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.
Last week, Great British Bake Off (GBBO) returned to our screens, from its brand-new home, C4.
If you haven’t been living under a scone, you’ll know of the shockwaves that swept through the country when C4 whipped the show from The BBC last year, for a mere £75mil… But was it worth it? Are C4 having their cake, and eating it? Here are the stats you need to know:
The headline findings from Thinkbox are:
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.”
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…
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:
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.”
Facebook launch their revamped video offering in the US this month ahead of international roll-out plans; the new ‘Watch’ feature makes it easier to discover trending content and the videos that friends are watching. They’re also commissioning new material ‘Netflix-style’ and airing live baseball in a bid to build interactive viewing communities.
Ad breaks inserted into content could provide a rich new way to engage with users so watch this space.