Browsing articles in "Digital Media Daily"

How to Get the Most Out of the New Bitly

May 31, 2012   //   by admin   //   Digital Marketing  //  5,569 Comments

[Blog] 7 ways marketers are using the mobile screen

May 25, 2012   //   by admin   //   Digital Marketing  //  6,378 Comments

by James Walters, on Wall Blog posted on 23 May, 2012 at 9:46 am,

“The second screen can turn TV viewing into a shared experience, enable fans to go deeper into the story world, allow instant follow-up on a call to action, extend a message beyond the limits of 30 seconds—and the list goes on,” says Ann Mack, director of trendspotting for JWT.Shazam, viewers get to see the world from the snowboarder's helmetFrom worrying over divided attention to leveraging the potential of the portable screen, marketers have started linking the ‘second screen’ (tablets and mobile phones) with the ‘first screen’ (TV) to raise levels of engagement.


Mack adds:  “In doing so, marketers are turning what could be a negative—media multitasking and distraction—into a positive: an immersive brand experience.”

We’ve selected the standout ways marketers are leveraging multi-screen viewing from JWT’s latest trends report.

1. During big live events

During the Super Bowl, Coca-Cola took its commercials featuring animated polar bears one step further with ‘Polar Bowl’. Two bear viewers (one rooting for the New York Giants, another for the New England Patriots) reacted to the game, the halftime show and commercial in near-real time. The bears also commented via @CocaCola on Twitter. While the brand initially planned for 300,000 live stream viewers, it ended up attracting more than double that number with viewership growing as viewers talked about Polar Bowl on Facebook and Twitter.

2. Incentivising ad engagement

Mobile phone apps create the opportunity for brands to reward TV viewers for watching commercials or branded messaging. Incentives can range from freebies and coupons to recipes – often leading consumers right into an opportunity to purchase.

A wave of new apps that reward users for watching shows or even ads on TV using Shazam-like recognition software has been providing brands with a new way to reward consumers in the US. Pepsi, for instance, used Yahoo-owned app IntoNow to reward users for finding and tagging a Pepsi Max commercial with digital coupons. Since a tag is broadcast to users’ social media streams and to a news feed within the app, it automatically spreads word about the ad.

Unilever used a similar app, Viggle, to promote its Dove Men+Care range during ‘March Madness’. When viewers checked in to broadcasts of the college basketball games, they were directed to a Dove Men+Care landing page that offered extra Viggle points for watching Dove’s “Journey to Comfort” videos, featuring three basketball legends including Shaquille O’Neill. The landing page included live tournament stats and an Amazon e-commerce link.

Speaking of Shazam, General Mills ran a spot for its Crescents dough that rewarded Shazam-ers with recipes.

3. Gamifying TV Ads

You can’t go wrong turning ad-viewing into a game, provided it’s a fun game.

Coca-Cola and McCann Erickson paired up to create Chok, an app for the Hong Kong market that turned users’ phones into a mechanism for collecting virtual bottle caps. When signaled by the music in a Coca-Cola TV commercial, the app opened and synced to the ad, then prompted consumers to shake the phone (“chok” is Cantonese for this action). Using the device’s accelerometer, the app measured the vigor of the motion and doled out bottle caps accordingly. These could be used to enter an instant drawing for prizes big and small, including digital goods like mobile games. Within 15 hours of launch, Chok became the No. 1 free app in Hong Kong.

In the UK, Honda launched an animated TV commercial, including a gaming component, for its Jazz hatchback. Viewers who downloaded the related iPhone app could use it to “catch” on-screen characters by physically swiping the phone at the ad (be it on a TV, computer or iPhone). They could then interact with each character—for example, making it dance by singing into an iPhone’s microphone. Users were encouraged to keep viewing the ad to catch all the characters.

4. Bridging a campaigns’ offline and online elements

A marketer’s dream made live, apps like Shazam can also be used to link consumers with a TV commercial’s online elements.

