Tag Archives: YouTube

Dunkin’ Donuts, Airbnb, Apple’s iPhone 6s and YouTube Launch New Campaigns

This week in Digital Bytes: Dunkin’ Donuts and Airbnb launch innovative campaigns using Google search terms; Apple launches its iPhone 6s video campaign; and YouTube’s profile build campaign gets underway.

Dunkin’ Donuts and Airbnb’s Innovative Campaign

dunkin airbnb digital bytes Fastwebmedia
Source from Adweek

With New York Advertising Week in progress, Times Square is packed with creative minds from all over the world, examining and discussing the work on display.

Dunkin’ Donuts and Airbnb have partnered with Google Maps to launch new advertising campaigns for Times Square taking advantage of the opportunity with advertising campaigns aimed at visitors from outside the city to help them find their way (and their coffee) in the shortest possible time, by linking their searches and ads to Google Maps. Dunkin’ Donuts’ ‘timetocoffee.com’, takes a user’s location data in relation to the nearest Dunkin’ Donuts in Time Square and the current wait times at each to ascertain which outlet will provide the quickest coffee to the user.

Remarkably the campaign also works with Google to direct users looking for coffee to the nearest Dunkin’ Donuts. A Google search for “coffee near me” on Google Maps or in Google Search on mobile will yield an ad saying “Find the fastest coffee” and by clicking on it, users are redirected to Google Maps which then uses the timetocoffee.com model to recommend the best Dunkin’ Donut to stop by.

Meanwhile, Airbnb also created an advertising campaign that uses Google search called “Hosted Walks” that will direct visitors to hidden gems in New York rather than the mainstream tourist offerings. When a user searches for tourist destinations around Times Square or inputs their tourist destinations into Google Maps, an ad will show up encouraging them to see New York like a local. Clicking on the ad takes them to Google Maps which uses their location to create a route for them to explore the hidden gems in the city.

Apple’s IPhone 6s Campaign Launch

Apple’s marketing for the iPhone 6s and 6s Plus has been its most successful to date after it revealed that sales for the new phones were the highest in its history. Apple announced that it has sold more than 13m of its new phones in the three days, which is approximately 3,000 units per second since its US launch, setting a new record for the Silicon Valley giant.

The advertising campaign for the iPhone 6s featured actor Bill Hader and pop singer Selena Gomez amongst a series of ordinary people showcasing the new phone’s capabilities. The ad is titled ‘The only thing that’s changed…’ and goes on to list the major upgrades in the latest phone such as 4k filming and 3D touch before concluding with “The only thing that’s changed is everything”.

Although Apple uses music celebrities to advertise its music offerings, the ad for the iPhone 6s is the first in which the company has used celebrities to advertise its phones. In the ad, Gomez shows off the new screen flash which enhances selfies on the phone while Hader shows off the enhanced Siri commands.

Apple CEO, Tim Cook, said sales have been “phenomenal, blowing past any previous first weekend sales results in Apple’s history”. He added that customer feedback has been “incredible and they are loving 3D Touch and Live Photos, and we can’t wait to bring iPhone 6s and iPhone 6s Plus to customers in even more countries on October 9”.

YouTube’s Profile Build Campaign

Sortedfood Digital Bytes Fastwebmedia
Source from The Drum

YouTube has started an ad campaign to put the spotlight on two up-and-coming UK channels SORTEDfood and Copa90. The campaign will run through video and mobile ads on partner websites including ITV, Channel 4, BT Sport, Time Out and the Guardian and Google properties.

Expanding upon last year’s campaign which solidified the likes of Zoella, VICE News and the SlowMoGuys as commonly recognised names, YouTube will look to boost subscriptions to the channels, while likewise underlining the platform as the home of diverse content.

Rich Waterworth, head of marketing EMEA at YouTube, said: “We’re host to a very diverse group of people and voices, but YouTube creators are unified by authenticity and their ability to connect with their fans in an honest and personal way. The creators in this campaign are shining examples of just such authenticity and creativity.

