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While the model/actress Kate Upton undoubtedly helped boost app installs in her Super Bowl ad appearance, a new report indicates TV ads in general are quite effective.
Whatever else it may be remembered for, last February’s Super Bowl will be recalled for the war of TV commercials waged by makers of free mobile games to drive installs and get new users.
Although model Kate Upton’s fetching appearance in an ad for “Game of War” got much of the attention, Super Bowl ads for “Clash of Clans” and “Heroes Charge” also convinced large numbers of viewers to get those games.
This week, mobile ad agency Fetch is out with a new “TV Uplift Dual Screen Optimization” report that indicates you don’t need Kate Upton or the Super Bowl to move the needle on app engagement driven by TV ads. The apps also don’t need to be games.
It found that TV ads have an immediate effect on installs, plus some extended decay. Although Fetch declined to provide the names of its clients’ apps used for the report, it did say they were mostly transactional rather than games.
The report said that app installs in the viewing area of a TV commercial demonstrate uplifts ranging from 56 and 74 percent during the ad airing. For the next ten minutes after the airing, there’s an increase of 24 percent, which then continues at about that rate for about two hours afterwards.
This causation points to the connection between TV and mobile behavior: many people watch TV these days with smartphone or tablet in hand, and they tend to use them during the commercial breaks. The Fetch report theorizes that TV ads may be “the final tipping point” in app marketing efforts.
Although the report is not exhaustive, it does show that some times and some techniques are more effective than others.
For instance, frequency in a short period of time can be very effective. If four ads are shown within two hours, there’s a whopping 467 percent increase in installs during that time.
The report did not specify if the ads were shown on the same channel or in the same program, but it did recommend shorter TV ad campaigns of higher frequency. Fetch Head of Data Dan Wilson told me via email that the frequency effectiveness appears to peak at four ads within two hours.
That four-in-two frequency can also boost in-app conversions — where users make in-app purchases, like buying higher levels or app-related products — by 316 percent within those two hours.
Time of day can also be a big factor. Six to 7 pm generally has a high level of viewing, and ads shown then result in a 500 percent increase in app installs. This drops by 50 percent within an hour and then decays rapidly.
But there’s also a huge increase of 650 percent in app installs for ads shown in the midnight to 1 am slot.
This finding that the highest uplift is outside of peak viewing hours is one of the surprises in the report, Wilson said.
He added that, in part, this is because the “the baseline is very low.” While the actual numbers of installs weren’t given, a relatively small number could represent a large percentage increase.
Wilson surmised that users watching TV during the wee hours have “a high response,” which assumedly is because there are few distractions — other people, phone calls, work and the like.
The report did not look at types of ads, lengths, or the channels/programs where the ads were shown.
Based on 237 TV ads and over 50,000 mobile actions, this report is Fetch’s first on this subject, although the firm has previously released data-driven studies of other mobile behaviors.
The app install data comes via ad measurement firm Mobile Measurement Partners from Fetch clients using Tune and AppsFlyer attribution services. Fetch matched TV schedules with first party app data for the same location and time.
A baseline was established five minutes prior to the TV ad airing for app installs in the same location, on the idea that external factors were not likely to change within those five minutes.
Social media is no longer the new kid on the marketing block. And, it has firmly assumed the rank of an essential channel for B2C and B2B marketers alike.
One of the biggest changes in social media marketing this past year has been its emergence as a major player for advertising dollars. Where social media was once seen as almost a performance-metric free zone that marketers engaged with almost out of a fear of missing out, it’s now a marketing channel that delivers highly targeted audiences, innovative ad formats and a wide range of measurements depending on the social venue serving the ad.
But why is social media attractive for advertising?
Social media platforms have grown to be seen as a way to directly reach customers and prospects, a place to monitor conversations about brands, and as a great way to distribute links to content marketing and otherwise drive traffic to websites and landing pages.
U.S. marketers spent $7.52 billion on social media marketing in 2014;
Marketing execs planned on spending 13.2% of their budgets on social media this year;
Sixty-six percent of companies have a dedicated social media team;
And in a $137.53 billion global digital ad pie, $16.1 billion was spent on social media last year, a 45% increase over 2013.
Social media spending is on the rise, and the mobile video ad trend is sure to push that figure even higher this year.
Facebook and Instagram
Facebook and Instagram get lumped together because they share Facebook’s advertising platform, a favorable feature for marketers looking to run campaigns across both user bases.
