.brands Industry Report – November 2021

.brands Industry Report – November 2021

.brands Industry Report – November 2021

Welcome to the .brands Industry Report for November 2021. In this edition you’ll find:

  • An interview with JP Morgan Chase’s Head of Brand Protection, Deborah Atta-Fynn on managing a domain name portfolio and the IP challenges facing multinational organizations in the digital world
  • The .brands Spotlight Series where we focus on the latest offerings from both .apple and .amazon
  • The showcase where we highlight a selection of the best .brand usage around the world
  • The latest stats on everything .brands in our ‘By the numbers’ section.

We hope all of our readers are safe and healthy and thanks for taking the time to read the latest edition of the .brands Industry Report.

Issue Archive

April 2021

September 2020

April 2020

August 2019

February 2019

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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MakeWay.World is the online hub for news, resources, tips and inspiration on .brands from global dotbrand experts.

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.brands Spotlight: ads.amazon

.brands Spotlight: ads.amazon

.brands Spotlight: ads.amazon

It’s been almost ten years since the application for .amazon was submitted to ICANN and for the majority of this time, it seemed entirely possible that the global giant may not have the opportunity to get its own .brand.

However, the team at Amazon worked their way through a myriad of ‘interesting’ policy and international governmental challenges to finally get access to .amazon last year and the launch of the TLD in the last few months is big news for the .brand community.

Creative use of .amazon should come as no surprise however. Amazon have been incredibly active in the new TLD program through the submission of over 70 TLD applications, numerous launches of generic TLDs to date and of course, the extensive use of .aws in global campaigns that we have commented on regularly here at makeway.world. 

A number of redirects are in place for the key Amazon brands – including prime.amazon, kindle.amazon and alexa.amazon – but these seem to have minimal activation to date.

However, ads.amazon is the organization’s first foreray into using .amazon with some vigour and is designed to support Amazon’s advertising business which generates nearly 7 Billion in quarterly revenue according to recent reports.

What we really love is the use of ads.amazon/<code> as a short link on social media, replacing the previous link identity of advertising.amazon.com/<code> in April this year.

Screen shot of Amazon Ads tweet showing ads.amazon usage

We’ve long proposed that organizations invest in improving the link identity and consumer brand trust for their social media links given that scammers can create branded alternatives with ease.

Using ads.amazon as a link shortener delivers unprecedented security for Amazon and simply cannot be spoofed by cyber criminals.

What’s next for .amazon? Only time will tell.

What we can say is that we’re really excited to see what they come up with given their reach and historical focus on innovation and pushing the industry boundaries.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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.brands Spotlight: ads.amazon

.brands Spotlight: signtime.apple

.brands Spotlight: signtime.apple

We’ve long talked about dotbrands being a foundation for innovation for organizations that are seeking to break the mould and finding ways to bring content to life.

And just like that, Apple does what it is famous for – creating an incredible tool that provides a new service for one-on-one sign language interpreting for shopping and support assistance for customers – this time on a simple and memorable .brand domain signtime.apple.

Why do we like this so much?

Firstly, irrespective of the domain, this service is simply amazing, helping people with hearing difficulties communicate with AppleCare and other retail customer services by using American Sign Language (ASL) in the USA, British Sign Language (BSL) in the United Kingdom and French Sign Language (LSF) in France through their web browsers.

Customers visiting Apple Stores in those countries can use SignTime to remotely access a sign language interpreter without booking one ahead of time.

In their May announcement, the company advised their customers that they were releasing;

“…powerful software features designed for people with mobility, vision, hearing, and cognitive disabilities. These next-generation technologies showcase Apple’s belief that accessibility is a human right and advance the company’s long history of delivering industry-leading features that make Apple products customisable for all users.”

We think that’s super cool.

From a .brand top-level domain perspective however, it just gets better and better.

Apple have been relatively modest in their efforts with .apple to date, registering 30 domains in the .apple extension since it’s launch in 2016. This includes some of the sites we have reviewed previously on makeway.world such as applemusicforbusiness.apple and newsroom.apple (ironically where we found this signtime.apple announcement too!).

They have used a mix of redirects to broader sites and microsites with .apple but the fact that this lives on its own simple and memorable domain works brilliantly as this is exactly the sort of ‘non-core’ content that a .brand can bring to life when avoiding long and uninspiring domain structures off apple.com which is already an incredible complex domain to manage in and of itself.