Progressive Insurance found an all new-way to sell insurance when a TV spot featuring popular brand spokeswoman “Flo” took Shazam users to a custom mobile landing page, where they could call for a car insurance quote or download custom wallpaper for their mobile device and a Flo-isms app.

5. Syncing e-commerce with TV content

Beyond home shopping networks, new technology lets buyers tap into the momentary rush of “I want that!” which TV ads hopefully create. You could say attempts in this arena are still in the experimental stage.

eBay US has tried to tap into this with an app that lets users “shop their favourite shows”. Users input their postal code and cable provider to set it up, then enter the channel number in order to see live auctions linked to what’s on the screen. In theory, the app brings up products related to the TV content: a basketball jersey during March Madness, a Jessica Simpson brand T-shirt during the show Fashion Star. In practice, however, it turns up just as many unrelated items (Ringer, for example, summoned a bounty of ringer T-shirts; Fox’s Bones turned up unaffiliated Bones brand skateboard wheels).

6. Giving sports fans a game of their own

Never get between a sports fan and his TV, unless you’re going to make the experience even better. In 2011 Heineken released an iOS app, Star Player, that provided a second-screen gaming experience for the soccer fan without distracting from what matters most: the match. Star Player allows viewers of UEFA Champions League games to interact with the action in real time (and, with the latest update, in eight languages), syncing with the game clock when the match begins. Users then earn points by predicting game events such as goals and corner-kick outcomes and by answering questions during periodic pop-up quizzes. Players compete against friends, in a mini-league, and can also check their rank against all the app users. “Dwell time” with the app has averaged 56 minutes.

7. Creating transmedia opportunities

Transmedia—the practice of arcing story worlds over various platforms, with each thread tailored to the platform it lives on—is becoming a bigger buzzword with the proliferation of second screens. These can serve as a key entry point for consumers seeking deep engagement, with different channels communicating different things and is very much a new media space.

Backcountry freestyle snowboarding competition Red Bull Supernatural was Shazamable when it aired on NBC in March. Shazam users could access point-of-view footage for several competitors, enabling them to see both the wide view on the big screen and the snowboarder’s own dizzying perspective on a second screen. Shazam also linked app users with related social-media streams. Evan Krauss, executive vice-president of advertising sales for Shazam, said the percentage of viewers using the app in combination with the show was “through the roof”, with video viewership around 130 per cent—meaning users watched more than one video each.

This article was originally published on Campaign Asia-Pacific.

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Sweet new updates from Spotify including: Radio stations based on playlists, embed buttons & more

May 11, 2012   //   by admin   //   Digital Marketing  //  6,138 Comments

Spotify has announced a slew of new features to its Windows and Mac OS desktop apps, with version 0.8.3 rolling out today. The music-streaming service will be launching four key main updates to the platform:

You may remember back in December, Spotify Radio got a major makeover, and now, when you’re on any album or playlist, you can click ‘Start Playlist Radio’ or ‘Start Album Radio’ to listen to radio stations of a similar ilk:

a6 520x320 Spotify launches slew of new features: Radio stations based on playlists, embed buttons & more

Instant Search will let you hover over results in the search suggestion drop-down menu, or use the arrow keys to navigate, they’ll then automatically render in the main view:

b1 520x320 Spotify launches slew of new features: Radio stations based on playlists, embed buttons & more

Now, you’ll be able to get Play Button codes directly from Spotify – to do so, right-click on any album, playlist or song and select Copy Embed Code to get embeddable HTML codes for you to post Spotify Play Buttons to your site.

