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industry

The latest in new media marketing strategies and tactics:

Rising Stars Ad Units

New ad units being supported for standardization by the Interactive Advertising Bureau. I think the big issue around rich media is that it becomes too expensive to produce, when clients could put that money into more long-term site assets.

Mobile Display Advertising Up 128 Percent in Last 2 Years | Adweek

More stats on the growing mobile ad market. Money is pouring into these media units because they’re working. And right now, I think they’re working because they’re unique. Of course, banners once ‘worked’ and were quite unique. The obvious challenge is, How does mobile advertising scale as users see more and more ads?

Television Executives Predict Bulk of TV Content Will Be Available Online and Via Mobile Within 2 Years | Adweek

Bravo. I have to say I’m often baffled by major TV shows that don’t have their content available online, especially on their own site.

For Hipmunk, it’s all about the users– and the UI — Tech News and Analysis

I wouldn’t normally post about a new travel search site, but this is a great example of how a killer user interface can make all the difference. Definitely check out the site’s flight search technology.

DIGIDAY:DAILY – Web Video’s Dangerous Role Model – Display

Even if you don’t plan or buy media, trends like this do a lot to shape creative budgets, which of course determines what you can do production-wise. If web video goes the same route as banners, look for production budgets to go through the floor.

Chief Almir | Most Creative People 2011 | Fast Company

Many of the most striking examples of how mobile and social are changing the world come from the least likely users. That’s probably the single biggest indicator of the potential power that I can think of.

Infographic: Where Is Inbound Marketing Headed?

Whether you call it content marketing, inbound marketing, brand experiences, or word of mouth, these charts show rapid acceleration for this type of marketing.

Record Makers | Adweek

Good examples of buzz-generating campaigns. They shift what the idea of content is about, to much more of an experiential role.

TN3 Gallery – jQuery Image Gallery

Making a website as visually impacting as possible without using Flash has been a real issue now that iPads are the dominant tablet. That could change, but the need for more universal solutions will likely continue to be an issue. This is a series of good examples of how an image-based gallery can be presented that will work across all platforms.

Digital Archaeology: 12 Forgotten Designs That Changed The Web [Slideshow] | Co.Design

With recent developments like mobile web and social media transitioning from early adopter to mainstream, I often see direct parallels between these new technologies and the early days of the Web. What this exhibit does, more than anything, is remind us that whatever the coolest gadget is right now, in no-time, it’s going to feel like an 80s brick cellphone.

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The latest in interactive marketing strategies and tactics:

Most Marketers Plan to Increase Social Media Spend This Year [STUDY]

Another survey indicated increasing interest in social media by brands. 70% are planning to increase their social media budget this year. Most interesting is that their primary social media goal is to increase Facebook ‘Likes’, and that 87% report that social media is “important” or “very important” to achieving their biggest marketing goal this year. If anyone is doubted that social media has made it to the major leagues, this is pretty strong proof.

Why People Do & Don’t Use Location Apps (Survey)

The findings are interesting regarding mobile trends. I’m surprised at the number who don’t use location-based apps is as low as it is. That seems to be changing. That said, the numbers on this survey feel a little low for complete reliability.

Moat Banner Ad Search

It’s not often I care to search for banner ads, but it does play the full animation, and present details like where it was discovered and when it last ran.

MediaPost Publications Tell The IAB What You’re Spending In Mobile

I’ve stated a few times how the mobile industry is paralleling the early days of the ad industry. There’s currently a growing gap between the use of mobile and the number of advertising dollars being spent there. It’s the same opportunity early buyers of banners and Adwords enjoyed.

Death Stalks the Twittersphere, Offering a Lesson in Consumer Exposure | Bob Garfield – Advertising Age

it’s important for brands to be aware about privacy issues like this to make sure community engagement campaigns aren’t stepping over the creep factor line. I’m sure the awareness factor of this campaign is off the charts. I’d be more curious what the conversion rate is.

How mobile phones are turning into phantom limbs – Telegraph Blogs

I have to say I’ve experienced the same thing. Really demonstrates why this is such a powerful medium. Especially for the early adopters who are before all the noise erupts.

Driving Change: Eight Learnings. | Reinventing

A must read from someone who’s done a lot to drive change within a pretty traditional agency.

Apple to Sell Square Device in Retail Stores – MarketingVOX

If you’re not familiar, Square is a credit card swiper that simply inserts into the headphone jack of an iPhone. And presto, instant credit card acceptance. That combined with it being from the founder of Twitter, it’s definitely one to watch in this space.

Design a Winning Ad Age Cover to Snag a Trip to Cannes | Global News – Advertising Age

Great idea for young creatives.

