theEweekly Wrap: AdWords, New Twitter and In-Game Ads
|Branded Keywords||Google AdWords caused controversy in Europe this week when they changed their keyword policy. Third parties can now bid on previously restricted trademarked keywords, as they have been able to do in the US since 2009. The purpose is to allow companies or retailers that sell trademarked products to advertise using those terms, but some feel it unfairly increases PPC costs.
Meanwhile, Brand Republic reported that copyright infringement is still a concern, because “Google is still allowing trademark owners to complain about the selection of their trademarks by a third party if they feel the ad text confuses users about the origin of the advertised goods and services”.
|Vogue for iPad||Condé Nast is reviving print journalism by implementing a digital strategy this November. The publisher will release iPad apps for its top titles, including Vogue, GQ and Wired. Knowing 71% of iPad owners regularly read newspapers or magazines on them, Condé Nast is hoping to cash in.
With pages too big for an iPhone, and the need for hi-res colour pictures ruling out e-readers, the iPad seems the perfect new medium for magazines. As for ads, Marketing Week reports that “brands advertising in printed magazines will also appear on the iPad. Advertisers can pay extra to include a web link, video or slide show”.
|Fair Play||The UK Internet Advertising Bureau has released a guide to advertising within console, mobile, and online games. The guide includes case studies of brands already using dynamic in-game advertising, such as Coca-Cola and Lynx, as well as advice on targeting an audience, optimising results, and monitoring success.
Although in-app advertising such as banners during gameplay has been used for a while by the likes of AdMobs, these guidelines advocate launching campaigns within the landscape or interface of the games themselves. Research shows “72% of gamers recall ads they have seen in games”, suggesting in-game ads might be a way of marketing to a captive and very much engaged audience.
|Twitter’s New Look||Bolstered by a video advertising the new features, the new-look Twitter is receiving a positive reception almost everywhere. There are, however, a variety of seemingly unimportant complaints cropping up, which could nevertheless rain on Twitter’s parade; DM exchanges are still not grouped together, for example, and users’ real names can’t be hidden. Though the effect on third-party developers is difficult to predict, most sources believe they will be safe until Twitter can replicate TweetDeck’s facilities.
This week has also seen several twitter-related stories hit the headlines, such as Jason Manford accusing the BBC of censorship, Manchester music legends Mani and Peter Hook making up after a tweet-row, and Jamie Oliver announcing the birth of his son. Proof, if any was needed, that this three-year-old social network is here to stay.