Paddy Power's tip for shareable videos: Make them look crude

"Something shiny or glossy doesn't always work with consumers," Paul Mallon, head of digital engagement, told ad:tech London.

Paddy Power's tip for shareable videos: Make them look crude
Eileen Naughton: Google's UK & Ireland managing director

Most read: Google tells brands to spend 24% of TV ad budgets on YouTube

Why? Because according to their own research, cost-per-reach will be optimised, Campaign's James Swift reports from last night's Brandcast event.

Eileen Naughton, Google's managing director of UK and Ireland operations, said YouTube had analysed more than 1,000 TV campaigns over the past year using its Google Extra Reach Tool and found advertisers reach target audiences more efficiently by adding YouTube to their media plans.

She said it was a particularly effective medium for attracting "the hard to reach 16- to 34-year-olds".

Naughton also cited Ipsos research (conducted in conjunction with Google) that stated seeing a campaign on TV and YouTube was more influential than seeing the ad the same number of times on just television.

Google also analysed an unspecified (citing hundreds) number of campaigns globally – finding that 96% of ads measured resulted in an average lift in recall of 71%.

Karma Nivarna press ad

ASA: Suffocated woman ad by Karma Nirvana charity escapes ban

Leo Burnett's award-winning press ad for the charity Karma Nirvana has escaped a ban from the ad watchdog, Campaign's Gurjit Degun reports. The Advertising Standards Authority received six complaints about whether the ad was distressing or condoned unsafe practice.

The ASA agreed with the charity's response that the text in the ad made the intentions of the charity clear, and said it was "unlikely to cause unjustifiable distress".

The ASA also agreed with Karma Nirvana that the ad did not encourage unsafe practise: "Because we understood that the Metro had a predominantly adult readership and we did not consider that the ad had particular appeal to children or presented the activity in a positive light, we concluded that the ad did not condone or encourage an unsafe practice."

Read on for more about the original Karma Nirvana ad.


Latest ads: Dropbox celebrates creativity in first major ad

File storage firm Dropbox has unveiled its first major brand effort, which celebrates how technology opens up creative possibilities, Marketing's Shona Ghosh reports.

The film is part of the wider 'Creative Freedom' campaign running through October across broadcast, radio, print and outdoor ads.

The ad by 72andSunny and Nexus runs through inventions and designs from 100 scientists, designers and data visualists, and features, among others, researchers at Imperial College London, designers Barber Osgerby, photographer Yuki Sugiura, data artist Marcin Ignac and food sculptors Bompas & Parr.

Check out more of the latest ad campaigns.

ad:tech London 2015

ad:tech London: Digital content secrets revealed

Yesterday at ad:tech London, representatives from Paddy Power, ZenithOptimedia, John Lewis and Evian discussed the techniques that had led to successful digital campaigns.

Here's one of them, Paddy Power's discovery of the shareability of crude-looking videos.

"Hacky, crude-looking content can have a good viral effect," said Paul Mallon, head of digital engagement at online betting brand Paddy Power. "Something shiny or glossy doesn’t always work with consumers."

As an example, Mallon used the brand’s partnership with former Manchester United footballer Paul Scholes, who was Paddy Power's pundit for the 2014 Fifa World Cup.

In the brand's video (above) Scholes diverts from his interview to kick a football at two loud Italian football fans.

Paddy Power has also been experimenting with this concept through user-generated content (UGC).

Mallon explained: "Our Fan Denial short-form videos highlight the moments that matter to football fans.

"Most of it is illiterate content, but we put a voiceover over the one-minute video and on average, they are getting about 200 retweets and 200,000 views. It’s relatively easy to produce and a quick blast of content."

Next up: Stefan Bardega, ZenithOptimedia’s chief digital officer, highlighting the one area about to blow up in the search engine sphere.


Podcasts: bet365 sponsors a new football podcast

While Paddy Power continues to impress on social media, bet365 is tacking in another direction.

It is sponsoring an offshoot of the popular podcast (currently number three in iTunes sports podcast category), The Football Ramble, a preview show about the weekend's Premier League games called, imaginatively, The Football Ramble Preview. 

The presenters will make their predictions for the weekend's games, and discuss the betting opportunities. Putting someone else's money where their mouth is, they'll be gambling with £50 provided by bet365, with the winnings going to a charity once the season's over.

The podcast will be distributed by Acast on its platform, iTunes, and across the web, beginning this Friday.


Compiled by Jonathan Shannon

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