Latest Posts

Amazon’s $970m acquisition of Twitch can be seen as a statement of intent

TwitchNot satisfied being a retailer of products, Amazon is moving increasingly towards being a publisher. It follows the self-publishing movement from Amazon’s Kindle store; curating its own App Store; Amazon Studios creating its own TV shows for Amazon’s Prime Streaming service; and more recently its own video games through Amazon Game Studios. Amazon does not just want to sell you products, it wants to you to be fully immersed in the Amazon ecosystem. We estimate Amazon has roughly 603 million monthly visitors.

Twitch is a video game live broadcasting website that allows anyone to stream themselves playing video games. And while 70% of 16-24 years old watch online TV (as seen in our Entertainment – Q2 2014 report), Twitch and other live streaming websites are a new kind of entertainment, users can interact and converse in real time. Twitch has reported more than 45 million visitors every month and at peak times in the USA drives more traffic than Facebook or Amazon.

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Education is key for the connected home

connected home by Hans KylbergThe connected home, moving beyond the early adopter stage, is now trickling into the mainstream. Research we recently undertook highlighted that 17% of Brits would like and have no concerns about installing smart devices into their home. While on the other side of the pond a study by Accenture illustrates that 69% of consumers are planning to buy a connected home device in the next five years.

The entrance of the world’s biggest tech companies into the smart home market is likely to reassure consumers and accelerate adoption. Google’s £1.9 billion acquisition of Nest at the beginning of the year demonstrated its desire to be at the forefront of smart technology while Apple recently unveiled its HomeKit – a suite of tools for controlling home appliances.

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The #VeryBeautyTour takes off on Instagram

Very.co.uk's #VeryBeautyTourBrands including Babyliss, Illamasqua, Nails Inc, Max Factor, Murad, Real Techniques and Bourjois will be showcasing their products on board Very.co.uk’s ‘Very Beauty’ bus, touring the UK this autumn.

The online fashion and beauty retailer’s £600,000 campaign has been designed, planned and executed by Posterscope, PSLive, Vizeum and Liveposter, bringing together digital out-of-home, experiential, social and user-generated content.

It aims to capture passengers’ “getting ready” moment, which can be shot in the on-board Instagram booth and shared on social media using the hashtag #VeryBeautyTour and the Twitter handle @VeryNetwork.

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SMEs urged to recalibrate AdWords campaigns ahead of close variant changes

Google adwordsFrom September, advertisers using Google AdWords will no longer have the ability to de-select close variants. Close variants matching is an AdWords feature that allows ads to occur on misspellings and close variations to keywords within a campaign.

The ability to de-select close variants gives smaller advertisers the flexibility to run more optimised Adwords campaigns and avoid triggering unnecessary ads, which can be a drain on budget.

With close variants automatically activated, however, campaigns will cast a wider net with search terms and SMEs will struggle to reach the same level of precision as before. Read More »

Infographic: The golden age of travel booking

golden geeksThe results from a recent iProspect study into how older consumers (50+) use the internet when booking holidays showed one in three 50-69 year olds would make an online booking after watching video content about a destination.

Take a gander at this infographic for more facts on how travel brands should be communicating with baby boomers.

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Has the Ice Bucket Challenge reached its tipping point?

ice bucket challenge by Anthony Quintano:FlickrFrom Dolly Parton, George W Bush and Oprah to this ‘cute’ two-year-old, everyone is doing it: unless you’ve been living under a rock for the past fortnight, your news feed is probably as full as ours with the now infamous Ice Bucket Challenge.

Not since #nomakeupselfie has a viral charity campaign gone so crazy. Almost by accident, as of 27 August, The ALS Association has received $94.3m in donations (compared with $2.7m in the same period last year).

Yet among all this success, there have been vocal criticisms.

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World’s first-ever 3D print petition comes up trumps for elephants

World’s first-ever 3D print petition comes up trumps for elephantsHow do you get your charity noticed in a space already overflowing with e-petitions and direct mail? You could build a life-sized 3D printed elephant, which is how World Animal Protection (previously known as WSPA) has creatively chosen to get its message across as part of a campaign urging holidaymakers to boycott elephant rides and shows.

The work has been set up raise awareness about the pain, stress and suffering inflicted on elephants used in the tourism industry.

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Fashion, social media and the key to brand engagement

burberry London Fashion Week catwalkWhile social media certainly has its place as part of an overall marketing strategy, fashion brands need to look beyond the medium’s ability to simply drive short-term sales. Social media has proved itself to be a very powerful tool in some circumstances, but when it comes to clearing clothes rails its effect on our immediate purchasing decisions may be less powerful than commonly assumed, while its real potential remains overlooked.

Of course, popular brands will continue to clock up followers and endorsements on social media – ASOS is particularly good at this – but many of these individuals will be looking for opinions, reviews or customer service, rather than opportunities to make purchases. As such, a social media strategy designed purely to drive sales is going to deliver relatively poor ROI. Assessing the commercial value of a ‘fan’ on social media has long vexed digital strategists. How can you measure the value of different types of consumers – is a dedicated follower of fashion worth more or less than a fan of a specific brand? Read More »

3 steps to creating awesome in-app and push messaging content

In app push messagingIf content is king and mobile is the way of the future, then there’s no better place to invest your content marketing time than in creating app messaging. Why apps? Because, the inherent goal of apps is to help someone complete a task, and with their broad accessibility, apps have become the preferred channel that provides the best, easiest solution possible.

Keeping this in mind, successful app marketing requires content that is compelling, concise, helpful and targeted within the right context. Here are three steps to take – plus examples of great content, designs and offers – to create awesome push and in-app messaging campaigns. Read More »

Imogen Heap and the art of creative failure

Imogen HeapSinger Imogen Heap’s gig at the Roundhouse last Sunday night should be a lesson to us all in creative exploration of a digital world. It taught me two things: how to explore technology creatively, and how to fail with dignity.

The gig marked the culmination of Reverb – a four-day festival of electronic, experimental music that Heap curated, with a heavy dose of technology on the side. Read More »