May 17, 2013

This week in digital: YouTube launches ecommerce gadget, multi-screening at home growing rapidly and 5G breakthroughs

Written By Martin Sandhu
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Shoppable YouTube Channels

Third party apps have long been used by marketers to enable Youtube viewers to find out more information about products in a video, or even purchase them; but the video giant has now, finally, launched it’s own shopping feature.

The channel gadget enables “consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience. This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today.” according to the official Google blog.

The first brand to have access to the functionality is Unilever, viewers of their Tresemme channel can now make purchases through the page.

It’s worth noting that the gadget only works on videos on the channel, not videos embedded elsewhere.

Strong sales via email marketing
Despite many theories that email is on its way out, results of a new survey suggest sales through email marketing are still going strong. The Econsultancy/Adestra Email Marketing Census found that 55% of marketers could attribute at least 10% of sales to email marketing, and 18% of those surveyed find that email delivers a minimum 30% of sales.

The amount spent on email marketing has remained largely unchanged from 2012, with just under two thirds of businesses spending more than £5,000 a year.

Multi-screening at home
The number of homes with four screens is rapidly increasing. Just 11% of British households  owned a TV, tablet, smartphone and computer six months ago, the latest FuturePROOF survey reveals that number has already risen to 23%.

Seven in ten of those with access to a tablet said it was shared by two or more adults and 79% of those with children said their kids also use their tablets.

Unlike smartphones, most people use their tablets in the home rather than on the go.

5G breakthrough
Despite a relatively slow uptake of 4G, communications companies are already working on it’s successor, 5G.

This week Samsung announced a breakthrough as it believes it’s developed technology that could be used at the core of the service…cue lots of excitement! However, as many industry analysts were quick to point out Samsung have simply found one piece in a very big jigsaw, we’re likely to be waiting a few years yet.