advertising news

KETO School of Improvisation

Pre-Roll Advertising Training

Quorum Saatchi & Saatchi Peru created a final exam whereby graduating students had to create a pre-roll video on YouTube, in order to promote KETÓ, a school of improvisation,

It was the ultimate test of their newly learned improvisation skills, as they had to get the attention of the most difficult audience – YouTube viewers. View the film on YouTube:

Saatchi Wins Top Creative Agency

Press Release

Saatchi & Saatchi China Wins Top Awards for Creative Agency of the Year and Mumbrella Award for Culture

Saatchi & Saatchi China was the big winner at the 2015 Mumbrella Asia awards [LINK] presented on May 7 at the Sheraton Towers Singapore Hotel. The agency took home the title ‘Greater China Creative Agency of the Year’ and received the Mumbrella Asia Award for Culture. The Agency of the Year Award assesses agencies based on their national outputs, whereas the Award for Culture seeks to commend the most positive and high-achieving workplaces within the media and marketing industry.

New Social Advertising Niche

Twitter Paid $87 million for Periscope

Apparently, Twitter paid somewhere between $87 million and $128 million to buy Periscope.  This comes from a Seeking Alpha article on the subject.  The investor insights website reports the following:

Twitter (TWTR +0.8%) paid a combined $57.7M in stock and $28.9M in cash up-front to buy live-streaming app Periscope and social media talent agency Niche, the company discloses in its Q1 10-Q. Another $38.2M worth of stock payments and $3M worth of assumed stock option grants are contingent on acquired employees staying with the company for up to 48 and 45 months, respectively.  Read the full article on SeekingAlpha.com [LINK].

Political Ad Spending 2014

TV Ad Spend to Top $1 Billion

The Television Bureau of Advertising reports that TV political ads may top $1 Billion [LINK] – Billion, with a big “B”.  In the Orlando market alone, we’re told that over $500,000 per day has come in to local broadcast TV stations for the last two weeks of this election cycle – Charlie Crist & Rick Scott among others.  And this is just a mid-term election.  Can’t wait for 2016!

TVB’s Political Databank: LINK.

Saatchi & Saatchi #feelthereel event in Cannes

Unique data from New Directors’ Showcase
PRESS RELEASE. Check out this new YouTube film about the Saatchi & Saatchi New Directors’ Showcase:

