Maryn Cannon
Category: Strategy
02.27.2018
Creative Strategy
Marketers Animate Their GIF Strategies, But Length Becomes a Conundrum
Innovative brands are beginning to break the unspoken rules of GIF communication, opting to publish longer, minute-long GIFs to communicate their story or message. These long-form GIFs allow brands to show rather than tell, and thus their communications are more entertaining, effective and efficient.
In choosing your ideal GIF length, keep in mind that a long-form GIF might not be right for every message. In some cases, the shorter and more succinct GIF remains the most captivating method of communication.
Advertising
How Can Brands Effectively Use Influencers? This Marketing Company Explains Its Strategy
In order to get the most out of an influencer marketing campaign, brands need to prioritize the quality of an influencer’s audience over the quantity of an influencer’s audience. Influencers with small but targeted groups of followers often have higher levels of engagement and can effectively communicate your campaign to the consumers that want to hear about it the most.
It is a common misconception that influencer marketing is a numbers-based game. In your next campaign, consider selecting your influencer(s) based on the audience behind the follower-count, not solely the follower-count itself.
Digital Advertising
Google Chrome’s Crackdown of Bad Ads Is Only the Beginning
Chrome has begun an attempt to end poor quality ad experiences by filtering ads based on consumers’ quality standards. These standards will allow Chrome curate the most relevant and engaging ads, avoiding disruptive formats such as pop-ups, autoplay videos with audio, and full-page count-down interstitials.
Chrome hopes that this new initiate will decrease the likelihood that users will install ad blockers, which in turn will allow quality publishers greater opportunity to monetize their content. This cleanup effort will benefit advertisers, publishers and consumers alike.
