| Sport sponsorship: the good, the bad and the politics | | 21 February 2014, 12:01PM |  Sponsoring major sporting events on an international playing field can bring rewards to brands. It's any marketer's dream and brings boundless opportunities for brands. There is return, beyond the cache of being associated with such high profile events. After all, there is the index-linked effect on sales, which can't be ignored, as well as the value of a brand's stock and overall stature in today's economic climate. You only have to tot up the figures to see how lucrative this market is. Adidas claims that the London 2012 Olympics boosted its sales, while Kantar reports that from 2004 through 2013, the Super Bowl game has generated $2 billion of network advertising sales from more than 130 marketers.
| | | | 4G, SnoreG: Demand for UK 4G still low 18 months on | | 21 February 2014, 11:50AM | I t is now well over a year since EE launched the UK's first 4G mobile phone contracts, initially in just 11 cities. Harris Interactive surveyed contract customers one month after launch (November 2012) and, perhaps surprisingly, discovered very low awareness of and a distinct lack of appetite for 4G.
| | | | Making the most of mobile opportunities in the travel industry | | 21 February 2014, 11:27AM |  The rapid adoption of tablet and mobile devices is well documented, yet while travellers are taking advantage of mobile to gather information and insight while on the go, the statistics around the number of people using mobile devices to make bookings are surprisingly low.
In the most recent ABTA Consumer Trends report, of those who booked at least one holiday abroad online in the twelve months to August 2013 (49% of those surveyed), the vast majority (96%) used a PC or laptop as their booking device. On top of that, the figures show no growth from 2012 in the number of people using a mobile or tablet to book. In fact, there is a significant decline, particularly amongst those aged 25 to 34. Far from a minor blip, the number of 25-34 year olds booking via mobile dropped from 22% to 13%, while tablet bookings dropped from 16% to 11%. With desktop bookings increasing significantly across the board, the figures represent a stark contrast from the known increase in tablet and mobile browsing behaviour. According to a report by IDC and Gartner, global PC shipments have declined by seven per cent over the last year.
| | | | Say what? Facebook buys instant messaging service WhatsApp for $16bn | | 20 February 2014, 1:43PM |  Facebook caused a stir last night when it unexpectedly announced the acquisition of popular instant messaging app WhatsApp, for a staggering $16bn at least.
The announcement was made last night UK, and had most of our jaws on the ground, such was the size of the deal, which dwarfs Facebook’s previous acquisition of Instagram for $1bn.
| | | | Growing potential: mobile marketing in emerging markets | | 20 February 2014, 1:27PM |  The smartphone mobile revolution is well under way, or is it? The latest eMarketer report predicts that three out of every four of the world's six billion phones are located in the developing world. Many of these devices are feature phones and soon to be replaced by a new breed of smartphones that are more affordable in the developing world than the premium brand options, such as iPhones. Marketers now need to consider the growing population who will soon own a smart phone and are able to access the internet for the first time. Smartphones are empowering people the world over, not just consumers in the western world, but also new audiences in emerging economies, by providing them with an appetite for products, services and the latest deals. So how can marketers look to engage this new generation of consumer?
| | | | The native... returns | | 20 February 2014, 1:20PM |  I got into the advertising business because I liked advertising. I liked it back then. And I still like it. And it's why I'm inclined to still call an ad an 'ad', and view advertising as something that can be brilliant and that may still serve to influence, even inspire.
| | | | | | | | | | The dark side of social media | | 19 February 2014, 11:24AM | We’ve all been kept up to date with the Winter Olympics in Sochi and the struggle for Great Britain to win more gold. With Gordon Brown having sold most of the UK’s gold many years ago, it’s much needed. Speed skater Elise Christie has been the focus of much media attention over the last few days but it seems for the wrong reasons. She won silver, then disqualified, raced again, disqualified again…seems to be a theme arising.
| | | | The new game | | 18 February 2014, 2:05PM |  In David Fincher's 'The Game', Michael Douglas' over achieving but bored-with-life banker Nicholas van Orton is either the centre of an insanely elaborate role play fantasy, or he's the mark in an equally byzantine con designed to liberate him of his fortune and potentially his life.
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It’s the Brit awards tonight, an event that will undoubtedly be accompanied by huge amounts of social media chat, red carpet clips, and coverage in the papers. No wonder that PRs will want everything to be just right.
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