Posts tagged digital
The UK’s digital Startup 100 champions
Aug 27th
This year’s Startups 100 list contains some of the UK’s most innovative companies, but its digital companies that have been the true heroes during a turbulent recession.
Startups 100 is the definitive countdown to the UK’s most innovative, inspiring and ground-breaking new companies.
The list is unashamedly unscientific in its methodology for this year’s Startups 100 - it represents the best, most exciting, promising, disruptive new businesses and entrepreneurs shaping the start-up market right now.
Top of the list is Huddle, one of the most successful tech companies to come
out of the UK in years.
Founded by Alastair Mitchell and Andy McLouglin, Huddle provides packages of project management and online collaboration software and, while there are many players in this market, has managed to gain a remarkable stronghold both in the UK and the US, securing some impressive blue-chip and public sector clients including Nokia, Panasonic, Kia Motors and the NHS.
Sara Rizk, editor of Startups.co.uk, said, “Huddle was an obvious choice to top this year’s Startups 100 list. In just a few years Alastair and Andy have created a market-leading brand with global reach. What these two entrepreneurs have achieved, supported by an enthusiastic, fast-growing team, is proof that world-beating technology companies are not the preserve of Silicon Valley. We’re incredibly proud to have them heading up our list.”
The list also contains other such digital champions including TweetDeck - a personal browser for staying in touch with what’s happening now, connecting users with their contacts across Twitter, Facebook, MySpace, LinkedIn and more.
But most importantly, every single company on the 2010 list has felt the effects of launching during one of the most turbulent economic periods in modern history, says Rizk.
“For some it has presented unexpected challenges, while others have relished the opportunities the downturn has thrown up. The result is a list of companies and entrepreneurs to be proud of. The Startups 100 is made up of a truly eclectic group of businesses and entrepreneurs. On our list, global
brands sit alongside one-man bands in what we believe is an accurate reflection of the UK’s colourful, diverse and vibrant start-up community.”
To be eligible, businesses had to have started trading post January 2007 and demonstrate:
* Innovation, in concept or delivery
* Ability to disrupt existing market places
* Demonstratable growth potential
* Strong management, bright thinkers
* Evidence of existing or future revenues
Startups 100, selected by the startups.co.uk team, celebrates the 100 most exciting, promising, disruptive new businesses and entrepreneurs shaping the start-up market right now.
Here’s the full list: Read the rest of this entry »
Twitter still evolving and experimenting with digital media ad space
Jul 27th
Twitter has unveiled a whole host of new features over the past six months, but could this new surprise be the icing on the cake?
Remember about a year ago when Twitter co-founder and CEO Biz Stone said that 2010 would be the micro-blogging site’s revenue year?
Finally the site has delivered something compelling enough that could see that wish, I mean, assertion, come to fruition.
The social site has just added a new feature that will allow Twitter users to upload videos and other media to their tweets. That also could mean video advertising…
‘Tweet Media’, is: “By default, you’ll only see images and videos shared by people you’re following, and reveal those by people you’re not. Check this box to see media from everyone on Twitter,” describes Twitter.
The feature will enable the embedding of multimedia into the stream. It comes after a string of other innovations this year such as Promoted Tweets – which is already earning the site much need advertising revenues.
The ‘media’ approach is though contrary to the ethos of the site. Adding embeddable media to the stream has the potential to complicate the traditionally simple, 140-characters-of-text aesthetic of the network. This may have something to do with why Twitter has now removed the feature.
Mashable unearthered ‘Tweet Media’ earlier today. But when we went poking around we discovered the feature no longer existed.
Here’s the line from Twitter (from Mashable) “We’re constantly exploring features and settings. What you saw was a small test of a potential consumption setting for inline media.”
Twitter also notes that this feature is already a part of both the official apps for iPhone and Android, as well as for certain third-party Twitter apps.
But it’s worth remembering that many users already share photos and videos – either via TwitPic or their other more ‘social’ networks such as Facebook. However, it could be a golden opportunity for advertisers looking for cut-through on the site.
Does the Twitter feed need media? Or, an even better question is, who is still using Twitter anyway?
With so many users, Twitter needs to do something more compelling not just to attract revenues, but to attract creative ads that get people to stop and watch.
How digital and interactive advertising has come of age
Jul 23rd
In a saturated advertising and consumer market, brands are constantly battling against each other for airspace. So what’s the best way to stand out through digital channels? One beer brand has proved itself with the ‘experience’ route…
First, appeal to your ‘fans’, the consumers you already have.
Secondly, reward them by inspiring them to act in the favour of your brand.
One such brand that has done brilliantly at both is Tooheys – an Australian beer brand that was last night crowned as ‘Best in Show’ for its ‘Six Beers of Separation’ campaign.
Here’s a video of the initial campaign:
Aussie agency Lion Nathan and ZenithOptimedia created a campaign that saw four Tooheys fans travel across the world to find how they are connected to their idols…with six beers.
The project included a number of TV episodes that aired on pay-TV channel Foxtel and online. Digital, print, FTA TV and cinema activity also supported the long form ads.
