Friday, 7 November 2014

Forget writing, this year it's time to email Santa

Argos Santa App on Tablet
Forget getting your kids to write their Christmas list – apparently that was so 2013. This Christmas it’s all about the digital wish lists.

Straight off the back of its multi-million pound transformation, Argos has created a Santa List app as part of its Christmas strategy. 

Aimed at three to seven year olds, the Santa List allows children to choose gifts from over 3,000 products – all divided into themed sections. The app then allows them to drag their choices onto a mood board which can be customised with digital stickers and drawings. 

Admittedly, seeing children flicking through an Argos magazine and cutting out toys for their Christmas list is pretty dated now anyway, but any children planning on doing that this year may find themselves swiping instead of snipping. 

The list can then be ‘sent’ to the North Pole, with a duplicate email also landing in parents’ inboxes. 

While this idea may bring trepidation into the hearts of some parents – Argos have cleverly alleviated the risk of an extremely expensive shopping list by allowing parents to set limits on the price or number of items that a child is allowed to select.

The app has been available on iOS and Android since late last month, although it’s now that Argos are significantly ramping up their digital, email and PR campaign to encourage downloads.

Argos’ head of digital innovation, Neil Tinegate explains the concept: 

“The Argos catalogue has been part of Christmas for over 40 years, and as digital technology increasingly becomes part of everyday life, we wanted to channel the fun and excitement of wish list making with the Argos catalogue into a digital format"

“We’ve been really excited with how people have taken to it. So whether we carry on and do something with this in another guise, like around birthdays and other events, is up for discussion. We’ll take a lot of learning from it but the early signs are really positive,” he added.

We’ll be interested to see which brands, if any, follow suit… 

Have you tried the app? Do you think it’s a good initiative? Tweet us your thoughts to @clicktapmedia

Thursday, 9 October 2014

Mobile video adspend hits £64 million

Advertising spend on Mobile devices
The latest Digital Adspend report has revealed that mobile video ad spend is the fastest growing digital ad format in the UK.

Spend has spiked 196% year on year to reach £64 million, according to figures revealed by Pricewater Cooper and the Internet Advertising Bureau (IAB).

The public's demand for video content on computers, tablets and smartphones is to thank for the rise, with total digital ad spend growing by 16.6 per cent to £3.5 billion in the first half of 2014

Online and mobile video advertising has also had a major growth, seeing a combined 59 per cent increase year on year.

Overall mobile ad spend including display now accounts for one fifth of all digital advertising.

Social media ad spend has also soared, seeing a 73 per cent increase to £396m – over half of which (53 per cent) was allocated to mobile taking the total mobile social spend to £209.7m.

Ad spend breakdown for the first half of 2014:

Online and mobile video advertising: £202 million
Mobile ad spend incliding display: £701 million
Native ad formats: £216 million
Social Media: £396 million
Tablet-dedicated advertising: £29 million
Display advertising: £1.02 billion
Mobile display: £315.7 million
Mobile dispay: £315.7 million
Paid for search maretking: £1.92 billion

PwC manager Dan Bunyan said the rise of 4G is going to have even greater consequences for video playing in the future.

“Mobile’s share of the digital ad pie has tripled in two years, accounting for a fifth of total spend – rising to nearly a third of display and over half of social media ads.“As 4G becomes more prevalent and phone screens become larger, it will play an even bigger role in driving digital ad spend – particularly video,” he said. 

For more information on digital advertising, visit Click Tap Media

Monday, 15 September 2014

ITV opens up online advertising to small businesses

Ad show prototype image
If you are, or know of a small business looking to gain exposure in digital advertising, then ITV may just have answered your prayers. 

ITV Commercial has announced the launch of new advertising format, Ad Show, which is aimed at offering support to small to medium sized businesses, regional advertisers and those new to TV advertising. 

This update allows brands to tap into Video On Demand (VOD), offering the chance to create cost effect ads under one of three templates. 

Keeping the process as simple as possible, Ad Show also allows brands to use existing print and radio assets to produce the creative, as well as enabling the opportunity for regionalised campaigns.

Research commissioned by ITV and conducted by Decipher has already revealed some promising statistics:
  • 55% of respondents who interacted with the format expressed positive sentiment about the advert
  • Favorability towards the brand was substantially increased by the new format, particularly amongst those who interacted, delivering a 27% score increase
  • Respondents who interacted with the format delivered a purchase propensity of 28%, which was double that of the control group with the uplift five times greater than print and radio
Jon Block, head of commercial innovation at ITV, said: 
“Using Ad Show, we are now able to offer a wide-range of brands the opportunity to make their adverts relevant to our audiences in a new, modern, relevant and cost effective way.”

Wednesday, 27 August 2014

Digital media consumption in the US is 52% apps

A new report in the US has revealed that more than half of the US’s digital media consumption is with apps.

The new data from Comscore shows 52% of the country spending its collective ‘digital time’ in front of an app on a tablet or Smartphone.

