Tag Archives: Facebook

Can Twitter Work as an Ad Medium?

On its first day as a public company Twitter was valued at £19bn. Following its successful stock market launch, Twitter now needs to prove to investors that it can effectively grow its revenue; one medium through which it would do this is advertising.

Source: www.mediatel.co.uk

There are 230 million users globally on Twitter, 76% of which access Twitter on a mobile device. Therefore advertisers are extremely interested in utilising mobile ads. In response to this, Twitter is introducing a new set of targeting capabilities for mobile devices.  Now all advertisers can segment audiences on iOS and Android by operating system version, specific device, and WiFi connectivity. This helps advertisers reach the users most important to them, for example mobile app developers can target users with the necessary operating systems, prompting a new download or re-engagement through an app card. This is something that has previously been successfully operated by Facebook, the main rival of Twitter.

Telco companies can now also promote loyalty and rewards to users on their specific devices. All marketers can focus campaigns on users with device models that are indicative of demographics which align to their campaign goals.

Furthermore there is now the self-serve ad platform to be used by small businesses across the UK. Anyone with a Twitter account and a credit card can now buy promoted tweets and promote accounts; targeted through keywords or interests and followers.

In addition to this, the new segmentation reporting gives advertisers better insights in to the OS versions and specific devices of users engaging with their general campaigns.

Source: www.theguardian.com

So will Twitter be an effective advertising platform? Despite the many advantages of using advertising on social media, the juxtaposed dangers were suitably demonstrated last month on Facebook, when a video showing a human decapitation appeared without warning. This was a disaster for advertisers sharing this content on the same page. Clearly, regulation of content is a difficult and controversial issue to tackle. Twitter has its own pitfalls for companies, for example companies are being warned about Twitter ‘trolls’; who can harm the company’s reputation with unprovoked criticism.

Now that images are allowed, ads appearing in Twitter are much more prominent. This does change the experience for the user. As Twitter pushes for more advertising there is the potential for a backlash from users as they are inundated with adverts. Plans were revealed to widen its advertising to target “every business on the planet”. Although this is brilliant news for small/medium businesses, this may not sit well with some users. Therefore a fine balance needs to be reached to avoid the over-saturation of adverts, on Twitter feeds, driving its users away.

Jaguar is going digital

Jaguar has put digital advertising at the forefront of its efforts to target a younger, more vibrant audience. The creation and use of viral movies and other mobile media platforms are at the centre of this campaign to target the ‘enlightened elite’.

The new activity forms a part of the campaign to promote Jaguar’s new sports car, the F-Type. The F-Type is Jaguar’s first two-seater vehicle since the iconic E-Type of the 1960’s. As with the E-Type, Jaguar is looking to promote its reincarnation to a younger well healed audience.

Jaguar is Going Digital

Source: marketingweek.co.uk

Promotional activity for the F-Type will focus around a short 12-minute movie featuring Homeland star Damian Lewis, the short movie called Desire was created by Brooklyn Brothers and Ridley Scott Associates. Desire will prominently feature the F-Type being driven by Damien Lewis throughout in various action scenes.

The video content will form a large part of the campaign to position the F-Type range and the Jaguar brand as a purchase consideration to a younger audience than it has traditionally had in the past.

Further digital elements are to be introduced to the F-Type campaign following the culmination of the Sundance Film Festival in April, where Jaguar will be screening Desire. These elements will include TV adverts that can be scanned using the mobile app Shazam as well as activities that utilise AR (augmented reality).

Jaguar’s utilisation of digital activity shows that even well established luxury brands still see the potential in using social networking and viral videos to target a relevant audience.

With the F-Type ranging from £60,000 to £80,000, it remains to be seen whether a social media campaign such as Jaguar’s Facebook activity will increase sales of the vehicle, when one considers that 49% of social network users are aged 15-34.

The term ‘enlightened elite’ would suggest that Jaguar is trying to target a specific group of social media users who are young aspirational businessmen and women and have the means to purchase a product such as the Jaguar F-Type.

Although these individuals are a small percentage of social media users, they are well connected with other like minded individuals, therefore the ability to share videos and posts with friends could lead to a very effective targeting campaign for Jaguar.

Digital ad spend in the UK reaches record highs, surpassing the £5 billion mark in 2012 alone!

Research from the Internet Advertising Bureau has revealed a growth in digital advertising in the UK, with mobile accounting for 10% of all digital revenue in 2012.