The episodes showed participants travelling more than 150,000km between them, across three continents. The brand gave each of the four $12,000 and 18 days to find their idol.
There’s a micro site here if you’re interested in the journey and a dedicated YouTube channel here.
Mark Uncles, professor of marketing and judge at the 2010 IAB Australia Awards, said, “If there was ever any doubt, digital and interactive advertising truly has come of age. Many of Australia’s biggest mainstream advertisers have had text book success using online to excellent effect.
“Key to this coming of age, are campaigns that engage consumers in the longer term. This is essential if advertising is to build brands and not simply secure immediate promotional benefits.”
The Tooheys campaign makes use of multiple platforms to deliver a insightful and witty messages that build significantly Tooheys Extra Dry as a strong brand.
The campaign is reminiscent of another Aussie campaign, The Best Job in the World. However, where the ‘Best Job’ campaign succeeded was on the global stage.
A simple YouTube competition catapulted the northern Australian state of Queensland onto the world map and it will certainly be a while before anyone forget the media frenzy it caused. Out of the campaign, the Queensland brand managed a true brand advocate (who is now actually employed as Queensland Tourism’s Ambassador and is travelling all over the world).
That goes to prove that advertising and a lot of money can buy you promotions…but there is more to it than that.
These campaigns both play on the ‘experience’. It shows the audience its consumers having a fantastic experience with their brand. That experience is so great they blog about, they talk about, the even put it on video and that is what resonates with consumers in this age of social media and ‘recommendations’.
These campaigns have won out (‘Best Job’ won a few Cannes Lion’s awards!)because of their innovative use of a number of different digital channels to build an experience and total immersion of the brand.
Yes, digital has come of age, so has marketers’ use of it. The opportunities are endless and I hope these examples give you inspiration. There’s also a great case study at mcn.com.au. Click here to watch it.
Ads can no longer fund free-to-air TV, say Sorrell
Jul 2nd
Pay TV platforms will control the future of the UK broadcasting business, according to advertising king Sir Martin Sorrell, so what does that mean for advertisers?
Sorrell said that the real winners will be Sky, Virgin and BT as advertising will no longer be able to financially support TV as much as it once did.
The CEO of WPP, the world’s largest advertising conglomerate, yesterday (01/07) predicted an increasing battle between device manufacturers, platforms and content providers in the UK TV sector.
Speaking at Intel’s ‘Shaping the Future of TV’ event, Sorrell said that the “increasing battle” would be won by pay TV companies such as Sky or Virgin, as device manufacturers fail to sign enough content deals to ensure their dominance.
But Sorrell can’t be given all the credit. His speech had taken inspiration from Rupert Murdoch’s recent bid to BSkyB.
Sorrell said, “Rupert [Murdoch] is always on the forefront of trends…he and James [Murdoch] display an immense understanding of pay TV… we think the News Corp and Sky deal will happen, and get past the regulators… It will be a very shrewd move,” reported the Telegraph.
Pay TV will account for an increasing amount of the UK TV’s industry revenues, moving from the current 39% to 50-60% by 2020, said Sorrell.
TV subscriptions, he added, will increase and account for a greater percentage of UK TV industry revenues.
IPTV is also poised for rapidly over the next 10 years, according to Sorrell who predicts 50-70% of households would have IP delivered TVs by 2020.
Cautiously, he added that online video advertising only accounted for £39 million in 2009, 1% of the UK’s total TV advertising spend, showing that despite technological developments, IPTV will probably work around broadcast TV, rather than displace it.
You too can own a digital billboard!
Jun 29th
Californian politicians are at the very early stages of a scheme to allow drivers to offer their license plates as a digital advertising billboard.
Car owners could earn a little extra on the side sure, but the revenues will also have to be split with the cash-strapped Californian government.
The technology, owned by the company Smart Plate, only exists in patent form at the moment. It would mean cars had a digital plate which would normally show the registration number of the car. If the car was stationary for more than four seconds, for example in congestion or at lights, the ads would appear.
The most likely set-up would be that the state would run a pool of advertisements and would be forced to include any ad which didn’t breach obscenity laws. However, drivers could veto individual ads from appearing on their vehicle.
Funny that a state government would turn to advertising to make money…but then again, they have a movie star for a Governor – anything is possible. It just goes to show the power of advertising.
Adidas incorporates film noir, graphic novel and Japanese anime in new ad
May 12th
Film noir, graphic novel and Japanese anime techniques come together in a rallying cry for Adidas’ forthcoming World Cup campaign.
And if you ever wondered just what technology can bring to TV adverts then just take a look at Adidas’ new ad for its new F50 adiZero football boot. The ad, called ‘Fast vs Fast’, stars Lionel Messi and David Villa in Barcelona, see below:
The film encompasses all aspect of digital and incorporates technology made popular by the film the Matrix. It really is a marvel (get it?) and leaves me wondering why more brands aren’t taking on similar ideas.
This campaign signals the monumental shift in the advertising sector which has meant that TV ads now must be more creative, have more impact and have that ‘wow’ factor in order to stand out and grab attention, as more and more people are simply skipping ads or watching TV via the internet.
