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Posts in Advertising

Beyond 4G: The future of wireless

In a conference room overlooking Manhattan’s Greenwich Village last week, NYU showcased research being conducted by professors from its various branches—its school of medicine, Courant Institute of Mathematical Sciences, and Polytechnic Institute—at an event titled “Beyond 4G: The Future of Wireless.”

Nine academics presented their findings on the wireless environment of today and tomorrow.

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Buddy Media announces integration with YouTube

Buddy Media has announced an integration with YouTube that allows brands to create social apps, apply global content targeting and view analytics in relation to the video site.

The company expects its YouTube-specific social apps - called ‘sapplets’ – to be the most popular new function, since video apps rank consistently among the top three most-used social apps within its marketing suite.

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Seven top tips for improving viral campaign success

There’s clearly no secret formula for viral success otherwise we’d all be doing it. 

In fact, there’s nothing worse than a client briefing an agency to devise a viral campaign as it completely misses the point about how good ideas are generated. 

A viral campaign is a desired outcome, not the basis for developing break-through campaigns or memes. That said, there are definite skills, techniques and approaches which we can deploy to improve our chances of viral success.

In fact, Propagation Planning is a relatively new school of thought which is dedicated to this very concept. In theory, the more we understand how communities behave and share ideas, the better we’ll get at creating compelling advertising campaigns which self-propagate.

As Griffin Farley, Strategy Director from BBH succinctly puts it “Plan not for the people you reach, but for the people they reach”.

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YouTube unveils new ad model for channel sponsorships

To correspond with a new focus on channels, YouTube has announced a new ad model that will see the site attempt to monetise partnerships with Reuters, Sony, Warner Brothers, Universal – and just this week, Disney UK.

The new channel sponsorships will include display, overlay and pre-roll ad options for 96 different channels, all providing original content to YouTube, with pricing varying according to sector and length of contract.

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France's 'three strikes' piracy law hasn't helped music or movie sales

What's the best way to stamp out piracy? In France, the entertainment industry was successful in pushing a 'three strikes' law that would boot serial infringers from the web.

That went into effect in October 2010. So how's it doing?

According to HADOPI, the agency tasked with administering and enforcing the law of the same name, things are going just great. 

A report it released, which looked at data for the 17-month period following the law's implementation, claims that "illegal downloading [is] clearly on the decline in France."

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China gets its Pinterest clone courtesy of Alibaba

Could popular online pinboard Pinterest have what it takes to develop a viable new model for ecommerce?

China's Alibaba apparently thinks so.

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Google pays publishers to get data for Consumer Surveys offering

Large multinational corporations and consumer brands spend big bucks on market research, and for good reason. Figuring out what consumers are thinking about and what they want can help inform crucial product development and marketing decisions.

If you're an entrepreneur or small business owner, having access to similar market research insight is probably a very appealing proposition, but the costs typically put that market research out of reach.

Google is hoping to change that with a new offering called Google Consumer Surveys.

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Tate aims to drive online sales with new e-commerce shop

Tate has launched a new e-commerce site aimed at increasing sales and driving more revenue to support the organisation’s galleries.

The previous version was almost 10 years old, so Tate Enterprises redesigned the site with a focus on better interaction with old and new customers - while making the site easier to navigate.

Tate has been testing and developing the site with e-commerce provider Venda for more than a year.

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Q&A: Rovi's David Jordan on the future of digital entertainment

At Mobile World Congress this year, digital entertainment specialist Rovi announced a partnership with Dixons Retail that would see the British company use its technology to power an "over the top movie service" called KNOWHOW Movies.

This is the first time a UK brand has used Rovi Entertainment Store, a white-label product, to give consumers access to films and TV shows via a digital store.

But Rovi has fingers in many pies, from entertainment discovery, to distribution and advertising.

We sat down with David Jordan, Rovi's VP of Marketing to talk about developments in this space, the opportunity for marketers and what it means for consumers.

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Video: PayPal shopping showcase

Last week, we visited the PayPal shopping showcase in Tribeca where PayPal had set up a number of vignettes highlighting the future of payment to inspire retailers to looking beyond their current payment options. Since they opened last November, more than one of their future payment methods have become a reality.

We had a chance to talk to Anuj Nayar, Global Director of Communications, about PayPal's new offline strategy, why PayPal Here is ultimately a better solution than Square and how PayPal wants to change the nature of payments.

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Disney UK signs rental deal with YouTube and Google Play

Disney UK has signed deals with YouTube and Google Play to offer rentals on selected titles such as Pirates of The Caribbean and Real Steel.

This is the company's first content agreement with Google in the UK, which will see films delivered online and mobile devices for £2.49 to £3.49 per film.

Customers will have 30 days from the purchase date to begin watching the rental, and once they've started, 48 hours to finish the film.

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Do social interactions deliver higher value conversions than natural search?

A new study from e-Dialog and ClearSaleing suggests that conversions that occur after exposure to a brand on social media deliver more than $280 per order - compared to less than $100 for those that are driven by natural search.

Social also delivers better revenue per click ($5.24) than email ($3.18) and paid search ($4.38), indicating that purchasing intent is high.

The Guide To Market Leadership 2012 set out to identify the trends that will impact digital marketing this year, including improving conversion quality, increasing the focus on customer intent and seeking quality in display media campaigns.

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