“Stimulated by food and football respectively, SORTEDfood and Copa90 breathe new life into these Great British passions, creating content that moves millions to subscribe to their channels and tune in week-on-week.” Ads will also appear on Silicon Roundabout in Old Street, London and digital billboard and tube station placements, including Waterloo and Liverpool Street Stations.


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iBeacons for Black Cabs, YouTube’s viewed ad data and Virgin Trains’ Christmas Push

This week in Digital Bytes: London Black Cabs are to be fitted with iBeacons – to bridge the gap between online and physical; YouTube is to give brands more transparency for viewed ad data; and Virgin Trains plots its Christmas Push.

 London Black Cabs are to be fitted with iBeacons

ibeacon communication digital bytes Fastwebmedia
Source from iBeacon Insider

iBeacons are here to bridge the gap between online and physical. In our recent blog, we analysed how brands in the UK are embracing iBeacon technology. With this development, advertisers will have the capacity to reach smartphone users in the backseat of London’s black cabs using beacon technology as a result of the deal between taxi advertising outfit Ubiquitous, and Proxama, a company that specialises in ad ops using nearfield technologies.

The deal will get beacon technology installed in up to 4,000 cabs across the capital in addition to other major cities across the UK including Glasgow and Manchester, and will let advertisers send messages to smartphone users using Bluetooth-enabled beacons via in-app messaging.

The rollout is set to begin before the end of the year, and for all brands. According to The Managing Director of Ubiquitous, Andrew Barnett “this is an opportunity [for brands] to connect with their customers through proximity marketing, in a high dwell-time setting such as the back of the cab, providing a unique one-to-one moment in which there is the time to respond to messages and offers” Based on the behavioural data from Proxama’s existing network, it indicates that 24 per cent of those served with such ads are likely to click through.

The deal rapidly takes after the prior announcement of a similar tie-up between Proxama and out-of-home (OOH) media specialist Exterion to install beacon technology on 500 London buses, allowing brands to send messages to commuters on their smartphones.

YouTube to give brands more transparency for viewed ad data

Data Digital Bytes Fastwebmedia
Source from Flickr

Data is an important aspect of a business and its marketing strategy as it helps the business to understand if their ads are working, measure their adspend against the views and engagement from audience and so on.

YouTube could finally be allowing brands to use third-party services to measure the success of their advertising campaigns as reported by The Financial Times. They are said to soon allow third-party verification groups to insert code onto its site, enabling outside analytic tools to collect data on ad campaigns giving brands an insight into whether their ads have been seen and how their money has been spent.

For example, brands like Unilever and Kellogg’s pulled their ads from YouTube in May as they are not able to collect data using outside analytic tools.

When The Drum approached YouTube for comment on the rumoured turn around, a spokesperson said: “We’re committed to meeting all of our clients’ measurement needs through a combination of product innovation and industry partnerships. Viewability in particular has long been a concern for our clients, which is why we’ve supported industry-wide efforts and developed MRC-accredited technology, Active View, to measure and buy based on viewability across our products. We have further efforts planned in this area and are taking our clients’ feedback into account as we continue to roll out new solutions.”

Virgin Train Plots Christmas Push

Trainsdeer Digital Bytes Fastwebmedia
Source from The Drum

Virgin Trains has united with children’s charity The Book Trust to begin its Christmas activity, a move that comes after the company redesigned its website to make booking easier in preparation for the Christmas bookings.

The first wave of its Christmas marketing campaign saw it ask primary school children nationwide to design a Christmas Train that will appear on two trains across Virgin’s franchises on the east and west coasts.

Virgin Trains revealed a ‘Traindeer’ campaign which was inspired by a Christmas card by sisters, aged nine and 11. The campaign was such a huge social media hit using the hashtag #traindeer and across digital channels.