The campaign was initially launched online and will now run globally as a TV spot. It is backed by Adidas’ 50 Days of Fast campaign on www.facebook.com/adidasfootball, which features Messi, Kaka, De Rossi, Simao, Ballack and Gourcuff giving insights on how they think football has developed over the years to become a faster game.
The 90-second film splices live action with animation to become an ultimate portrayal of speed. By using a variety of in-camera and post-production techniques, including multiple speed changes in one frame.
Nick Craggs, Adidas UK Marketing Director says that Adidas needed a special way to launch the lightest, most technologically advanced boot ever made and the graphic novel – with its world of superheroes – really allows the brand to showcase the genre defining F50 adiZero.
The epic spot has been created by ultra cool agency 180 Amsterdam and RIOT.
SECTOR FOCUS: AVIATION Lufthansa’s hidden treats
Apr 19th
German airline Lufthansa is on the promotion trail. It’s about to launch its very own A380 and is celebrating the end of the economic crisis with record profits (€130m). As well as its chocolately treats, it’s harnessing the power of digital and new technology to reach passengers.
The slogan for the wider campaign for the launch is, ‘A380 Be part of it’ and the airline has held an online competition for people to indeed ‘get onboard’ and name its new big bird. The airline received a more than 150,000 entries and is now deciding out of 50 finalists.
The Lufthansa website also has a dedicated microsite which has a gallery of pictures of the new aircraft as well as an interactive 3D film showing passengers around the plane. Flights on the A380 will begin next month.
Lufthansa has been busy in terms of marketing so far this year. Last month it launched an optimized iPhone application allowing customers access to a host practical information about services while on the go. Read the rest of this entry »
Will advertisers really pay for Twitter?
Apr 14th
Twitter co-founder has this week unveiled the details of how the micro-blogging site will make money from advertising on Twitter – Promoted Tweets.
It’s no secret that Twitter ranks as one of the most popular sites on the internet. Over the years since its launch, the site claims it has actually resisted introducing a traditional web advertising model because it first wanted to “optimize for value before profit”.
The truth, more like, is probably something to do with the fact the site couldn’t figure out the ‘how’ and still maintain its integrity.
But, the open exchange of information creates opportunities for individuals, organizations, and businesses alike.
Twitter, on its blog, said that it has now recognized value in this exchange and planned to amplify it in a meaningful and relevant manner.
“Stubborn insistence on a slow and thoughtful approach to monetization—one which puts users first, amplifies existing value, and generates profit has frustrated some Twitter watchers. “
Hence the new advertising model – Promoted Tweets.
The social networking site describes the model as “non-traditional, easy, and it makes a ton of sense for Twitter”. But does it make sense for advertisers? Read the rest of this entry »
The iPad is our silver bullet. Here’s why
Mar 22nd
At the end of January when the iPad was officially announced by Apple, techies, developers and Mac enthusiasts all over the world rejoiced. The journos (the ones that know about technology) cried a sigh of relief as the silver bullet for the publishing and media industry had been shot. Want proof?
But there are still those that remain skeptical as to what exactly the iPad will deliver, let alone how it will save the media (and revolutionise marketing…remember?)
Well I’ve found proof.
VIVmag, an all-digital magazine from the US that offers insight, advice and authentic stories to “inspire and motivate women”, has created its next edition of the magazine with the iPad in mind.
The issue is more interactive, entertaining and engaging than not just any other magazine on the market, but any digital magazine on the market.
There’s a sort of demo/behind-the-scenes look at the forthcoming issue below.
The iPad isn’t only reinventing what we formerly knew as the print media though. It’s taking digital to the next level.
The iPad will take full advantage of everything we can now do within the digital medium such as videos, moving images, interactivity including live surveys and games, music, sound effect…the list is absolutely endless.
This tablet computer is single handedly changing the way journalists approach their stories and the way that editors display it. It is employing creativity and making it a necessity, not a luxury.
So, it’s not surprising that big brands are getting on board, quickly (we can’t wait to see what the big mastheads come up with).
I’m also interested to see what the advertising is going to be like on these publications when the iPad arrives given that the media industry has poured some much into already.
They have a real chance here to step up to the plate and do something truly different, creative and game-changing. However, the first problem to overcome is to make sure that the ads don’t trump the content and that they aren’t distracting.
While exciting times lay ahead, like anything via the internet, it will also be a time of trial and error.
The past (and future) of display advertising according to Google
Mar 19th
This week marks two years since Google completed its acquisition of DoubleClick. What’s its vision for online display advertising going forward?
Susan Wojcicki, Vice President of Product Management at Google, explains on Google’s blog that the first online display advertisement — a simple, clickable image — appeared online over 16 years ago.
Nowadays, internet users are likely to see display ads — image, text, video and rich-media formats — on most of the websites they visit.
“These ads are crucial to the internet,” explains Wojcicki. “They provide information about thousands of products, services and businesses. They help to fund the web content and services that we all use. And they enable large and small advertisers to reach new customers, increase sales and grow their businesses.”
Most of all, they make up the most lucrative advertising business thee world has ever seen. It was display ads, after all, that signaled the beginning of the digital marketing era.
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