All that's left now is to wish you all a Merry Christmas and a Happy New Year from all at AdConnection. We look forward to seeing you in 2011.
On a regular basis I have to explain to my father how to copy and paste, put a photo in an e-mail as an attachment, scan a document, etc etc… the list really does go on….and it normally ends with me doing it ALL for him. Now, it’s not that I mind helping out my Dad, after all I’d rather he was at least aware of the existence of ‘Spam mail’, rather than thinking someone in Nigeria really has left him a fortune, or that he really needs little blue pills for a happier life…*shudder*…but now, thanks to Google, all of this can now be avoided!
Google have recently launched ‘Teach Parents Tech’ http://www.teachparentstech.org/
In this simple but clever interface, the user can select who the recipient is intended to be (Mother or Father) and what information about computer-related tech would really help them, and ultimately, take the pressure off their sons or daughters who would have previously been bugged for!
It covers everything basic to the more advanced, in a mass video-information (via YouTube) e-mail to the recipient, after clicking through the personalised website.
An apparent selfless act from Google, it’s another example of how they are trying to be in the heads of those who would not normally be aware of them. Some of the videos of information that are selected have presenters wearing Google t-shirts, as well as instructions being displayed using Google-owned products.
All this doesn’t just create potential relief for sons and daughters everywhere, but is a clever brand awareness technique from Google (and YouTube), creating a positive and friendly image to an audience which needs help and advice online.
Facebook is preparing to launch a web-based email client that has been described as a “Gmail killer”. The rumours are that this will be launched on Monday alongside personal @facebook.com email addresses.
As reported here previously, Facebook have recently launched its 'places' product to capitalise on the success of location based services, and with their ability to understand who your friends are a launch into the email market will directly target Gmail and its recent priority inbox product.
We saw a glimpse of the future of channel Five now that Richard Desmond, owner of OK! Magazine, has bought the channel.
Last night the ultimate in trash TV – Russell & Katie Get Married aired on Channel 5. It was even sneakily sponsored by OK! Magazine, an indication of the cross-marketing still to come.
The critics slated it, but actually it was surprisingly entertaining, un-challenging viewing. It was the equivalent of OK! on TV and was strangely watchable. With just under a million viewers, it reached almost critical mass. Expect more of this to come.
Google has begun experimenting with a new layout that could change how users search the web - full page previews.
Now continue to type ‘blue’ and again, results appear instantly before you even finish writing the whole word, giving results for ‘Big Brother’ the TV series (now thankfully over), to ‘big blue filter’ ads when typing ‘big blue’.
Now im after a big blue sofa (who isnt?) so how has this affected my search? Have the new instant results helped my search? If I am trying to find a blue sofa, is an ad for blue filters really improving Google’s relevance?
To the user, this is only a small problem, as they can complete their full phrase search and find what they are looking for if the results beforehand don’t do the job. But for an advertiser, it could cause complications. Whilst searching for my big blue sofa with the words ‘big blue’, I stopped to look at the results and paused for about 4 seconds before continuing to type. In this 4 seconds, the ‘big blue filter’ ppc ad was shown, and according to Google, after a minimum of 3 seconds, an impression is recorded on the ad. I fail to see any results that would be of use to me and my search, therefore I continue typing the remainder of my search query. For the advertiser, this change will have a direct impact on impressions and CTR, but on the flip side, ‘predictive queries’ will inevitably expand reach and exposure to a larger audience than before.
On the evidence, it is vital that advertisers accept and adapt their strategies in line with Google Instant developments. A change in customer behaviour is inevitable for users searching online - knowingly searching with shorter keyword phrases because they have learnt that this is all they need to do from now on. In short, PPC is likely to be fine, it’s just a question of adapting after the initialperiod of ‘organised chaos’ which is inevitable whilst advertisers adapt and settle into the idea - changing the way we treat impression count and expanding keyword lists to focus on combinations of generic and long tail keywords to beat competiton.
As for SEO, all Instant has done has moved the goalposts. SEO strategies must now shift in-line with the implications of Instant:
- Use a greater combination of search phrases - generic, long tail and alternative keywords so you show up no matter what the variations a searcher may use
- Descriptions need to be all the more clear as users have less time than ever before to select their destination website
- When compiling SEO keywords and phrases, take into account Google’s suggestions to the user, as these will become more important and convenient to the user.