According to Patrick McCall, chairman of Virgin Trains. “Traindeer was such a hit with our customers that we wanted to make this year’s Christmas Train even bigger.”  “Christmas is a special time for everyone at Virgin Trains as we transport people and presents across the country to family, friends and loved ones.”



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Social Takes On YouTube for Video Supremacy

social media takes on youtube for video marketingThey say a picture’s worth a thousand words, so how many is a video worth? That’s the question that’ll be on the lips of content publishers across the internet this year as video becomes an integral part of their online arsenal. It’s always been like that, of course – video is a quick and engaging way to impart information to an audience – but with the proliferation of mobile devices and the need to catch your audience’s attention quickly growing more urgent, it’s become even more significant in recent years. YouTube is still very much the dominant player in this area, but recently other social networks have started moving to stake their claim.

Last year, Facebook announced a native video player that would allow publishers to add video content directly to their Facebook page, rather than posting them to YouTube and then posting a link to YouTube on to Facebook. Not to be outdone, Twitter is following suit, revealing last month that it too will be launching a new native video player. This technology will sit alongside its other video platform Vine, which has proven a huge success since launching in 2013.

discovery channel uses social media

The development has been welcomed by publishers keen to get as many eyes as possible on to their content. The Discovery Channel, for example, has been using Facebook’s new functionality for the last few months and has found it greatly expanded its audience. “Hands down, almost in every instance, the video posts outperform any other content types in terms of overall reach and engagement,” Derek Dodge, the channel’s Director of Digital Programming, told Variety. “It changed the way we think about using Facebook. In the past we saw it as a marketing platform — now it’s more of a pure media platform. This is helping us extend our video strategy into social media.”

According to Mashable and CrowdTangle, the likes of Buzzfeed, Upworthy, CNN, The Huffington Post, and ESPN have all started using the functionality in the last year, seeing significant boosts in views. ESPN, for example, received just 6,500 shares of its last 15 non-native Facebook videos, while its last 15 native videos received around 53,000. In an online culture where the recommendations of those you follow are so important in helping content achieve expanded reach, such statistics are exciting and not to be viewed lightly – but nor should they pass without scrutiny.

Intention and Engagement

One of the major benefits Facebook and Twitter have over YouTube is that their News Feed makes it easier for users to discover content. Sure, YouTube has recommended videos and the ability to subscribe to your favourite channels, but there’s still a certain level of work needed to seek the content out. This isn’t the case on Facebook and Twitter, where if you’re following a page, videos appear in News Feeds and can be discovered almost by accident, viewed, and subsequently shared.

Views aren’t everything though. In fact, on Facebook, they’re a very misleading metric to judge success by. If a video is played for three seconds on Facebook’s player, it counts as a view, and if the video plays again, that’s another view. Fair enough you might think, but Facebook videos play automatically, so simply reloading the page, or scrolling through your News Feed could activate the video, and suddenly it’s racked up another view, whether you’ve actually watched it or not. Contrast that with YouTube, where user interaction is needed to activate a video, and where repeat views are not counted to the view total, and Facebook metrics start to seem a little less impressive.

Speaking to DigiDay, Greg Hounslow of American airline WestJet, broke down the stats behind the company’s Spirit of Giving Christmas video. Without any money being put behind paid promotion, the advert garnered over 1.1 million views using Facebook’s native player, attracting 77,000 likes, 45,000 shares, and 21,000 comments. Impressive though these stats may seem, they lose their lustre when analysed. Facebook also offers metrics on videos that are viewed for more than 30 seconds, and only a third of the 1.1 million people who saw the video stuck around for that long. “A huge percentage of people are dropping off after a very short amount of time as they scroll through their feed,” said Hounslow. “Meanwhile, if you arrive at a YouTube video, you’re probably in a dedicated video-watching area, so retention tends to be a lot higher.”

The message is clear: Facebook may get more eyeballs on a video, but if the user intention isn’t there, chances are the engagement won’t be either.

