UPFRONTS
1 in 2 use voice technology on their smartphone, 1 in 3 voice technology users use voice technology daily. Source: ComScore
Companies in the top quartile for gender diversity on their executive teams are 21% more likely to
experience above-average profitability. Source: McKinsey & Company
Over 85% of Generation Z will learn about new products through social media channels and platforms.
Source: Marketing Charts
#BrandBowl52 Dominates Twitter
The social media giant launched a competition for advertisers during Super Bowl LII, showcasing the prominence of Twitter and the power of trending.
T
witter has become one of the best platforms
through which to reach users during major live events, and as the Super Bowl is one of the biggest live sporting events of the year, it’s unsurprising that Twitter sees a lot of traffic during the game. Last year, there were 27.6 million tweets about Super Bowl LI, and 5.6 billion views of those tweets. Due to its cultural significance and vast audience, the Super Bowl
has become a haven for brands who take advantage of the high viewership and produce commercials specifically to be shown during the game. This year, Twitter
introduced the #BrandBowl competition to recognise which brand performed best. As the underdogs Philadelphia Eagles defeated five-time winners New York Patriots, big brands claimed their own victories with their Super Bowl ads. Pepsi picked up the
#MVP award for gaining the highest percentage of
brand related tweets, partly due to their #PepsiHalftime competition where users could win prizes by retweeting their content. The #Blitz award for the brand that generated the most tweets per minute went to Doritos and Mountain Dew for their star- studded, co-branded ad. Universal Pictures’
Jur ‘
assic World’ received the most retweets on a single tweet and won the #Quarterback prize, while Ally Bank picked up the #Interception award for driving the highest percentage of brand conversation without occupying a national TV spot. There have been
myriad online articles and discussions about what ads were the best, that didn’t necessarily match up with Twitter’s competition winners. With the high level of interest in the commercials before, during and after the game, Super Bowl advertising is clearly big business that isn’t going anywhere anytime soon.
ROAST REPORTS ON VOICE SEARCH
Voice search has enjoyed a meteoric rise over the last few years, and is only continuing to get more popular, making it extremely important for businesses to optimise their content to ensure it is seen by customers who are no longer performing manual searches. SEO teams are used to monitoring their performance on web search by using rank tracking, but struggle to report on voice search in the same way. On 18 January 2018,
7 issue 31 spring 2018
ROAST released a whitepaper that documented the industry’s first Voice Search Ranking Report. John Campbell, Head of SEO at ROAST, explained that “with the ever-increasing use of voice search, we wanted to develop a way to report on voice search in a similar fashion to how we track web search.” After the release, Figaro Digital spoke to John to find out more about the report and what it means for the future of voice search. Read what he had to say on page 38.
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