Mobile advertising plays with Shazam for Brands

Today's top stories including Airbnb targets families for the first time with 'Live There' campaign, mobile advertising plays with Shazam for Brands, plus Chanel, Starbucks and Cartier most popular brands among China's middle class.

Mobile advertising plays with Shazam for Brands

Airbnb targets families for the first time with 'Live There' campaign

Most read: Airbnb targets families for the first time with 'Live There' campaign

Airbnb has gone after traditional travel company territory for the first time with 'Live There', a global campaign targeted at families as well as its usual millennial demographic.

The campaign, created by TBWA\Chiat\Day, hinges on a familiar Airbnb theme – living in a place rather than simply experiencing it as a tourist, even if only for one night.


One in four people forecast to use ad-blockers by 2017

Advertising: One in four people forecast to use ad-blockers by 2017

More than a quarter of UK internet users will be using ad-blocking software by the end of 2017, according to a new report by eMarketer.

By the end of next year, the report says, 27 per cent of internet users, or 14.7 million people, will use ad-blockers. This is up from 20.5 per cent by the end of 2016 and 14 per cent in 2015.

The software is mostly used on desktop and laptop computers, for which 24 per cent of users are forecast to use ad-blockers by the end of 2017, compared to 8.8 per cent for smartphones.

Of those that do use-ad blockers, 90.2 per cent do so on a desktop or laptop, while 28 per cent use them on a smartphone, with many users doing both at the same time, causing an overlap in the figures.

In 2015, such software was used by 13 per cent of desktop and laptop users and 2.6 per cent of smartphone users.

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Shazam makes mobile advertising play with Shazam for Brands

Apps: Mobile advertising plays with Shazam for Brands

Shazam, the music app, has created tools to help brands advertise on its platform.

Shazam for Brands offers data insights that the company has picked up on after analysing consumer engagement.

This will help brands look at up and coming artists they may want to partner with and measure the effectiveness of its messages.

There will also be opportunities for branded content and advertisers can partner with Shazam’s live events.

Shazam Brand Connect will also allow advertisers to make use of "beacons and audio watermarking" at live events.

Shazam for Brands will be the official music partner for this year’s Cannes Lions International Festival of Creativity in June.

Also in the news


Chanel, Starbucks and Cartier most popular brands among China's middle class

Marketing: Chanel, Starbucks and Cartier most popular brands among China's middle class

Chanel, Starbucks and Cartier are the most popular lifestyle and fashion categories brands among China's growing middle class, according to a report by Luxe.co, a Chinese fashion business platform.

American and European brands are the most powerful among Chinese mid-to-high end consumers, claims the report, which is based on data from sales, social media mentions, searches and a survey.

According to the report, 90% of the top 100 fashion and lifestyle brands in China are American and European.

Older brands hold more sway among this consumer group with the average age for the top 100 brands being 76.

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atalie Bell, Manning Gottlieb OMD

Media: MailOnline and Metro's nine rules for advertisers to reach millennials

More than three-quarters of 18- to 34-year-olds like advertising and more than 80 per cent of those who use ad-blockers fear they "could be missing something", according to research by MailOnline and Metro about how brands can woo millennials.

The news publisher has carried out a study, called Millennial Rules, to help advertisers woo young people and avoid irritating them.

MailOnline and Metro, which claim their titles reach 82 per cent of millennials aged 18 to 34, found that this younger group of consumers value brands but are also intolerant when advertisers target them with unwanted messages.

More than three-fifths of millenials follow at least one brand on social media and 16 per cent have praised a brand or its product online.

Facebook is the most popular social media site and is used by 86 per cent of millenials and YouTube is used by 74 per cent. Twitter still has a strong following with 51 per cent using it, Instagram with 41 per cent, and Snapchat with 30 per cent.

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