YouTube is still YouTube

YouTube is KingFacebook has undoubtedly been making waves with its video player, but not without sinking a few ships along the way. As it’s sought to make its own video content as attractive and engaging as possible, it seems to have reduced the power of YouTube videos. As Contently points out, while a Facebook video appears in News Feeds as a beautiful, big, visual screen, YouTube links are plain white and littered with text; only a small image with a play button is offered to suggest that there’s a video to play. No surprise then that while metrics for Facebook videos went up, those for YouTube videos went down.

YouTube is still the number 1 site for online video content, and with 100 hours of video uploaded to the site every minute and over 6 billion hours viewed every month, that’s not going to change any time soon.  Moreover, YouTube isn’t just a video behemoth; it’s also the web’s second largest search engine, processing 3 billion queries every month. Facebook has been looking to expand into Search for several years, and is likely to redouble its efforts in 2015, but it’s still some distance off achieving YouTube’s power and likely to remain so for a while to come.

Choosing YouTube over Facebook clearly isn’t the right policy then, but should publishers put their content out across both platforms? Facebook Video will certainly give you the reach, and with the company doing so much to push its own technology over YouTube, there’s an element of risk involved in publishing only to YouTube. But is it really in a publisher’s best interest to split their audience in this way? As with all Google products, YouTube rewards clicks, shares, and interactions, and the more you’re taking away from YouTube and giving to Facebook, the more you’re suffocating your video’s chances of strengthening its place in the YouTube and Google rankings.

Native video is the choice for Facebook success, but for holistic success, YouTube remains in the lead.

Who has the power?

Be under no illusions, Facebook branching out into native video isn’t about video. Just as its interest in Search isn’t about Search and its interest in online gaming wasn’t about games. Facebook has a very clear end-goal in sight and it’s not to deliver really great video content; it’s to be a giant, holistic content publication platform. That means video, audio, image, and text content all coming together under one roof. Facebook’s roof. As The Awl notes: “All the things we link to on Facebook now, Facebook could conceivably host.”

This is bad news for publishers and creators. As they’ve already proven with their demoting of YouTube content, Facebook insists that if you live under its roof, you’ll live under its rules, and the more content hosted on Facebook, the more it’ll be empowered to start imposing its rules on its users. So if Facebook wants to start rewarding paid advertising with more views, it can do that. And if it wants to squeeze referrals to third party sites to reward content that’s hosted natively, it can do that too. Facebook is interested in Facebook, and it’ll do what’s necessary to keep users on its site and the dollars and cents rolling in. Understandable – wouldn’t you do the same?

Of course you would, and that’s why maintaining as much control over your content (be it video or not) as possible is so important. By doing so, you’re largely immune to the tweaks and changes Facebook will make to design and algorithm, and the ebb and flow of metrics that those changes will cause. As ever in digital, the best approach is a holistic one that finds a balance between social and Search, third party and self-owned.


Now over to you, what do you think, do you agree? Let us know in the comments below or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear your thoughts!


To find out more about content marketing, click on the image below to read our post where we uncover 7 popular content marketing myths.

content marketing myths uncovered

L’Oreal to create YouTube ‘content factory’ for Kérastase and Shu Uemura brands

L'OrealL’Oreal understands the importance of content so it has decided to step up production with the creation of a ‘content factory’ for it’s professional hair care product brand Kérastase and make-up company Shu Uemura.

After working closely with YouTube to gain insight into the platform, they have decided to create more of their own content after the video sharing website revealed that the top search results within the cosmetic category were for hair and beauty tutorials.

“Our goal is to make a kind of content factory for Kérastase and Shu Uemura. We are launching a new product… and are making a lot of tutorial videos on basic stuff – not only on how to apply the Kérastase product but how to make a bun, or to make a special hair style to meet the requests of questions on YouTube.”

Benoit Delporte, E-commerce and digital marketing manager for the brands shared the news at the Fashion, Luxury and Omnichannel event in London. He also revealed that L’Oreal would be carrying out more collaborations with bloggers to share information and create tutorials.

