Digital Roundup: 004
The UK Budget’s plans for tech, TikTok ad updates, and tracking how active chickens are;?here's the low down of things we’ve been talking about over the past month.?
This month, UK Chancellor Jeremy Hunt unveiled details of his latest budget, and it was good news for the tech industry. Focussing on driving research in areas of emerging technology, the budget accepted a number of recommendations from techUK. Here’s a summary of some of the important bits (in layman’s terms).?
Firstly, the government will establish a clear position on the relationship between intellectual property and AI. With AI able to pull input from so many different sources, what this means is that the government is working to ensure the correct copyright protection and codes of practice are in place for both AI firms and content creators.?
Next up, the budget agrees to bring forward the Future of Transport Bill. Are self-driving cars going to be the norm next year? It’s unlikely. But this will unlock the use of innovative tech across automated transport...self-flying planes are probably still a way off though.?
And one of the biggest talking points: the budget confirms a ￡2.5billion package for quantum research and innovation. Now, if the word quantum only resonates with you because of Daniel Craig’s 3rd best Bond film, you’re not alone. But we read all of the complicated stuff so that you don’t have to. The top line is that quantum computers can solve problems far too complex for regular computers, and they’re being used by brands such as Mercedes Benz to design better batteries for their future electric vehicles. Investment in this sector then means more R&D and more opportunities for brands and businesses to make use of this technology.?
Another month, another TikTok update, and with this one they’re making it even easier for brands and influencers to craft ads that work.?
Designed to help advertisers uncover top-performing keywords and phrases, the platform's new keyword insights tool lets you view the performance of a particular word over a specific timeframe.?
If you owned a cheese shop, for example. You could see how many times ‘Free Camembert’ has been used as well as the average click-through rate (CTR) of ads using it.?
The tool even allows creators to see how their chosen term is being used, so you can compare the CTR for keywords used in text overlays and those used in voiceovers.?
The tool is a brilliant way for brands to refine their ad copy without spending a penny, making their advertising efforts even more successful - so we can all expect to be still saying ‘TikTok made me buy it’ for the foreseeable.?
It’s great to see a brand taking a swipe at capitalism. But when it’s a black-owned, unisex, inclusive brand taking that swipe, the ovation is standing.?
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New York based fashion brand Telfar has launched a live pricing experiment that will let consumers determine the cost of products.
The concept is this: when a new collection drops the initial prices will match the wholesale cost of creating the products. The prices will then continue to rise until the collection runs out.?
But here’s the really cool bit: whatever price a product is at when it sells out is the price it will remain at for all future collections.?
By flipping the usual luxury brand approach in which price is a barrier to entry, Telfar is exposing the excessive mark-up of fashion products, and generating a whole lot of organic hype in the process.?
You might be thinking, ‘not another AI Feature!’ But this one was too good to ignore...?
In a campaign developed by M&C Saatchi earlier this month, bus stops up and down the UK were set up to display hard-hitting text conversations whenever they ‘heard’ a siren.?
The goal of the campaign, which was launched in time for Mother's Day, is to shine a light on the devastating impact that knife crime has on those who are left behind.?
Developed alongside Clear Channel, Saatchi developed a machine learning system that was trained to understand what an ambulance siren sounds like. The sound then triggered real text conversations from Mothers to their sons to be displayed on the digital billboards.?
Have you ever stared at your perfectly poached eggs and wondered, ‘how many steps did the hen that laid these do?’ Well wonder no more, FitChix is here to help.?
Developed by Australian farming company, Honest Eggs, and American advertising firm, VMLY&R, FitChix is a chicken-friendly fitness tracker that captures the activity levels of chickens. An Apple watch for hens, if you will.?
The nifty device, created in collaboration with production studio, Airbag, was built with the aim of bringing attention to the importance of regenerative farming and enabling customers to make informed decisions by being as transparent as possible.?
As well as the fitness trackers and step count on each egg laid, a FitChix campaign is being shared across social media, OOH and in-store advertising to educate consumers on the importance of sustainable practices.?