Tag Archives: Twitter

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.

The Growth of Multi-Screening

Source: www.futuremedialab.com

Multi-touch point media campaigns are not a new thing.  Outdoor, print, TV and cinema have long operated hand in hand to enable brands to reach an audience through-out the day, with people interacting with different platforms at different points of the day.  This has changed over the years however, with the introduction of a variety of differing media.  Google announced, in a piece of research in 2012 that 80% of people in the UK’s interaction with media now come through a screen, be it TV, tablets or smartphones for example.

The portable nature of laptops and especially tablets and smartphones has encouraged a dramatic growth in ‘multi-screening’, where an individual interacts with multiple screened devices at the same time (Marketing Week, 2012).  Advertisers too are catching up with this trend with ad campaigns that run simultaneously on multiple screens, designed to drive response by emphasising the brand’s message to a consumers on all of the devices they may be using at one time

The British market has seen an increase in the number of advertising brands seeing benefit in multi-screen campaigns.  Some opt for ad campaigns on TV, along with online and tablet display advertising spots.  However, the most noticeable of interactive multi-screen campaigns have come with the inclusion by advertisers, of links to Twitter feeds on their TV advertising (Hawlins, 2013).  This is done in an attempt to drive social media interaction with a brand which ‘helps organise and steer the conversation’ (Twitter, 2013) on that brand.

Thinkbox reported in 2012 that 72% of TV viewers stay in the room for TV advertising when not multi-screening; while 81% do when multi-screening, meaning that not only are the multi-screening audience more likely to see advertising, the ability to reach them on multiple platforms will increase the impact.

The opportunities to take advantage of the multi-screening audience are also increasing with improvements in targeting technologies.  The technological facility to target specific households by their social demographic grouping and deliver messages to individual screens within that household now exists.  This technology considers all of the devices/screens in a household as part of the same ‘ecosystem’ and delivers ads across each platform accordingly.  19 million households across the UK are currently accessible in this manner. There is significant power to be gained from targeting both the breadwinner and decision makers in a household across multiple platforms simultaneously and for further details on how to take advantage of such technology please contact Four Marketing & Media.

Research of the US media market, undertaken by the Association of National Advertisers (ANA) and Nielsen shows that 20% of media budgets are now ear-marked for multi-screen campaigns.  (WARC,2013).  This trend will also continue to grow, with the sale of tablets predicted to continue to grow dramatically (Lomas, 2013) and the expansion of 4G networks and ever faster broadband connections ensuring smoother online access, delivering an easier route to interaction.  Advertising that takes advantage of the multi-screening phenomenon will therefore increase, given the repetition and strength of message a campaign of this ilk affords an advertiser and the ability it gives these advertisers to wrestle back the share of voice, lost by the divergence of advertisers across multiple screens.

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.

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

Google Wants Keyword Metatags on News Websites

Major travel brands and organisations with authoritative news services such as tourist boards, airlines and major hotel groups should be paying particular attention to their news sites this month.

Google has now introduced a new search engine optimisation (SEO) technique to categorise news websites. This technique is a way of tagging news website so that Google can classify them accurately. This is an old technique that Google have decided to revisit as part of its new updates.

The Google News blog has announced that with Panda 3.92 changes it will begin to index “news_keywords” metatags when ‘crawling’ news websites. News_keywords metatags are HTML programming codes inserted in the background of a webpages and not visible to ordinary Internet users.

Beforehand, Google had ignored meta_keyword tags due to the fact that it was often used as SEO spam techniques. Google’s Matt Cutts who had previously posted a YouTube video entitled “Google does not use the keywords meta tag in ranking.” has now taken to Twitter to announce that Google News will start using news_keywords metatags. However, Cutts states that Google will not be looking at news_keyword metatags on every website but only on news sites.

Twitter

Indexing news_keyword metatags on news websites will be only used to categories news articles accurately. Therefore, it is not necessary for the content of this metatag to be included in the headline or the content of the news article page. This will prevent it from being prone to spamming. Google only indexes news from reputable websites and therefore people are less likely to abuse the usage of this metatag.

The news_keywords metatag will be used by Google News to help classify news articles by topic. There aren’t a maximum number of keywords to add per article. However, Google suggests no more than a dozen keywords per article.

Google defines news websites as sites that provide updates and current reports on issues that its audience have a genuine interest in. How-to articles, advice columns and job advertisements will be discounted, as well as general information such as weather forecasts. So tourist boards with regular news about activity in their countries, airlines reporting on new routes or delays should all be taking this into account.

Website owners and SEO agencies alike should recognise that, although news_keywords metatags will now be an important feature of news articles, it is just one aspect of how Google can categorise your site. Google has provided guidelines and categories that you should pay attention to when creating Meta Tags for your news page.

The decision from Google to consider new_keywords metatags could be a beneficial development for many websites with a news pages. As mentioned before, although, this is just one way for a website to be categorised, it is better to implement than not. Google is constantly changing and updating so it is better to refresh your website gradually to avoid extensive maintenance at a later stage.

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 …

The New Google Blogger

Google has reinvented itself once again and this time with blogging. Those clever people at Google have redesigned their blogging system with a new design and editing system in its first major update to the blogging platform in years.

The new system resembles the current blog but is simplified. There will also be a useful “Overview” section so that you can check out comments and monitor recent traffic.

Blogger Product Manager Chang Kim explains the difference that the new Google system can make to your blogging experience: “We’ve rewritten the entire editing and management experience from scratch so it’s faster and more efficient for you — and easier for us to update and improve over time.” The new Google Blogger aims to bring people back and see blogger in a fresh and innovative light.

It was recently reported in Mashable that Blogger could be easily surpassed by other more current and relevant blogs such as WordPress, Tumblr and Twitter.

“We’re working hard to fundamentally revamp and improve the Blogger experience from the ground up, and we hope you enjoy the first in a series of major updates that are on their way in the coming months,” Kim says.

It will be interesting to see the progression of Blogger in comparison to the currently popular versions. Will Google be able to compete with the new elite or (as Mashable suggests) fail to catch up with its bigger brothers?