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New TLD Market Momentum

July 2015

At Authentic Web, we focus on brand innovation in New Top Level Domain spaces. Our Market Momentum report highlights use cases deployed by major brands.

Financial Services Industry as First Movers

The Financial Services sector spearheads innovation in the new Top Level Domain (TLD) Era.  Global banking institutions Barclays and BNP Paribas both launch initial transition steps to their brand registries. (See home.barclays and mabanque.bnpparibas).

In our previous report, Barclays' Chief Information Security Officer cited security and brand engagement as drivers for transitioning to its .BARCLAYS registry. Now, one month later, BNP Paribas' motivations appear similar. Since only Barclays and BNP Paribas can register domains in their proprietary spaces, the consuming public will learn that these are TRUSTED and AUTHENTIC web spaces.

As first movers, we congratulate the digital leadership of these two organizations.  They have gained early separation from the pack and now have an opportunity to build long-term differentiated positions.

The Brand Registry is the Best Defense

Earlier this month, Bloomberg's main website was fraudulently mirrored on the domain bloomberg.market. The site was quickly removed by the Rightside Registry. This act of trademark infringement demonstrates the

importance for brands who have not secured their Brand Registry to establish positions in Line of Business (LOB) TLDs for use in marketing campaigns. We do not recommend brands adopt broad defensive positions, however, LOB positions are just smart. LOB TLDs represent both differentiation vehicles as well as manageable defensive remedies on primary trademarks.

For brands who own or intend to own their brand registry, an LOB TLD strategy, can still be a good interim brand labelling strategy.  The end state will be to anchor in their own, authentic and secure Brand Registry space. Bloomberg did acquire .BLOOMBERG.  Perhaps sooner than we think, expect Bloomberg to shift to .BLOOMBERG, educating their audiences and driving forward on their brand registry ecosystem.

The pace of change continues to accelerate with several other brand entities joining the game over the last month. Below find some use case examples where digital teams have developed new digital communication programs with memorable new TLD brand labels. Digital leaders will now measure, analyze and adjust based on how these concise, memorable labels improve KPIs.

Want to learn more?

Contact us at info@authenticweb.com or +1.416.583.3770.

6,576,818 New TLD Domains

As of July 20, 2015. Source: ntldstats.com
 

BRAND LEADERS AND INNOVATORS

 
MABANQUE.BNPPARIBAS
One of the world's largest banks moves to their brand registry.
SPORTS.SKY
British media conglomerate, Sky, launches brand registry properties.
PLAY.SAMSUNG
Samsung's brand registry is now live with Play.Samsung resolving to a Korean site.
BUSINESS.BLOOMBGERG
Bloomberg launches its brand registry with several names live.
BIGMAC.ROCKS
McDonald's launches a new advertising campaign promoting the Big Mac.
OUTLIVE.LIFE
Self/Less, the movie, promotes its official website on .LIFE.


NEW TLD ARTICLES

 

World's fourth-largest bank dumping old domains in switch to dot-brand TLD

BNP Paribas joins Barclays as one of the first banks to announce a permanent move to their brand registryRead Article
 

The Hunger Games franchise ditches dot-com domain

CNBC explains the move from TheHungerGamesMovie.com to THEHUNGERGAMES.MOVIERead Article
 

Is this the beginning of the 'branded internet'?

Barclays kicked off a trend for branded Top Level Domains-but is the 'branded net' a threat or an opportunity for marketers and advertisers? Read Article
 

Is the dot-com era coming to an end?

MarketWatch provides a perspective on the new TLDs: Read More
 

State of the Domains Report

Domain Name Association report on the the new TLDs providing totals, geographical statistics and Alexa rankings:Read Article
DON'T HAVE  A STRATEGY FOR THE NEW TLD ERA?

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LINE OF BUSINESS TLDs

As of July 20, 2015
Source: ntldstats.com
FINANCIAL

11,146 .TRADE
2,389 .INVESTMENTS
4,558 .EXCHANGE
3,937 .CAPITAL
3,872 .MONEY

MEDIA

19,104 .MEDIA
7,114 .VIDEO
6,267 .PRESS
1,904 .STYLE
15,120 .EVENTS

DELEGATED TLDS

June 2015
Source: icann.org

.HOTELES
.TELEFONICA
.BNL
.CLOUD
.BRADESCO
.MOVISTAR
.OMEGA
.SWATCH
.LAW
.SKYPE
.SCOR
.OFFICE
.STARHUB
.VISTA
.COMMBANK
.VISTAPRINT
.RICOH
.NETBANK
.CBA
.GENTING
.DRIVE
.PLAY
.AEG
.CROWN
.STATOIL
.LASALLE
.JLC
.MICROSOFT
.HOTMAIL
.WINDOWS
.BING
.AZURE
.MONTBLANC
.HOMEDEPOT
.XBOX
.SNCF
.BIBLE
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