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advertising Archives - The X Gene

Cover image from old BandT

Cannes: ‘Move over Grandad’ (reblog)

By | Advertising, Inspiration, Technology | No Comments

The following is a rad article we loved and got us juicy. We’re one of the creative agencies nipping at the heels of the bigguns, and our work is changing the way video is done in Australia.
The article reblogged here with permission from Kevin Macmillan’s The Works, Sydney and was originally posted on B&T.com


I was very excited heading to Cannes 2013. As I pack my suitcase to head back to Sydney, I’m even more excited.

I don’t remember a time in our industry when young creative entrepreneurs have been more at the forefront of marketing.

The ordered approach to marketing we all know from the past few decades, the approach we all understood to be the correct way is crashing down around us. It was so evident in Cannes throughout the week.

Media is going through the ringer. Research is going through the ringer. Strategy is going through the ringer. And Creativity is thriving. The young creative entrepreneurs up on stage at the talks and the seminars spoke with conviction and were wide eyed about the future.

The older speakers from the old marketing world often appeared like rabbits caught in the headlights. Whether it be the boss of a big corporate organisation or the boss of a big agency, I somehow got the vibe they were merely warning us about the changing approach to marketing, rather than actually being part of it.

It’s always more interesting to hear from the creator of something. The person who made something. Not the person who was there when it was made.

Around the world, technology is allowing young creative entrepreneurs to make more ideas, deliver them quicker to market and use real live testing. So instead of “here’s what the future looks like” the Cannes festival was much more “look what I made”.

Cannes did not feel like an ad festival. If felt like an ideas festival. A place where young creative entrepreneurs could come and share creative stuff. There was a ‘Move over Grandad, you ain’t getting this shit’feeling in the air.

It confirmed what I already thought; that the marketing world would be a better place without all the marketing bullshit.  A better place if we were all brave enough to accept what marketing really is – a simple creative idea to make people love your product.

If I’m going to take one thing away from Cannes it’s going to be this; we are in the age of making ideas, not talking just talking about them. As a creative, that is unbelievably exciting.

Kevin Macmillan is founder and creative partner at The Works Sydney

Effectiveness of video and ads online

Length, Placement & Rolling Over: How Do You Perfect A Video?

By | Advertising, Research, Video | No Comments

We know video is the best one of all the ones. Radio is audio. Design is static images. Copy is reading word. Video combines all of those, and moves! C’mon!

Still, proof is better than jabbering unfounded, so we’re gonna show you some examples not only of the effectiveness of video, but how to achieve the optimum effectiveness. (Hint: it’s half science, half art, just like The X Gene)

The Interactive Advertising Bureau is like our mothership. Their research council undertook a study to see just how long a video should be, and where the best place to pop it is. Here’s a quick overview, but click the link below to see the gritty details:

  • 15 seconds appears to be an optimal length for digital video creative in the pre-roll position. 5-second spots had trouble conveying a message; while 30-second spots risked turning off a viewer waiting to watch something else.
  • 30-second spots do well at conveying a complex or emotionally resonant message, but work best in user-initiated placements (where the user must take an action, like clicking on an ad or rolling over an in-text link, to begin playing the ad) where viewers display more patience for long messages.
  • Pre-roll, in-text, and in-banner video ad placements can all contribute to achieving the goals of a campaign; however, different placements may perform optimally with different creative lengths.

LINK: IAB Digital Video Ad Effectiveness Case Study