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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February 4th, 2008 by Thomas
Google’s fourth quarter results were lower than expected and its AdSense program has proved expensive, it has been reported The company’s profits for the final quarter of 2007 increased by 17 per cent, however its advertising program has experienced a difficult period. Co-founder Sergei Brin, said it has been hard to get web users to click on ads and generate the revenue. “We have had a challenge in the fourth quarter with social networking [advertising] inventory as a whole,” he said. He admitted some of the company’s plans to generate income from the sites “did not pan out as we’d hoped”. After the release of its financial statement, Google’s share price fell by seven per cent to $524.50 - recent statistics have showed the internet giant’s lead on its competitors is lessening. Measurement of the search engine market by comScore revealed the percentage of Google searches conducted in December fell by 0.2 per cent compared to the previous month.
We can advise you on what advertising platform to use and how to use it. Ambergreen is accredited to run trusted feeds in the Yahoo Search Submit (YSS) programme.
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February 1st, 2008 by Thomas
Damage to internet cables has left millions of people ‘offline’, it has been reported. An anchoring ship wrecked undersea connections between Egypt and Europe and at least one cable is reported to have been severed. “This cut has affected internet services in Egypt with a partial disruption of 70 per cent of the network nationwide,” the Egyptian Telecommunications Ministry told Reuters. The accident caused huge disruption in the Middle East and reminded industry of its need for reliable internet connections. Spending on internet advertising in the UK is predicted to pass £3 billion in 2008 despite recent international credit worries. Advertising budgets are often the first to suffer when firms are in financial difficulties, however, online marketing remains a growth industry and is not expected to struggle this year. Firms who are now concerned about the reliability of their connections could always use satellite broadband, which uses a dish for two-way uploading and downloading.
By monitoring the market environment Ambergreen can help you react to changes quickly - just ask us about our Integration Management Programme (IMP).
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February 1st, 2008 by Thomas
The advice website, HowTo.tv has joined with blinx.com in a merger which demonstrates how digital media companies monetise their content. HowTo produces brand funded, on-demand video and blinkx is a search tool designed to find video clips. Russell Goldsmith, digital director and co-founder of HowTo explained: “With blinkx’s powerful search technology, viewers will be able to benefit from expert tips relating to their specific interests immediately and easily.” The internet has developed to allow video quality broadcasts and even news providers have incorporated them into their websites. Blinkx claims to be “the world’s most comprehensive video search engine” with 18 million hours of content. Marketers need searches to find the pages they are displayed on and pull out the user generated content they have associated themselves with. Social networking sites are populated with video clips, and companies are keen to use them to promote their brands.
Ambergreen’s forte is search engine marketing, so any valuable content can be at your customers fingertips.
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