Human beings are visual learners, our brains wired to select for images and videos over audio and text. Just five seconds of video can convey more information than any banner or article, and studies show that retention rates for video are almost 10x higher than written words. This is why video advertising is so effective – the ability to increase brand awareness, attract customers, and boost sales in a quick, cost-effective manner.
The landscape of online video advertising spans multiple devices and is continually evolving: tv viewers of the past are cutting cords and accessing programming online; search engines are connecting eager audiences with relevant ads, and social media’s algorithms rank higher for video than any other form of content. From in-stream to display to social, online video advertising offers a plethora of opportunities for brands looking to raise awareness and broaden the sales funnel.
Display Video Advertising
Advanced audience targeting allows brands to position themselves in front of motivated consumers, building trust and driving conversions. For instance, a user may visit a website to read about designer shoes and experience a targeted auto-play video from a shoe retailer that reinforces the brand or sells a specific product. This is a prime example of the efficiency of online advertising, paired with the effectiveness of video, combining to reach key audience segments.
In-Stream Video Advertising
For 2018, eMarketer projects that cord-cutters and “cord-nevers” will represent around 20% of the U.S. population, and more than half of all television viewers will access programming online. In-stream video ads display content within a video player – such as Hulu, Roku, ABC, NBC, CBS – either before or during programmed video content. Targeting can be focused down to the city, street, household, or even square-foot level, and guaranteed impressions means that waste is eliminated.
Social Media Video Advertising
Gone are the days of black and white, text-based social media networks: a scroll through any Facebook, Instagram, or Twitter feed reveals a stream of viral, trending videos sandwiched between video ads. Social platforms collect rich data on their users, which allows advertisers to tailor videos to user interests and target demographics. Sponsored videos are well integrated within the content users interact with and they are equipped with additional features that allow users to share, like, and discuss.
What makes a good brand?
There’s an important relationship between the strength of a company’s brand and its overall success. As a branding agency, at Shark Communications, our client brand strategies often focus on supporting long-term brand success while ensuring consistency across current marketing communications. To help client marketing managers get started on their own with internal brand conversations, we've sometimes provided this brand questionnaire that was originally published two decades ago.
1. Tell us about your brand.
- Does your company have a brand identity?
- Does it market several brands?
- How important is a strong brand to your business?
2. A great brand is in for the long haul.
- Has your marketing more often focused on the short-term gains or the long-term growth of your brand?
3. A great brand knows itself.
- Does your company have a strong grasp of its identity?
- How well does it know who it is and what it isn’t?
- Does your company know how others perceive it?
4. A great brand taps into emotions.
- How much emotion is elicited by your brand?
- Has there been an emotional quality to your marketing?
5. A great brand is a story that’s never completely told.
- Does your brand have a story?
- Has the story evolved over time?
6. A great brand has a design consistency.
- How well connected are the visual expressions of your company’s brands or brand identity?
7. A great brand is relevant.
- Does your brand connect with the needs and desires of people’s lives today?
- Has your brand evolved and remained contemporary?
To understand the difference between Wordpress and Squarespace for building your next website, imagine that you want a new bookshelf for your office.
With Wordpress, the process is like hiring a skilled, finish-carpenter or cabinet maker (your Wordpress programmer) to design and build the shelving. You have unlimited options for materials (open source programming code) and the design can be completely customized.
With Squarespace, the scenario is more like choosing a contemporary, modular, shelving system from a high-end design and installation company. After reviewing a range of designs, colors, layout options and more, your shelving is specified and installed by a certified team.
To make repairs or additions at a later date, (perhaps you want to add doors or panel to cover certain parts of the shelving), with Wordpress you will again, most likely need to engage the services of a finish-carpenter or cabinet maker (your programmer). With Squarespace, the process will be similar to having a catalog of options in-hand, and you then hire the same company to install the new shelving additions, or with Squarespace’s plug-and-play functionality, you could do it yourself.
