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Around the dawn of the personal computer, advocates proclaimed that there would be one of these fancy boxes in every home. A few dissented, of course. We see who won out. Similarly, if we assume for a moment that today’s advocates are right and 3-D printing or additive manufacturing is, if not the next household technology then certainly a transformative business development, then what might it mean for advertising and marketing?
How does your dog think? Dognition, an innovative new startup backed by North Carolina agency McKinney and its incubator, McKinney Ten Percent, is out to unlock the mysteries of your pooch's brain. The paid service, which went live earlier this month, lets dog owners put their pets through a series of brain puzzles that will help them understand how their pet thinks, and also, for the first time, pave the way for data that will unlock the mysteries behind cognitive traits of different breeds. For example, a sample game/puzzle asks you to lay down two treats at arm's length from yourself, then point to one.
by Baba Shetty and Jerry Wind | 10:00 AM February 15, 2013 A fascinating thing happened at the Super Bowl this year. Typically, Super Bowl advertisers meticulously plan every aspect of their presence months in advance of the big game. But this time, Coca-Cola, Audi, and Oreo didn't just limit themselves to pre-packaged creative — they also had in place rapid response teams that adapted to events as they happened. So when the rest of America was reacting to the power outage in the stadium, the brands were, too — appropriately and in their own brand voice. Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020.
Gravity , the content personalization startup founded by a team of former Myspace executives , just announced that it has raised $10.6 million in Series B funding. When Gravity launched in 2009, it offered some content recommendation products for consumers, but its real goal was to convince publishers to use its “interest graph” technology to deliver a personalized experience for visitors — in other words, to show readers content that they specifically might be interested in based on their activity. Its current partners include CNN (which uses Gravity in the CNN Money iPad app) and TechCrunch (if you’re reading this post on a desktop or laptop computer, you should see our Gravity-powered story recommendations to the right, under “Trending” and “What You Missed”). Overall, Gravity says it delivers more than 25 million content recommendations each day to more than 200 million users.
>Native, Schmative…its getting hard out here for a Brand Pimp…While “Native” advertising is the meme of the moment in publishing ad circles, recent data may show that today’s users aren’t too keen, or at the least, very confused by ads that blur the line on content and promotion. Now, surveys skim the surface…are there, perhaps burgeoning (and less visible) examples of GOOD native ads (like the ones that Fallon and Cadillac are experimenting with on HuffPo, Quartz and Windows8-XBox! )? Because in users’ defense – most “advertorials” are lame.
Are you ready to turn your face into a customer loyalty card? That’s essentially the premise behind a new service that Red Pepper Lab, a marketing agency based in Nashville, Tennessee, is developing. Called Facedeals , the service is “an automated check-in system using passive facial recognition to notify you of in-store deals that are customized just for you.” First, participating retailers install stylish surveillance cameras outside their front doors. Then, these cameras authenticate you by scanning your mug as you enter the premises and comparing it to verified photos of you from your Facebook profile. Once the system successfully IDs you, it draws on information from your Like history to deliver personalized deals from the store you’re in to your smartphone.
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At this week’s Mediapost events during Advertising Week, I was stuck by a number of persistent themes, many of which had to do with the tension among humans, data, technology and the enormously complex media and ad ecosystems we have built. I am not myself sure yet how all of them hang together, but they seem of a piece in their engaging the problem of the technological and the personal. To wit: I was astonished by the degree to which many in the ad technology industry are now willing to concede that large shares of media buying and selling will be consigned to automation at some point in the coming years. At the end of one panel at the OMMA Display show, the panelists were asked to speculate what share of digital display would got to RTB-like systems of exchange in coming years. One executive said 100% -- and others partially agreed, saying that direct sales between humans would become more the exception than the rule.
Vice President Joe Biden's speech at the Democratic National Convention didn't blow up Twitter like First Lady Michelle Obama's and President Bill Clinton's did. But Biden did leave one word in his wake on Twitter — literally. Biden used "literally" often enough — nine times during the 40 minutes, The Washington Post reports — that it wasn't just the grammar geeks who took notice. The hashtag #literally quickly trended on Twitter, and people relentlessly began mocking the VP's faux-pas. But Obama didn't take this joke sitting down ; he got in on the Twitter fun. The Obama team purchased an ad on the search term "literally," so when users went looking for tweets about the Vice President, they would now see a promoted tweet from @BarackObama .
We've posted a new infographic to our B2B Marketing blog that shows how content marketing is competing with traditional advertising these days — the advantages to content marketing, which types of companies are using it and how much they're spending on it, which tactics are the most popular, and which key challenges content marketers are facing now. The infographic encompasses a variety of statistics and other information on how content marketing is being used, answering such questions as: Why should companies use content marketing?
Does digital media deliver a better return on investment than TV? Patti Wakeling, global director-media insights at Unilever, neatly sidestepped that query put to her by a Coca-Cola exec during a presentation before the Advertising Research Foundation in March. It is a good question, but here's an even better one: Does it sell soap at all? That head-scratcher is cropping up more often from major and minor players in packaged goods, a category accustomed to measuring marketing success not by conversation, community-building, virtual transactions or sales leads but by precisely how many packages of Dove went from shelves to shopping carts at Piggly Wiggly. The answer is yes, but it's taken a long time to divine it.
Read Bill Bernbach 's resignation letter to Grey New York in 1947 just before he started Doyle Dane Bernbach ( DDB ) in 1949. See how actual it is nowadays. Recognize how many advertising agencies start building their business around technique in stead of creativity. And how many advertisers don't want to invest in creativity anymore but only use their agencies as implementators of their own ideas, often justified with large market research reports.
Earned media is suddenly the belle of the ball. It has leaped from the world of public relations to being a main pillar of modern marketing strategies in the social era. The mantra “paid, owned and earned” is on the lips of many forward-thinking marketers. There’s something seductive about the idea that earned media is far more pure than paid media. The old saw by Amazon CEO Jeff Bezos is: “Advertising is the price you pay for having an unremarkable product or service.”
Wait. Did we just propose combining the Yankees and the Red Sox alongside the Palestinians and Israelis, with Harry Potter and Voldemort as referees? I hope not. In fact, I know not. It's rare that an agency announcement is both reviled and praised for the wrong reasons, but such was the case when we put forward our new alignment with McCann to handle Chevrolet last week.
Q. What were some early leadership lessons for you? A.