Global Marketing News – 22nd September 2015
Yahoo Japan adds to global marketing partnerships
The South Korean video ad production company Shakr has entered into a partnership with Yahoo Japan.
Shakr is aimed at small businesses and allows them to create video adverts for around 40 US dollars, with over 1,000 templates to choose from.
Their partnership with Yahoo Japan means that businesses will now to able to distribute their videos on the search engine’s display advertising network.
Yahoo Japan is one of the most popular online portals in the country, with 88% of Japanese internet users using the site.
This is not the first time in recent months that Yahoo Japan has entered into a partnership with a video ad production company. Earlier this year, it teamed up with Viibar, which targets a different demographic to Shakr, targeting mainly medium-to-large businesses.
Is has also recently entered into partnerships with Western brands such as the content site Buzzfeed and the travel site Skyscanner.
Online advertising in Canada to grow by 15%
The online advertising market in Canada is expected to grow by 15% this year, according to research by Emarketer.
Canada’s online advertising market is predicted to be worth 4.4 billion Canadian dollars this year, accounting for a third of advertising spend in the country.
This figure is expected to rise to 6 billion Canadian dollars by 2019, by which time online advertising is expected to account for 42% of all advertising in the country.
The majority of this growth will be driven by online display ads (in particular video ads) and mobile ads.
Mobile ad spend accounts for 38% of overall digital ad spending currently, but this is expected to account for over 70% within just 4 years.
Video ad spend is expected to increase by 23% this year, with double-digit growth set to continue for the next 2 years as well.
Most effective content marketing methods in Ireland revealed
Research by 256 Media and the Marketing Institute of Ireland has found the most effective content marketing methods in the Republic of Ireland.
The most effective method was through events, with over 60% of respondents saying that events were either “effective” or “very effective” content marketing mediums.
Looking online, videos were the most effective content marketing method, followed by social media.
Twitter was the most effective social network for content marketing purposes, with 53% of respondents saying they found it effective.
LinkedIn and Facebook took second and third place respectively, with 44% and 42% saying the social networks were good for content marketing.
YouTube came in at fourth place with 30%.
The results are similar to those from a separate study by the Direct Marketing Association UK and the Content Marketing Institute which examined content marketing in the UK. In that study, Twitter and LinkedIn also took first and second place respectively.
Amazon partners with Oxxo to attract Mexican shoppers
Amazon has teamed up with the Mexican convenience store Oxxo to encourage more Mexicans to buy from its site.
Amazon launched in Mexico in July of this year. However, it has struggled to attract customers due to widespread fears in Mexico of online data theft and the physical theft of items from people’s doorsteps.
The partnership with Oxxo means that users will be able to buy products online on Amazon and then collect the items from their local Oxxo store.
Amazon faces stiff competition in the Mexican market, where around 140 ecommerce companies already operate.
Whiskey brand Johnnie Walker launches global marketing campaign
And finally, the Scottish whiskey brand Johnnie Walker has launched an international marketing campaign.
The campaign, called “Joy Will Take You Further”, is targeting over 50 different countries and aims to reach around 270 million customers from all over the globe in the first couple of weeks alone.
The campaign is made up of several elements such as digital and print advertising, a TV ad, digital content and point of sales materials, and involves international stars such as Jude Law, Jenson Button, Zhao Wei and Montserrat Oliver.
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Cal O'Connell
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