theEweekly wrap: LimeWire, Tesco and the MySpace revamp
|LimeWire story turns sour||A four-year legal battle came to a head this week as filesharing site LimeWire was shut down by the US government. The free peer-to-peer site was ordered to ‘stop distributing and supporting its file-sharing software’ under a federal court-ordered injunction.
LimeWire had 50 million monthly users, and enabled the sharing of innumerable files. The site was found liable for copyright infringement in May, after a long court wrangle with the Recording Industry Association of America. Lime Group, and founder Mark Gorton, will be ordered to pay damages in January. The amount is yet to be decided.
|Instant results||Research from US software company Marin has revealed the positive effects of Google Instant for advertisers. Despite now using a ‘three-second rule’, PPC impressions rose by 9.31 per cent, and click-throughs by 5.63 per cent. Meanwhile, average cost-per-click decreased due to more opportunity for ‘exact match’ ads.
Google too saw revenues climb by 2 per cent in the fortnight following Instant’s release, with advertiser spending rising 1.96 per cent in the same period. IABUK commented, “advertisers are getting more value for their money”, while SearchEngineWatch.com concluded, “users are more engaged with search results than before”.
|Myspace makeover||Social network MySpace is set to unveil a redesign, hitting the US this week and coming to the UK in November. MD Rebekah Horne told the Guardian that the new look and layout are “music-first”, with new customisation tools, and improved ‘share’ options. The strapline “A place for friends” has also been removed.
Myspace accounts can also now synchronise with Facebook and Twitter, in an apparent attempt to establish some distance from other social networks. Marketing Week reported the site would be embarking on a marketing push to attract users and advertisers.
|Techy Tesco||Tesco has made another giant technological leap ahead of other supermarkets this week with the introduction of barcodes which shoppers can scan with their smartphones. Currently, a barcode is being trialled in press adverts for Call of Duty Black Ops. Scanning the barcode on the advert will navigate to the Tesco Groceries iPhone app, where shoppers can pre-order the game.
The barcode scanner can also be used in conjunction with the app to add to the shopper’s home delivery order. The scanner recognises the barcodes of any products stocked by Tesco, including those on empty packaging, or products on the shelves of another supermarket.