Insight for Sore Eyes is a once a month round-up of news and comment from our specialists and selected stories from the media marketplace; we hope you find it useful for your business.
Features this month include: The Specialist View: App acquisition marketing. More than just Google and Facebook; Are C4 having their cake, and eating it?; Thinkbox’s H1 2017 TV viewing report released; Walmart and Google to offer voice-enabled shopping; Time to re-think QR codes; and YouTube’s latest competition: Facebook launches ‘Watch’.
Take five. And read all about it….
The Specialist View: App acquisition marketing. More than just Google and Facebook.
This month, TSW’s Global New Business Director, Richard Downey, explores the future of app acquisition marketing.
Facebook and Google are almost always at the heart of any app acquisition marketing campaign. However, Downey explains that with an increase in app publishers using these channels, comes an increase in cost of response.
To overcome this challenge, ambitious app publishers are looking to step out of their comfort zones and explore the world of offline media. Partnered with specialist agencies with innovative new technology, Downey discusses how app publishers can start to reap the rewards of this industry shift.
- The show launched on 6.5 million viewers, giving C4 its biggest rating success since the opening ceremony of the Paralympic Games in 2012.
- Viewership peaked at 7.7 million, at 20.59.
- The BBC1 audience averaged at 10 million last season, so C4 still have some significant headway to make.
- Despite the audience drop, GBBO delivered a 53% audience share of 16-34 adults across the 75 minutes. The highest young adult share for over a decade on C4!
- You may have heard about the clash of BBC2’s The Big Family Cooking Showdown and C4’s GBBO; both were billed to air on a Tuesday evening. However, the BBC has prevented a ratings battle by moving its cookery show, hosted by former Bake Off winner Nadiya Hussain, to a Thursday slot.
- The audience may have been down on last year, but an analysis of social media conducted by media monitoring agency Meltwater, shows that mentions of Bake Off during the episode were up 299% compared with the first episode of last year’s series. Bake Off was mentioned 179,538 times, with most of these mentions on Twitter.
- Which brands took a slice of the commercial action though? Alongside its £4m sponsorship deal with Lyle’s Golden Syrup and Dr Oetker, we saw the likes of Stork, PG Tips, Carte D’Or, Aldi, KFC and Cravendale.
TSW’s Group Account Director, Richard Maisey, says: “These latest stats from Thinkbox reiterate that linear or ‘industry standard’ TV continues to take up a significant portion of UK media consumption. Weekly all adult TV reach is stable at 93%, the majority of viewing is done on a main TV Set and of that 86% is live. That said, viewing habits are changing and this is particularly prevalent for younger viewers where weekly reach and linear TV viewing time is in slight decline, with an increase in viewing through other platforms and services. What does it mean for us? Research like this is always useful in giving an up to date view of broad viewing trends – but it’s a reiteration of what we already know. Different audiences and demographics watch AV content in different ways – and our AV model is built to address this.”
Walmart and Google to offer voice-enabled shopping
From next month, US consumers will be able to buy Walmart products using the voice-activated Google Assistant platform on phones and home devices. Walmart, which owns the UK’s Asda supermarket, plans to expand the use of voice-activated shopping across its 4,700 stores.
Competing with Amazon’s AI virtual assistant Alexa, this new platform is sure to accelerate changes in consumer purchasing behaviour.
Could we be seeing this at ASDA stores soon? Watch this space…
Time to re-think QR codes
QR codes – the machine-readable black and white barcodes – were all the rage in 2012. Their popularity however, dispersed seemingly as quickly as it came, when the UK population simply stopped using them.
Well times are changing! Native support has come on leaps and bounds, so now may be the time to re-consider your brand’s use of the QR code. Brands already making a success of them include:
- McDonalds: Inviting customers to ‘check-in’ via QR code to speed up waiting-times.
- WhatsApp: Due to roll out a similar payment functionality to that of WeChat in China.
- Google & Apple: Making QR code reading native to mobiles.
TSW Global Expert, Richard Downey says: “I use QR codes every day of my life. I work closely with our TSW Beijing office and have several Chinese clients. From WeChat to Alipay, QR codes are as central to life in China as websites are in the west. QR codes are the way you pay your bills, book your holidays, buy your morning coffee, and rent your street bike. They are incredibly easy to use, always unique, completely trackable and have an infinite amount of variations. The QR scanners are built into apps such as WeChat and Alipay meaning the user doesn’t need a separate QR scanner app on their phone in order to access the content. If WhatsApp, Google and Apple are looking to China for QR case studies they won’t be hard to find.”