 

 

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The latest in interactive marketing strategies and tactics:

BMW Teams Up With, Invests $5 Million In MyCityWay

This looks like a great way to steer the development of technologies relevant to your industry. It gives the tech developers the independence that the top players will demand, while giving them a waiting channel to apply their developments to. The video of BMW execs explaining this potential is bland and predictable. Further reason why they need to partner with companies in which they have a vested interest in, but minimal control over.

Yobongo: Building the Next Location-Based Social Network: Tech News and Analysis «

While there have been a flood of location-based apps, none have really captured anything close to the community sense of a social network. And they’ve come from all angles. Geo-tracking like Loopt. Social checkins like Foursquare and Gowalla. Photos like Instagram. This is an attempt to slide the field across a broader scope of interests than venues, location or pics. It seems like the right angle, but I think the challenge will be whether or not the information they present is relevant to a location-based connection.

Google Tightens the Screws on Content Farmers: Tech News and Analysis «

This will likely be the content marketing story of the year. Not so much this move per se, but the general trend of Google and other search engines looking for ways to ensure that only the most authentic content makes it to the top of SERPs. This is great for brands that look to create and distribute genuinely valuable content experiences to their customers, community members, and prospects.

Where, Why, When & How To Benefit From Google’s Farmer Update

This is why content marketing is going to be a big emphasis for many companies going forward. As long as they do it right.

It’s unofficial: dedicated gaming devices may be losing out to phones

As if there were any more support needed for mobile, consider these anecdotes around the gaming industry. If a culture as critical of their mobile experience as this is fine with playing most of their mobile gaming experiences on a phone, then what technology and user base won’t fall to the convenience of mobile’s irresistible ‘always-there’ feature?

The Facebook “Like” Starts to Replace the Share Button’s Functionality

Good news for content publishers. If your content does get ‘Liked’ by a Facebook user, that person’s friends are going to see a much more compelling presentation of your content. And that should increase the rate people click on it, which of course is your viral impact.

And the Winner of the Academy Award Goes to… Real-Time Social Streams?

The interesting aspect of social viewing is that even if the show is bad, the commentary on it can be fantastic. Thus there’s still a reason to tune in. Add in that there was a lot of Tweeting from celebrities, and it’s like getting a chance to watch a show with that person. Some, like Rosanne Cash, did a great job interacting with what must have been a crush of @replies directed at them.

Four Talent Categories You Need to Win in a Connected World | CMO Strategy – Advertising Age

I’ve posted a lot on the changing agency model, but clients are changing, too. This is an interesting architecture for the type of team CMOs need to be attracting. As expected, there’s a lot of overlap here with the services agencies provide.

Bing Search Results Now More Socially Integrated With Facebook

If you want to see what all the fuss is around the power of Facebook Likes appearing in search results, look at the two graphics in this article, and imagine you’ve just searched and see several of your friend’s having ‘Liked’ one of the links on the page. Pretty powerful.

Brands that have mastered content marketing – iMediaConnection.com

Excellent recent examples of content marketing. The principles laid out around the value of content quality over content quantity are playing out more and more everyday.

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The latest in interactive marketing strategies and tactics:

The 5 Most Viral Facebook Campaigns

The difficulty in assessing these campaigns is also what’s unique about most of them. They weren’t launched by any identifiable sources. They’re also remarkably simple, technologically. Mostly just text status updates.

Get Free Chipotle Food for Watching NBC Promo on Facebook

A good illustration of how campaigns are getting more complex. In this case, i think it’s great how Chipotle has positioned themselves in this deal, leveraging their existing customer base to get NBC to give them considerable publicity, from probably subsidizing this promo, to their CEO being featured on the show.

YouTube in Talks to Broadcast NBA Games

I remember when Fox bought the rights to broadcast NFL games, making it the legitimate 4th network. And then ESPN, a cable company, took on Monday Night Football. Imagine if YouTube bought the rights to half the NFL games, and only showed them online? That’s one way to quickly get a lot of people figuring out how to connect their computers to their TVs. And yes, it would be expensive, but Google has a lot deeper pockets than the networks, these days.

Survey Finds High Rate of Tablet Adoption Among U.S. Immigrants

While this article focuses on the popularity of the iPad over other devices, I think the bigger picture is about the adoption of tablets in general (whichever market penetration stat they use — 4% or 13% — it’s still high for such a new category). I’ve seen tablet prices under $100, and if you consider the combination of a computer that’s very cheap and very easy to use, it’s not hard to see how this is going to radically change computing.

