Apple’s introduction of ad blocking software into its latest iOS update last month has pushed the industry into overdrive as commentators from across the web share their opinion on why the public is becoming a community of digital thieves.
Suddenly, a morally righteous advertising industry is on the defensive – empowered ad blocking consumers are being branded as the reason why publishers are losing revenue and why adverts have had to become more aggressive.
But solving this ethical dilemma isn’t quite so simple. Just days after the launch of bestselling iOS ad blocker Peace, creator Marco Arment – who also founded blogging platform Tumblr – withdrew it, claiming its exponential success ‘just doesn’t feel good’.
Carla Buzasi, global chief content officer at WGSN, spoke to The Wall about three digital activations during this year’s London Fashion Week that were successful, including Burberry, Topshop and Hunter Originals.
Burberry previews SS16 collection on Snapchat
“They’ve always been leaders in the digital field and very experimental,” Buzasi explained ahead of talking about some of the brands that have successfully been activating at LFW via digital.
As any parent will tell you, kids possess impressive persuasive powers. So much so that Volkswagen felt they had the skills needed to get folks to reconsider the need for speed and encourage them to drive responsibly.
Four New Zealand families were given VW Golfs with magic dashboards and speed dials – designed using their children’s drawings. The result was that a third of participants reduced their speeding in 100km zones by 50%, driving more like superheroes rather than speeding villains.
There are more than two billion people on social media. That’s two billion-plus people who your brand could be reaching. However, being a successful brand on social isn’t as easy as it looks.
People want to see content that is useful, memorable, relevant to them and, most of all, engaging. Brands that want to earn their audience’s attention are increasingly looking to paid social to get their message in front of potential fans, customers and advocates.
The pace of change is stunning. Internal data from Instagram has shown that in mid-2011 only 1% of global comments on the social media site used emojis; by 2015 this figure had grown to 40%, and 48% in the UK. The growth has been fuelled by the introduction of emoji keyboards on iOS and Android, in 2011 and 2013 respectively.
What strikes me most about the reaction to Apple’s decision to allow iPhone and iPad Safari browsers to block advertising via third-party software extensions is its reason for doing so. According to the BBC an Apple spokeswoman claimed the decision was made “for an improved mobile browsing experience.” Some users support this view with one such comment from Peter Steinberger: “Ad blocking on iOS 9 makes such a big difference in page load times, it’s not even funny”.
Ad blocking is a far more complicated issue than simply giving iOS 9 users increased flexibility. David Frew, senior programmes manager for the Internet Advertising Bureau trade body, said: “Ad blocking is a threat to the whole advertising industry.” The bigger picture could drive a number of damaging effects.
You may already be aware of the self-expressive, artistic power of beer. Yet some of the big brewers have lost sight of their product’s magical properties, causing drinkers of today to become enticed by small craft breweries.
Are you guilty of using Facebook to badger your mates for the green light of approval? You are not alone. In a world full of choices, you want to feel like you’ve spent your hard-earned dosh on the right option.
But now you can leave your nearest and dearest alone. Viennese entrepreneurs Philip Holley and Peter Buchroithner have created an app for assertiveness.
It’s pretty simple stuff really. Dvel crowdsources decisiveness. You take two pictures of the things you’re torn between and upload them. In a set amount of time, users vote for what they think you should go for, and ta-da – decision made!
Dvel isn’t alone, there are plenty other apps of the same ilk making social media a much more practical method of decision-making. Khloe Kardashian’s mobile messaging app Begrouped allows you to do something other than send pictures of cats to your pals. You can ask functional yes/no questions, polls and other useful things that help with decisions and plans.
As the recent Oculus Connect 2 conference in LA highlighted, 2015 is shaping up to be the year that virtual reality (VR) began to grow up. Despite the lack of a major hardware release, it really feels like a much more mature industry.
The biggest announcement at OC2 was the $99 GearVR, which is compatible with Samsung’s entire high-end smartphone range. Beyond anything else, this will get VR into the hands of potentially millions of consumers in 2016. Oculus has made some very smart moves with content for the GearVR, of which Minecraft and Netflix are the highlights.
The imperative for companies to extend their thinking beyond social media into social business is gaining traction (see previous post). The road from social media to social business is potentially long and arduous. Once the benefits of social business become clear, questions abound: What does social business mean to us specifically? Where exactly do we want to go? Where are we now?
Brands and agencies came together at Somerset House on 12 October to champion, share and learn from the most inspirational marketing as the industry celebrated the inaugural Marketing New Thinking Awards.
On 7 October Accelerated Mobile Pages (AMP) arrived from Google supported by some of the most prestigious names in publishing and technology. Google’s introductory blog revealed: “Publishers around the world use the mobile web to reach these readers, but the experience can often leave a lot to be desired. Every time a webpage takes too long […]
They say don’t judge a book by its cover, but now you can suss out someone’s taste in fonts just by looking at their specs. Weiden & Kennedy Tokyo, and Japanese retailers, Oh My Glasses, have started a brand of glasses inspired by different fonts – Type. Read more on The Daily Poke: New type […]
BuzzMyVideos Online Video Barometer, conducted by OnePoll, has unearthed some staggering statistics on consumer affiliation towards beauty vloggers on YouTube. The online video content specialist’s study revealed that 85% of 500 UK consumers aged betwee 16 and 45 years old would trust a review by a YouTuber over any other method. This is more than 20 […]
This week ad blocking has dominated the news. Headlines have screamed of a ‘major blow to publishers’ following Apple’s green light to an IOS tool that blocks all ads. Google is up in arms, and advertisers everywhere have asked how it will affect them. Read more on Adapt or die: How ad blocking is paving […]
For most of 2015 Twitter has been talking about Project Lightning, a major enhancement designed to bring in new users, retain Twitter’s core base and leverage Twitter’s strengths in both mobile and media. Finally, the public is getting to see what was only previewed to Twitter insiders and employees: a new way to discover rich […]
‘Data scientist’ was recently named the ‘sexiest job of the 21st century’. The process of understanding data can at times seem so complicated that mastering it could be likened to a superpower. Read more on Interrogating data requires a new lens…