This year Facebook made a concentrated effort to emphasize video on its users’ news feeds so it should come as no surprise it also rolled out a number of video advertising options. In September. it rolled out 360-degree video and last month six advertisers including AT&T, Disney World Resort and Samsung began testing the format. In August, Facebook began selling autoplay video ads through third-party apps via its Facebook Audience Network. It also began testing “immersive experiences” video ads this fall that offer advertisers the entire mobile screens with content, full screen video and interactive elements.
If you wonder why Facebook is testing and offering so many different video ad options, it earned almost $3 billion in mobile ads in the second quarter alone. It also boasts 2.5 million advertisers, and 1.5 billion users.
This fall during Advertising Week in New York, Facebook COO Sheryl Sandberg touted the ability to personalize ads on mobile and through targeting on Facebook. "What people are starting to understand is that what we offer is really broad reach — we have a Super Bowl on mobile every day," she said.
Instagram hasn’t been left out of the video ad bonanza.
The social photo-sharing app has 400 million monthly active users (more than Twitter) and even has something of leg up over its parent company in thatvideo ads on the platform are seen as a bargain with ads costing as low as $0.02 per view, compared to YouTube’s ten cents for pre-roll video ads. Instagram has also found a way to lure print-focused luxury fashion brands to digital. In fact, beauty and fashion brands have flocked to Instagram, which has visual ad products, like carousel ads, that offer retail marketers an artistic space to show off their products.
Snapchat
Snapchat is on an advertising roll, even though it has gained a reputation of being difficult for marketers to work with in terms of lack of targeting and measurement. The messaging app is also known for charging for video ads that are “viewed” for less than a second.
But Snapchat holds something of a trump card for advertisers – a highly desirable and engaged user base of mostly millennials and Gen Z.
Snapchat has a Discover portal of a select group of publishers that have to play by Snapchat’s rules in selling ad units, but offers a way for marketers to reach Snapchat users. And the platform has been expanding its advertising options, most recently with “sponsored lenses.” Twentieth Century Fox was the first company to purchase a sponsored lens to promote “The Peanuts Movie” with a 24-hour campaign that ran on Halloween. Apple’s Beats was the first consumer brand to run a sponsored lens campaign.
As part of the concessions Snapchat has made to marketers, it is finally allowing publishers to link to content outside of the app. It also recently offered marketers a limited targeted ability around Discover content with “audience bundles”packages that place ads in content across Discover publishers according to specific themes such as entertainment.
And with a video traffic spike, Snapchat is looking to zoom past Facebook. Atsix billion video views daily, Snapchat is closing in on Facebook’s eight billion daily video views.
Twitter
Twitter is the second-most popular social media platform among marketers with 77% of B2C and 83% of B2B marketers active on the network. Similar to Facebook, the micro-blogging site has been actively adding video ad options to its advertising units. In August, it began selling autoplay video ads in third-party apps and in October, it began testing in-app native video ads through MoPub, its in-app ad network.
The social platform went through a rough couple of months after former CEO Dick Costolo departed the company early this summer, but finally elected Co-Founder Jack Dorsey as permanent CEO in October. Dorsey came in ready to help Twitter combat its biggest challenges: user growth and ad sales.
A day after naming Jack Dorsey as its new permanent CEO, Twitter launched the long-awaited curated news feature "Moments." Shortly thereafter, Twitter unveiled Promoted Moments, which gives marketers a channel for 24 hours to curate tweets, video and other content.
About the new ad feature, Matt Derella, Twitter’s vice president of revenue for North America, told Bloomberg, "The real estate [brands] get is going to be really prominently displayed."
Pinterest
Pinterest, the picture curating platform, is one social media platform that is struggling a bit to find its advertising footing. It added buyable pins, a feature that marketers wanted to make it easier for its users to make purchases when they found something they liked, but at least for one brand running a promoted pin campaign turned into a reason to drop Pinterest altogether.
Beauty brand Elizabeth Arden had been active posting to Pinterest, but after a promoted pin campaign resulted in only a couple of repins per post compared to Instagram images that garnered hundreds of “likes,” the brand decided to stop posting to Pinterest. And research from ChannelAdvisor found Pinterest trailed Facebook, Twitter and Instagram in sales conversions.
Advertising on social media
One advantage marketers have when advertising on social media is a high degree of targeting (with Snapchat being an exception right now) that taps into first-party data collected by the platform on its users and their behavior. Often social media ad campaigns offer a fairly cost effective way to reach these audiences. And, beyond fine-tuned targeting, sometimes the user base itself becomes the target, such as Snapchat’s millennial and Gen Z audience and Imgur’s millennial male user base.