Hacker Makes Facebook Look Like MySpace, Gets Hired

A great story about a guy who hacked Facebook, and then got hired by them. Most interesting is how Facebook’s reaction and ongoing relationship with the hacker varied 180 from how MySpace handled the issue. It’s a single incident, but indicates the depth of how Facebook gets what social media culture is all about. It’s also a great indicator of how corporate culture is changing, as companies should be wanting to hire people like this, not throw them in jail.

MediaPost – news and directories for media, marketing and online advertising professionals

While there’s no shortage of talk about the rapid and structural change of our industry, few posts lay it out so clearly and succinctly as this. Of particular note is this quote: “the report advises that companies develop digital marketing strategies ‘as closely as possible to the business unit’”. It’s marketing’s shot at getting the CEOs ear again.

YouTube – Bill Bernbach on Creative Qualities

I’m certainly not a traditionalist when it comes to marketing, but this video of Bernbach talking about the traits of good communicators is timeless. I love the example he gives of the asylum at the end of the video.

Little Magic Stories: Interactive Art With The Kinect [VIDEO]

Kinect is showing some serious potential in transforming how content is created and delivered. This video shows two kids on a stage interacting with an entirely digital world around them, shown on a projection screen. This is in a similar vein as Avatar Kinect, which I reported on about a month ago (link below). As the production cost of these virtual worlds drops precipitously, the ability to create all sorts of worlds in which we can interact with is going to open up types of content previously unheard of.

Apple to Cut the Starting Price on iAds [REPORT]

If anything, I think this points to Apple’s need to understand that the bulk of their market probably won’t be the big spenders. It’s something Google has understood, and practiced, very well. Mobile, perhaps more than any other category, will do well to appeal to local businesses that spend money more spontaneously, and with much lower spend levels.

Tiny Wings is everything perfect about iPhone games

While I still think Angry Birds is a much more elegant game, this is certainly enough fun for $1. Another example of how it doesn’t take a lot of funding to make an interesting and addictive game.

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The latest in new media marketing strategies and tactics:

comScore: Facebook Keeps Gobbling People’s Time

Where are people getting the time? From the looks of it, from their MySpace account. YouTube also continues a very strong upward arc (as much as Compete.com data is to be believed).

Social Media: The Final Piece of the Super Bowl Advertising Puzzle

This was way overdue. If you look at the value the Super Bowl brings, it’s mass audience. One of the few times a year when that happens on a national and even international scale. Communities often run into a common problem — they don’t have value until they have people — and the first one in is like the first person to buy a fax machine. Thus an event like the Super Bowl gives brands an opportunity to reach and connect a large group of people at once. Giving fledgling social community efforts the jump start they just might need to get over the hump.

The Future of Mobile Tagging in Marketing, Branding & Communications

If you’re working on a mobile project or looking for interesting mobile ideas, this is an exhaustive list of mobile tactics that have been used. Well worth flipping through.

Got marketing technologists? 1,000-fold growth – Chief Marketing Technologist

Interesting, and not really surprising, tracking of the growing interest in the job title “chief marketing technologist”.

Facebook Ads Can Now Specify Any Page Landing Tab as a Destination

This should drive up both conversion rates for Facebook ads, as well as increase ad sales and testing, as advertisers can now advertise numerous destinations on their Facebook Page. In addition, the article speaks to the ever-opening Facebook Ads API. While this company isn’t shy about thier dislike for Google, this gives you the sense it’s more love-hate.

Sponsored Stories Now Available in the Facebook Self-Serve Ad Tool

Facebook is really moving into interesting territory in terms of bridging paid media advertising with content development. When you consider how well Facebook has integrated itself with the outside content world, they’re in an area with a lot of headroom.

ComScore: Hulu Is Watched Twice As Much As The 5 Major TV Networks Online Combined

This speaks to the importance of good user interface and convenient access. Compared to the TV remote, surfing to different websites for content feels almost archaic.

The Rise of LinkedIn as Login of Choice [Infographic]

One of the big questions in social networks is, How many is enough. For some that meant one: Facebook. But new data is indicating that people using third-party login for business-related sites are increasingly using Facebook. An early indication that people could be looking for different ways to present themselves across the Web. No surprise there.

A Sneak Peek at 2015′s Smartphone: Sophisticated Reviews on the Go, Courtesy MIT | Fast Company

Most looks into the future aren’t as tangible as this. And if there’s one industry in who’s future I’m highly interested in, it’s mobile. At the core of this process is text analysis — mining text and mapping their meanings to give them new value and insight.

Smells Like Team Spirit | Slideshows

Another good content example that’s not expensive to pull off — I’m sure they have no problem getting various CEOs to give 30 seconds of advice — and hits their target audience right between the eyes. The addiction of short-form video snacking is in full grip here. Numerous brands trying to reach the business market could do this.

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