Archive | October, 2012

Digital Zeitgeist: YouTube’s Digital Thermometer

23 Oct

As part of knowledge transfer the team at BBH London shoot around emails to the rest of the agency about the goings on around the web. My involvement is once a fortnight and from now on it makes sense to repurpose this for here! So here you go:

YouTube Campaigns: Digital thermometer for Nonprofits
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An awesome addition to YouTube’s Nonprofit Programme, this new feature allows nonprofits to create campaigns with goals like increasing views or subscribers, track their progress, and let people contribute to their goal. Once a campaign is created, videos in that campaign will show an overlay on them as well as a tab being displayed on the channel to encourage viewers to contribute to the campaign.
Further advice on starting a campaign can be found here
TalkSPORT Live embeds radio player onto Twitter
 
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Footy fans across the world (apart from Europe) can now listen to the Premier League live on Twitter – inEnglishSpanish and Chinese. This is an exciting opportunity for talkSPORT to own the Social chatter space during the Premier League games. Well worth noting the player is also optimised for Twitter’s mobile interface on iOS and Android.
 
UK lagging behind other markets on FB ads engagement levels
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new study by TBG suggests that there is low engagement on Facebook UK ads compared to the other main markets and that the average CPC on paid ads has dropped to 2010 levels. As the graph above details, the US saw a surge in CTR to 99% for Q3, compared to the previous quarter compared to the UK which dipped 4%.
Around the web
Top 10 Twitter Pics of the week

All good things have ending: RIP Ceefax 1974 – 2012

You thought OK GO’s Rube Goldberg (very good if you haven’t seen it) was pretty cool? Well Red Bull’s Human Powered Freerunning Machine gives it a run for its money

The final days of disruption marketing

20 Oct

There are plenty of reasons why digital is an appealing channel for marketers; new audiences to connect to, opportunities to create immersive experiences for customers, converting consumers into brand advocates, low-cost mass reach to name a few. This should set the groundwork for brands to build campaigns of entertainment and relevance yet we seldom see it.

From the early days of pop-ups to the HPTO’s making web browser go batshit cray and behavioural targeting which comes across more creepy than useful, a need to interfere with your existing way of working seems top of the agenda. It is this laziness in message-saturated ad land that see many brands break glass and press disrupt in emergency through fear of not standing out.

These days however people are better equipped to control their media environments and ultimately decide what to digest. There are browser apps to block those pesky ad-served windows and VoD services allowing viewers to watch what they want when they want. What content populates a user’s news feed (and what doesn’t) can be decided in a few clicks. As AMC’s Josh Sappan puts it, we’re making the transition from appointment to connection TV – when audiences become divorce from the constraint of linear and empowered by the digital age to get their favourite content. And it is that luxury of choice that will influence a shift in the way brands approach digital communications. 

We see flickers of excellence all around and you know what? Even disruption itself can be bloody great. Take Project Luke as a first class example of interruption with a purpose and meaning. Just like your year 10 English teacher preached, it’s about quality not quantity. As long as you hit your 2,000 word count.

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