The end of the year will also see some changes to the e-commerce site Kérastase with more original content being added in order to enhance the customer experience.

See more at The Drum

Unilever advertises multiple brands through YouTube

unileverallthingshairYouTube has become a very important platform for Social Media marketing. More brands and companies are using it nowadays to promote their products.

 At the same time, more people have stopped watching TV and are on YouTube, the younger generation especially.  Unilever used this information to devise an advertising strategy for its brands and products by creating a YouTube channel, `All things hair’. The videos are based on the hair advice searches on Google by women.

 The videos are made by well-known YouTubers, like Zoe Sugg and Tanya Burr. The brands used in the videos include Toni & Guy, TRESemmé, VO5, Dove and Alberto Balsam. Underneath the videos are all the products used in the video, which will allow the viewers to buy the items or get more information about them, in just a click.

This is a great way to promote the products and connect with the audience, without sounding salesy by showing viewers how to use the products and in what kind of situations you can use them.

To read more, visit Marketing magazine. 

Digital Bytes: Geek Week on YouTube

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week, we’re geeking out with YouTube, reviewing the innovative marketing strategy from Portsmouth FC and looking at Tesco’s and Sainsbury’s most recent campaigns.

It’s Geek Week on YouTube

You might have seen some cute videos featuring cats or dogs on YouTube, but this week YouTube is concurred by all things geeky. YouTube’s first-ever Geek Week, taking place until Saturday 10th of August, is a ‘celebration of all things geek’. Throughout the week the site has looked how characters have shaped geek culture in iconic movies and internet franchises , presented a showcase of ‘geekery from around the world’ including animation from Japan and India, and carried out science experiments. Each day features a different topic, for example ‘Super Wednesday’ videos are related to superheroes and ‘Fan Friday’ is all about YouTube’s biggest fans. Geek Week offers a lot of fun and educational videos for geeks everywhere. It is a brilliant marketing strategy and also a great way to get a large audience talking and engaging with others. YouTube has established a reputation fod creating really cool events that push content and focus audiences on certain themes that they might not be aware of.

Portsmouth FC stepping out of the norms

Fans of Portsmouth FC will be able to order food and drink to be delivered directly to their seats as part of a new digital strategy recently launched by the club. The club will introduce the ‘QikServe’ technology alongside a range of other digital features, including the use of an augmented reality app to bring to life traditionally ‘static’ content and special Groupon offers for match tickets in a bid to increase attendance.
The club has brought in media agency Navigate Digital, led by lifelong Pompey fan John Kimbell, as pro bono digital consultants. Pompey engagement manager Micah Hall said: “We’re putting digital at the heart of how the club engages with fans and the local community.
“Despite a limited budget we’re boosting our presence on social media to get the word out, while offering a better service to our loyal supporters and creating a digital presence that even many Premier League clubs would envy.“

Tesco and Sainsbury’s fails

YouGov data shows that neither Sainsbury’s nor Tesco’s campaigns have had a marked impact on consumers’ perception of either supermarket’s quality.The two giants launched major marketing projects aiming to highlight the provenance of their products.
Tesco’s effort to improve the perception of the quality of its food offering launched on 21st July. Multi-channel ads highlight the provenance of its fresh produce – from steaks to strawberries – and encourage consumers to “celebrate everyday food”.
While Tesco’s “Quality” measure on YouGov’s brand Index did appear to improve slightly in the week after the campaign launched – up from 15.6 ahead of the launch to 18.7 on 28th July – it has now fallen to below the pre-campaign levels earlier in the month.
Sainsbury’s Quality score has long been above Tesco’s on the BrandIndex database, but its latest campaign, which launched on 31st July and attacks its rival’s “Price Promise” initiative has yet to tip the balance further in its favour. The ads claim Sainsbury’s Brand Match makes fairer and clearer price comparisons than Tesco and that Sainsbury’s products on the deal offer better value than its rival.