Social is one area worth pursuing as marketers head into 2016, especially given the current trend in mobile video.
And for good reason: social media platforms from Facebook to Snapchat are offering marketers many ad options for reaching their users, and the skyrocketing growth of mobile video makes those social media apps a very attractive venue for marketers looking to find a specific target audience.
Above: Here's what it costs to hit the top 25 ranks around the world in the iOS app store.
Image Credit: Fiksu
It can cost $200,000 in advertising expenses to push an app into the top 25 ranks in the U.S., according to data from mobile marketing firm Fiksu.
Fiksu analyzed what it costs to reach the top ranks in the iOS app store around the world. While the U.S. is the most expensive, it costs only $15,000 to hit the top 25 ranks in Canada.
Meanwhile, it costs $65,000 for Germany; $45,000 for the United Kingdom, $30,000 for France; $10,000 for Thailand; and $35,000 for Brazil.
Tom Cummings, director, account management at Fiksu, said in a statement, “Visibility in the iOS App Store is a great way to get more organic downloads — but climbing the ranks can be hard. Paid app promotion to generate downloads can help propel you to the top of the charts – but cracking the top 25 overall free apps in the U.S. is an expensive proposition. We’ve calculated what it takes to get to the most visible ranks in App Stores around the globe and complied the results to give you some alternatives to the pricey U.S. market. While the U.S. App Store remains the most lucrative, marketers with the option of promoting in other countries should at least consider app marketing that takes advantage of much lower costs to get top 25 visibility or better.”
Edging closer to Periscope, social network gives a small number of US iPhone users ability to live stream. Still no access for business Pages.
Facebook is dropping the velvet rope on live streaming video. Today, the social network announced that it is giving a select group of US iPhone users the ability to broadcast live from within the Facebook platform.
At launch in August, Facebook’s live streaming feature was available only to celebrities and other public figures with access to Mentions, an iOS app designed to help high-profile people to manage their Facebook presence. In September, Facebook opened Mentions to all verified users, and now it’s starting the process of giving everyone access, begining with five percent of US iPhone users.
They will have the option to elect a “live video” icon when they start posting a status update. After writing a description and sharing with their preferred audience, they can launch the live stream. During the broadcast, they are able to see the number of live viewers, names of friends tuning in and a stream of comments in real-time. After the broadcast ends, videos are saved on users’ Timelines.
No Video Streaming For Business Pages
Still left out, however, are Facebook Pages. For now, businesses that want to engage consumers with live video will have to stick to Periscope, Meerkat, Blab, UStream or the like.
That’s likely to change in the future, given Facebook’s heavy emphasis on video of all types. Facebook video gets more than eight billion views a day, and the company has shown no hesitancy to eventually roll out video features to all users, including businesses. But for now, most marketers will have to wait.
How long? We asked Facebook about plans to give live video access to business Pages and will update this post when we get a response.
Starting with celebrities for live streaming has allowed Facebook to make sure its technical infrastructure was robust enough to handle large traffic spikes like the one million viewers it took on during a Vin Diesel live stream last month. You can read more about the technical challenges on Facebook’s engineering blog.
Also included in today’s update is a new consumer-facing collage feature for sharing photos and video. Photos and videos on people’s camera rolls will be grouped in “scrolling, moving” collages based on when they were taken. Collages can be edited, added to, rearranged and given a title before sharing.
The feature is rolling out on the iPhone app today and will be available for Android early next year. Collages are viewable on iOS and Android devices.
mediapost.com In general, it could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want.” That seems like a reasonable assertion to me — and I’m an advertising guy.
Who said this, you ask? None other than a young duo at Stanford named Larry Page and Sergey Brin, back in the late 1990s!
A look at the current manifestation of Google mobile search results suggests that Larry and Sergey have had a change of heart. In doing commercial-intent searches on both Android and Apple devices, I found that 100% of the above-the-fold real estate was taken by advertisements. Actually, in most searches, it was more like 120% — the ads kept going even after I began to scroll. Paid ads on desktop are typically in the 70% of coverage range, so this is quite a shift.
Despite what young Larry and Sergey thought before they were billionaires, Google is now a huge business and cannot risk losing revenue on mobile searches. Given the choice between some academic ideal of search purity and meeting quarterly numbers, Google will clearly take the latter path.
