Microsoft’s Atlas Launches Engagement Mapping and E-ROI

New reporting methodology from Atlas has been launched today. Engagement Mapping, which calculates the value of all online media exposure, allows marketers to uncover deeper marketing insights such as the value of every advertiser to consumer touchpoint, new user behavioural insights across sites and channels, and the more accurate measurement of online conversions.

Atlas identified that Search is frequently given the credit for encouraging the desired user click, as it is often the last action driving a consumer to a particular site, whereas the consumer could have been exposed to several different advertisements in the time leading up to this ultimate action. Engagement Mapping has been created to measure this build-up of exposure and is time-credited to provide more accurate mapping.

In beta since spring 2008, Engagement Mapping and E-ROI are being presented as additional services from Atlas, rather than replacing their existing offering. It is available to all clients at no extra charge, so for more information and a demonstration do get in touch with your local Atlas representative.

- Sam

MySpace Music Now Live

After concluding deals with all four major music labels, MySpace has confirmed that its music offering, MySpace Music, is now live.

An eagerly anticipated competitor to iTunes, MyMusic allows users to browse artists, stream complete audio tracks for free, create playlists and purchase DRM-free MP3s (via the soon to launch Amazon digital music store). The new platform is ad-supported, enabling MySpace’s 5m major, independent and unsigned artists to monetise their content. The MyMusic personal music management tool in turn gives its 120m global users access to unlimited streamed music, all for free.

http://www.music.myspace.com/

-Sam

Google Phone Details Leaked

TechCrunch has reported that with less than 12 hours to go until the launch of the first ever Google phone, G1, news has begun to leak about the phone's specifications.

Reports TechCrunch, "Images extracted from the depths of T-Mobile’s G1 site have begun hitting tip boxes, and now TmoNews has managed to get their hands on a bunch of specs and details.

What’s known so far:
In-store, immediate sales only available in stores within 5 miles of a 3G covered area. If a store is beyond that range, representatives will walk customers through a T-mobile.com purchase.

One touch access to: Search, Maps, Gmail, Youtube, Calendar, and Google Talk
Gmail account and data plan required
GPS
3.1 mp camera, no video recording
No stereo bluetooth (A2DP)
Dimensions: 4.6 x 2.16 x 0.63 in
Weighs 5.6 ounces
480×320 65K color screen
5 hour talk time, 130 hour standby time
Expandable up to 8GB"

http://www.techcrunch.com/2008/09/22/t-mobile-g1-specs-leaked-prior-to-announcement/

Watch this space for the official announcement..

- Sam

UK Government Backs Controversial Phorm

The controversial ad targeting technology platform, Phorm, has announced it has received crucial backing from the UK government in response to regulators’ concerns over whether Phorm and its OIX (Open Internet Exchange) conforms to EU data laws.

Phorm, whose approach of behaviourally targeting consumers via personal information used in signing up to their ISP has concerned media and consumer groups, is partnering with major ISPs to carry out trials across their network of users. So far only BT has confirmed it will be starting a trial, but soon Phorm hopes to roll out trials across all ISPs once successful discussions have taken place.

Users will be given power to opt-in or out of the scheme and Phorm states all future trials will be done with the full consent of users. Phorm, which states its approach actually protects rather than infringes consumer privacy, has said it is working with the media, regulators, government and bloggers to ensure full transparency of all aspects of the OIX and has already agreed terms with several leading UK ad agencies, publishers and ad networks.
As an advertiser Phorm presents a wealth of opportunities in targeting consumers in terms of fully tracking user journeys, but as a consumer it still raises questions and objections over privacy.

- Sam

Social Networking Project Crosses Over to Become a TV Show

“A Message From Earth,” Bebo’s communication mission whereby its online community creates and then votes on messages to be sent into space, has been so successful (10m online video views in the first month), it is being made into a TV show. Opportunities will exist to integrate brands in the Bebo project.
Following on from the news that the story of Facebook is being made into a feature film, is the true measure of success making the transition from online to the small or large screen?

http://www.brandrepublic.com/Digital/News/847150/Bebo-Message-Earth-project-become-TV-show/?DCMP=EMC-Digital-Bulletin

- Sam

Google Feels the Sting of Web Censorship

Google has been forced to lift its ban on religious organisations placing anti-abortion ads on its site after it was sued by a pro-life charity. Its previous policy banned advertising sites that mixed “abortion and religion-related content”. The Christian Institute, which sued Google, is now allowed to place paid search ads on the search engine.

Meanwhile YouTube is adapting to self-imposed censorship within the UK where it has banned the uploading of videos encouraging gang violence and gun and knife crime, after it came under fire for not regulating its video content enough to prevent the exposure of videos with violent material.

