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Posts in Advertising

Seven tips for global e-commerce

As retailers begin to ramp up their online presence overseas, two weeks ago at a conference in San Francisco I was asked to examine the benefits – and challenges – of international e-commerce.

Entitled: The Global Push, I took the audience through a statistics rich presentation that should be an aid to any brand considering global e-commerce expansion.

For those of you who weren't there, Fiona Gandy, Key Account Manager at 7thingsmedia, will cover a rundown of the session, summed up in seven takeaway tips.


Q&A: Offerpop on scaling in social media with ROI attached

In 2009, Offerpop launched a marketing platform to help brands find and engage audiences on Twitter. This expanded to Facebook shortly after and now Offerpop have 15 apps on Facebook and five on Twitter that help companies run successful campaigns on both social media platforms.

We had a chance to catch up with their CEO, Wendell Lansford, and CMO, Mark Cooper, when they were at SXSW to share a little more about what they do and what they think brands need to plan for this year.


Five ways to create effective transmedia stories

In his keynote speech at DIY Days in New York earlier this month, self-proclaimed "story architect" Lance Weiler trumpeted transmedia storytelling as an "opportunity to lay story across the real world in a way that's never been possible."

On purely technical terms, he's right: A single story can be told around the world instantaneously in various media. Examples abound: Wieden & Kennedy's Old Spice campaign with its use of online video, TV spots, and social media; the use of games and live events for The Dark Knight; and the sprawling epic that was BMW's The Hire. Weiler himself IDed other tools in the transmedia arsenal: geolocation and the improving technology of near field communications or NFC.

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Sky announces on-demand web service NOW TV

Not to be outdone by Channel 4’s announcement about new channel 4Seven at the FT Digital Media Conference a few weeks ago, Sky this morning confirmed details of its new web TV service, called NOW TV, at the opening keynote of the Media Guardian Changing Media Summit in London.

Sky’s Chief Executive, Jeremy Darroch, said that it would provide on-demand access to Sky content on a wide range of broadband-connected devices.


Linking Mobile uses CPA model to sell ads based on QR code activation

Linking Mobile is attempting to use transactional QR codes to take the affiliate model to offline marketing channels.

The codes have been printed onto 100,000 leaflets advertising the Accident Advice Helpline (AAH), which have been distributed across London by promotions company Double Bubble.

Rather than paying up front for cost of printing the hand-outs, AAH will be charged using a cost per acquisition (CPA) model, and Double Bubble with also be paid per registration.

In this case, the 'acquisition' is based on how many customers fill out a form after being directed to a mobile site via the QR code.


“Citizen CoSponsor Project” brings Republican Congress inside Facebook

Republican House Majority leader Eric Cantor launched the Citizen CoSponsor Project today, a landmark digital application that allows conservative activists to “cosponsor” bills on Facebook, share the activity with their friends, and track legislative progression through Congress.

While other services such as the non-government affiliated govetrack.us and the Library of Congress’ public resource Thomas have enabled web browsers to monitor the congressional process in the past, this is the first time that bill tracking has been integrated directly into the Facebook media matrix.


All3Media seeks to monetise archived shows with connected TV app

Independent TV production company All3Media has launched a new connected TV app that will allow viewers to rent its archived shows.

If it proves to be a success, this could be a new way for production companies to monetise their content.

The app will make over 230 hours of content available to rent for a 48 hour period, and includes programmes like Skins, The Only Way Is Essex, Midsomer Murders and Peep Show.


TAA makes connected TV apps easier with multi-manufacturer solution

TV App Agency (TAA) has set its sights on the nascent connected TV market with a new product that allows developers to create apps that will work across six different manufacturers.

TAA’s new technology creates apps for Samsung, LG, Philips, Sharp, Opera and Google TV sets from a single source code.

In the past year, the company has created TV apps for Absolute Radio, Spanish broadcaster RTVE, National Rail Enquiries, and for property companies Rightmove, PrimeLocation and Findaproperty.com.


Can this man save Google's social strategy?

How important is social to Google's future?

It depends on who you ask. Some believe that if Google doesn't find a way to compete in the space, Facebook might eventually eat its lunch.

Those who are a tad more skeptical suggest that Google and its advertising money machine don't need social to thrive.

Time will tell which camp is right, but Google has already decided. With the launch of Google+ and Search, plus Your World, it's clear that the search giant is committed to giving its all in an effort to become a meaningful player in the social market.


Citadel uses Aurasma powered augmented reality poster at SXSW

Psychological horror film Citadel is letting fans view bespoke clips from the movie via an augmented reality enhanced poster.

Realise Digital collaborated with Sigma Films and Bl!nder Films to create buzz ahead of the premiere, which took place at the SXSW Film Festival in Texas this weekend.

Once you've installed Aurasma's app, simply point your mobile at the poster (which has been appearing around Austin) to reveal unique edits of scenes from the film.

Where previously, film posters have simply augmented trailer footage within offline film marketing, the Citadel poster is a bespoke edit designed specifically for the festival audience. Viewers are then invited to interact further via Facebook.


How can advertisers increase mobile affiliate revenue?

The ‘rise of mobile’ has been a hot topic in online for years; however, at the start of 2012 it’s beginning to feel like mobile marketing has finally arrived as a channel worth shouting about both in terms of viability and, more importantly for the bottom line, profitability.

More and more consumers are using smartphones and mobile devices to access content. A whopping 42% of the UK mobile users now operate on a smart phone and 51% have browsed the internet on their mobile devices in the past week.

While 65% of mobile owners routinely use their mobile devices to find businesses for in-store purchases (Source: Google, 2011) a significant 13% of UK consumers have actually made a purchase via a mobile, with a further 19% having used their mobile to compare prices and look at product reviews while out shopping. 

This shift in consumer behaviour is having a dramatic impact on the affiliate sector, which has proved in the past to be a perfect testing ground for more innovative advertising models.

With advertisers increasingly investing in viable mobile commerce sites, publishers are utilising the platform as another avenue for increasing revenue.

With this in mind, what steps should advertisers and publishers be taking to increase affiliate traffic and drive revenue through a mobile platform?

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Study suggests 17% of British TV viewers use social media to find new shows

New research from Diffusion and YouGov suggests that one in five British TV viewers (17%) use social media as a way of discovering new programmes.

Based on an online survey of 2,025 UK consumers aged 18 to 55+, the report found that 39% turned to social media to guide them in their TV choices (defined as "helping discover new TV shows and be alerted to programmes that are currently on and being talked about") - while 17% use social media to gain a "fresh perspective on what they are watching".