We first reported on this feature last month, at a time when you needed to head to its developer website to get the embed link. We later wrote that whilst this button was an awesome idea, it wasn’t as good as it should’ve been, because the listener has to have the Spotify desktop app installed on their machine to play it.

c1 520x320 Spotify launches slew of new features: Radio stations based on playlists, embed buttons & more

The final big update is new sharing options, which we first reported on last week, so when you select to share any piece of content from Spotify, you can post directly to your Tumblr blog, and get a shortened link for Twitter too:

d 520x320 Spotify launches slew of new features: Radio stations based on playlists, embed buttons & more

Spotify has been going from strength to strength since it launched in the US last summer, and is available in fourteen territories – Austria, Belgium, Denmark, Faroe Islands, Finland, France, Germany, the Netherlands, Norway, Spain, Sweden, Switzerland, the UK, and the US.

Last month, Facebook became a better place for musicians to share their music, as it launched a ‘Listen’ button with prominent placement on musician pages, then the long-awaited iPad app finally hit the market last week.

These latest updates are rolling out gradually to all users from today, but if you want it now, you can download it from here.

Which Social Network Should You Use — and When? [BLOG]

Apr 17, 2012   //   by admin   //   Digital Marketing  //  3,449 Comments

Article by: Mashable 

Sam Laird18 hours ago by 

Want to make the most of the social web? It’s more complicated than just posting status updates at random and seeing what sticks.

When is Facebook most effective? When are you better off using Twitter, or LinkedIn? And what exactly isGoogle+ good for, anyway?

The business consultant network Zintro recently pulled research from more than a dozen sources includingMashable, Facebook, Twitter, LinkedIn, Google and Quantcast to put together this nifty infographic, which will help you develop your social strategy. Check it out below for the full report.

Do you use different social networks for different purposes? Let us know in the comments.


How Facebook Could Actually Improve Instagram

Apr 9, 2012   //   by admin   //   Digital Marketing  //  4,091 Comments

Chris Taylor 1 hour ago by  4

14 Community-Driven Tips for Better Customer Relationships

Mar 22, 2012   //   by admin   //   Digital Marketing  //  5,648 Comments


The Customer Experience Series is supported by Webtrends. Unified digital marketing maximizes return on every campaign, every digital channel. Watch the video, get the whitepaper.

Partner HandshakeLike any other relationship, the foundation you establish with your client or customer is crucial to how the business relationship will develop over time. It requires taking the time at the start, going the extra mile and paying attention to detail.

Technology has made it easy to copy, paste and send out a mass email to hundreds in minutes. But if you think your customers can’t tell the difference between a personal email and one that’s generated, you’re doing it wrong. Establishing a relationship with a customer can be more timely and costly than maintaining one, but the payoff is worth it in the end.

Customers are more likely to give you their loyalty when they experience consistency and transparency from the initial pitch. They appreciate you being genuine and upfront about your policies — no one likes an half-hearted response or to feel like they’ve been tricked.

The following are some tips and tricks on how to build relationships with your customers from leaders in communications, PR and social media.


Everything You Need To Know About Pinterest

Mar 14, 2012   //   by admin   //   Digital Marketing  //  12,930 Comments
Article brought to you by TechCrunch written by Jordan Crook

Oh, Pinterest…

Over the course of the past few months, what was once a colorful haven for Midwestern mothersand Mormons is now an even more colorful haven for even more pin-tastic peeps. The growth has been staggering, even in what many would call an overly social era. But surrounded by Facebook, Twitter, Google+, etc., Pinterest has really made a name for itself.

And while many are scurrying to set up their pinboards for FOMO‘s sake, we in the tech world are curious as to what’s going on behind the scenes. What’s the growth rate? What does the demographic data look like? Referral traffic? Marketing? How does Pinterest really stack up against the big guys?

The questions never end, mainly because Pinterest kind of came out of left field and threw the entire model on its head. It’s not for women, but it is mainly women. It’s not overbearing in terms of rules or policies (at least not more so than its competitors), but still seems to be a very “white-bread”, niceplace to be compared to the deep black hole of nasty awfulness that is the Internet. The epicenter of its popularity is in the Midwest — that’s not to say that Midwesterners aren’t tech savvy, but they’re usually not the early adopters of anything.

