Advertising spend on smartwatch platforms will total almost $69 million by 2019, up from a mere $1.5 million this year. However, brands will need to design new advertising formats to cater for the limited real estate on a smartwatch screen, warns Juniper Research in its new Digital Advertising: Online, Mobile & Wearables report. The emergence of an additional consumer screen will certainly stimulate interest among advertisers, although until a critical user base is established most advertising spend will likely to take the form of ad hoc campaigns, the research firm says.
Singapore heads up the World Economic Forum’s Network Readiness Index, moving up from second spot to displace Finland. The index, which measures how well positioned countries are to take advantage of information and communications technology opportunities, features seven European countries, two from Asia and the US. Northern and Western Europe are home to some of the most connected and most innovation-driven economies in the world.
Start-up watch: UK-based Property Partner has snagged £5.2 million in funding led by VC blue chip Index Ventures. Is that a good thing? It depends whether you think placing bets on London’s overheated property market is what the UK capital’s residents need right now. “We are bringing accessibility, flexibility and simplicity to an industry that has traditionally had high barriers to entry,” says the start-up. “Invest in individual residential properties with as much or little as you like, through property crowdfunding.”
It’s hard to keep a Periscope down. Burberry is the latest brand to take a dive with Twitter’s streaming app, using it to exclusively live-broadcast its London in Los Angeles fashion show from LA last week. Sometimes one app ain’t enough, though, so Burberry also used Snapchat to share prep for the show, featuring appearances from members of the Burberry ‘family’ including Cara Delevingne, Jourdan Dunn et al.
When Sean “Diddy” Combs does advertising, he keeps it short. To promote his Deleon tequila brand, the artist has devised a half-dozen, 15-second video shorts designed to appeal specifically to the millennial generation. That means multiscreen, so cue including digital, broadcast, and social, with digital distributed across platforms such as MadeMan.com, Playboy, and Complex. Television ads will run during the final season of AMC Mad Men.
Google has allied with Abbey Road Studios to enable consumers to explore the London recording studio via an interactive website using Google Maps technology and YouTube videos. And it’s one for the geeks as visitors can play historical equipment such as the J37 four-track recorder used to record the Beatles’ Sgt. Pepper’s Lonely Hearts Club Band. Google doesn’t want to sell visitors short on sound quality and has deployed Web Audio tech to position audio in a 3D space and for recreating classic effects like ADT. That would have in the past required heavy plug-ins like Flash.
Get ready for programmatic TV. For while the traditional TV buying and selling model has worked for decades, it’s not without its inefficiencies. For one thing, many of the industry interactions are manual, such as requests for proposals, insertion orders, and ad trafficking, along with endless emails, spreadsheets, and even faxes. So it’s no surprise that, as in other areas of advertising, there’s a lot of chatter in the TV industry about whether a digital approach might be more efficient, argue Google’s Rany Ng and Anish Kattukaran.
Feeding the Accelerator, a programme aimed giving the world an opportunity to see American collaboration at providing support to the most innovative food and tech entrepreneurs. The Accelerator will help eight to 12 up-and-coming food-tech outfits reach their potential through a curated programme from innovation and development company AtelierSlice supported by Microsoft.
Some 16% of UK consumers now do pretty much all of their shopping online, and the issue of free returns has become a key factor for shoppers. When it comes to choosing an online retailer, three quarters of consumers questioned for the Royal Mail’s Delivery Matters Returns Special report say they want free returns as standard, while a further one in three would be unlikely to use an online retailer again if they were charged to send unwanted items back.