SO MONDAY: 19TH OCTOBER 2015
Abbey Torrance and Hewie Dalrymple round up the best social and mobile news from the past week - including Google #Brandcast, emojis, Uber cars streaming sports, YouTube's subscription service and more...
One half of SOMO was lucky enough to go to the amazing #Brandcast event hosted by Google on Tuesday evening last week.
The whole event was around YouTube – why brands use it and their success stories. One of the key points from the night was that Google told how they have analysed over 1,000 campaigns and found that for campaigns targeting 16-34 year old men, or 16-34 year old women, it’s recommended that advertisers spend 24% of budget on YouTube to deliver maximum reach.
We have heard constantly (since 2012) that it is the year of mobile. But recently, as our Head of Digital, Felicity Long told us at a mobile presentation in Carat, it is always the year of mobile; ‘it is ubiquitous’.
This is backed up by the news that Google’s search chief, Amit Singhal, reported that ‘for the first time this summer, more Google searches were completed on mobile devices than desktop computers’.
This shows the shift in consumer behaviour to mobile being the number one access point for internet queries – this is due to the penetration of smartphones in the UK and also as companies are moving their business towards being ‘mobile first’ (Facebook for example).
Are you a lover or hater of Emojis? Like them or detest them, it undoubtedly looks like they are here to stay as companies like Facebook, Apple and Twitter are looking to incorporate them more and more in people’s feeds and messaging capabilities.
The Drum has released a quirky article showing passages using only Emojis to communicate. Can you read them?!
YouTube is preparing to launch a series of programmes that will only be available to users who join its upcoming subscription services. YouTube will announce some of that programming next week so we’ll be sure to update you next Monday on what we can expect to see.
“Industry sources say the site now intends to use at least some of the content it is bankrolling as a bonus for its premium subscription service, which will also include features like ad-free videos.”
Rumours indicate that the content we can expect to see will be based around “endemic” video stars — people who have figured out how to reach YouTube’s young audience, instead of people who became famous somewhere else. This approach has been taken after a previous attempt to make content through established celebrities such as Jay Z and Ashton Kutcher, failed in 2011.
We’ll be sure to keep you posted as more information becomes available.
In America, AT&T are testing live streaming of College Football games in Uber cars. This initial test will only be rolled out in a limited number of Chevy Tahoe SUVs in four cities (Nashville, Detroit, Atlanta, and Houston) over the next two months.
How will it work? Tablets mounted in the back of the cars’ headrests will be running AT&T's U-verse app connected to LTE, with wireless headphones providing the sound.
Will it cost more? At this stage it appears that it won’t cost any more than a usual Uber ride.
What’s in it for AT&T then? For the telecoms company, it will act as an advertisement. “Experiencing TV streaming over its LTE network in a moving vehicle, get impressed, and sign up for its wireless or TV service, the theory would go.”
This is a pretty cool feature and although it is a long way from being featured in the UK, it is something we can perhaps look forward to in the coming months. Whether it succeeds or not, it goes to show that Uber are a forward thinking company looking to continually improve their service.