Facebook launches ‘Graph Search’

This new feature from Facebook will enable users to search content shared by their friends using the “social graph”. Search terms could include phrases such as "friends who like Call of Duty", or “Hotels in Paris my friends have stayed in”. Currently in Beta stage, early searches have produced some interesting and somewhat disturbing results - on a personal level, it may be worth to check your personal details and privacy settings.
Implications: Overall, there could be opportunities for brands to better understand their consumers and improved targeting. Furthermore, there is an opportunity to understand consumers’ intent and serve them with relevant ads.
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Twitter’s new Vine app is released

Vine, Twitter’s new video sharing video, is hoping to be to video sharing what Instagram has been to photo sharing. It gives users the ability to create short, 6 second looping videos and distribute them across social platforms. For brands, it may prove challenging to communicate meaningful messages to consumers within 6 seconds, although there are many ways “Vines” can be used in a creative and engaging way.For example, to showcase a beautiful hotel, product teasers or product demos. Users can comment on videos in Vine (including hashtags) as well as follow other people.
Implications: Vine opens up yet another opportunity for brands to connect with consumers on social media.
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Amazon’s ad ambitions

Amazon is moving into real-time bidding (RTB) display advertising this year. With Amazon’s unique purchase behaviour data about its 152 million customers feeding its display ad recommendations, their RTB platform could be very valuable to brands. Consequently, Amazon could soon be generating a great deal of its revenue from an advertising network that reaches onto a wide range of sites.
Implications: Brands and agencies build their relationship with Amazon and will need to start testing campaigns on this new platform.
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YouTube Branded Channels are changing to optimize across devices

You Tube are introducing ‘Responsive Design’, which optimizes channels to create a better experience across all devices, PC, TV, mobile and tablet. Branded channels will have the option to move to the new channel template later this month.
Implications: As the design, branding and functionality are all changing, it is essential that brands engage with their agencies or in-house teams to prepare. Any channel that contains widgets will be automatically moved in June, so widgets will need to be rendered to the correct dimensions in preparation for the move.
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Google wins landmark competitive bidding case

After a 6 year battle with Australia’s consumer watchdog (The ACCC), Australia’s High Court has decided Google is not responsible for the messages conveyed by its advertisers. This followed a search for ‘Honda’ showing ads for a competitor, which the ACCC claimed was deceptive. Last year, in the US, Google settled a 3 year lawsuit with Rosetta Stone, which was the a result of counterfeit software companies advertising using RS keywords. Consequently, competitive bidding will still be allowed in Google and other Search Engines for the foreseeable future.
Implications: Brands should maintain an always-on presence for their brand terms to protect against competitive bidding (CPC should remain low because of relevancy). We recommend that brands avoid competitive bidding as it is expensive and could have a potentially detrimental effect on brand image.
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We're talking and our devices are listening

Voice recognition software such as Apple’s Siri, has become ubiquitous across smartphones, and is now starting to roll out across other devices. At last month’s Consumer Electronic’s Show, Samsung unveiled voice interaction technology for its new Smart TVs. Users can pose simple questions and get information displayed for basic queries like “any recommendations for tonight?” or “which documentary films are showing today?” The exciting future of this technology comes from a small company called Jinni, whose voice recognition product goes way beyond Samsung’s. The software can handle complex requests like “show me something romantic that I can watch with my date tonight”.
Implications: Brands and agencies need to keep an eye on this technology to identify opportunities and partnerships with technology suppliers.
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Tokyo newspaper AR app for kids

The Tokyo Newspaper is suffering the same fate as many other leading city papers around the world. They have launched a new Augmented Reality Reader App for kids, to try and connect with their readers in a new and interesting way. The App tracks specific markers for key articles and advertisements on each page of the newspaper, before overlaying an educational version of that article specifically for kids.
Implications: Whilst it’s unlikely to delay the demise of the newspaper industry, it does offer a way to encourage families to buy and engage with newspapers on a more regular basis.
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Produced by A&I, Global Solutions (London).
For more information contact camilla.bruggen@mecglobal.com