With RCPCA’s ad, the first person voiceover is powerful and creates a documentary feel to the advert, which is compelling. Strong words are used early on to get a reaction from animal lovers, such as ‘upset, neglect, abuse, urgent.’ The scale of the problem, ‘120,000 animals rescued every year’, is used to shock viewers and […]
ARM Blog
British Heart Foundation: Is a brand campaign the way to go?
The British Heart Foundation ad is engaging, and has a powerfully emotive theme; a young father dying, leaving a wife and family. Whilst the opening narrative is clear, the scene before the end card is confusing. Who is in the room? It feels as though the boy is just finding out that his father has […]
Oxfam: Film4 a strange choice
Oxfam crisis appeals are emotive and always emphasise a sense of urgency. Filmed with a news story feel, the presenter summarises the work that they’re doing within the first 10 seconds. This acts as a hook to the audience, who become engaged and interested to see what the ‘life saving supplies’ are, and why they […]
Tips to optimise your product pages
More often than not, many companies either overlook or struggle with product page optimisation. Consequently they then fail to maximise traffic to these important pages. Below are some tips on how to best optimise your product pages to gain more traffic. 1. Keyword Research Keyword research is one of the critical steps you must follow […]
TV spot lengths: Does size matter in an information rich world?
In a world of daily media consumption, with an array of advertisements on every platform, many consumers opt for ‘skipping ads’ or ‘ad blocking’. With this perceived diminishing attention level, should we be adapting TV creatives to the distracted consumer? TV is flexible and we are able to buy various second lengths: 10”, 20”, 30”, […]
YouTube continue aggressive push for TV budget
Over the past few months, we have seen Google pushing aggressively to take a portion of advertiser TV budget. Only last month, ARM Board Director, Dylan Moss, wrote an article on how YouTube claim they drive a higher ROI than TV, increasing your spend by six times can further optimise the media mix… A bold […]
