promotional video Archives - Superkrush

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promotional video Archives - Superkrush

Five pieces of content a week…

Superkrush

Adidas newsroom produces weekly content

 

…Not five ads a year. Adidas uses newsrooms to produce regular content each week, rather than just a few high profile ad campaigns each year.

Across the world, 12 major cities play host to Adidas newsrooms. Marketers inside these hubs listen intently to the beat of life around them, believing these urban melting pots are where trends begin. With their finger on the pulse, they adapt autonomously to cultural shifts, producing content that resonates with their audience.

This approach represents a fundamental shift in content production. Rather than focusing solely on large budget ad campaigns, Adidas are placing an equal if not greater value on regular, audience specific content. They recognise the importance of reacting in real time, and to that end marketers are empowered to act independently within their cities – with access to the brand guideline repository, complete with best practice guides, studies and case reports. To this end, newsrooms are taking production and execution in-house, to ensure the quickest possible response.

At Superkrush, we are firm advocates for regular content. By turning out constantly fresh content, Adidas connect their brands with current trends and position themselves as influencers. Brand loyalty in increased through regular engagement, and affiliation with events and issues that the audience identifies with.

That is why Superkrush make it a priority to maximise the potential of all of our video content – we agree that multiple pieces of content, across multiple social platforms, drive greater engagement than solitary campaigns. We produce with this in mind, from inception to delivery; ensuring content is suitable across platforms and optimising it for maximum use. That way, you get the most out of your content (and budget!).

 

 

Article inspired by The Drum, “How Adidas is using newsrooms to create five great pieces of content a week, not just five great ads a year”, 7/4/16

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The Uprising of Online Video

Superkrush

Online video is bigger than ever.

Online video is bigger than ever.

More and more people are choosing to consume digital video content over traditional media. It isn’t uncommon to find young people who don’t own a television, using YouTube or streaming services to consume their content via laptops and digital devices – time spent watching YouTube in sitting rooms (akin to traditional television viewing) more than doubled last year. Cisco estimate video will account for 69% of all consumer internet traffic by 2017.

YouTube currently dominates digital video platforms, with over a billion users and 400+ hours of content uploaded every minute. The platform is hugely popular with the 18-34 year old market – reaching more users in the US than any cable network – and CEO Susan Wojcicki claims it as the primary entertainment platform for the younger generation.

YouTube’s most obvious rival is Facebook – now claiming more then 4 billion daily video views, with more than 70% of videos uploaded natively (and no longer hosted on YouTube). Snapchat is another digital player, with over 10 billion video views daily and 60% of users uploading video daily.

It is clear online video is popular with users, but how does that affect the advertising landscape? Previously, advertisers would apportion a large budget for traditional media and then look at online platforms like YouTube afterwards (if at all). Next year, however, EMarketer expects digital advertising spend to surpass TV spend. Wojcicki says “[YouTube are] being considered right alongside TV”. With online video ads delivering a 50% higher ROI than TV ads, it seems no wonder.

 

There’s never been a better time to market with video.

 

Sources;

http://www.adweek.com/news/technology/after-11-years-digital-video-youtube-wants-take-tv-sized-budgets-171156

http://techcrunch.com/2016/04/06/facebook-video-tab/

http://www.thedrum.com/news/2016/04/19/online-video-delivers-50-higher-roi-tv-ads-claims-youtube-econometric-findings?platform=hootsuite

http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online

“How YouTube Will Take Over The World”, The Sunday Times, 10/04/16, pp 4-6

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