- Sam

New Research from the EIAA Shows Increased Online Ad Spend due to Reduction in Offline Spend

81% of European advertisers claim that their allocated online ad spend has grown in 2008. 82% of them said they were funding the increase by downsizing their TV or direct marketing budgets according to a European Interactive Advertising Association survey.

38% of advertisers also now regard online as essential compared to 17% in 2006. 77% of those questioned found online advertising to have a positive impact on the perception of their brand as well as overall brand awareness (68%).

Online spend is increasingly being focused in three key areas. Display remains the dominant format taking 38% of spend, up 9% from 2006, while search and affiliate advertising are experiencing rapid growth, up 35% and 25% respectively since 2006.

http://www.brandrepublic.com/Digital/News/846120/marketers-raiding-offline-budgets-online-spend/?DCMP=EMC-Digital-Bulletin

http://eiaa.net/news/eiaa-articles-details.asp?id=173&lang=1

- Antonia Lim

Groundbreaking Deal Sees Google Act as Ad Broker to NBC

With TV and the internet moving closer together every day, Google has made a historic deal with NBC to become the cable channel’s third party ad broker. Only a few years ago, no television network would have considered letting any independent third party company deal with its advertising, let alone an internet-based search company, but with TV now trying to keep up with new technology, this may be the way forward.

The deal gives NBC a fresh take on advertising not to mention a bigger catalogue of advertisers. And with Google having to constantly keep up with the ever-evolving internet, they will provide NBC with a vital partnership that will keep NBC ahead of their competitors and up-to-date with technology and changing media.

http://adage.com/mediaworks/article?article_id=130970

- Antonia Lim

Real-time Advertising on London Underground

Our friends over at McCann Erickson, MRM and digital division Chrome have developed the first ever ‘live voting’ advertising on London Underground’s digital screens for Intel.

The on-screen information will be refreshed in real-time thanks to Intel technology in order to show who is currently winning a ‘battle of the bands’ style competition.

Unsigned acts who have submitted their tracks to the “Intel Studio” website will be in with a chance of winning a support slot at a series of Intel Studio gigs, as voted for by visitors to the website. Each time the ad is run on the individual digital screens, which are located along the escalators and above the tracks, information will be pulled in live from the “Intel Studio” site to give a newsfeed of the state of play.

All in all it’s a neat demonstration of how new outdoor digital formats are converging with other media channels, as well as a clever way of an advertiser involving people in the brand experience rather than just shouting about its supposed attributes.

-Sam

How Search will Revolutionalise Social Networking

This is the future!

Check out this interesting article on the impact of search on social networks, looking at how social networks are in effect the search engines of the future, hence the significance of the Microsoft Live Search deal with Facebook.

http://www.micropersuasion.com/2008/09/how-search-will.html

- Sam

Great Article on Social Graphs and OpenSocial

Please click on the link below for an interesting article on social graphs, i.e. our online peer network, how this influences user behaviour within social networks and the broader web, and the significant impact this is having on marketing and advertising.

The article also talks about how OpenSocial is going to make people’s social graph more portable, exploring the possibility of bringing consumers' social graphs to a brand website.

Happy reading!

http://www.goingsocialnow.com/2008/08/a-new-frontier-of-social-influ.html

- Sam

Social Radio Listening from the BBC

More news from the BBC this week, as it launches Radio Pop, a social networking website specifically for radio listeners.

Users can listen to their choice of stations through the Radio Pop player, create a personal record of their preferred programs, see what their friends are listening to and make recommendations to users within the network.

Favourite stations and shows can be tagged, or “popped,” thereby providing user data which is made visible to everyone within the network. This online behaviour is then displayed by graphs and lists showing listeners' favourite and recommended stations and shows.

The idea is to track user behaviour to allow the broadcaster to send targeted promotions to users as well as analyse their listening habits, which can currently only be done via radio industry measurement organisations like Rajar.

The service currently only supports live, rather than on demand listening. There is also no integration with the iPlayer – yet – but it is another example of a major player experimenting in the social networking arena.

http://www.radiopop.co.uk/

- Sam

Virgin Mobile provides Location Based Services

From TechCrunch, we have learned that Virgin Mobile has signed a deal with location based city guide slash social network, Buzzd.

The deal will allow users to obtain local entertainment information (events, concerts, restaurant reviews/ratings) to be broadcast and shared among users in the same proximity.

While several other companies are now offering LBS to their users, this is another example of why we should be externalizing our clients' data to these services and thinking about marketing opportunities to the early adopters.



Here is the link to the original post:

http://www.techcrunch.com/2008/09/02/virgin-mobile-gets-buzzd-on-location-based-entertainment/

Rick

6 Degrees of Separation now 3

In a new study released by O2, they have stated that people are more connected than ever before. In surveying three age groups (18-25, 35-45, 55+) they found that the average user is connected by three degrees within a 'shared interest or social group'. The study went on to state the people normally are part of three main groups: family, friendship, and work.

