February 16th, 2008 by Thomas
Companies looking to spread their brand in social networks need to look for super-advocates, new research has advised. According to a report from Experian, 2008 will see the emergence of the social network ’super-advocate’, a member of its community that can influence others through citizen journalism. “The super-advocate will pose one of the biggest challenges facing companies trying to tap into user-generated content as advertising and marketing channels“, it claimed. The report, The Impact of Social Networking in the UK, has predicted a rise of smaller ‘clique’ communities “with stringent membership requirements to protect their exclusive and highly influential members”. It also revealed there would be an accelerated development of social networks for viral marketing. Advertisers are keen to explore Facebook and its competitor sites to help target their products and benefit from digital word-of-mouth advertising.
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February 14th, 2008 by Thomas
A new coalition to consider targeted advertising standards has been proposed. The alliance is to meet in March at the Behavioural Targeting Standards Consortium in Hollywood and discuss proposals that could re-shape the online marketing industry. “There is a growing need for greater transparency on what data is being used, how it is being used and by whom,” said Jeff Hirsch, chief revenue officer of organisers, Revenue Science. He explained the technology used in the industry has confused both marketers and their audiences. “With over 48 networks now claiming some degree of behavioral targeting capabilities, our industry’s challenge is to define behavioral targeting segments that help advertisers better understand what they are buying.” Most industry members have responded positively to the proposals, however Click Z has reported one saying: “I don’t think one ad network in any industry with dozens if not hundreds of ad networks, can declare a standard.” Two industry groups already exist to provide guidance, the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB).
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February 13th, 2008 by Thomas
An increased number of search results now carry “malicious content”, according to a Google security advisor. Neil Provos, writing in this blog said in the last 18 months Google has found more than three million unique URLs on more than 18,000 websites that were infected. Mr Provos has co-authored a study, which revealed this caused a problem for the companies ad revenue. “In our analysis, we found that on average two per cent of malicious websites were delivering malware via advertising,” he said. His research, All Your IFRAM Point To Us, explained that a web page is only as secure as its weakest component. “In particular, even if the webpage itself does not contain any exploits, insecure ad content poses a risk to advertising web sites,” it went on to reveal.
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February 12th, 2008 by Thomas
Staff at the BBC has been told to take care when using images sourced from social networking sites, the Guardian has reported. Journalists have been warned that by using these images, they are in danger of attracting complaints over copyright issues and personal privacy. A BBC email seen by the paper said: “Simply because material may have been put into the public domain may not always give the media the right to exploit its existence.” Advertisers are increasingly entering into social networking sites and aligning themselves with user-generated content, something the channel is keen to advise on. The broadcaster warned its staff that by using a picture from these sites they could bring “material to a much wider public than a personal website that would only be found with very specific search criteria”. By engaging in social networks, advertisers are attempting to further understand their audience and use the internet’s communications forums to generate brand awareness.
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February 12th, 2008 by Thomas
Online adverts need to adhere to the same rules as television commercials, according to a leading children’s charity. Richard Watts, coordinator of the Children’s Food Campaign has asked for standards to be set to prevent marketers using the web to target children. “If they are opening this thing up for pretty blatant product placement, not only should the rules about product placement on TV apply, but if it’s a product like Creme Egg that is obviously aimed at children, it should be stopped,” he told the Guardian. Social networking site, Bebo has commissioned a version of the successful Lonelygirl 15 video series. It first appeared on YouTube in 2006 and received large sponsorship from marketers. ‘KateModern’ has attracted investment from Microsoft, Procter & Gamble and Orange who paid up to £250,000 each to see their products feature on the show. Despite being free of some of the constraints on traditional media, the web is watched closely by lobby groups and internet communities.
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February 12th, 2008 by Thomas
Consumers are finding television advertising less influential than online consumer reviews, new research has found. The study has revealed that 97 per cent of consumers who search the web before buying, trust online reviews. JupiterResearch conducted the investigation for Bazaarvoice, a social commerce site. It found 70 per cent of consumers believed online user-generated content is the most useful tool to help them shop. Sam Decker, chief marketing officer for the site, has predicted the coming year will demonstrate how these online marketing trends will affect buying. “2008 will signal a big change for online retailers in the UK as they listen to what consumers want and allow them to influence each others’ purchase decisions,” he said. Future marketing strategies may have to generate internet statistics on ’super-advocates’ – popular bloggers who will have earned the confidence of internet users.
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February 12th, 2008 by Thomas
A new technology has been launched which scans barcodes and then connects devices to brands’ websites. The NeoReader enables a mobile device with a built-in camera to access product information from adverts, displays and other objects. Parent firm NeoMedia Technologies explained: “It enables permission-based, highly targeted and cost-effective marketing campaigns supported by precise response tracking and reporting capabilities.” In a further development, it launched a separate scanner which can read electronic cinema tickets. Movie-goers, it said could use the device to avoid buying tickets from the box office. “The system compares the electronic ticket with an existing database, where it is verified by GPRS in seconds,” the firm claimed. Microsoft is also keen to use new technology to change the retail experience - the company is due to launch trials of its interactive shopping trolley, the U-Scan Shopper. The carts have wireless connections, which update prices and information and can trigger adverts as users pass through relevant aisles.
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February 11th, 2008 by Thomas
Advertising for Michael Jackson’s Thriller 25 album has appeared across platforms and is demonstrating how marketing has embraced social media. The re-issue of his multi platinum album has been promoted with a global campaign, which has included an advert for Pepsi at the Superbowl, a 40-episode podcast and numerous YouTube parodies. The integration of both on and off line adds and mobile applications will be significant developments in 2008. Jonathan Bass, chairman of the Mobile Marketing Council explained its importance. “Mobile advertising is the Holy Grail for advertisers seeking pinpoint audience targeting and rich consumer engagement.” A reenactment of the album’s famous zombie video has been filmed on the London Underground and has received huge coverage on YouTube. The viral nature of the clip and the ability to share it across social networks has demonstrated the potential of online advertising.
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February 6th, 2008 by Thomas
The Telegraph will offer advertisers its own audio and video production services, it has been reported. The service will be provided by an expanded newspaper production department, which will provide them with a free consultancy and digital production tools. According to Journalism.co.uk, Dave King, Telegraph Media Group (TMG) executive director said: “This is a natural extension of our multimedia services at TMG and lets us take a dynamic package of advertising solutions to market.” Newspapers have recently expanded their online presence - most now offer comprehensive cover on their sites, which include media players and blogging tools. The circulation of printed media has fallen recently and even the most read paper, the Sun, is suffering from lower readership figures. “Our new digital facilities and in-house expertise mean that we can work with agencies and clients alike to deliver ground-breaking multimedia solutions,” Mr King went.
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February 6th, 2008 by Thomas
The latest marketing campaign from the BBC will launch across media platforms, it was announced. Promotion for the corporation’s New Sound of Asian Britain will include a 30-second TV brand trail, two ten-second TV appointment to listen trails and an interactive online game. “The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station’s identity,” said Andy Parfitt, controller of Radio One. The drive will see a host of stars promote the channel on TV, Radio and the internet. Radio One DJ Bobby Friction, DJ Kayper, rapper Mumzy and singer H Dhami will all make appearances. Marketers are increasingly creating combined campaigns featuring traditional static displays, alongside video and interactive elements. Using targeted branded messages within social networks has yet to prove successful for Google. The company’s co-founder Sergey Brin recently admitted some of the company’s plans to monetize the sites “did not pan out as we’d hoped.”
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