Stats, facts and future trends

April 27th, 2015

This month, we reveal the new direction of the Coca-Cola website, the launch of Instagram’s Apple Watch app, and some SEO advice from the CMA’s latest Digital Breakfast.

Coca-Cola revamps website to make it look like a ‘digital magazine’

Coca-Cola has replaced with a new website which aims to appear more like a ‘digital magazine’ than a corporate site. The new site is called Coca-Cola Journey and will have a greater multimedia and storytelling focus in a bid to drive brand engagement by making the site more socially enabled.

• The new site features both branded and non-branded content in an “editorial style”, and an interactive Q&A section.

• Curated content on the site includes an interview with pop star about his new EKOCYCLE venture with Coke.

• The iconic drinks brand also has ambitions to work with bloggers and journalists to produce content on the site and give it an editorial twist.

“The launch of Journey gives us the opportunity to shift the way we communicate online,” said Stanislas Magniant, digital communications director for Coca-Cola North West Europe. “Through Journey we want to bring to life the stories about our company, our brands, our employees and our actions around the world. We also want to make our stories more appealing, relevant and engaging to people by using the right multimedia content to bring them to life.”

Sources: Warc, Marketing Week, Marketing

To read the full article, click here

Reebok allows consumers to virtually run through San Francisco with Instagram

Reebok has launched an Instagram-based campaign which allows followers to virtually run through San Francisco for a chance to win a pair of Reebok ZPump Fusion sneakers.

  • The social game takes users on a virtual run through San Francisco with pictures of major city landmarks.
  • Within each picture is a hidden Pump ball. Once users find the ball in a picture, they like the post, and move on to the next landmark.
  • To play, users are asked to follow the @zpump_startingline Instagram account.
  • The campaign will run till 11 May.

“Hunt For The Pump is an original and creative way for Reebok to use Instagram to reward the running community and have some fun with the platform,” said Yan Martin, Reebok’s vice president of global brand communications. “San Francisco is one of the greatest running cities in the world and Hunt For The Pump showcases some great landmarks featured in the images.”

Source: The Drum

You can read the full article here

Instagram steps into the wearables space

Instagram is one of a number of notable companies that has launched an app for the Apple Watch, a move that marks the company’s first official step into the wearables space.

  • Instagram was initially unsure about taking its service to the Apple Watch, as the device is focused more toward health tracking and messages than sharing images.
  • Apple says the new Instagram app lets you ”browse your feed, ‘like’ your favourite photos and even leave emoji comments.”
  • Other recognisable names launching apps with the Apple Watch include Twitter, Flipboard, Evernote, the New York Times, CNN, and MLB.

Instagram designer Ian Silber said that the idea behind the app is to “get in and get out” in just a few seconds, with users expected to receive notifications of new images on the service from just a few of the people they follow. This fits with Apple’s suggestion that its smartwatch is ideal for “brief interactions.”

Sources: FT, Digital Trends

You can read the full article here

Brands ‘must respond’ to Google change

Brands need to get the technical basics right, improve their content and adopt responsive design if they are to make the most of tomorrow’s change to Google’s algorithm, an SEO expert has said. Addressing an event organised by the CMA, Britt Soeder, head of owned media at iProspect, said that brands should take into account the fact that people performing searches on mobile devices do not spend so much time reading results as those browsing on a desktop.

  • Google’s latest algorithm update is set to include mobile responsiveness as a key ranking criteria – meaning that publishers with non-mobile-optimised websites could see their search performance suffer.
  • “Make sure you have everything that’s important in your first paragraph if you can,” Soeder advised.
  • Soeder also told delegates to disregard SEO myths, such as “keyword density” – that there is an ideal ratio of keywords to content.
  • According to its latest financial report, $59.1bn of Google’s $66bn revenues in 2014 were from advertising. Within the advertising total, $45bn was derived from Google’s own websites.

