App downloads // the leveraging power of 'free'.

A Nielsen study conducted in the U.S. has explored the types of apps being downloaded to tablets and smartphones, as well as attitudes to advertising on these platforms. The study has found that 51% of consumers say that they are okay with advertising on their devices if it means they can access content for free.
  
The preference remains for free apps, while many will opt for a combination of both free and paid apps, totalling 33 apps in their collection on average. Games, maps, music and social networking apps were amongst the most downloaded.
  

  

The question unearthed by this study; are we happy to be advertised to if we get something in return? Typically this has been found to be true, providing the pay-off is worthwhile. A great opportunity for marketers if we can learn to optimise this platform in an effective way. 

Facebook Social Ads // a difference that counts.

Digital channels are certainly a growing platform for advertising messages, perceived as both cost-effective and impacting, when it comes to connecting with potential consumers. In a recently published study by Nielsen, the effectiveness of Facebook's social ads (Ads with Friends) is compared to standard Facebook advertising. Social ads are those served to users whose friends have interacted with an advertised brand, while standard ads are served to the rest of the population. 
    

    

While individual cases may vary, overall Facebook Social Ads demonstrated a 55% greater ad recall than standard 'non-social' ads - a significant result.
    

    

While these findings are specific to Facebook advertising, they speak to a long standing trend. Personal recommendations have always been the most trusted form of referral - and this is not likely to change. As the advertising industry continues to adapt and come face-to-face with consumer scepticism and desired personalisation, optimising these types of social and personal channels will be the opportunity we must embrace in order to succeed.
  
The full report can be found here on the Nielsen Wire website.

Dual usage // are we emerging multi-taskers or just more restless?

Are we becoming better at multi-tasking, smarter and more intuitive with media, or simply more attention-deficit? This is the question unearthed from a recent Nielsen Report, which found that more people are using mobile devices such as smartphones and tablets, while watching TV.
  
The motivations for dual usage vary, whether checking emails, Facebook updates or looking up program information, the outcome however is the same; split attention between multiple screens. It appears that even when watching what was traditionally a shared medium of TV, we are becoming more socially introverted, even in the light of engagement with 'social' media.
  
The results for the U.K. were significant, with device owners logging a usage of 80% for tablets and 78% for smartphones while watching TV. Nearly a quarter of those surveyed also claimed they used their device several times a day while watching TV.
  

Comparison of dual usage across countries

  

There are many factors at play and other figures to consider in the findings above, this certainly is not a blanket statement to all audiences. Smartphone and tablet ownership overall is fairly low, and as such dual usage as a broader trend is not overly significant. According to a New Media Trend Watch article, tablet ownership figures in the U.K. are as low as 5% of the population, while smartphone ownership is sitting at around 17%. 
  
This study does however provide a good indication of future trends that are likely to emerge. As tablet and smartphone usage increases, so too will dual usage. The pursuit to gain, and more importantly retain, attention will also continue to become increasingly challenging. 
  
What will be the solution to cut-through in this densely concentrated media landscape, where it appears audiences are continuing to develop shorter and shorter attention spans? Perhaps total integration and the permeation of media will be key. No longer will advertising and experiences be limited to one medium, but more holistically experienced throughout the environment.
  
The seedlings of this new media trend we are starting to see emerging already. You just simply need to look at the usage of QR codes, for example, to understand that advertisers are getting smart about the importance of connectivity of media. 
  
We need to continue to smarten up and fast. So what's next?

Apps everywhere // apps for everything.

According to a CheethamBellJWT report '100 Things to Watch in 2012', "Navigating the vast world of apps is already daunting, and the app-ifying of everything (desktops, cars, TVs, etc.) is only just beginning." 
  

  

It is apparent, even to the non-techno-savvy consumer, that there is an absolute abundance of apps. They cover everything from transforming your voice into that of a duck to booking your parking spot at the local train station.
  
In the same report, CheethamBellJWT also warns that "The novelty of apps will wear off as consumers become paralyzed by too many choices." Too much clutter around our media platforms is not a good idea. It means we have to work harder for consumer engagement and cut-through new cynicism created by mediocre apps and short fads.

  

Isobar Create London
In a recent event held in London, 65 developers (grouped into 20 teams) were invited to a 34-hour hackday. The inspiration behind the event was to bring together some of the brightest developer minds to create innovative and practical apps that can have positive effects in the physical world. 
  
