This week in Digital Bytes: Twitter launches Event Targeting – making it easier to target ads around big events; Turkish Airlines broadcasts live on Periscope; and Amazon Prime Music launches in the UK.
Twitter launches event targeting
Just over a week ago, Twitter announced the launch of a new event targeting tool that allows marketers to detect upcoming events that may be in line with their target market, and to construct campaigns around them in real-time.
When key events like the World Cup, the Oscars or Coachella take place, a large number of people herd to Twitter to take a look at the buzz and voice their sentiments, presenting brilliant opportunities for marketers to join in the conversation in the hopes of connecting with consumers on social media. To help brands take advantage of these open doors, Twitter launched its real-time event targeting tool.
Twitter makes it easy for marketers to create campaigns around an event once an event of interest has being pinpointed. The tool gives marketers a searchable calendar of upcoming events, with demographic data and event insights that give them the capacity to comprehend the gatherings of people connected with those events based on the previous year’s data. For example, the Twitter event tool can tell marketers that the total reach of the World Cup is 40 million Twitter users, 45% of them are female and mostly use mobile devices.
Twitter likewise gives historic data, such as what number of tweets and tweet impressions the event delivered when it last happened.
Turkish Airlines delivers first live broadcast on Periscope from cockpit
Turkish Airlines has become the first carrier to run a live broadcast of the cockpit and cabin crew’s flight via live video streaming platform Periscope.
The transatlantic flight began with a live streaming from the crew garden at Istanbul’s Ataturk airport, where pilots and flight attendants relaxed before boarding, then moved to the aircraft and took after the crew’s preparation, including outside checks.
The crew rest area, which is usually out of bounds for travellers, and live images of the crew at work were also broadcasted using on board Wi-Fi. When the flight went live from US airspace, and Turkish Airlines began asking viewers to guess where the flight was about to land, the number of viewers reached its peak.
According to Neşet Dereli, the airline’s interactive marketing communications manager, “The first cockpit and cabin crew flight ever broadcast live in the world was also the first Turkish Airlines branded live-stream in the sky. Our Periscope flight achieved 292,772 total likes and allowed us to gain 5,118 new followers.”
Amazon challenges Spotify and Apple Music with Prime Music
Amazon has joined the UK streaming market with the launch of Prime Music, a new service accessible to Amazon Prime customers as part of their annual £79 subscription.
The service gives customers access to more than one million songs from Amazon’s more extensive list of 30 million songs, and Prime Music customers will also have access to the CDs or MP3s they have bought at Amazon’s store – including those on the Universal label. In comparison, there are more than 30 million tracks available to consumers on either Spotify or Apple Music.
Another Amazon Prime benefit
While Amazon’s service is more basic than Spotify, the main European streaming service, and the recently launched Apple Music, it’s also cheaper than most of its competitors and can be a selling point to draw more subscribers to Amazon Prime as Prime Music makes more sense when taken as one of the many Amazon Prime benefits, rather than a standalone streaming service.
Steve Bernstein, Amazon’s director of music for the EU, told the Mirror Amazon Prime’s US user base surpassed all rivals combined, including Deezer, Rdio, Rhapsody and Google Music. He told the newspaper: “We don’t know what Apple Music looks like yet, because it’s still in its free period. But ignoring Spotify and Apple Music, we’re bigger than everyone else combined. “We are doing well in the US, so what’s the most natural thing to do? Launch in the UK.”
Prime Music also features offline listening, the ability to listen to the same song more than once, and no ads and the service is available on desktop, iOS or Android.
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