Quick Guide to Online Video
This quick guide looks at the power of video as a marketing tool and outlines the key considerations for creating a video strategy, from setting objectives and defining the audience to content planning and distribution.
Reports
Digital Shift Report Q3 2021 Chapter 1 – T-commerce and fashion
A look at developments in the area of ‘T-commerce’, covering the latest ‘shoppable TV’ announcements from Netflix, Amazon and YouTube, as well lessons from the latest innovations in the fashion category.
Digital Shift Q2 2021 Chapter 1 – Video and visual commerce
A look at how initiatives from the big tech players, including Facebook and Amazon, will help bring ‘shoppertainment’, the combination of entertainment and ecommerce, into the mainstream in the west.
Online Video Best Practice Guide
This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.
TikTok
The paid social landscape: from TikTok growth to AI-powered buying
Paid social media strategies have continued to evolve in the past couple of years, reflecting a mix of technological advancements, shifting consumer behaviour, and the need to stand out in an increasingly crowded online space. But what is impacting the market now? From the continuation of a volatile digital ad market to new platform […]
How are FMCG brands succeeding on TikTok?
From product development to TikTok Shop, we look at effective strategies on the entertainment platform and showcase some brand examples.
Lower CPMs but higher in the funnel? How are advertisers measuring success on TikTok
How effective is TikTok advertising, and how can brands maximise ROI from the platform? We ask the experts.
Case Studies
Construction manufacturer’s video content increases audience engagement and leads
ROCKWOOL worked with True to differentiate its brand by showcasing its heritage and products USPs in a light-hearted way
Arla Foods drives 11.2% more global sales with first video campaign for Castello cheese
The food manufacturer partnered with a global food platform to boost credibility and reach for its research-led ‘Feed Your Senses’ mini documentaries and instructional videos. This campaign was shortlisted in the 2021 Marketing Week Masters awards.
NOW TV increases brand engagement with research-driven video content series
The entertainment platfrom worked with Oh My! to create a series of video sleep stories which tapped into its audience’s cultural and wellbeing needs.
Data-driven video content campaign uses online influencers to change online piracy attitudes
The UK government and creative industry-backed campaign adopted a research-led, positive approach to connect with its audience and successfully encourage behavioural change.
