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Mallory A. Russell

Member since January 2009 Contact Mallory A.

  • Director of Content Visible Measures
  • 1550 Bay Street
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  • San Francisco California
  • 94123 USA

Articles by Mallory A. All articles by Mallory A.

  • Ad Council Campaign Embraces Diversity Through Love in Video Insider on 03/20/2015

    The Super Bowl is a huge event for advertising, and online video in particular. Campaigns associated with the 2015 Super Bowl have generated more than 460 million views. But brands don't need a major event like the Super Bowl to create major viewership. On March 3, the Ad Council released "Love Has No Labels," which aims to overcome bias and embrace diversity through love. It has surpassed all 2015 Super Bowl campaigns to be the most-watched campaign of the year, to date.

  • Intel Harnesses Viewer Interaction In Video Series in Video Insider on 03/13/2015

    On Wednesday, Intel released the trailer for the fourth installment of its Inside Film series. In this year's video, "What Lives Inside," Intel partners with Dell for the first time and dives into a new genre, fantasy.

  • A Natural? 'Fifty Shades Of Grey' Spoofs Promote Condom Brands in Video Insider on 02/26/2015

    There was a ton of buzz around "Fifty Shades of Grey" in almost every stage of its development, from the moment the cast was announced to the the film's first teasers (which have generated more than 380 million views.) Three brands leveraged the excitement around the film's release with their own content.

  • Super Bowl's Emotional Ads Echo Online Video Tactics in Video Insider on 02/10/2015

    You can't argue with the fact that Super Bowl ads were markedly different this year. The $4.5 million price tag for a 30-second spot deterred many seasoned advertisers from participating. There were fewer auto brands advertising, and since they often produce some of the most memorable work, the tone of the advertising shifted.

  • The Super Bowl Will Be Measure Of Facebook's Video Success in Video Insider on 01/27/2015

    When Facebook announced last fall that its video metrics would be made public, the media began to speculate. Would this data prove that Facebook had the potential to overtake YouTube as a video platform? We've learned a few things since then.

  • Why Is It So Quiet? It's Almost the Super Bowl! in Video Insider on 01/22/2015

    It's now less than two weeks before the Super Bowl, but it seems oddly quiet in adland. By Jan. 21, 2014, a total of 19 brands had released teasers and/or full Super Bowl ads that were driving viewership. This year, I can count on one hand the number of actual Super Bowl spots I have already viewed.

  • Newcastle Redefines Super Bowl Ambush in Video Insider on 01/15/2015

    No, there is nothing new about the brand ambush - capitalizing on an event without paying for TV time or sponsorship. Nike has built a reputation (and a strategy) as an ambush advertiser during both the Olympics and the World Cup. Nike's ambush creative never fails to drive viewership, buzz, and media coverage. The same cannot be said for most brands that try to ambush events, especially during the Super Bowl, when campaigns are generally artless and overplayed. But last year, Heineken's Newcastle Brown Ale showed us all what a proper Super Bowl ambush might look like with "If We Made It."

  • First Video Hits of 2015: Looking Back And Then Forward  in Video Insider on 01/08/2015

    As 2015 begins, the industry is looking back at the biggest trends of 2014 and predicting those that will dominate 2015. Looking backward -- even if it's only to the events that happened a year ago or two weeks ago -- plays on our love of nostalgia, one of the most powerful and unifying emotions. Looking forward -- be it two weeks or 20 years -- stirs up feelings of hope, again an emotion that inspires and excited. Content that delivers on a message of hope is the kind that viewers or readers like to share. Here's a look at how brands are using these two kinds of messages in videos.

  • Top-Viewed Videos Channel Xmas Spirit  in Video Insider on 12/17/2014

    The holidays are finally here! It's a time to gather with family and friends, to share traditions, and to enjoy all that the season has to offer. But before we take a break to start the celebrating, let's recap those brands that best embodied the holiday spirit this season. The top 10 campaigns of the 2014 holiday season, as of Dec. 16, are:

  • Samsung, Wieden+Kennedy Portland Reach Most Viewers With Branded Video This Year in Video Insider on 12/10/2014

    It's no secret that viewership of branded video is on an upswing. Average viewership of the top 10 branded video campaigns increased from 69.4 million views in 2013 to 83.4 million views in 2014. Two creators of popular viral ads had banner years in 2014, with Samsung emerging as the most viral brand of the year for the third year running, and Wieden+Kennedy Portland emerging as the agency with the most viewed video of 2014 thanks to its work for Nike.

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