Soeder said that Google has offered some general pointers on what type of content is boosted by the algorithm and what is penalised. “The user focus is really important,” she explained. “Whenever you publish content, make sure it’s for the user, not the search engine. Content is king. When I joined the search industry eight years ago, nobody believed that – it was all about buying links. Now it’s about publishing something great.”

Source: Warc

You can read the full article here

Most retailers lack mobile strategy

Many physical UK retailers regard mobile with suspicion, fearing the impact of showrooming, and two thirds have no clear strategy on how they will invest here, according to new research which predicts consumer spending via mobile will quadruple in the next decade. A survey for Barclays bank found that seven in ten retailers did not yet offer consumers the option of shopping via a mobile website or a mobile app. The survey also found that:

  • Just over two thirds (68%) of retailers admit they have not developed a clear plan to invest in mobile strategy.

• Only 3% of retailers think their business could be described as being at the cutting-edge of mobile readiness.

  • More than half the consumers surveyed (57%) wanted free wifi hotspots, while four in ten (42%) said they were always looking out for such places.
  • Barclays forecast that consumer spending via mobile devices would increase from the current figure of £9.7bn a year to £53.6bn over the next ten years.
  • Mobile is expected to play a role in 42% of all retail sales by 2024.

Richard Lowe, managing director and head of retail and wholesale at Barclays, acknowledged that many retailers continued to be wary of mobile but argued that they need to embrace it. “Inevitably, practices such as ‘showrooming’ lead to some sales shifting online,” he said, “but, with almost three quarters of consumers using their mobile devices whilst out and about, ignoring this trend would be a missed opportunity.”

Sources: Warc, The Drum, Daily Telegraph

You can read the full article here

Vloggers face new criticism on ads

Vloggers already under scrutiny for promoting brands without making it clear they are doing so face new criticism over the nature of ads appearing before their YouTube videos. The Independent argued that some of the ads being run on posts by vloggers such as Zoella and Alfie Dreyes would be in breach of Advertising Standard Authority (ASA) rules if shown on children’s TV.

• The ASA rules state that ads for products high in fat, salt or sugar “can’t appear around programmes that are commissioned or are likely to be of particular appeal to children up to 16 years of age”.

  • Zoella’s fans are typically aged between 11 and 17.
  • Last year, the ASA ruled that a number of vloggers had failed to clearly tell viewers their videos were in fact part of a campaign for Oreos and instructed Mondelez to make its commercial intent clear in any future promotions.
  • The business owned by TV chef Jamie Oliver has weighed into the debate after Oliver made a guest appearance on Alfie Deyes’ YouTube channel, accompanied by ads for McDonald’s and Coca-Cola.

A spokesman revealed that Oliver’s own YouTube channel, Jamie Oliver’s Food Tube, had taken steps to address this issue. “Jamie Oliver’s Food Tube takes a strong stance on online video advertising and we have a firm agreement in place with You Tube which prevents certain brands from placing ads around Jamie Oliver and Food Tube video content,” he explained. “Unfortunately, advertising around third party content and on some other channels is currently outside our control. However we would always encourage others to put similar agreements in place wherever possible.”

Sources: Warc, The Independent

You can read the full article here

Spotify to target ads based on the ‘mood’ of music fans

Spotify, the music streaming service, is set to launch a playlist targeting service next month that will allow brands access to customer segments based on their music choices. The service will enable brands to tap into the “mood” of a consumer based on the playlists they listen to, such as “workout” or “chilled”, and when and where they are listening.

• It will also enable brands to target ads based on age, geography, genre and language.

• Spotify is ramping up its commercial offering. In 2014 it launched sponsored video ad products and the brand has experienced a 380% year-on-year hike in mobile ad revenue.

• The brand kicked off its first TV ad in the UK in October, asking consumers to share stories about personally significant songs.

“Music is an integral part of life, day in and day out,” said Jeff Levick, chief revenue officer at Spotify. “Our new targeting solutions give brands unprecedented ways to reach streaming consumers.”

Source: MediaWeek

You can read the full article here

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