The loser in this battle is mobile SEO. If you run the SEO department for an ecommerce, travel, or B2B site, expect your mobile search traffic to start plummeting.
But don’t worry, all is not lost! While mobile SEO is in decline, mobile content marketing is doing splendidly. Great content may not be easily found by consumers through mobile search, but there is plenty of sharing taking place on social networks. A well-written piece of content can go viral and drive millions of views with nary a first-page rank on mobile search results.
And then there’s the science of “app store optimization,” known of course by a three-letter-acronym (TLA): ASO. Proper structuring of your app store description can drive better search results inside the app stores.
Given that many companies pay $10 or more per new install, effective ASO can drive thousands of dollars of app installs for free to your business.
Of course, content marketing and ASO are not immune to advertising pressure. Native advertising — which is essentially paid content advertising — is gradually taking over more and more real estate on desktop and mobile, which of course means that there is less real estate for organic content. And the app stores will no doubt eventually be crowded with paid ads. It’s hard to imagine Apple and Google not monetizing this channel to the max in the coming years.
Like all aspects of online marketing, the landscape changes very quickly. SEO declines and content marketing rises. Eventually content marketing will morph into something else. Those who can keep up with change will reap the rewards. Larry and Sergey are certainly proof of that!
As the globe moves closer to being 100% connected, developing and emerging markets could be key drivers in the Internet of Things. According to the ITU’s 2015 Measuring the Information Society Report, the economic value of the IoT is still subject to a number of variables but the developing world represents a sound investment.
The report cited research by McKinsey that said 40% of worldwide IoT market value would be generated from developing countries by 2020, many of which would be building new information technology infrastructure as part of the United Nation’s stated sustainability goals.
Leveraging the connected needs of countries to make the IoT an indispensible part of ongoing development makes a lot of sense. Depending on which analyst’s data you choose to follow there could be anywhere between 26 billion and 100 billion devices connected to the IoT by 2020, the report said.
Understanding What The Internet Of Things Can Do
For the developed world, the IoT is often thought of as just Web-connected devices—smart homes, cars, smart refrigerators, thermostats, toasters etc.—but person-to-machine and machine-to-machine communication is much more than that.
The ITU Telecommunication Standardization Sector defines the IoT as “a global infrastructure for the information society, enabling advanced services by interconnecting (physical and virtual) things based on existing and evolving interoperable information and communication technologies.” This makes the IoT almost perfect for any country that is building an infrastructure from scratch.
For example, 50% of all current IoT activity is centered in manufacturing, the report said. Companies are experimenting with new ways to mine data and improve workflow while increasing operational efficiency … all of which could be of great use in countries that want to become bigger players on a world stage.
More developed countries see the application of the IoT as an essential part of running sustainable cities through smart grids and data management. Utilities know that they can monitor water systems, check air quality and manage waste or sewage with IoT connected devices. The ITU report cites the fact that response times to humanitarian disasters can be quicker thanks to the IoT, with connected devices able to record and leverage data that can be of use in dealing with the aftermath. Drones can be used in agriculture, wireless sensors can track crop growth and unmanned vehicles can reduce physical labor.
The Perfect Place To Innovate In The Internet Of Things
Here’s the thing … developing and emerging markets would like to have these innovations too.
China has a long history of air pollution and is making a real attempt to reduce its carbon emissions. Africa is in dire need of clean water technology and energy efficient solutions to alleviate the impact of low-tech power grids. India has a population of 1.2 billion that is becoming ever more engaged with mobile and has a potential app economy that could create 600,000 jobs by 2016, ZDNet reports.
The hype around the IoT has been building for some time, so it is of little surprise that developing and emerging markets would want a piece of the action.
Gartner’s annual Hype Cycle places the IoT firmly in the peak of inflated expectations and it will eventually make its way into the trough of disillusionment. Developing countries have not really had the opportunity to interact or engage with the IoT thus far, but that is the crux of the problem.
For the Internet of Things to fully realize its potential, it needs to align various aspects. In developed nations, these are taken for granted. The same cannot be said of developing and emerging countries.
“IoT brings together and requires the cooperation of various stakeholders in the ICT sector: from consumer electronics manufacturers to telecommunication service providers and application developers,” the report said “In addition, for IoT to fulfill the high expectations created, other stakeholders outside the ICT sector need to be engaged, including car manufacturers, utilities, home appliance manufacturers, public administrations and many others.”