Here is a link to the press release:

http://www.o2.com/media/press_releases/latest_pr_14276.asp

The three different groups outlined above highlight what we are currently telling our clients around the fact that 'online schizophrenia' can exist within current users. Work colleagues are asking to be part of your Facebook profile, friends are asking to join your LinkedIn profile, there is a blurring of these three groups. Additionally, there are things that you are comfortable showing your friends that you wouldn't be comfortable showing your work colleagues or family. Therefore, there is a threat of social networks and tools for being 'watered down' versions of one's self rather than what one would normally want to post, comment, or upload.

There are existing companies that are looking to help with this problem. One to check out it MOLI (http://www.moli.com/). While it is doubtful that people will abandon the MySpace's and Facebook's of the world for this network, the concept is important. The ability to manage one profile across your three social groups is important and could lead to an evolution in how the big social networks allow you to display data (rather than the basic 'limited profile' view on Facebook).

Take this trend into consideration when building campaigns. What are you asking the individual to do within the social network? How can we supplement their experience to help them manage these different social groups. Is the time of day indicative of the social group that they most represent?

Go forth and test,

Rick

Need examples of Social Media? Use this.

Hello all,

When pitching in ideas around social media, it is always great to show our clients that they aren't going to be the first ones implementing a campaign in this space. However, it is sometimes difficult to highlight examples of how other large companies are leveraging this media vehicle.

Check out the link below for a great curated list of examples (134 at last count!). They are mainly U.S. based but still provide a great framework for brainstorming or for building an education deck.

http://www.beingpeterkim.com/2008/09/ive-been-thinki.html

Happy surfing,

Rick

Nokia Comes With Music to launch in the UK Next Month, but so far No Network Operators are on Board…

Nokia has announced that the UK will be the first market in the world to receive the Comes With Music service next month, followed by the rest of Europe next year. Nokia Comes With Music phones will come with a one year subscription to a Nokia-run music download platform, which will be accessible via your phone or PC, giving users free access to a bank of over 2 million songs from major music companies Universal, Sony and Warner.

All tracks will be DRM-free, meaning the user will still be able to access and listen to the track after the minimum one year contract has ended.
Major mobile phone retailer Carphone Warehouse is confirmed as a partner, but so far none of the major UK mobile network operators have signed up to the service, instead preferring their customers to use their own music download service as opposed to that of an actual handset manufacturer. Nokia is aiming to become a market leader in the music on your mobile sector but the success of the service remains to be seen.

Nokia UK MD Simon Ainslie comments, "This is a unique proposition. Nobody has launched an unlimited music service that allows you to keep your music with no catches. What we are trying to do is bring back some value to the music industry from people who are not paying for music. There are a lot of parents who would like to legitimise their children's purchasing of music”.

- Sam

Google Launches Free Browser in its Ongoing Battle with Microsoft

Following straight on from Microsoft’s announcement of its latest version of Internet Explorer with its “InPrivate” setting, (which can block third parties accessing users’ browser habits), Google has announced it is launching its own free web browser in 100 countries, Google Chrome.

Google Chrome will also feature its version of "InPrivate," "Incognito Mode," which it says is for “times when you want to browse in stealth mode, for example, to plan surprises like gifts or birthdays. Webpages that you open and files downloaded while you are incognito won't be logged in your browsing and download histories; all new cookies are deleted after you close the incognito window. You can browse normally and in incognito mode at the same time by using separate windows.”

Microsoft's Internet Explorer currently accounts for 72% of the installed browser market, followed by Mozilla Firefox (of which Google is a key partner) with 20%. Google and Firefox recently renewed their partnership agreement until 2011 which contains a clause for Google to be the default search engine within Firefox.

There is whisper that Google’s next step is to partner with OEMs (Original Equipment Manufacturers) to create Windows-free PCs. Google’s strategy of launching internet based applications, such as its Google documents and spreadsheets, aims to shift its users’ habits away from Windows applications, but of course means it is increasingly reliant on browser technology, as acknowledged by Google vice-president of product management, Sundar Pichai, "We realised that the web had evolved from mainly simple text pages to rich, interactive applications and that we needed to completely rethink the browser. What we really needed was not just a browser, but also a modern platform for web pages and applications, and that's what we set out to build."

Check out the official Google Chrome blog site here.