The 2014 Saatchi & Saatchi New Directors’ Showcase #feelthereel premiered at Cannes Lions Festival of Creativity on 19th June, with a live event that introduced the Showreel of 19 films by 18 New Directors. Saatchi & Saatchi gave the audience a ‘world first’ experience: wristbands were handed out to all 2,300 audience members, and each individual wearer’s emotional response was monitored for the entire time the NDS reel was projected.
The data mined from the wristbands was then visualized and projected onto screens mounted either side of the main screen showing the reel. Whilst the audience watched the event their emotional reaction was being simultaneously collected and projected, and the theme of ‘Feel the Reel’ – conceived by Saatchi & Saatchi creatives Linda Weitgasser & Alex Sattlecker – came alive.
Courtesy, Saatchi & Saatchi Press Release.
The wristband, created by Studio XO for their new XOX Emotional Wearable Technology Platform, is a silicon band containing electronics that draw biometric data out of the body by listening to its ebb and flow. The wristbands measure levels of excitement in the host and an LED light embedded in the wristband moves through a spectrum of colours, blue, green, orange, red & magenta (magenta being the highest state of arousal). The change in colour indicates that the wearer is having an ‘episode’ and a change of emotions. Information from the individual wristbands was broadcast wirelessly to a central unit that harnessed all the data received.
Studio XO mined all the data collected from the individual wristbands in Cannes, and in their London studio created individual graphs to show how the audience responded. The graphs give interesting details and facts on the audience’s behaviour patterns and emotional reaction to the Showreel, which is illustrated in the selected graph on our Facebook page here [LINK].
And an average of all audience members’ emotional reactions:
– 98% of Users were stimulated by the work they saw on the NDS reel.
– 83% of Users experienced relatively high levels of arousal.
– 65% of Users that turned highly aroused at some point.
Wristband colour ratio:
– Percentage of time in Green 21.62
– Percentage in Orange 5.439
– Percentage in Red 2.219
– Percentage in Magenta 0.947
Regarding general behaviour, there is a strong correlation of audience arousal, which seems to happen consistently at the same time in around a 85% of the audience. Some videos show a more differentiated effect among reactions, such as Emile Sornin’s funny ‘Grab Her’ music video for Disclosure, where part of the audience were getting very agitated and others seemed completely unaffected. Tatia Pilieva’s erotic short ‘First Kiss’ consistently maintained a medium to high arousal level, which was shared by most of the audience. Josh Cole’s promo for Rudimental ‘Not Giving In’ caused an excitement peak about halfway through the film. Vania Heymann’s humourous ‘Walking Contest’ came during the down slope in excitement of the previous video, but nevertheless maintained a strong reaction, although differentiated between the individuals. Ed Morris’s hard-hitting anti-bullying ad Cybersmile #dontretaliate provoked a strong reaction throughout the audience. Tariq Abel-Gawad’s visually stimulating ‘Box’ also got a strong initial reaction, which dipped then peaked again at the end of the video.
Films featuring sexual references and humour provoked the highest levels of arousal in the audience; for example Kyra & Constantin’s ‘Rollin’ Wild’ featuring spherical animals had a good initial reaction, with the leopard and cheetah characters causing highest level of arousal, although people experienced different levels of arousals to different animals; Alberto Belli’s titillating ‘It’s Not Porn’ sketch caused high levels of arousal that lowered throughout the film; Alvise Avati’s witty ‘Beans’ film had a strong effect on the audience, with most of the wristbands registering a increment in arousal. Donato Sansone’s risqué ‘GrotesquePhotobooth’ provoked one of the most noticeable variations in people, with around 20% of the audience getting very aroused, and others remaining calm. But not all of the films that caused high levels of reaction in the audience’s wristbands were funny or sexy; some were just classy and well crafted, such as ‘Icons’ for The Sunday Times shot by Us.
The data collected shows that the idea, the concept and the technology were proven, and it is possible to capture a human reaction to a film and store it as data.
MORE INFORMATION:
Lee Sharrock
Director of Global Creative PR
Saatchi & Saatchi Worldwide
80 Charlotte Street, London W1A 1AQ
lee.sharrock@saatchi.co.uk
+ 44 (0) 20 7462 7218
+ 44 (0) 7580 938 674

Dentsu Earnings Report

PRESS RELEASE.
Dentsu Inc. (Tokyo: 4324; ISIN: JP3551520004; President & CEO: Tadashi Ishii; Head Office: Tokyo; Capital: 74,609.81 million yen) today convened a meeting of its Board of Directors at its Head Office in Tokyo at which it finalized its consolidated and non-consolidated financial results for the three months ended June 30, 2014 (April 1–June 30, 2014).
Summary of Financial Results
Although there was a backlash against the consumption tax hike during the first quarter of the fiscal year ending March 31, 2015, the Japanese economy maintained its gradual recovery thanks to factors such as an increase in capital investment against a background of improved corporate earnings as well as higher wages and better employment opportunities. Meanwhile, although the U.S. economy is making steady progress, the global economy remained uncertain due to concerns about the economic slowdown in emerging economies and continuing political unrest.
READ FULL REPORT (PDF): LINK. All Dentsu news: LINK.
Dentsu Headquarters, courtesy of Dentsu (click for link)
 

Under Armour Ad Campaign

Few words needed in latest campaign…
Featuring ballet star Misty Copeland, Under Armour resonates with determination and grit….”Misty Copeland’s destiny was not to be a ballerina. But will trumps fate.
Follow the Under Armour I WILL WHAT I WANT movement athttp://www.IWILLWHATIWANT.com”

From Under Armour’s YouTube posting…