The main implication to SEO in my opinion is the need for more research, more detailed keyword analysis, and ultimately even more effort - Instant only ‘kills’ SEO if you’re not prepared to work for it.
In other news, Facebook have launched their Facebook Places in the UK today, allowing users to ‘check in’ with their exact locations, indentifying where you are in the world to your friends whether they want to know or not……I just hope some ‘friends’ don’t use this information to time a well executed robbery at your home, knowing exactly where you are…..and if they do, I just hope they don’t take my brand new big blue sofa.
Showcasing the increasingly creative uses that are being applied to HTML5, Arcade Fire have teamed up with artist Chris Milk to develop an interactive video set to the band's track We Used to Wait.
Called The Wilderness Downtown, it is an online project using the Google tools Maps and Street View to incorporate images of the users hometown into the video.
Viewers begin the experience by providing their childhood address. The video experience then unfolds in multiple windows, taking viewers on a tour of their hometown to the tune of the Arcade Fire track. Users can also write a note to their younger selves in a tree branch-inspired font that is incorporated into the video.
http://www.thewildernessdowntown.com/
Home Interest
The latest ABC release shows a stellar performance from magazines in the Home Interest sector, with all titles seeing an increase in circulation compared with this time last year.
The overall market, which seems to be the least affected by the recession, has seen a positive 4.3% year on year upturn.
NatMag's Good Housekeeping remains the most popular title in the category with a substantial lead on its nearest competitor, IPC's Ideal Home.
However, Hubert Burda Media UK, which has seen mixed results in other sectors, can boast the highest percentage increase this year. Your Home was up by almost 14% to more than 130,000 copies.
It was also an exceptionally good period for Elle Decoration, 25 Beautiful Homes, Country Homes & Interiors and Country Living.
It was a poor period for TV Listings magazines, with only two titles managing an increase in circulation.
TV Choice remains the most popular listings magazine among television viewers, with IPC's What's On TV as its closest competitor. However, both titles saw their circulations decline this year.
IPC Media's TV & Satellite Week and H Bauer's Total TV Guide were the only titles to boost their circulations this year.
However, these increases weren't enough to prevent an overall market decline of 4.3% year on year. Although, the closure of H Bauer's TV Quick may provide a small boost to other TV Listing titles in the next release.
It was a mixed period for the Women's Weekly magazine sector. Like most other sectors, some titles did exceptionally well while others struggled to maintain their circulations in a post-recession market.
However, having said that, the overall market is up 3.8% on this time last year, which is hopefully an indication of a continued rise.
Take A Break has a clear lead on its rival titles at the top of the Women's Weekly sector, with an impressive total of more than 855,000 copies, despite seeing some of its readers drop off over the year.
The biggest story has to be Northern & Shell's performance. Owner Richard Desmond, who has diverted his attention to Channel 5 in recent weeks, will be pleased with New! and Star's results. The titles have seen a remarkable improvement on last year's figures, with year on year increases around the 40% mark.
In contrast, the media tycoon might not be so overjoyed with OK!'s performance. The weekly title, which is perhaps one of the most well-known celebrity magazines, suffered a significant drop this period.
Hubert Burda Media UK also had a mixed six months. The publisher's Full House magazine has enjoyed a substantial boost to its circulation compared with this time last year, however, the former News International title Love It! continues to see a significant drop.
Condé Nast's Glamour still tops the Women's Monthly sector with a total circulation of more than 526,000 copies, despite seeing no change over the year.
The handbag-sized magazine's circulation remains similar to this time last year, however, its two closest competitors have lost readers, which will have helped it maintain its leading position.
Despite being the second and third most popular titles in this sector, ASOS.com and NatMag's Cosmopolitan have had a poor quarter, both suffering year on year declines. However, they aren't the only ones. A total of 13 titles in our Women's Monthly analysis saw their circulation figures drop this year.
Cosmo, Pyschologies, Candis and Spirit & Destiny posted the highest year on year percentage declines.
However, its not all doom and gloom in the Women's Monthly sector - a number of titles enjoyed a boost this period, including IPC Media's woman&home, Essentials and InStyle. NatMag's Prima, Harpers Bazaar and Zest also performed well, as did Hachette Filipacchi's Red.