- Sam

BBC to Launch New Online Music Service

If approved, BBC Worldwide - the BBC’s commercial division - has announced that it will launch a new targeted online music service early next year, giving users access to the BBC's massive archive of live performances and session tracks, including music from the broadcaster's Glastonbury coverage, archive John Peel Sessions, The Old Grey Whistle Test and Radio 1's Live Lounge.
The ad-funded service will initially hold over 1300 tracks and videos to stream and download, but will be expanded to over 50,000 tracks and 3000 hours of video. It will also offer all new music content as soon as exclusive broadcasting rights for the non-commercial bit of the BBC end.
BBC Worldwide agreed a deal with EMI earlier this year to provide online access to the label's artists in the BBC archive, and now the organisation is in negotiations with Warner, Sony and Universal about similar arrangements. A spokesperson for BBC Worldwide said it was "exploring a range of opportunities around direct-to-consumer websites and the utilisation of the BBC music archive along with other web content."
Approval is first required for the service from the BBC Worldwide board, who will be wary of accusations from the commercial sector that the Corporation is unfairly operating in the digital content space by exploiting the licence-fee funded BBC archive. However, as the BBC archive service won't directly compete with the likes of iTunes - by only selling BBC recordings, and not official album recordings - it is expected to get the go ahead.

GPS Developments in the World of Virtual Gaming

The next step – literally - in the world of gaming is the introduction of GPS on mobile handsets. One move on from the Nintendo Wii, which saw gamers get off their couches and start throwing themselves around their living rooms, this next generation of GPS game aims to get people outdoors and into the streets and parks, thereby turning their neighbourhoods into virtual playing fields.

The GPS technology – the same as you find in car satellite navigation systems - adds a new element to portable gaming, blurring the real and virtual worlds by allowing players to pinpoint their locations to within a few metres while tracking their bearing and speed. Nokia is predicting that half of all its handsets will have integrated GPS technology within 5 years.

With most GPS games now free to download from the internet, the scope of games which could be developed is almost infinite – from virtual treasure hunts and mazes, to a giant size Pacman etc. Some websites such as http://www.geocaching.com/ are already taking advantage of this new technology, where players are encouraged to hunt for real treasure as hidden by other enthusiasts using clues that have been posted online.

The health benefits of getting your backside off the sofa are obvious, but there are also clear safety issues - such as avoiding traffic and other people - which shouldn’t be forgotten!

Sam

New Research Suggests Mobile Advertising Lifts Brand Metrics and Purchase Intent

Dynamic Logic recently announced the aggregate results of mobile branding research studies which compared people exposed to the mobile campaigns to those not exposed, suggesting that mobile advertising can be an effective medium for raising brand metrics throughout the purchase funnel.

An average increase of +23.9 percentage points in Mobile Ad Awareness shows that these campaigns generally cut through and grab users' attention. Average increases in Brand Favourability and Purchase Intent of +5.4 and +4.7 percentage points, respectively, support the ability of mobile advertising to change consumers' attitudes towards a brand and to drive intent to purchase.

Mobile Advertising Impact on Brand Metrics:

Significant Metric Positive Impact (Delta % of respondents)
Mobile ad awareness 23.9%
Message association 12.2
Aided brand awareness 6.9
Brand favourability 5.4
Purchase intent 4.7

Source: Dynamic Logic AdIndex, July 2008 (Delta is % of respondents positively impacted by mobile ad exposure. Initial study considered small sample size)
N.B.: These findings are based on 21 mobile ad campaigns across a variety of industries. (Alcohol, Automotive, Consumer Electronics, CPG, Entertainment, Financial Services, Retail, Telecomm, Travel) The averages could significantly change as the number of campaigns increases, so any comparison made to them is directional.

The report posits that part of the reason for these positive increases may be a result of the newness of the medium. People may be intrigued and pay more attention to the advertising on their mobile phone since it is presented on a smaller screen and is located in a less cluttered environment compared to the Internet.

Michelle Eule, Managing Director of Dynamic Logic, says "... As we do more studies, we continue to build these initial averages into a normative database that can be used for a more granular look into the mobile data... (the) same way our... database is used for online performance benchmarking and planning."

Kevin Arrix, Senior Vice President, Digital Sales, MTVN Networks, notes that "These averages clearly demonstrate to marketers that mobile is an increasingly powerful medium for communicating ad messages and engaging with today's consumer... Having initial averages to compare a campaign's performance against can serve as a guideline to what's working and what's not in these early stages of the medium."

For more information, please visit Dynamic Logic.

Facebook……the film?!

Some latest news surrounding Facebook is that a feature film is to be made about the social networking site by Hollywood writer Aaron Sorkin.
Sorkin, who wrote “The West Wing” and “A Few Good Men” and who is famously something of a technophobe, agreed to write the film for Sony Pictures studio Columbia and has started a Facebook group talking about the project. Even though a Facebook spokesperson has denied the deal, it seems a story of the Harvard graduates who went on to found the global phenomenon which is Facebook is inevitable..