Digital Bytes: Spotify team up with Ford

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Ford and Spotify team up, big data leads to big opportunties and Google and Twitter round-up the Oscars…

Spotify team up with Ford

Spotify has announced a partnership with Ford that will see the music streaming service integrated into all of Ford’s EcoSport SUV vehicles. The deal will give drivers access to Spotify’s 20 million tracks, marking the first time the company has officially participated in such a venutre – though Volvo and a number of other manufacturers are also working on similar systems. “This relationship was a year and a half in development,” Ford’s Doug VanDagens said. “With both Sync and AppLink coming to Europe for the first time this year, we wanted to have a great partner. We’ve been pursuing them, because of their leadership position. They’re the leader for streaming music in active subscriptions, paid subscriptions and number of countries, so it’s a good deal for us.” The service will be rolled out in America first, before moving to Europe.

Bargain hunters take to social media

Bargain-hunters are among the most prolific users of social media, according to a new survey conducted by GfK. The company discovered that 81 per cent of social media users take advantage of vouchers, coupons and other deals when online, while just 68 per cent of their offline counterparts do. “Through our experience in consumer trends, we have known for a long time that technology is a driver of change, working as a catalyst to allow other trends to flourish,” said Richard Bussy from GfK. “The research adds weight to our point of view that social media has a similar effect; regular users of social channels aren’t acting in altogether different ways because of social media, but rather are enabled by it to pursue their interests more easily and to a greater degree.” The survey also found that women are more likely to use vouchers, with 85 per cent of females saying they do, compared to 75 per cent of males.

Big data opens big opportunities

Big data is opening up a world of new mobile marketing opportunities, according to Unilever’s chief marketing officer Keith Weed. Speaking at the Mobile World Congress in Barcelona this week, Weed said that the expansive volume of information now available means that campaigns can be hyper-targeted, but warned that measurement is vital. “We have 600 market researchers around the world and one of their main tasks is to define the right approach to mobile for ROI,” he explained. “We are getting very interesting ROI on mobile and it certainly justifies our investment there. Not so long ago everyone was striving for 360-degree communication. We’re now shifting from that all-round planning of integrated channels to a 365 days-a-year, always-on approach.”

And the Oscar goes to…

The 85th Academy Awards took place over the weekend, and the ceremony was, of course, big news on the internet. Google have revealed that Jennifer Lawrence was the most searched for nominee, followed by Daniel Day-Lewis and Anne Hathaway, while Lawrence also topped the chart for the most searched for red carpet dress. Hathaway came second in that category, followed by Halle Berry. Meanwhile, Twitter has said that 8.9 million tweets were sent about the event – 2.1 million during the red carpet and a further 6.8 million during the show itself. Argo‘s Best Picture win was the most tweeted about event (85,300 tweets per minute), with Adele’s performance of ‘Skyfall’ being the second most tweeted about event (82,300 TPM). Twitter also proved popular with the stars themselves, with Samuel L. Jackson, Ben Affleck and Mark Wahlberg among the actors to tweet from the ceremony.

Digital Bytes: Google Shopping takes centre stage

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Google Shopping becomes a priority, YouTube launches a channel on FreeSat and online-only financial services dominate…

Retailers ‘must embrace Google Shopping’

Retailers must embrace Google Shopping or risk losing out, e-commerce company Summit has warned. The search engine has recently unveiled paid listings (called Product Listing Ads, or PLAs), but Summit warns that the long-term impact of such ads is worth the money spent and that the cost should not put retailers off. “The percentage of retail sales that are made through online search continues to grow exponentially,” said Summitt’s CEO Hedley Aylott. “While many retailers may focus on the cost of paid for listings, the opportunities for boosting sales are huge as Google adds new features such as catalogues, offers and shortlists. Customers using search in-store for price comparison will be the next challenge for retailers to tackle.”