Digital ad revenue reached an annual high of £5.42 billion last year, a record 12.5% year on year high, mobile advertising was responsible for approximately £526 million, revealing a growth of 148%!

With an increase in Smartphone ownership expected to reach 75% by end of year 2013, it is no surprise that mobile advertising has grown by an astonishing 1,601% up to £13million, even without EE’s 4G prevalent network which will only be made readily available to the majority of operators this autumn.

Mobile Advertising 2013

source: http://images.ientrymail.com/

It is also expected that the majority of search clicks in 2013 will come from mobile devices, with the prediction that mobile advertising “will undoubtedly be a billion pound medium within a few years”. Mobile has reached a milestone as marketers are becoming more attuned to the ‘always connected’ nature of consumers, who expect to engage with content wherever they are. This has resulted in advertisers encouraging consumers in all industries, to invest in integrated campaigns across online and mobile. As Anna Bartz from PwC, said: “The advertising market is shifting toward storytelling and integrated campaigns which give greater prominence to video and display formats with a higher degree of interactivity with the target audience”.

With the likes of social media sites such as Facebook, and with them recently unveiling plans for a Smartphone which it claims will “make the social network the home of Android devices, as it looks to expand its mobile advertising offering”,  it is no wonder that social media has contributed to this astonishing high turnover in digital advertising. With mobile advertising increasing from £265 million to £328.4 million in 2012, meaning that in only 3 years social media revenue has quadrupled at 383%.

Last but not least, video ad revenue is responsible for 12% of all online and mobile display advertising with an overall £160 million revenue, which has helped contribute to such a high digital ad spend in 2012.

The top five display advertising sectors in 2012 are as follows; finance (15%), entertainment and media (13%), retail (12%) and technology (9%).

Four Communications informative quiz on the UK Online Activity presence

social media and UK online activity

Source: fireflimedia.com

Here at Four Marketing and Media, we have put together a quiz to test our knowledge on the 21st Century. The answers have been gathered from a report produced by Ipsos Media UK, using a quota sample of 971 adults. Give it a go and see how up to date you are with modern day technology!

  1. What percentages of UK adults are accessing the internet via a mobile phone?
    1. 44%
    2. 80%
    3. 72%
  2. Can you guess what percentage of UK adults access the internet?
    1. 35%
    2. 65%
    3. 82%
  3. The percentage of these UK adults who use a social network site is….
    1. 56%
    2. 47%
    3. 80%
  4. Can you guess the percentage of how many of these online adults are accessing the most popular social network site, which is Facebook in the last 3 months?
    1. 60%
    2. 36%
    3. 75%
  5. What percentage of online adults have used Google+ in the last 3 months?
    1. 29%
    2. 66%
    3. 16%
  6. The percentage of online adults who have used Twitter in the last 3 months?
    1. 50%
    2. 19%
    3. 17%
  7. How much of the UK population has joined the 21st Century by buying a smart phone?
    1. 59%
    2. 50%
    3. 72%
  8. Can you guess the age bracket at which iPhone ownership is the highest in the UK?
    1. 20-45
    2. 15-34
    3. 15-45
  9. Can you guess which is the most common reason for surfing the internet in the UK is?
    1. Sending and receiving emails
    2. Accessing social network sites
    3. Online shopping
  10. What is the percentage of UK adults owning a tablet? (iPad, kindle, tablet of any kind, Microsoft)
    1. 18%
    2. 33%
    3. 49%

The answers are below:

  1. 44% of UK adults using the internet are now accessing via a mobile
  2. 82% of UK adults are accessing the internet
  3. 47% of UK adults access social network sites
  4. 60% of online adults have used Facebook in the last 3 months
  5. 16% of online adults have used Google+  in the last 3 months
  6. 17% of online adults have used Twitter in the last 3 months
  7. Smartphone ownership has risen to 50% of the UK population
  8. iPhone ownership is highest amongst those aged 15-34 at 33% in the UK
  9. Sending and receiving emails is the most common reason for using the internet in the UK
  10. 18% is the amount of adults who own a tablet in the UK

The Success of Google+

This month Vic Gundotra, the Senior Vice President of Engineering at Google has announced that Google+ has surpassed 400 million members. Gunodtra also mentioned that the network has 100 millions active users.

Gundotra wrote “This week we also hit an important milestone–over 400,000,000 people have upgraded to Google+. It was only a year ago that we opened public sign-up, and we couldn’t have imagined that so many people would join in just 12 months,”

Facebook was said to have 955 million active users in July. This may seem like an advantage but we must take into consideration that it has taken Facebook a number of years to reach its current figure. Furthermore, it has recently been revealed by Facebook and the Securities and Exchange Commission (SEC) that more than 83 million Facebook accounts are fake accounts.

