRazorfish, Dove, “Dear Media”, United States
Social Media: 4creative, Paralympics, “We’re the Superhumans”, United Kingdom

“The dedication, passion and creativity it takes to produce content that is innovative and imaginative is what we celebrate every day at Clio,” said Clio President Nicole Purcell. “Once again, Clio Sports brought together agencies, brands and executives from across the globe, and industry, to celebrate a year of hard work.”

“I am always excited by the passion our community exudes and last night was no different. Whether it was John Antoniello of SapientRazorfish’s feminist call to action during his Grand Clio win for Dove or Mario Andretti’s remarks on the hard work and sacrifices it took to get to the top of his field, it was an inspiring evening,” continued Purcell.

In addition to the night’s Grand Clio Sports winners, World Champion Race Car Driver Mario Andretti was honored with the Stuart Scott Lifetime Achievement Award, which celebrates a major figure in sports whose career-long contributions have made a lasting impact on the industry. Zak Brown, Executive Director of McLaren Technology Group and Founder of JMI, presented Andretti with his honor and noted his contributions both on, and off, the racetrack.

“There is only one thing that I hope, since this is a Lifetime achievement, don’t think I’m going to be put to pasture yet. I still have work to do,” said Andretti during his acceptance speech.

“I had a great journey; I was very fortunate in my career. Of course I didn’t do it by myself, there’s an amazing amount of people that have contributed and helped me. No question about it. You can’t do it alone,” continued Andretti.

David Glass, Chairman/Owner of the Kansas City Royals, presented Bob Bowman, President, Business and Media for Major League Baseball, with the 2017 Innovator Award. Bowman received this year’s honor in appreciation for the role he has played in the great digital strides taken by MLB and MLB Advanced Media, LP (MLBAM), the league's world-class technology company.

“I want to thank the Clio Awards for recognizing all the people in baseball who work so hard to bring this great game to our fans,” said Bowman while accepting his Innovator Award. Bowman later continued, “We have a great game, led by great leaders and great players and great fans. We’re just trying to get our content to them.”

The global content and media group showcase power of content, bringing Hollywood stars and industry legends to the Festival stages

Lions Entertainment, the specialist two-day event dedicated to the future of the entertainment industry, on June 21-22 as part of the Cannes Lions International Festival of Creativity, has today announced Vivendi as its main sponsor.

Vivendi - and its principal businesses - Universal Music Group (UMG), Canal+ Group, Gameloft, Vivendi Village and Dailymotion – will showcase how content and talent can contribute value to the branded communications community through their involvement.

Lions Entertainment was launched in 2016 in response to the convergence of the entertainment industry and brands. Vivendi, the global content and media group, works across the media and entertainment value chain, from talent discovery to the creation, production and distribution of audio-visual content and increases its involvement at this year’s Cannes Lions. Lucien Boyer, Chief Marketing Officer of Vivendi, will make a keynote speech on how brands can collaborate in the creative process from an early stage, and explain the new opportunities for multiplatform storytelling; together with Sir William Sargent, Chief Executive Officer & Co-Founder of Framestore, who will talk about his company’s partnership with Studiocanal on the successful feature film Paddington.

Sir Lucian Grainge, Universal Music Group Chairman & CEO, has been announced as the Cannes Lions Media Person of the Year, the first music executive honoured with the award; and Olivier Robert-Murphy, Global Head of New Business for Universal Music Group, is the President of the Lions Entertainment Music jury. The global music company will also be represented on stage, with stars including Ellie Goulding, Nick Jonas and Lang Lang.

Dailymotion will unveil its brand-new platform and user experience, focused on premium content, at this year’s Cannes Lions and a press conference will be led by Maxime Saada, Chairman and CEO of Dailymotion and also Chief Executive Officer of Canal+ Group.

Vivendi will also host a Cabana next to the Palais in Cannes, where visitors will be able to discover and experience the rich entertainment and brand solutions offered in particular by Universal Music & Brands, Canal Brand Factory, Gameloft Advertising, Vivendi Village and the new Dailymotion.

Lucien Boyer, Chief Marketing Officer of Vivendi, said, “Content and entertainment marketing has become a strategically important way for brands to reconnect with consumers through storytelling and engaging experiences. This is why Vivendi has renewed its partnership with Lions Entertainment for a second year - to showcase how content and talent can provide impactful solutions and insights to marketers, reaching out to a global audience.”

Louise Benson, Festival Director of Lions Entertainment, said, “Lions Entertainment is playing a vital role in bridging the relationship between brands and the entertainment industry. It’s the event where attendees will discover how entertainment is funded, distributed and consumed in today’s world – and the role entertainment talent can play. We’re delighted to partner with Vivendi to provide this year’s delegates with a world class content programme.”