YouTube to launch FreeSat channel

YouTube will launch a channel on free-to-air television in March as its bid to compete with traditional TV networks continues. The channel, which has been built in HTML5, will be available on Freesat and provide a “TV-optimised” experience for the viewer. “We’re happy to be working with Freesat so that Freesat users can now access YouTube from the platform,” said YouTube’s product marketing manager Peter Sherman. “Our creator community is developing quality content that will delight and inspire viewers and we’re pleased to be able to bring it to people in new ways.” Viewers will be able to access YouTube’s vast range of user-generated content through the channel, as well videos provided by its 60 original channels.

Online-only businesses lead the way

A new study has found that the online-only businesses moneysupermarket.com and moneysavingexpert.com are the most visible finance brands on Google. Money Super Market is the most visible in paid search, while Money Saving Expert dominates the organic results, according to Epiphany’s Financial Services Sector Report 2013: The Science of Marketing. “The more traditional high-street brands listed in the top 20 are those that established a strong presence relatively early during the shift in consumer research and purchase behaviour from offline to online,” said Epiphany’s Andy Heaps. “But many of the newer online-only entrants have risen to the top. And of course, sites that are more visible in search stand a greater chance of attracting sales from consumers who are now driving millions of financial services related search queries in the UK every week.”

Apple working on cheaprer iPhone

Apple CEO Tim Cook has said that the company are exploring ways of driving down the cost of an iPhone. He has explained that while it’s unlikely they will be able to make the iPhone itself cheaper, there’s a good chance they will create a new product that features much of the same functionality, but at a lower cost. “We are making moves to make things more affordable,” Cook says. “When we came out with iPod it was $399, today you can buy an iPod Shuffle for $49. Instead of saying how can we cheapen this iPod to get it lower, we said how can we do a great product, and we were able to do that. The same thing, but in a different concept, in some ways.”

Amazon is ‘most reputable’ company in US

Amazon is regarded America’s most reputable company, according to a new study by Harris Interactive. The company surveyed 14,000 members of the public and asked them to rank businesses based on six key points: social responsibility, emotional appeal, products and services, workplace environment, financial performance, and vision and leadership. Amazon toped the emotional appeal and products and services categories, and were in the top five of three other categories. The company secured an overall score of 82.62 out of 100, with Apple in second on 82.54 and Disney taking third on 82.12. Google came fourth and Johnson and Johnson finished fifth. Amazon’s vistory represents a significant shift from last year, when they were ranked fourth.


Digital Bytes: Email spend due to increase

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, spend on email marketing looks set to rise, users take a break from Facebook and Twitter scores a touchdown at Superbowl…

Email spend due to increase

Spend on email marketing will increase this year, according to a study conducted by the Direct Marketing Association (DMA). The organisation surveyed a wide selection of senior marketers and found that 89 per cent described email campaigns as “important” or “very important” to their work, while 56 per cent predicted their spend on email marketing would increase during 2013. “The report characterises 2012 as the year where email has defied market trends and carried the load in terms of delivering revenue,” chair of the DMA Email Marketing Council’s Email Benchinmarking Hub Dela Quist, said. “This is equally true for our clients, who closed 2012 up on budgets and targets for email but down in other channels. The result of these successes, as the report reveals, is that marketers will be investing even more effort in email in 2013.” The report also found that email marketing delivered an average ROI of £21.48 for every £1 spent last year.

Users ‘take a break’ from Facebook

Two-thirds of Facebook users take long break periods from the site, according to a study by Pew Research Centre. The centre discovered that the breaks can last for several weeks in some cases, with users citing a dislike for the gossip of their friends and the sense that they are wasting their time on the site as reasons for their absences. Other stats from the survey reveal that 20 per cent of internet users once used Facebook but no longer do, and only 8 per cent of those who have never signed up are interested in doing so. The full report can be seen on the Pew website, while a Q&A with the company’s Aaron Smith can be read here.