The teams raced to create NFC (near field communication) applications for four categories: Retail, Finance, Sporting Events and Leisure and Entertainment. Some of the apps that impressed the judging board included:
> Theme park app -  centralised the experience of visiting a theme park with a digital ticket to the park, advanced ride bookings and the purchasing of food and drinks
> Tap-to-WiFi app - allowed smartphone users to automatically login to WiFi networks in cafes, hotels and conference venues by simply touching a poster
> Supermarket app - allowed shoppers to scan products straight from the shelf, to personalise the shopping experience by diet and simplify the checkout process.
  
Interesting app ideas and a great sense of innovation behind the event. There is wonderful strength in bringing together great minds in stimulating environments such as this one. 
  
With such an abundance of apps that cover all aspects of life, are we simply becoming more lazy and new media dependent? As we continue to embrace these ideas of "new" and "more", are we not moving towards a point of total convergence? Perhaps, or perhaps not, but it will be interesting to see which way this one goes.

Nutrition app // what happened to simplicity?

A new iOS app has been released that enables consumers to determine the amount of fat, saturated fat, sugar and salt in more than 20,000 products in Australia. The app, called FoodSwitch, has been developed by medical health provider Bupa and is designed to assist people to make healthier food choices when shopping. 
  

 

  

Shoppers need to simply scan the barcode on the product to retrieve this information. A clever and certainly useful idea, but are we becoming too obsessed with the components of what we consume?
  
After all, we know what's good for us right? The basics of nutrition have always been the same, knowing the specifics is not likely to stop us from consuming bad foods.
  
Let's keep it simple.
  
More information on the Bupa FoodSwitch app is available here.

Google+ // what's all the fuss about?

After hearing all the fuss and debate around the Google+ platform I decided to check it out for myself.

  

With my new Google+ profile (and limited number of people in my 'circles') I have enjoyed discovering how this platform is being utilised by brands. Similar to Facebook, the main communication goals involve keeping consumers up-to-date on news, while attempting to level engagement through competitions and games. Google+ also offers the circles function, allowing you to easily group your friends, colleagues and acquaintances into particular groups. You can select exactly what you share and with who. A nice breakout from Facebook and the dilemma faced when a friend's mum decides to become your online 'friend'.

  

However, according to an article featured here on Simply Zesty, brands are not optimizing this platform and are dropping off in consumer engagement as a result. Facebook it appears remains the preferred social media platform for engagement, a space in which consumers are already spending a great deal of their time.

  

Here are a couple of brand Google+ pages that I've come across so far.

  

The Cadbury Google+ page makes the most of the Hangouts function (a group video chat feature), which is one of Google+'s main differentiators from Facebook and other social networks. Cadbury appears to be doing quite well at keeping up its fun and joyful brand appearance, with video content and regular fun and silly competitions. 

  

  

The Coca-Cola Google+ page is one we would anticipate to be both dynamic in content and engaging in activity, however it lacks on both fronts. While Coca-Cola was one of the first brands to jump on the Google+ trend, they have done little to optimise this platform since first making their appearance. In the absence of regular updates or any truly engaging content with which to interact, consumers are dropping off this site.

  

   

Summary

  

As media functions and capabilities shift, one element that will not change is the fact that the creative idea is still at the core of success. In the absence of great creative comes further mediocre clutter and greater scepticism by our audience. 

  

The core principles of advertising remain the same, the evolution of these into the digital, social media and app-driven age is the exciting challenge that lies ahead.

Adaptation needed // Google+ continues to grow.

  

Google+ was the newest kid on the block not too long ago, a rival it seemed for the huge social network of Facebook, who already claims over 800 million users.

  

More and more companies are embracing social media platforms, as well as online search functions such as SEO and PPC, as integral to their campaigns online and broader marketing strategies. 

  

Not only have the initial functions of Google+ drawn attention, but rather how this platform is anticipated to grow and change has been the centre of many recent discussions.

  

The upcoming changes to the Google+ platform will have a large impact on businesses' SEO and the way we advertise, according to an article on the Business Insider SAI website. According to Business Insider writer Matt Rosoff, "Google+ could change the entire way we use the Web - and drive millions of websites who depend on Google to change how they attract customers."

  

Ranking highly in Google organic search results will depend more heavily on how people are interacting with the brand, particularly through Google+ and the +1 button function. This means that social media strategy will take prominence over SEO strategy in its traditional sense; brands will need to earn true engagement with their audience in order to attract new consumers.

  

Creative innovation and adaptation are the themes of the year so far, as brands large and small come to realise that staying ahead of the game is both a severe challenge and essential to thrive in this new media landscape.