This appears to be part of Apple’s journey into providing assistance for people with disabilities as it is promising additional services for the hearing and visually challenged later this year.

But for now, we simply say bravo! This is exactly what .brands should be all about and we can’t wait to see what’s next from Apple.

 

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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.brands Industry Report – April 2021

.brands Industry Report – April 2021

.brands Industry Report – April 2021

Welcome to the .brands Industry Report for April 2021. In this edition of the report you’ll find:

  • An interview with FOX Corporation discussing the impact that .fox has had for their organization
  • An update on the next round of new gTLD applications following a recent report that was sent to the ICANN Board
  • The latest spotlight series where we focus on how the .youtube extension is being used to support some amazing innovations for the world’s largest video streaming service.
  • The showcase where we highlight a selection of the best .brand usage around the world
  • The latest stats on everything .brands in our ‘By the numbers’ section

We hope all of our readers are safe and healthy and thanks for taking the time to read the latest edition of the .brands Industry Report.

Issue Archive

September 2020

April 2020

August 2019

February 2019

August 2018

GoDaddy acquired Neustar's registry business as of August 3, 2020.

Subscribe

Stay up to date with the latest .brand news and views by entering your email below.

You may unsubscribe at any time.Unsubscribe

MakeWay.World is the online hub for news, resources, tips and inspiration on .brands from global dotbrand experts.

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.brands 2020 in Review

.brands 2020 in Review

.brands 2020 in Review

2020 may have been one of the most challenging years in modern times, but when it comes to the .brand industry we continue to see consistent growth and evolving usage across the world.

So as the year winds down and we begin our preparations for some much needed time with friends and family, we wanted to take a moment to reflect on the biggest news items from 2020 and see what was achieved this year with .brand TLDs.

1. Google are way ahead of the pack 

There’s simply no other way to say it – Google are leading the way when it comes to .brand usage and most importantly, teaching us all that a full usage model for a .brand can co-exist with the primary .com domain remaining unchanged.

Over the last few years, we’ve noticed a pretty substantial amount of activity with Google’s branded TLD, as they created microsites across a range of corporate (about.google), social (pride.google) and key information (blog.google) initiatives. In 2020, this expansion has continued but is seemingly the new home for any new Google product release that doesn’t require sign in.

This year alone we’ve seen a number of great launches with .google, but perhaps none as widely publicized as the Google TV product which resides at tv.google and has been promoted across US media including the NBA Finals and other mainstream events.

And just last week Google launched this amazing view of the year in search using .google

Similarly, .youtube has been very active, following the .google lead in terms of expanding from corporate info domains (blog.youtube) into really significant promotions. We blogged about two major ones – lifeinaday.youtube and rewind.youtube – earlier this year which were our favorite .brand sites for the year and we are very excited to see what happens in 2021 with these two global powerhouse brands.

 

2. COVID-19 domains highlight utility for .brand owners 

Over 20 COVID-19 related domains were created this year by a range of firms extending from Pharmaceuticals through to Technology and Logistics. As we’ve mentioned in our blogs earlier this year, having the ability to register domains in your own extension gives .brand owners a significant advantage in terms of speed, efficiency and cost savings.

Domains such as coronavirus.dhl, coronavirus.fox or covid19.google all demonstrate how large corporations can quickly spin up domains to meet the needs of their Communications Department, without worrying about excessive costs or complicated aftermarket purchases that exist in other TLDs.

Furthermore, as end-users continue to experience and ultimately expect these sorts of URLs in marketing, continued gains in consumer trust will be of significant benefit to brand owners already faced with substantial challenges in the online world.

 

3. The .brand community is slowly stepping out of the policy and compliance shadows 

Ever since the first .brand launch in 2014, the comparatively lower registration volumes that exist in .brands compared to other generic top-level domains have given cause for some to question the success of .brands.

For many of us in the .brand community, this has always been a ridiculous assertion given the power of a single domain to a big campaign which could have immeasurable impact on changing behavior on the internet. Yet it is reasonable to admit that CMO’s around the world have been slow in many cases to embrace the .brand benefits and consequently, much of the industry discussion still focuses on policy and compliance issues rather than discussions regarding commercial benefit.

Whilst we at makeway.world have always tried to share the stories of .brand usage, we have been buoyed this year to be joined by some industry journalists and the trade association for .brands – The Brand Registry Group (BRG) – who themselves have produced numerous blogs and webinars that share real world use cases from .brands for the benefit of others.

