It’s been a busy week in the marketing world, here’s what has caught our eye!
Just Eat is launching a new campaign to keep awareness up after its sponsorship of The X Factor ends, and plans to take a closer look at its digital marketing efforts in the new year. ‘The Magical World of Just Eat’ campaign takes viewers behind the scenes of its restaurants using a flying delivery scooter. Stop motion animation transforms a Just Eat restaurant into a magical realm where chefs control utensils without touching them and chopsticks fly into delivery bags. The ad is accompanied by a tongue-in-cheek musical number, written and produced by creative agency Karmarama. It is Just Eat’s largest ever multichannel marketing campaign, spanning TV, radio, digital, out-of-home, PR, social media and restaurant partner marketing.
Facebook profits soared in the third quarter as it brought in more than $10bn from advertising. The firm said profits were $4.7bn (£3.5bn) in the three months to the end of September, up 80% year-on-year. Chief executive Mark Zuckerberg told investors the firm’s investments in security would “impact” profitability. Facebook had 2.07bn monthly active users at the end of September, up 16% year-on-year.
YouTube is tweaking the way it chooses which videos will have adverts shown with them. The update comes after YouTube made changes to the way videos were monetised, to stop ads appearing alongside extremist content. The changes prompted complaints from some popular vloggers, saying it made it hard for them to earn money. The improved algorithm should mean more videos were classified as suitable for ads, YouTube said.
The Press Association has undertaken the biggest overhaul of its editorial systems in its 150-year history as it takes a digital-first approach. PA is offering new ‘enriched digital feeds’, with text, images, videos, social media and graphics, that can be accessed and edited through the PA Explore hub. Editor-in-chief Pete Clifton has described Explore as a ‘one-stop shop’ for all multi-media content. The hub will also host up to 30,000 data-driven stories a month created by PA’s Reporters and Data and Robots (RADAR) team. PA Ready will offer multimedia and social-led content that can plug straight into content management systems.
The number of graduates who go into marketing is on the rise, up from 4,250 in 2010/11 to 5,600 in 2015/16. That makes marketing the fourth most common professional occupation for new graduates behind only nurses, medicine and primary school teaching. 52% of those that do a marketing degree have a job in marketing six months after graduating. Hospitality, tourism and leisure, and business and management graduates are also more likely to pursue a career in marketing.