.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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.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: Insurance industry

.brands Spotlight: Insurance industry

insurance industry spotlight dotbrand domains insurers

.brands Spotlight: Insurance industry

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on the global insurance industry.

Summary

The insurance industry is the largest sector in the .brands space in terms of total domains registered. This is perhaps more impressive when considering it includes just 34 TLDs – ranking it fifth in this regard behind the information technology, banking & finance, telecommunications and automotive industries. While average usage is very high, this is influenced heavily by just a handful of brands that make up the large majority of activity within the sector.

Key statistics

Total TLDs delegated: 42

Including TLDs from

AXA        STATEFARM        ALLSTATE       MMA       PRUDENTIAL

Total domains registered

Average domains per .brand

  • Industry percentage of all .brands 25% 25%
  • Proportion of active TLDs (more than 2 domains registered) 55.9% 55.9%
  • Proportion of active domains (resolving or redirecting) 94.7% 94.7%

Key use cases

Industry spotlight: MMA displays a clear strategy

While there are over 2,000 .brand domains registered in the insurance industry, 95% of these are contained in just five TLDs – and lead heavily by French-headquartered company MMA (MMA IARD SA).

Over the last year or so, MMA has registered 1,759 domains in its .mma TLD, 97% of which are active. The vast majority of these are redirects, set up as part of an extensive strategy using locations and regions to direct visitors to local broker information. For example, the domain antibes.mma displays contact details and product information for Antibes, a region in southern France.

This is a clever way for MMA to implement its .brand TLD and use it to create more localized experience for customers, in a similar strategy to that used by Audi.

Redirects, redirects, redirects

Though by far the dominant player in its sector, the MMA model of registering a large volume of domains and setting them up to redirect to existing content is illustrative of the industry as a whole. In fact, of the insurance industry’s 2,185 registered domains, 92% are redirects. Behind MMA in terms of registered domains is Esurance Insurance Company’s .esurance, which has only one non-resolving and 145 redirecting domains. Similarly, Prudential Financial Inc.’s .pru and .prudential TLDs have a combined 142 redirecting domains out of 144 total; and all 20 .allstate domains redirect to existing locations on Allstate’s website.

Where MMA’s redirect strategy is based largely on geographic locations, other companies like Allstate and Esurance have opted to set up redirecting domains based on product and service offerings, such as auto.allstate, claims.allstate and homeowners.esurance, marrying relevant, deep content to insightful, short URLs.

dotbrand spotlight stats hub

Conclusion

As a highly complex industry with a wide range of detailed products and services, insurance companies by their nature tend to have large multifaceted websites that would otherwise be very difficult to navigate and would force customers to rely on third parties like search to find the information they need. The current usage of .brand domains within the insurance sector shows a clear trend towards redirect strategies.

This approach can provide memorable, meaningful pathways to deeper website content that improves the customer experience and also reinforces the brand in the link. With one of the highest rate of domain usage than any other industry (94% vs industry average of 67%), the insurance sector – and a few key players in particular – is leading the way in this regard.

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

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Amazon Web Services Targets Startups and Creators With .aws

Amazon Web Services Targets Startups and Creators With .aws

build on aws amazon web services dotbrands

Amazon Web Services targets startups and creators with .aws

By Tony Kirsch
Head of Professional Services, Neustar

It will come as no surprise to those who’ve read my blogs that I get pretty excited about seeing .brand domains launch. 

At Neustar we’re all in on promoting .brand usage in any industry, from all around the world and as such, we’re always watching closely for any signs of new domains on the horizon, trawling for case studies or any hint of new activity. 

So imagine my surprise when a brilliant .brand example jumped out in front of me at JFK airport.

Amazon Web Services (AWS) recently launched a campaign around its AWS Cloud solutions, appealing to startups, creators and ‘builders’. The catchy tagline “Build On” rounds out the branding nicely – and the go-to location for information is the new address www.buildon.aws.

The campaign includes a great video that speaks to ‘the new builders’ of today’s startups and big businesses, as well as billboard and other display advertising at major airports and train stations throughout the US. All these efforts use the www.buildon.aws call-to-action.

build on amazon web services aws dotbrand

“Widespread advertising using a .brand domain is still something we’ve seen only sparingly, and Amazon has gone big here with its buildon.aws campaign.”

Credit where it’s due

This is an extraordinary effort from AWS. As I’ve written in the past, we’re under no illusion that changes to branding in major organizations is easy. In fact, my entire job revolves around slowly but surely making the case for brands to change their approach to branding, marketing and online navigation. And that can be a gamble – it’s no easy feat and I acknowledge that.

And that’s why I’m so impressed by this launch from AWS – for a brand as established, recognized, and customer-facing as Amazon this must have taken a lot of effort.

It takes guts to see the potential benefits of .aws to the brand as a whole. It takes trust that customers won’t be deterred by an unfamiliar domain. And it takes some awesome forward-thinking to rethink customer experience in this way and consider how to create the most memorable, meaningful call-to-action possible.

Back to advertising basics

I’ve written before about the considerations required for using .brand domains in advertising, and how a simple ‘back to basics’ approach to advertising theory can remind us of the most important aspects of audience, medium and recall.

AWS has done an excellent job here of applying solid ‘old-school’ advertising principles to a ‘new-school’ asset. And who would expect less of Interbrand’s number five ‘Best Global Brand’, especially one highlighted as one of the top growing brands in 2017?

You don’t get to a position like that by sticking to the status quo, and Amazon has really shown its mettle here.

For example, the decision to include ‘www’ in the call-to-action is a clever tool to avoid any possible confusion around the new .aws extension and to reinforce audience education that this is a legitimate address.

Also, given the ads appeared largely in locations where people are commuting, recall is vital for the success of the campaign – so the ‘build on’ branding and a call-to-action that sticks in audience’s minds are essential.

Throwing down the gauntlet

With almost 9,000 domains registered under .brand domains, momentum is undeniably growing. In fact, this isn’t even the first domain on .aws – Amazon has also created specific product domains like www.ecs.aws and www.kinesis.aws.

However in this burgeoning space there is still an opportunity to be a ‘first mover.’ Widespread advertising using a .brand domain is still something we’ve seen only sparingly, and Amazon has gone big here with its buildon.aws campaign.

It’s truly impressive to see a brand of this size get a campaign like this off the ground using its .brand domain.

And it’s not a stretch to say this serves as a challenge to other .brand applicants: tackle the challenges of internal engagement and take advantage of the unique branding opportunities offered by .brand domains – or be left behind by those who are.

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

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Upcoming webinar – .brands 101

Upcoming webinar – .brands 101

Upcoming webinar: .brands 101

You may have heard that over 550 big brands have a .brand Top-Level Domain (TLD), such as .microsoft, .ford and .barclays. But what exactly is a .brand TLD, and what can you do with it?

Following our successful .brand update webinar in June, we’re pleased to bring you another webinar that goes ‘back to basics’ on .brands. 

Register for this webinar to hear:

• An explanation of what a .brand TLD is in plain English (also perfect for bringing co-workers up to speed)
• Why some big brands have a .brand, and what to do if you want one too
• The different models being utilized with .brand TLDs
• The five real reasons .brand should be used

Come along for a great refresher on the fundamentals of .brand TLDs – or invite your colleagues to introduce, educate and inspire them about the .brand movement!

 

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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