This is a significant pivot and a testament of the progress made this year to see the industry shedding some of its historical skin and moving into education on using .brand to develop genuine ROI.

 

4. Industry statistics show annual increase of 15% 

We won’t spoil the surprise for our .brands Industry Report which will be released in Q1 next year, but 2020 data to date shows a consistent 15% growth in .brand domain registrations this year.

Similar growths in the levels of usage, redirection and resolving domains appear likely also for 2020 which confirms a very consistent year-on-year performance across the sector.

We’re also seeing some of the previously quiet industries beginning to get involved with the .brand and dozens of first time .brand users again which is great to see.

 

5. We’re feeling pretty excited about .godaddy 

OK, this one might be a little self-serving… but hey, it’s our end of year blog so we’re going with it!

As most of you will know, the Neustar Registry team were incredibly proud to join the GoDaddy family earlier this year and equally as proud to be the first major property launched on the .godaddy TLD – www.registry.godaddy

We’d had a lot of success with the .neustar project over the years and had spent a lot of time and effort sharing that journey with the .brand community and we’re excited to report that we’ll be doing more of the same with .godaddy in 2021 and beyond.

So that’s it – a quick guide to the big things in the .brand world in 2020. Despite all of the challenges, we’re moving very much forward and we’re appreciative for our clients and friends who continue to join us on this journey.

On behalf of the entire GoDaddy Registry team, we wish you and your family a wonderful and relaxing holiday period and most importantly, a safe and prosperous 2021 when we will return stronger than ever before.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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.brands Spotlight: ads.amazon

.brands Spotlight: .youtube

.brands Spotlight: .youtube

Over the last few years, there has been significant attention paid to the numerous sites that have launched under the .google branded top-level domain. In this edition of the .brands Spotlight Series, we turn our attention to YouTube and discuss how the .youtube extension is being used to support some amazing innovations for the world’s largest video streaming service.

Total domains

8

Publicly available domains

3

Technical/system domains

3

There’s little debate over the incredible rise of YouTube since Google’s acquisition in 2006 for $1.65 billion which seemed like an incredible amount of money for deal of that nature at the time for many industry watchers. 14 years on, YouTube continues to go from strength to strength with over 1.3 billion users and almost 5 billion video views each day helping the hosting/streaming giant to generate $15 billion in revenue in 2019.

Perhaps even more impressive has been YouTube’s seamless integration into Google’s search results which has created a formidable synergy that generates mutual benefit for publishers and advertisers alike, making it one of the most widely used and powerful digital platforms on the planet.

How then does a new web extension like .youtube create value for an organization that is already so rich in traffic through its combination of web and app platforms?

As we noted with .google where domains were being used for communication and product launches, usage of .youtube has not become integrated as yet with the primary purpose of the business nor the primary youtube.com domain.

And whilst .google and .youtube both host their corporate blogs at blog.google and blog.youtube respectively, it’s two new innovation sites that are being hosted on .youtube domains that has really got our attention for this .brands Spotlight.

lifeinaday.youtube

It’s been almost a decade since the first ‘Life in a Day’ film and its revival has drawn attention from all over the world. And with world class directors like Ridley Scott on board and a plan to submit the video for the Sundance Festival in January 2021, why wouldn’t it?

This year, over 300,000 aspiring videographers from 191 countries submitted videos of their day from July 25 2020 and this will be painstakingly compiled into one 90 minute video over the coming months.

With the aim of showing what a day across the entire world looks like, this amazing initiative by YouTube has found its way onto a .youtube address and we think this level of innovation seems only fitting to have an innovative web address to promote it.

 

rewind.youtube

Want to know what the most popular topics were in your country during 2019 based upon YouTube stats and relive the experience? Thanks to rewind.youtube you can!

Want to know what the most popular topics were in your country during 2019 based upon YouTube stats and relive the experience?

Thanks to rewind.youtube you can!

It seems so simple and intuitive for YouTube to share this sort of data. However, this is done with a beautiful and interesting design, allowing users to scroll effortlessly through the year and see what people were watching with an interesting description and links to the videos themselves.

Seeing and remembering what was popular in your country last year is great, but also just as intriguing to see what was popular in other countries and of course, the similarities like the global fascination with Minecraft.

And let’s face it, the fact it’s available on a .brand domain makes it just that little bit cooler, right? 

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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MakeWay.World is the online hub for news, resources, tips and inspiration on .brands from global dotbrand experts.

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