Therefore, the integration of Google+ and Google Places has enabled Google to further publicise its social network. When users search for a location they are now required to register to Google+ to be able to view more information. The relationship between Google Places and Google +has made it more logical to access business profiles on Google+ than any other social network.

For example a recent case study has shown how Internet grocery retailer Ocado has benefited greatly from the business opportunities on Google+. Google Hangouts has enabled Ocado to engage with customers. Hangouts have increased the Ocado YouTube channel views from 50k to 230k. Social extensions has enabled customer to +1 favourite product which has made Ocado consider these products when advertising thus resulting in much more successful campaigns. By adopting social extensions, Ocado ads became instantly more compelling, and click-through rates increased by 30%.

Additionally, Google’s recent purchase of the imaging platform Nik Software will aim to compete with the success of Instagram and Facebook.

It seems that Google is beginning to cover all bases to ensure its success as a social network and dominant search engine. Will Facebook become a thing of the past and sink into the MySpace abyss? Or will Google’s success take the same amount of time that it has taken Facebook? Time will only tell.

Advertising with Facebook has Grown Year on Year

Facebook

Source: Mashable

Advertising with Facebook has grown year on year. Therefore, it was a great surprise when General Motors pulled its $10 million budget from Facebook. Following this news, there has been a flurry of debates regarding whether or not Facebook is a worthwhile advertising and marketing investment. It also begs the question whether social media as a whole is a good investment.

Facebook is the world’s biggest ever media property, with 901 million active users and over 500 million daily logins. These statistics show the astronomical reach and frequency which Facebook has to offer, with a large amount of users being young, wealthy and well educated. Also, content such as statuses, posts and tweets can now be tagged and their conversions assessed. Monitoring systems such as Klout offer the service to determine how a social media platform is performing against its competitors and whether it has produced a significant ROI.

For the UK alone, Facebook has 30,945,100 users, 49.63% of the country’s population. In contrast to LinkedIn, which reaches just 13.42% of the UK population. Facebook users in the UK have increased by 1.52% in the last 6 months and by 2.30% in the last 3 months. The network along with LinkedIn and Twitter is constantly growing and the emergence of Google+, Pinterest and Quora has created exciting advertising and marketing opportunities.

A recent study showed that click through rates for Facebook display ads were up 18% when compared to 2011. The table below highlights the most popular and successful advertising categories. Further to this, in April 2012, 7% of all visits to a website came from Facebook, making Facebook the second biggest source of traffic in the UK, after Google.

CTR League

Source: TBG Digital

It must be remembered that Facebook offers more than advertising alone, with a number of fan pages, advertisers can promote their brands through social media. 500 hours are spent on Facebook in the UK every month, with the average session lasting 22 minutes. One Facebook fan to a company’s fan page means an additional 20 visits to the website each year.

With all of this in mind, it can be questioned whether or not General Motors made the right decision pulling their Facebook budget. With users ever increasing and strong results being achieved, Facebook along with Twitter and LinkedIn are proven as a successful marketing tools and ones which will continue to provide positive results.


Google+: SEO and Business benefits

Google+Just a few months ago Google officially launched Google+ pages for business and brands. There is no doubt that content shared by businesses or brands on Google+ pages is becoming prominent on search results pages and impacting all the search optimisation efforts. With this knowledge spreading quickly in the marketing world, businesses have started creating Google+ pages to use it as one of their key online marketing channels. But what does this mean for your business? Do you think it’s the time to create your own Google+ business page? How does this fit with your Twitter, Facebook and LinkedIn profiles?

What Google say

We’ve all seen what Facebook, Twitter and LinkedIn sharing can do for a business and how these networks have played played a major role in the search rankings. Google Plus has a unique advantage on all other social networks, this is that Google Plus was created and recently integrated into the largest search engine in the world “Google”. This is what Google have to say about [+1] button, which is similar to the [Like] button on Facebook:

“Content recommended by friends and acquaintances is often more relevant than content from strangers. For example, a movie review from an expert is useful, but a movie review from a friend who shares your tastes can be even better. Because of this, +1?s from friends and contacts can be a useful signal to Google when determining the relevance of your page to a user’s query. This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality.”

Are my customers on Google+?