For developing and maintaining complex, multiple-language, and mission-critical web initiatives that serve as a gateway to secure applications Wordpress is our recommended platform. For companies that need a state-of-the-art website with SEO, digital and social media marketing integration, responsive display across desktop, tablet, and mobile, and some customized coding and technology, we recommend using Squarespace. Like having a customized mahogany shelving created for your office, Wordpress costs more. But if cost is a consideration and you can customize Squarespace's modular, plug-and-play components to your liking, then Squarespace is the way to go. And with less website development time, you can then get on developing an organized small business digital marketing program to build traffic to your website.
Digital TV advertising, Connected TV, streaming video advertising, it all offers a new opportunity for marketing. As Forbes put it in a recent article on Connected tv advertising... " Thanks to everything from smart TVs to mobile to connected devices (Roku, Amazon Fire TV et al), it’s a lot more digital than people realize. And therein lies the opportunity: take advantage of all that digitally viewed television..." At Shark, we're sidestepping the cost of broadcast TV for clients in metro markets with a new geotargeted digital TV media buy. Here's a redacted (six of 18 frames) look at a new 30 second spot in design and production.
Just a quick glimpse of a name change, repositioning and rebranding for Maple Tree Place. What a great test - if it fits onto a shopping bag's design and communicates value ...it works.
We found the reality of student summer living in Burlington, Vermont and then used it to entice more students to hang around and enroll in the summer. The poster, however, kept getting pulled off Univerity walls to be rehung in dorm rooms.
Just found this early bank branch marketing poster created by Shark. Turns out, that it was requested by a multiple of the Boston bank's customers who wanted it as an art poster to be hung on the walls of their Back Bay condos.
In advance of some initial marketing discussions with an unnamed Canadian auto financing startup, and serial entrepreneurial friend, I was spurred on to dig out into some of Shark's past auto dealer ads. Probably belongs in "Stuff we like."
In lieu of slide shows, background video, and other marketing agency, self-promo and popping graphic tactics, we've string together an easy and economical way to auto-post new content. The blog connects via auto-post software, syndication occurs across multiple digital channels, and then a twitter feed integrated into our homepage creates an easily managed digital marketing ecosystem. A great strategy for small business and companies who want to run with less drain on resources. Just saying.
... of the T, that is. Someone asked, so I found it. From the original, Saint Augustine shoot.
Here's a first look at the initial name and logo created by Shark for an exploratory, west-coast based start-up. No names - will be named and at the moment it's in "proof-of-concept"and that's all we can show or say!
From the beaches of St. Augustine, FL last year some time, our "If your ads aren't becoming to you, then you should be coming to us, vintage Shark T;shirt."
Just found some classic Ida Cheinman beer package design for Shark on the agency's shelf. It's either late 90's or sometime in the 2000's..
This would be a Pete, Christian and Thomas project resurrecting a concept that's been floating around the agency for a while.
Founded by Charles Shackleton and Miranda Thomas, ShackletonThomas furniture, pottery, and home décor can be found in the homes of Hollywood luminaries, international dignitaries, and in fine homes nationwide. As we begin to organize strategies, and a new digital marketing program, below, one can see the company' current logo and color palette, followed by a new typographic logo and icon ( props to Christian ... graphiste extraordinaire).
Shark Account Manager, Evy Jacobs is riding out Irma with her dog Stella in Fort Lauderdale, FL. A quick pic from Saturday before the storm - probably after uncle Robert finished "battening down the hatches," but just before his evening cocktail.
We spend a lot of time in our cars. Commuting to work, dropping off the kids at school, running errands, weekend getaways. When you view the world through a glass windshield, it's easy to notice the things that stand out, and what better way to separate from the rest of the pack than with a beautiful outdoor advertising campaign.
That's exactly what we did for BankRI – Shark created a billboard design to not only convey a message but also draw attention with its sound visuals for an outdoor environment. A sleek, powerful look for a strong, dependable bank.