The key aspect here is infrastructure, especially in terms of telecommunications. As part of its Connect 2020 Agenda, the ITU has made increased access to Internet a priority and that could bridge a growing digital divide.
The IoT relies on connectivity and data processing to function successfully. Developing nations are still in the early stages of developing efficient networks. For example, broadband connections—both high and low speed—are a significant part of how developed countries are engaging with the IoT. The ITU report flagged this as a concern in it’s review of developing and less developed countries.
Increasing Access To Broadband Networks
The report said that while 95% of the world has access to a mobile network, Internet access is sparse in the developing and emerging world. Around 34.1% of households have access in the developing world. The situation is worse in the 48 countries designated by the United Nations as least developed—only 6.7% of households have Internet access.
And it is this lack of connectivity that could prevent the IoT taking root in Africa, India and even some parts of rural China.
Developing and emerging nations are caught in a Catch-22 situation … they are the regions that could most benefit from IoT applications and innovations, yet they don’t have the communication structure to do so. The same can be said of any IoT tools that can monitor agriculture, water quality or even predict the effects of extreme weather. The value derived from the Internet of Things comes from its connectivity and data management abilities, two elements that might not be at the top of the list for a farmer in Chad.
So how can developing and less developed countries solve the problem? The answer is straightforward … regional investment into the infrastructure that supports the Internet of Things.
That investment does not have to come from the countries themselves, rather it will take a global effort to make sure that certain parts of the world are not left trailing behind the others. The IoT has the potential to revolutionize the world and it seems logical that the places that can benefit most from that potential should be able to do so. When that happens, the IoT will race towards the plateau of productivit
Hackers crack
‘undecipherable’ Ashley Madison passwords
This has been a bad year for data breaches. Hackers
managed to steal 36m passwords, encrypted by the powerful bcrypt, from the
‘have an affair’ dating site Ashley Madison.
It was thought it would take years to crack the
encryption, but a research group called CynoSure Prime found programming errors
that sped up the process. It chose not to release 11m passwords, but that was
scant consolation to those exposed by the original hack, carried out by The Impact
Team. Affected users have complained to the US Federal Trade Commission that
they are now being blackmailed. The site’s owner, Avid Life, is offering a
$500,000 reward for information.
Stay off Facebook to stay sane
Deciphered has been tracking a growing body of
evidence that intense internet use, particularly Facebook, may have a negative
impact on mood.
The findings come from a study by the Happiness
Research Institute in Denmark, which asked one group of users to quit Facebook,
and another to continue regular use. The former reported feeling more satisfied
with better social lives. The latter tended to be less happy, and more worried.
That isn’t to
say Facebook causes depression, and more research is needed into whether the
benefits of quitting remain in the long term.
Block party:
banks sign up to Bitcoin tech
Bitcoin is the "ebola of banking",
according to Frank Schuil, the founder of trading start-up Safello.
Nonetheless, his firm is the first to sign up for a proof-of-concept study with
Barclays to examine how the bank can use the blockchain – the technology
underpinning Bitcoin.
Enthusiasm has spread across the sector, with HSBC,
Santander and Citibank all examining possible implementations of the
technology.
The blockchain is a shared database that underpins
cryptocurrencies such as Bitcoin, and could radically alter banks’ verification
processes.
Modern Frankenstein hacks his own brain
There’s a sci-fi theory, the singularity, that
posits that artificially intelligent machines will one day be capable of
building smarter versions of themselves, eventually surpassing humans in
capability. Few in the tech industry take the theory seriously – try dictating
punctuation to Siri – but some of the advances that might lead to the
singularity are happening now.
Phil Kennedy, founder of brain computer interface
company Neural Signals, underwent surgery to implant electrodes into his motor
cortex. The goal was to test software he has designed to translate imagined
speech into spoken words produced by a speech synthesiser.
Presenting his findings this year, Kennedy said
certain neurons fired not only when he spoke certain words aloud, but when he
imagined speaking them, marking a major step forward. Not everyone agrees with
his approach; some researchers see it as unethical.
Makers of
mobile ad-blockers face moral quandary
The release of Apple’s updated software, iOS 9, has
allowed ad-blocking apps onto iPhones for the first time, making widespread
ad-blocking a very real threat to advertisers and publishers.
Two ad-blockers, Peace and Crystal, dominated the
App Store charts in the week after iOS 9 went live. Crystal’s developer, Dean
Murphy, told Marketing that mobile ads had got "out of hand", using
up bandwidth and slowing down pages.