Google+ has started by focusing on businesses and experienced social media users. However, Google+ users have just started using the new network for personal networking rather than business networking. Therefore, this means that a lot of potential customer could in turn be using Google+. However, there is a chance that these customers along with potential competitors will not be practiced in the ways of the new network. Therefore, by implementing Google+ in your marketing strategy early on this could give you a great advantage once more of your prospective customers start using Google+ personally. In addition, you will benefit from the fact that business pages and improve your SEO strategy results. Furthermore, there is far less competition on Google+ compared to Facebook, Twitter and LinkedIn, and this makes it worth trying as we start 2012.

Improving your Pay Per Click Return

imageWith worldwide online budgets set to increase by 8.3% in 2012, it is now more important than ever to utilise your online marketing channels. It’s known that Pay per Click (PPC) advertising is one of the most cost effective forms of online advertising. Each day more and more companies adopt this form of advertising in their marketing strategies, making this an increasingly competitive market. Are your PPC adverts struggling to get noticed on search result pages? Or do you simply want more visibility to your existing adverts at no extra cost?

How to get more visibility

Its fairly straight forward to set-up a PPC campaign, however, getting the most out of your budget is challenging.

Put simply, if you want to increase the visibility of your text ads you need to add more extensions. Effectively an add-on to your existing PPC ad copies, the various different types of extensions available will allow you to offer more useful and relevant information to users who view the ad. Ultimately, it will make your text ads stand out and compete with other adverts on the search engine result pages.

The most significant and recent extension available provides a connection from your ad to Google’s social network, Google +. Integrated within the ad as Google’s +1 button (similar to Facebook’s Like button), when clicked users share your website with their network on Google+. This will even help improve your natural search engine optimisation.

There are other extensions that can be used to improve the visibility of your PPC adverts. For example, adding a location map, address and phone number will enhance the business brand and will associate your business with a specific location of interest for the user. B2C advertisers can add offer links, products and a business rating to their ads.

With some campaigns videos can also be added into the advert as a way of providing further information about your company on a cost-per-play basis.

Why not try out some of these extensions in your PPC campaign? And see for yourself how a good campaign can be turned into a great campaign.

The Four Christmas Quiz Answers

  1. Source: BBC News

    Who recently offered a ‘Tweet Suite’ for members of the press when they attended a party in their very large house?
    The Queen converted a room for guests at Buckingham palace when she held a party to brief them on her plans for  celebrating the Jubilee next year

  2. What is Google + ? A social network or a washing machine setting?
    The new social network looking to take on Facebook
  3. Who’s going down? Rebecca or James???
    We will wait and see…
  4. Who was nominated as TIMES Person of the Year but is not a person?
    The Protester is not an actual person but refers to a number of people after a worldwide outburst of people-power
  5. Which big event became the fastest rising UK Google search in 2011?
    The Royal Wedding
  6. The world population reached a record breaking number this year. What was it?
    7 Billion
  7. What was the top UK story posted on Facebook?
    The top story involved the BBC-made graphic which let people enter their birth-date and find out where they ranked among the seven billion people currently alive.
  8. What were the most popular search questions on Google in 2011?
    The most popular was ‘what is AV?’ as potential voters sought information ahead of the referendum on the alternative vote system in May. This search was followed closely by the queries ‘what is scampi?’ and ‘what are truffles?’ How sad is that?
  9. Who will win The Christmas Day ratings battle – East Enders or Coronation Street?
    Our money is on Enders!

    and finally nothing to do with media:

  10. Which country found a drunken Elk stuck in an apple tree?
    In Sweden a homeowner stumbled across this interesting sight in her garden. The animal was apparently on the hunt for fermenting apples when she lost her balance and became trapped in the tree.

The Four Christmas Quiz

Source: DailyMail

For those of you who haven’t got the Christmas lunch quiz sorted yet – here are a few questions to test your media news knowledge and hopefully raise a smile.

Merry Christmas to you all and best wishes for a prosperous New Year!

  1. Who recently offered a ‘Tweet Suite’ for members of the press when they attended a party in their very large house?
  2. What is Google + ? A social network or a washing machine setting?
  3. Who’s going down? Rebecca or James???
  4. Who was nominated as TIMES Person of the Year but is not a person?
  5. Which big event became the fastest rising UK Google search in 2011?
  6. The world population reached a record breaking number this year. What was it?
  7. What was the top UK story posted on Facebook?
  8. What were the most popular search questions on Google in 2011?
  9. Who will win The Christmas Day ratings battle – East Enders or Coronation Street?
  10. Which country found a drunken Elk stuck in an apple tree?

Click and see how well you did …