Of the 25 titles in our Women's Monthly analysis, the total circulation is down 1.3% on last year.
Shortlist remains in poll position after a small year on year increase, while fellow freebie Sport has held on to second place, despite posting an identical figure to this time last year.
NatMag's Esquire was one of the few paid-for titles to put in a good performance, up by more than 10% on last year. Bristol Magazine's BBC Focus also had a relatively good period.
However, many of the leading titles put in weak performances, which is reflected in the overall market result - down 3.7% on last year.
FHM, Nuts, Zoo and Loaded all posted significant declines between 18 and 27%. Men's Health also saw a small drop but has managed to retain its position as the most popular paid-for Men's Lifestyle magazine.
Last week Google made the – not so surprising – announcement that they will be relaxing their UK trademark guidelines on September 14th, allowing advertisers to use 3rd party trademarks within ad copy even if they do not own the trademark. The full text of the announcement is available here: http://tiny.cc/3dfbm.
This move brings the UK in line with the current policy adopted in the USA.
Google have been quick to clarify that this change will only affect 3rd parties: resellers, sellers of component parts, etc. This addition to the announcement should ensure a degree of protection against competitors; but will it?
Although Google’s clarification is clear, this policy shift inevitably opens the door for confusion, complications and ultimately price increases. We feel that changes will be small in the initial period following September 14th and in fact the biggest change is likely to come about following the outcome of the Interflora Vs M & S trademark infringement battle, which is due to reach the European Court of Justice in 2011. (http://www.brandrepublic.com/News/867889/Interflora-takes-legal-action-against-M-S-Google-AdWord-bidding/)
We will be contacting all of our search clients individually with recommendations going forward, but if you would like to discuss how this may affect your business please drop us an email.
Following on from our recent themes about what makes interesting and involving advertising, this week sees the launch of a new campaign for Honda for their new sporty Hybrid car, the CR-Z.
The aim of the project is to create a pan-European crowd-sourced movie while offering real people the opportunity to fulfill the specific personal journeys they’ve always wanted to make.
The film will make its debut in unique simultaneous location and virtual premières at 20:00 (UK time) on 21 July.
People in several European countries have been encouraged to submit their dream journeys to www.liveeverylitre.com, where the general public could vote on them.
The best have been chosen to be fulfilled, and the crew have been on the road for a few weeks with the winners realising their dreams - whilst blogging, uploading videos to the Live Every Litre YouTube channel and using Facebook and Twitter on the road.
The selected journeys range from a burlesque artist “Agent Lynch” who brings Paris to a stand-still with the world’s first guerrilla burlesque routine in the streets of the capital to three lads from London who wanted to try and sail a bouncy castle across Lake Garda.
Located in one of London’s busiest and most photographed locations, McDonald's have recently launched a new interactive sign where passers-by can interact with images displayed on a giant LED screen. More can be seen here;
http://www.youtube.com/watch?v=JjVYVQOOJA8
Nikon Interactive Billboard
Nikon mounted a huge interactive, light-box billboard at a busy Seoul subway station displaying life-like images of paparazzi. The “paps” huddle together competing for the best celebrity snap – the celebrities being passers-by who’s attention is grabbed by the flashing camera lights as they walk past the billboard. Walking down a red carpet the whole way out of the station, the accidental superstars end up inside a mall – directly into the store where they can purchase the new D700. Voila!
The World Cup as always brings its colossal TV audiences. ITV for example boasting almost 20 million for England’s opening game with the USA. It’s no wonder that everyman and his dog (well those with the bottomless pockets to snap up such prime time commercial opportunities) creates an advert for such an occasion. Even if England's World Cup campaign may be proceeding according to a familiar narrative on the pitch – swinging between wild optimism and crushing disappointment.
We are often asked by our clients about the problems of ad avoidance – sky +, pop up blockers etc etc. However, these ads show that if involving, shareable and entertaining content is produced then consumers will actively seek out your advertising message. A few years ago as many people would see a good ad as a bad one. Now many, many more will see a good ad, and many will actively avoid the bad ones.
Below are 3 current ads that have started many discussions within the agency over the last week or so…
Guess what, we're on the lookout for an exceptional individual
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