The full Lions Entertainment programme is announced. Session highlights include:

How can a brand become a respected entertainment producer? Karin Timpone, Global Marketing Officer at Marriott International, will lead a discussion on how musical partnerships can bolster customer loyalty

Will a brand ever win a BAFTA? BAFTA award-winning director Daniel Mulloy will share why he used the medium of film to engage and move an audience (with an exclusive screening of 'Home', the BAFTA award-winning short film on the refugee crisis).

How can tech and entertainment re-invent old consumption models? Chris Tung, Chief Marketing Officer at Alibaba, will talk about how they seamlessly intertwined technology and entertainment to create a worldwide cultural phenomenon and the potential this offers for other brands.

Can you build a brand using content? Mattel's Chief Content Officer, Catherine Balsam-Schwaber, will explain why the custodians of Barbie have always believed in the incredible power of content to build brands.

What is the untapped potential of music and brand partnerships? Big Machine Label Group's Scott Borchetta will explain how today’s hottest artists are collaborating with big brands to build equity.

According to the findings of to the IAB Europe’s first Video Ad Formats survey the three most popular formats are in-stream pre-roll, out-stream in-article / in-page ads and the good, old fashioned 30 second spot redeployed from TV. Given we know that most people do not hang around to watch a video to completion it makes me wonder why the 30 second spot is still so popular.

The most obvious answer, of course, is that people want to have a digital component to a campaign but do not have the time, money or inclination to adapt the video to the digital environment. Commenting in a Warc news item covering the survey results, Mark Melling, Director of Video, EMEA at AOL, notes,

"It's not surprise that 30-second pre-roll ads are so high on advertisers' lists given it's the easiest way to put TV ads into digital. But we as an industry need to be careful of simply taking the 'easy route' at the expense of user experience."

Speaking as a user I do not think length is so much the issue as the intrusive and interruptive nature of some of the formats. However, until recently I would have echoed Melling’s comment but with regard to effectiveness. The work done in North America analyzing Kantar Millward Brown’s CrossMedia studies finds that digital videos do work better when they are adapted to the environment in which they are meant to run, as I reported in this post. However, it took a comment from my colleague Gonzalo Fuentes, Global CEO Media & Digital practice Kantar Insights, to make me realize that actually the biggest improvement in efficacy is actually from running the same ad on TV and digital.

Running the same video on TV and online garners a 48 percent increase in impact over running completely separate campaigns in the two media. Adapting the online video to be more suitable to the online environment only improves efficacy a further 19 percent. That additional 19 percent is good to have, but maybe the marketers who simply redeploy their TV spots are not giving up as much as I thought. The surround sound effect on average outweighs the effect of poorly adapted creative.

This said, not every ad transfers well from TV to a digital environment (about one in two do so). And if you really want your ad to work well on every viewing occasion and not depend on watching the video to the end (about 1 in 3 in ads we have tested) you really need to put some thought into how to capture attention quickly and deliver a branded impression within ten seconds or so. Not easy but it can be done. Ads like Skittle’s “The Portrait” manage to do so and then, of course, you could try to beat the skip entirely like Old Spice’s “Sweat”. Overall I suspect we have a long way to go before we really figure out the most effective formats, particularly when it comes to mobile.

 

Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

Thursday, 18 May 2017 00:00

Volvo partners with Google

To build Android into next generation connected cars

Volvo Cars, the premium car maker, has announced a close partnership with Google, one of the world’s largest technology companies, to develop the next generation of its award-winning in-car infotainment and connectivity solution based on Android, offering access to a wide array of apps and services. It will launch on new Volvo models within two years.

The partnership promises to revolutionize how Volvo customers engage and interact with their cars. The large catalogue of popular Android apps – developed by Google, Volvo, or third party app developers – will offer connected and predictive services in and around the car.

“We are making an important strategic step with the Google partnership. Google’s platform and services will enhance the user experience by enabling more personalization possibilities, while Android will offer increased flexibility from a development perspective,” said Henrik Green, Senior Vice President Research & Development at Volvo Car Group.

Volvo Cars’ partnership with Google reflects the ongoing convergence between the automotive and technology industries as cars become increasingly connected. Volvo believes smart partnerships are the future for the car industry. Using Android as the base operating system will increase speed and flexibility in the development and offer its customers the ability to personalize the connected in-car experience.

“We’re thrilled to partner with Volvo to bring Android into their next generation connected cars,” said Patrick Brady, Vice President of Android Engineering at Google. “This partnership gives us the opportunity to deliver a more seamless experience to Volvo drivers through a full-featured infotainment platform and rich ecosystem of Android applications and Google services.”

“With the advent of Android we will embrace a rich ecosystem while keeping our iconic Volvo user interface. We will offer hundreds of popular apps and the best integrated experience in this broad, connected environment,” said Henrik Green.

Volvo is also collaborating with Google on another initiative to update recent Volvo models by adding Google Local Search, a location based service application. This will be released through an update to customers with Sensus Navigation.

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