Mobile advertising revenue on the rise

Mobile advertising revenue will surpass $11.4bn in 2013, according to a new report conducted by Gartner. The figure, which is a significant rise on the $9.6bn revenue of 2012, is being attributed to mobile’s growing integration into 360 degree advertising campaigns, and is forecasted to grow to $24.5bn in 2016. “Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices,” said Andrew Frank, research vice president at Gartner. “This market will therefore become easier to segment and target, driving the growth of mobile advertising spend for brands and advertisers. Mobile advertising should be integrated into advertisers’ overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets.”

Twitter Touchdown!

Finally, 24.1 million tweets were send about the Super Bowl, with the in-game tweets per minute peak hitting 231,500. That figure came during the brief power outage, and it was followed by the 185,000 tweets per minute attracted by Baltimore Ravens’ star Jacoby Jones’s record-breaking 108-yard return. It was, however, Beyonce’s much-anticipated half-time show that attracted the most tweets of the whole event, with 268,000 being sent at her set’s conclusion. The game is, of course, also a huge platform for adverts, and of the 52 ads that screened during the game around half made mention of Twitter. Facebook was mentioned in just four, while Google+ didn’t get a single mention.

Digital Bytes: YouTube considers paid channels

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, YouTube considers paid channels, Manchester United top the load league and Twitter becomes the world’s fastest-growing social network…

YouTube considers paid channels

YouTube is considering launching pay-to-view channels in a bid to rival traditional television, according to new reports. The video sharing website is keen to prove it’s a viable competitor to television and sees the high quality content paid channels would bring as the best way to do that. It’s thought subscription would cost between $1-$5 a month, with the paid channels rolling out in the second quarter of this year. At a conference last year, YouTube CEO Salar Kamangar laid out the company’s plans for paid content, explaining: “We have long maintained that different content requires different types of payment models. The important thing is that, regardless of the model, our creators succeed on the platform. There are a lot of our content creators that think they would benefit from subscriptions, so we’re looking at that.”

United top load league

Manchester United are currently topping two different leagues – the Barclays Premier League and the website load speed league. According to new research condusted by web performance specialists Apica, United’s site takes just 0.4 seconds to load, with Liverpool’s being second-quickest (0.5 seconds) and Arsenal’s being third-quickst (1.3 seconds). West Brom, Wigan and Everton occupy the relegation zone with load times of 6.2 seconds, 6.3 seconds and 7.3 seconds respectively, and six teams have load time s in excess of five seconds all in all. “That so many teams in the Premier League have web sites with load times of five, six seconds is quite surprising,” said Apica CEO Sven Hammar. “Less than three seconds is considered acceptable without risking visitors leaving your web site because it is too slow. These slow response times are damaging to the clubs’ brand, fan loyalty and revenues.”

Twitter flies high

Twitter is the fastest-growing social media platform in the world, according to new data gathered by the Global Web Index. The company found that Twitter’s number of users grew by 40% in the fourth quarter of 2012, pushing its total monthly active users to 288 million. This is a huge increase on the 35.47 million the site had in July 2009 and it is estimated that over 21% of the entire population of the internet uses Twitter on a monthly basis. Global Web Index found that Facebook enjoyed the second highest growth in the fourth quarter of 2012, with Google+ in third place.

Businesses embrace m-commerce

Almost three-quarters of businesses have sites that are optimised for m-commerce, according to a new report from Sage Pay. The company surveyed over 1,500 online businesses and found that 73 per cent of them have now embraced m-commerce. “The results of the report prove that taking advantage of the mobile opportunity is critical to stimulating economic growth in the UK,” said Sage Pay CEO Simon Black. “With almost half of the businesses surveyed planning to introduce mobile apps in the coming months, Britain is poise for a bright future at the leading edge of mobile innovation.” The report found that 22 per cent of the businesses surveyed built a mobile app last year, and 56 per cent of those businesses said they are now generating 10 per cent of transactions through them.