It’s this big question mark, Pinterest, and we all want to better understand it, especially considering that the network is still building itself out. Just recently, Pinterest founder Ben Silbermann teased an iPad app and revamped profile pages at SXSW this week.

Luckily, the folks over at Internet Marketing Inc. took all the data we have on Pinterest, like thatcomScore study and the Shareaholic referral traffic study, and whipped up a comprehensive guide to “The Power of Pinterest”.

These are the tidbits I found most interesting:

  • The number of Pinterest users to visit the site daily has gone up 145 percent since the beginning of 2012
  • Pinterest content is very different in the UK, and more centered around venture capital, blogging resources, web analytics and the like
  • Over 80 percent of pins are actually re-pins rather than brand new content
  • Pinterest user growth is better than that of Facebook and Twitter at the same point in their history
  • As expected, 80 percent of Pinterest’s user base is female
  • Brands are having a helluva time leveraging Pinterest — Better Homes & Gardens has 25,000+ followers on Pinterest, compared to 21,000 on Twitter

Check out the full infographic below*:

*none of the data in this infographic is directly from Pinterest, but rather assembled by third-party sources like comScore.


7 Reasons Draw Something Is Going To Be Bigger Than Angry Birds App

Mar 12, 2012   //   by admin   //   Digital Marketing  //  6,514 Comments

Article by Dorsey Jack from Buzzfeed

The drawing game has been downloaded 20 million times. That's more users than 3-year-old Foursquare has. That's almost as many users as 1.5-year-old Instagram.

7. The drawing game has been downloaded 20 million times. That’s more users than 3-year-old Foursquare has. That’s almost as many users as 1.5-year-old Instagram.


Apple’s new iPad 3! Specs: 264PPI Retina display, quad-core A5X chip, iSight camera, 4G LTE and 10hr battery

Mar 11, 2012   //   by admin   //   Digital Marketing  //  2,772 Comments

Article by

Apple has today announced its new iPad 3, which comes packing a new high-resolution Retina display. “Until you see it you can’t understand how amazing it is”, said CEO Tim Cook.

The new iPad is priced at $499 for 16GB, $599 for 32GB, $699 for 64GB. And $629, $729, and $829 for 4G. It will be available on March 16th in the US and available for pre-order today. It will be available from March 23 for 32 other countries.

The new high resolution display runs at 2048×1536 at a pixel density of 264PPI. That’s 3.1M total pixels. The new display is powered by a quad-core A5X processor with improved graphics capabilities.

The new iPad maintains the current 10 hour battery life with 9 hours on 4G. It’s 9.4mm thick and weighs 1.4 pounds.

Screen Shot 2012 03 07 at 10.22.34 AM 520x291 Apples new iPad: 264PPI Retina display, quad core A5X chip, iSight camera, 4G LTE and 10hr battery, March 16th from $499


YouTube has released the second version of its Creator Playbook.

Feb 24, 2012   //   by admin   //   Digital Marketing  //  9,601 Comments

YouTube has released the second version of its Creator Playbook, Google’s video platform announced today in a blog post written by its audience development strategist Ryan Nugent.

First released in July 2011, YouTube Creator Playbook includes tips, tricks and advice for content creators who upload videos on the platform.

While part of the changes simply reflect the fact that YouTube itself has evolved and introduced new features, it also includes several improvements.

Among the most interesting new sections, YouTube added a glossary that will help users get familiar with terms related to the platform, from ‘metadata’ to ‘vlog’.

As part of YouTube’s global push and international expansion of its Partner Program, the playbook now also includes advice on how to reach optimize content for viewers around the world.

On a higher level, the purpose of this Playbook is to give content creators the keys to make sure a wide audience will engage with their videos. After all, increasing the volume of high-quality channels is a central element of YouTube’s strategy for the upcoming months.

While YouTube makes it clear there are no set rules for good content, the presentation shares best practices from successful YouTubers, fromMysteryGuitarMan to KnowYourMeme – and encourages everyone to emulate them.




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