Murphy’s blocker works by defining which sources
not to load on a Safari web page, cutting out site-trackers, display ads and
some video ads.
But Marco Arment, who created Peace, abruptly
withdrew his app from sale, saying success didn’t "feel good" and
cost livelihoods.
Murphy’s app became the number-one ad blocker as a
result, but he, too, began allowing "acceptable ads" to support
publishers.
Talking Barbie brings artificial intelligence to kids’ toys
Mattel launched Hello Barbie this Christmas, the
first Barbie enabled withbasic artificial intelligence.
The doll can respond to complex questions such as
"Do you believe in God?" with phrases like "I think a person’s
beliefs are very personal to them." But the toy is better suited to
talking about happiness, friendship and play, and can even learn a child’s
responses.
Since the doll records its owner’s voice, privacy
campaigners have raised concerns about the ethics of storing data on children.
Mattel and the doll’s creator, ToyTalk, said they collect voice data, but will
routinely delete any personal information.
Hackers break into internet-connected Jeep
Wired conducted an alarming experiment this year,
asking two‘white hat’ (ethical) hackers to break into an internet-connected
Jeep driven by one of its writers.
They succeeded, meddling with the car’s air
temperature control, its digital display, the radio and eventually cutting the
engine.
With many internet-enabled cars on the road, the
experiment highlighted just how vulnerable these vehicles could be.
Google released its first wireless router this
year. Called OnHub, it aims to make internet set-up easier.
Google notes that most wireless routers are ugly
and remain hidden away, denting performance.
OnHub’s USPs are beautiful hardware, with easy
software and a painful $200 price tag. For anyone who doesn’t enjoy fiddling
about with cables every time their internet’s on the blink, though, it might be
worth it.
EE Power Bar backfires
A well-meaning marketing gesture went awry for EE
this summer, after the telecoms brand started handing out free mobile charger
bars that caught fire.
One student reported severe burns from an exploding
Power Bar, and EE admitted to a total of five incidents.
Eventually, the operator suspended the scheme,
asking customers who had bars stamped with "E1-06" to return their
chargers to it immediately.
Google unveils walking, running, kickable robot dog
Under its new corporate structure as Alphabet,
Google has hived off its robotics research into its own futuristic division,
Boston Dynamics, which earlier this year showed off an agile robot dog called
Spot. Spot can trot daintily or gallop, depending on the terrain. It can
navigate obstacles by moving on hydraulic limbs.
In its demo video, though, the company provoked
mock outrage by showing one employee kicking the robot dog to show off its
stability. YouTube commenters were quick to point out that this kind of
behaviour would only speed up the inevitable robot uprising.
Under Armour, Nike and Adidas battle it out in digital
The three biggest US sportswear firms are racing to
differentiate through innovation, trialling everything from smart zips to
3D-printed trainers.
Earlier this year Under Armour told Marketing it
was launching a sports social network that it hoped might one day rival
Facebook and Twitter. It’s also working on connected zips, though what these
would do remains a mystery.
Adidas has invested in wearable tech and apps, and
unveiled a concept shoe with a 3D-printed sole. Nike also envisages a future
where consumers can print their own trainers.
Disney creates augmented-reality children’s books
Disney’s research arm is exploring how augmented
reality could make colouring books and storybooks more interesting for kids.
Its team of scientists showed off a colouring-book
concept, which brings characters to life as they are drawn onto the page. The
app works by letting children view their drawings through a tablet, which renders
them in 3D in real time.
It extended the concept to children’s books, with
characters springing off the page and interacting with a child, when viewed
through an app.
The end of Moore’s Law?
The 50th anniversary of Moore’s Law, the
observation that the number of transistors on a chip doubles roughly every two
years, equating to a jump in processing power, fell in 2015.
For the many marketing futurologists who like to
cite it, though, the rule may no longer apply. Intel, the co-founder of which,
Gordon Moore, came up with the term, said it’s taking longer, and costs more,
to keep up.
This might not be a tragedy – one reason Moore’s
Law is slowing is that consumers’ requirements of their devices, beyond
processing power, are becoming increasingly complex. The slowing of Moore’s Law
won’t necessarily correlate to a slowdown in computation growth, it just means
we’ll be seeing innovation come from elsewhere.
STAT ATTACK:
£13,500
The price of the most expensive Apple Watch.
156,959
The number of TalkTalk customers affected by the
biggest ever cyber attack on a UK company.