Mobile Phone Apps
Year-on-year this represents a 52% increase. When combined with mobile web, mobile usage as a whole accounts for 60% of time spent, while desktop based digital media consumption makes up the remaining 40%.

Apps are responsible for seven out of eight minutes spent on a smartphone or tablet with mobile devices being used for 60% of the total US digital time.

Comscore’s research states that the digital growth did not come at the expense of desktop computing environments. Traditional hardware held a 40% share of digital media consumption between 2013 and 2014, largely due to the computer’s abundance in the workplace.

The research group said that digital media as a whole is consumed almost exclusively for leisure with the mobile app landscape dominated by games, social networking and music.

While the figures only offer an insight into current trends in the US, a similar level of app engagement  in the UK seems probable.

This is interesting news for advertisers looking to venture into the world of digital. In app advertising allows you to directly target demographics, based on the apps you choose to advertise on.

Discover more information about digital advertising.

Thursday, 21 August 2014

Google update: Website Call Conversions for AdWords

The search giant have released a new way for advertisers to track calls that occurs after an ad has been clicked on.

It involves measuring calls from potential customers who skipped the click-to-call section of a website and looked around the site first. It works by putting a snippet of code on the site.

ClickTapMedia - Google AdWords Update
Google state that 70% of all mobile searchers called a business directly from search ads, but a lot of people also call after clicking through.

This new addition to AdWords looks set to provide advertisers with an even clearer picture of how ads lead to calls.

Product Manager, Anurag Agrawal says,

"Website call conversions dynamically inserts a Google forwarding number on your website that measures the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.

"With website call conversions, you can understand which keywords and ads are driving the most phone calls from your website and which are resulting in more valuable calls … You can also assign different values to calls originating from different pages of your website. For example, a local car dealership might assign more value to calls from their test drive page and less value to calls from their homepage."

Advertisers can also automatically optimise keyword bids to drive more valuable calls using Target CPA or Target ROAS.

Find our more information about customer tracking and website advertising.

Tuesday, 12 August 2014

Beacon-enabled Mannequins in Stores Now

The retail industry has jazzed up its window displays with the help of a technology company.

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the industry.

Digital Advertising - Beacon-enabled Mannequins

Iconeme is the design and tech company behind the VMBeacon mannequins.

The new digitally enhanced mannequins allow customers to receive details via their smartphones about the clothes on display. This will mean that retailers will now be able to engage directly with retailers before they enter the store, pass-by, or while they are shopping.

The technology requires consumers to download the free Iconeme app which can be used in participating retailers.

Automatic alerts are sent to customers who download the app when they are within range of a VMBeacon-enabled mannequin. Details about clothes and their prices, links to retailer’s websites and purchase points are included.

Shoppers who download the app will have access to offers, rewards and more information on products.

Edward Smith, brand manager of clothing retailer Hawes & Curtis, said:

"It's the first time in our history that we can get instant feedback from customers and instant sales 24 hours a day which is quite a step forward … It's a game-changing invention and it’s something that’s quite nice: it’s actually an interaction between both your customer and your windows."
This technology will offer any business making use of this application the chance to monitor interactions and customer engagement. Analytics and reports will reveal customer insights and should prove a successful method of quality control and improving services.

Any shoppers worrying that the app may interfere with or breach their privacy needn’t worry as you can choose how much of your information is made available.

Find out more information about mobile and digital advertising.

Thursday, 7 August 2014

Online TV Revenue Rises to £364m

You probably woke up to the headlines (on your mobile or tablet) that we spend more time online than we do sleeping.

To many reading this, the stat won't actually be that surprising - but Ofcom's Communications Market Report has revealed some other pretty impressive statistics...

One big focus falls on the UK TV industry, with both broadcast and online showing significant revenue increases

Online TV revenue increased by a staggering 41 per cent last year to £364m; with the subscription model seeing the biggest growth at 76 per cent.

The UK TV industry as a whole hasn't done too shabbily either, and has risen 3.4 per cent to generate £12.9 bn revenue in 2013.

So how have our habits changed?

Unsurprisingly, the rise of tablets has had significant impact. According to the report, the number of households with tablet devices nearly doubled in the last year. By Q1 of 2014, 44 per cent of households reported having a tablet device. 

It's also emerged today that our six year olds are more tech-savvy than our 45 year olds. Children are the "advocates of technology" according to the report, which states that 62 per cent of adults admitting that new technology sometimes confuses them. 

The Facts:

  • Online TV revenue for 2013 was £364m

  •  The household uptake of tablet devices almost doubled in the last year

  • 6 in 10 consumers access the internet from mobile phones

  • 77 per cent of social media use is done on mobile phones

  • 16-24 year olds spend an average of 1 hour 24 minutes on social media each day...

  • ...Adults spends an average of 51 minutes

  • The 14-15 year old age group shows the highest level of technical knowledge

Learn more about online TV advertising.