No, not to steal your money, but to steal your attention.

Attention is a valuable thing, and advertisers spend enormous amounts of time (and money) seeking it out. Recently we’ve been talking a lot about how consumers are winning the war for their attention.

But what if advertisers could find a new advantage, by getting better at capturing our unconscious attention? The idea of subliminal advertising has been around since the 40s, but it concerns itself much more with message than medium.

We’ve been inspired by this TED talk which poses the question “If you could control somebody’s attention, what would you do with it?”.







The Battle is On!

November 12, 2013


Although Halloween is still relatively fresh in our minds, its passing signals a pivotal time in the retail calendar – yes you guessed it, the beginning of the silly season and the unfolding battle of epic propositions between our favourite retailers. Turn on any channel and you’ll be treated to scenes of winter wonderlands, romantic interludes, family gatherings and every other Christmas cliché known to man as retailers try and steal from each other in the run up to the big day.

Most anticipated of all though has to be the John Lewis Christmas ad.  Shrouded in secrecy and with heightened anticipation, they unveiled their latest offering to their UK audience during the X Factor on Saturday night.  Having ‘won’ the creative battle over the past two years, this year the pressure was on to maintain their position and deliver a campaign that would strike a chord and get people talking. The ad titled ‘The Bear and the Hare’ tells the heart warming tale of an unlikely friendship between the two animals and brings us on a sixty second journey that would melt many a hard heart. But, forget about all that fluffy stuff, will it work?

Based on the response across Twitter in the UK, it looks like they’ve struck gold again.  Figures just released in the UK show a whopping 86,300 mentions on the social media site over the weekend – up 29% on their 2012 Christmas campaign launch.  Coupled with this they have also had a stellar reaction on other social media sites, adding 12,000 Facebook fans and 4,600 YouTube subscribers.  If that wasn’t enough, it looks like the soundtrack, a cover of Keane hit ‘Somewhere Only We Know’ by Lily Allen, is favourite to be the Christmas number one.

Looks like Christmas is all wrapped up.




Twitter TV Ratings

November 6, 2013

nielsen-twitter-logos-300pxThere are so many “Hot Topic’s” in media at the moment it seems we are spoiled to be living during an age of such rapid change and evolution. Programmatic Buying, 2nd Screening and how Netflix is changing the media landscape are just some of the many topics crossing peoples lips.

I found myself being engrossed in a story I heard almost 3 weeks ago. Rumblings about Nielsen and Twitter partnering up to create what they call Twitter TV Ratings very quickly became a hot topic. The idea of the Twitter TV ratings is not the same as your typical TV rating (how many people watched a TV show). The twitter TV Rating looks at how much activity the particular TV show creates on Twitter. Both these metrics show very different results for different demographics. An obvious assumption to make is that programmes which are popular with a younger demographic will score higher in terms of Twitter TV Ratings as this audience are more engaged with the platform. However the results even with a younger more engaged audience are very programme dependent. Some programmes lend themselves nicely to 2nd screening and twitter conversations while others don’t. Here is the Top 5 US programs from 30/09 until 06/10.

Top 5 US Twitter TV Ratings 30/09 - 6/10/2013

Top 5 US Twitter TV Ratings 30/09 – 6/10/2013

Are there any major surprises? Not so much. American political thriller TV drama, the most talked about artist of the moment, the equivalent of our Late Late Show and The Voice. These shows are typically going to arouse in a traditional sense, conversation about their outcomes. Traditionally people would have sat around together and watched these programmes. Nowadays, the communal friendly aspect to watching TV has been to a certain extent lost. I feel the exciting thing Twitter is doing is restoring an aspect of social conversation to the act of watching your favourite TV programmes. It’s giving viewers a platform to share their opinion and enjoy other peoples in “real time”. Even if none of your close friends are watching the latest episode of House of Cards you can find a community of people online who are.

From a media perspective Advertisers are going to gain a wealth of knowledge about their target audience. People’s interactions with TV programmes are going to filter down audiences into minute targeted groups. The kind of groups traditional media have been lacking in comparison to digital media. It’s obviously going to take some time for the technology and implementation of such measures to reach Ireland. I just know I’m personally excited about the prospect of RTE selling advertising in the newest series of whatever Love/Hate type programming is running with a big Twitter TV Rating sitting alongside.

Donnacha – Account Exec OMD Ireland



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