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Mallory Russell

Member since January 2009 Contact Mallory

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  • 1160 Battery Street
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Articles by Mallory All articles by Mallory

  • The Top Brands And Agencies Driving Branded Video, Q3 2014 in Video Insider on 11/17/2014

    Q3 2014 was a watershed moment for branded video, as audiences watched it 2.9 billion times during this timeframe largely because of World Cup mania and the influx of new smartphone ads. But branded video also reached its apex last quarter because of the unparalleled creativity we are seeing from forward-thinking brands and agencies that want more immersive ways to share their stories with consumers.

  • Branded Video Hits Its Stride In Q3 2014 in Video Insider on 11/06/2014

    Audiences chose to watch branded video more than 2.9 billion times in Q3 2014, due primarily to the continued global interest in World Cup campaigns and growing levels of activity from smartphone brands in September. According to Visible Measures analysis, views increased 3% over Q2, when World Cup mania was at its peak. This means that viewership of branded video was at the highest rate it has ever been to date in Q3 2014.

  • Where Are All The Big Halloween Video Campaigns? in Video Insider on 10/30/2014

    Brands love to create online video campaigns for big events. They produce a plethora of content for the Super Bowl, the World Cup, the winter holidays, April Fools' Day, and Mother's Day. And yet, few brands produce online video content for Halloween, despite a Harris Poll finding that Halloween is the third favorite holiday among Americans, after Christmas and Thanksgiving.

  • How Video Content Marketing, Social Media Are Affecting Upcoming Elections in Video Insider on 10/21/2014

    Political candidate only get to test out new technology and advertising every two years, making each midterm and presidential election a banner year for some medium or another. In the 2008 presidential campaign, the use of social media as part of a campaign strategy was cutting-edge. By the time the 2010 midterms rolled along, it was well established that candidates needed a social presence. By 2012, the use of social media was old-hat. The presidential election that year was the banner year for political video.

  • Cats Vs. Dogs: Who Do Brands, Audiences, Love More? in Video Insider on 10/02/2014

    Cats versus dogs: It's a long-held rivalry. While dogs, for the most part, by sheer size can take cats in real life, and many people prefer dogs to cats, given the feline tendency to be a little icy, it's a cat's world online. Things are different for branded video, though.

  • Rethinking Viral Video  in Video Insider on 09/25/2014

    For many years, brands have gone to great lengths to ensure that their videos "go viral." They try to create funny, endearing or heart-wrenching ads that are compelling enough for people to share across their social channels. Some take it a step further by creating ads that are somewhat controversial to spark more conversations across Facebook and Twitter. While we always applaud great creative efforts, we believe these brands need to resthink their overall approach to video. The key to creating a successful video strategy in 2014 and beyond isn't just about going viral; it's about understanding what motivates consumers to watch and share branded videos.

  • Volkswagen's Latest Video Ushers In Future of Branded Content in Video Insider on 09/18/2014

    There's something new and fresh about "The Way-Too-Helpful Neighbor," a video from Volkswagen, Target, and Funny or Die promoting the new 2015 Golf automobile. The video opens on a guy who has just been surprised by a call from his girlfriend. Her parents will be at his place in just two hours, and his place is a mess. Fortunately, he has a pushy and very nosy neighbor in the form of Rob Huebel (a familiar face who starred in "The Descendants"), who takes the boyfriend on an unconventional shopping spree in his new Golf. Huebel drives the car through the aisles of Target, highlighting the car's handling as well as Target's Room Essential decor and storage line in one coherent story.

  • Apple Vs. Samsung: Who's Winning September Smartphone War? in Video Insider on 09/10/2014

    Apple's live event this week was as magnificent as expected, with the new Apple Watch receiving a standing ovation. It's a testament to the strength of Apple's brand that August and September have become an unofficial smartphone advertising event as competitors try to leverage all of the buzz around the brand's big announcement. But it is also a testament to Samsung's leadership in the vertical that the smartphone wars have taken on a new life in the fall months.

  • Most Viral NFL Players In Branded Video Get Ready to Kick Off Season in Video Insider on 09/04/2014

    The NFL regular season kicks off this week with a game between Green Bay Packers and the Seattle Seahawks. To celebrate the beginning of the season, we took a look at the most popular NFL players in branded video.

  • What Gen Z Stars Mean For Advertising  in Video Insider on 08/28/2014

    The use of celebrities is one of the most effective creative approaches that a brand can take in branded video, television or print. But what happens when the definition of celebrity drastically changes? That's a challenge brands will face as Generation Z becomes a prime consumer market. A recent study from Variety found that American teenagers are more enthralled with YouTube stars than they are the biggest names in the more established entertainment industry.

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