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Why YouTube Gaming went for the low-key launch

WEB_YouTube_gamingCast your mind back to early 2014 and you may remember Google’s attempt to purchase game streaming site Twitch for $1bn. After the deal folded, rival Amazon stepped in later in the year to purchase Twitch for the lower price of $970m.

If you’re not an ardent gamer or have been distracted by other, more harrowing stories in your newsfeed, you may not have heard that Google-owned video platform YouTube launched its very own live-streaming site known as YouTube Gaming last week (26 August). Read more on Why YouTube Gaming went for the low-key launch…

The mobile advantage: More data, better audiences, improved engagement

MobileholdingphoneMobile is the most powerful medium advertisers have ever had to connect with consumers. The accuracy and granularity of data available on mobile is unmatched. Coupled with the fact that consumers now spend more time on mobile than any other medium, the mobile advantage is crystal clear. But why is mobile so powerful?

Mobile IDs have a lot to do with it. These IDs, specifically Apple’s IDFA and Google’s Advertising ID, provide a much more reliable tracking method than the cookies that are predominantly used on the desktop. And, since each device has its own unique ID, there is never any confusion about who you are targeting. Read more on The mobile advantage: More data, better audiences, improved engagement…

How mobile ads appeal to consumers

Location-based mobile ads: how do you get it right?Following Millennial Media’s first deep dive into its What’s My Worth? study, which aims to understand the value exchange consumers have with advertisers on mobile, Stephen Jenkins, global vice-president of marketing & communications, EMEA, looks at how ads appeal to mobile users, and the specific actions it pushes them to.

Beyond the click

Of those that clicked on a mobile ad (62% of 4,018 consumers polled), more than a third were prompted to specific action on their smartphone (35%) or tablet (38%). The four most popular actions beyond the initial ad engagement can be seen in the chart below. Read more on How mobile ads appeal to consumers…

Vlog: Absolut Vodka and Somethin’ Else on gamification

WEB_Absolut_Silverpoint_appRick Bennett-Baggs, senior brand manager at Absolut Vodka UK, and Michelle Feuerlicht, executive producer at content agency Somethin’ Else, spoke to The Wall about the alcohol brand’s Silverpoint campaign, more specifically its digital focus – a gaming app, which allowed users to involve themselves in the world of artist Andy Warhol in both digital and real-world experiences.

To give some context to the Silverpoint app, which launched in April, Bennett-Baggs explained the campaign behind it: “Absolut has a long legacy of collaborating with iconic artists, and you don’t get much bigger than Warhol who painted the brand’s bottle in 1986. Last year we released our Absolut Warhol limited-edition bottle and Silverpoint was the big campaign within that. Read more on Vlog: Absolut Vodka and Somethin’ Else on gamification…

11 of the best football social media campaigns

FootballappPremier League football clubs have acquired more than 200 million Facebook likes and 30 million Twitter followers, and eight of last year’s top ten tweeted moments in the UK were football related. The sport’s position as the world leader in online conversation offers brands the ideal playing field to engage with fans to build customer relationships, generate exposure, loyalty and trust across multiple markets.

Here,  Matt House, founder and chief executive of sports marketing agency SportQuake, takes a look at some of the best football-led digital campaigns and content. Read more on 11 of the best football social media campaigns…

The globalisation of fraud filtering and verification

WEB_globe_earth_worldOnline ad fraud costs millions. Every year, advertising dollars are wasted and the urgency of ensuring content is seen by human eyes has been building to a crescendo. As if to reinforce this point, FIPP recently announced that internet advertising is expected to overtake TV by 2017 – a significant milestone for the industry.

With the news that Nielsen will take its digital advertising rating services to Asia and Latin America, the right steps are slowly being taken to establish guidelines. However, more needs to be done to elevate the discussion of verification and viewability standards that work holistically for every segment across the digital landscape. Read more on The globalisation of fraud filtering and verification…

Using social media as your eyes and ears to protect your brand

WEB_Ribena_adSocial media is seen by the vast majority as a platform on which to share pictures of your dinner or to complain about the service you received at your local coffee shop. However, the communications experts among us will know that it’s far more powerful than that. It is in fact one of the most comprehensive research tools on the planet.

Businesses are already working with big data specialists to identify what’s hot and how exactly they should be positioning their new products to their audiences. But, while it’s useful to monitor for what’s hot, brand shouldn’t forget to monitor for what’s not. Read more on Using social media as your eyes and ears to protect your brand…

What do brands need to know about targeting the youth market on social media?

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The last couple of weeks have seen results from two of the world’s social media giants, with Twitter showing in particular that it is struggling to bring in new audiences. The results revealed that Facebook’s mobile consumer base alone is one billion users bigger than the entirety of Twitter’s userbase across all platforms.

So could it be that a lack of appeal to the youth market is hurting Twitter? This certainly seems to be the case, with our 2014/15 survey of students showing that 92% of students use Facebook, with Twitter used by just 58%. Worse still, 88% of students visit Facebook regularly, compared to just 38% for Twitter. Further to this, Snapchat and Instagram have overtaken the micro-blogging platform in terms of popularity with young people over the past year according to ComScore. Read more on What do brands need to know about targeting the youth market on social media?…

The Daily Poke: Shop SMS

Shop SMSBefore calling or emailing, it’s more than likely we’ll send a text. Well, brands are cottoning on to this idea, and there’s now an influx of companies thinking outside the box, and inside our inbox. Read more on The Daily Poke: Shop SMS…

Intrusion and innovation in advertising

May Day DemonstrationsHow do we reconcile the fact that people don’t like their data being shared, but publish it openly online? It’s clear that users are uncomfortable with advertisers having access to their data, with many unsure about how their data is used to target ads. Advertisers never see a user’s data unless it’s given to them or is from their own properties, but it can be available as a targeting option on a variety of platforms. It’s an important distinction, but not one many people are aware of.

For advertisers, the goal is to serve fewer ads, which effectively reach the target audience. If my ad is annoying, I’ll do anything I can to stop showing it to you. Digital therefore offers a unique opportunity for brands to target users who match certain criteria, but also to filter those who don’t, therefore saving money by avoiding those unlikely to become customers. Read more on Intrusion and innovation in advertising…