BLOG

Virtual Reality Check: Q&A with Charlie Kraus of Limelight Networks (Pt 1)

Posted by Rick Mathieson in Emerging Platforms Entertainment Social Media Video Wireless on February 10th, 2016 at 4:03 pm

VR_AR_GUY

It turns out the promise of virtual reality bites when compared to long-term prospects for augmented reality.

At least that’s according to research from Manatt Digital Media that estimates the market for VR-based solutions will account for only $30 billion of a total $150 billion combined AR/VR market by 2020.

But there’s always a “but,” right?

In this case, that “but” is followed by a question: How are we supposed to square Manatt’s research with seemingly contradictory estimates like those from Gartner, whose ever-popular Hype Cycle chart shows AR far behind VR—indeed, far behind even autonomous vehicles—in its advance toward true market traction?

Short answer: You can’t. And in my view, it’s VR’s fault.

A Virtual Conundrum

To get to what I mean, I went to Charlie Kraus, senior product marketing manager for Limelight Networks, which is a leading content delivery network (CDN) provider.

Charlie Kraus 10-2-15

CDNs, of course, are used by carriers and others to deliver all that content you consume online—text, graphics, videos,...

Storytelling vs. Story Starting: A Tale of Five Million Dollars

Posted by John Bohan in Opinions on February 9th, 2016 at 10:40 am

Every Super Commercial you watched this past Sunday came with a price tag of five million dollars. The same amount that GoPro will grant in cash prizes this year to its fandom of content creators in the GoPro Awards. The former represents the behemoth of traditional advertising, and the latter is arguably the future.  Super Bowl Ads tell :30 to :60 stories that make an immediate impression and the GoPro Awards start stories that last a lifetime.   One is an expense and the other is an investment.

As a marketer which one do you prefer?

Let’s start by looking at the benefits of Super Bowl ads.

  • They reach an average of 114.4 MM people (CNN/Money Feb. 2015).
  • People actually watch them.  Imagine that!?!
  • There is a viral effect, particularly for the good ones, which are talked about for several days before and after the game.
  • Ads on the Super Bowl provide a nice ego boost to the marketing and C Level Suite executives.   Sorry, almost left this one out but it’s so true.

What are the drawbacks?

  • The ad is “one and done.”   On Monday morning, the money has been spent and the ad has...

FTC Guidelines Prove Confusing

Posted by Roy de Souza in Emerging Platforms Media Planning & Buying on February 8th, 2016 at 10:12 am

Demand for native and in-app advertising is expected to grow in 2016, and we’re sure that’s a good prediction, because other parts of the advertising business will be coping with the use of ad blockers. However the FTC issued new regulations around native ads just before Christmas 2015.  Our development team is already examining the new regs and making them part of our in-app and native strategies.

“A key thread in the guidelines is that the user needs to know if content is an ad before she clicks and/or consumes content. It outlines in detail the types of placement, size, contrast and language that avoids consumer confusion.”

This is pretty tricky, because in the words of the guidelines themselves,

an act or practice is deceptive if there is a material misrepresentation or omission of information that is likely to mislead the consumer acting reasonably in the circumstances.  A misrepresentation is material if it is likely to affect consumers’ choices or conduct regarding an advertised product or the advertising for the product.

In evaluating whether an ad is deceptive, the FTC considers the net impression the ad conveys to consumers.  Because ads can communicate information through a...

Super Bowl 2016 on Social Media: No True Innovation Despite a Few Winners

Posted by Greg Kihlström in Opinions Social Media on February 8th, 2016 at 6:23 am

There are many ways to interpret the latest round of Super Bowl ads. If taken as a reflection of our society, one possible read (albeit an admittedly cynical one) is this: we trust celebrities to give us advice as much or more than Nobel Prize-winning mathematicians, we have varying degrees of digestive issues (most likely from all of the Doritos and Bud Light we consume), and we’re in financial trouble (most likely from buying all of those things to fill our apartments and houses). And to be honest, I’d prefer not to think too much further about Super Bowl Babies and their origins, but that probably says something about us as well.

I will leave the critique of individual spots to the countless others weighing in from a creative perspective, but instead wanted to focus on the social media aspect of the game. There seemed to be a few winners on social media this year. These include Esurance, who made a safe but successful bet that giving away money ($250,000 to be exact) through a retweeting campaign would draw a lot of attention, and nearly 2 million tweets later, found themselves to be right, though it’s hard to...

Are You the CMO of Your Personal Brand?

Posted by Drew Neisser in Opinions on February 5th, 2016 at 7:32 am

Recently, I had the good fortune to be interviewed by Dan Raviv, a correspondent for CBS Radio. During our conversation, Dan asked me what "elements" he should mix together to help build an audience for the CBS News Weekend Roundup radio show. I hemmed and hawed a bit, suggesting he start with his target audience. He probed on this suggestion but I remained steadfast in the need to start with your customer, listen to their needs, find an insight and build from there. Of course, in classic writer-like wit, I thought of the perfect response an hour after I hung up with Dan. To redress the vagueness of my real-time suggestions, this post will outline a more precise path for Dan and the show to build a broader audience by applying a few of the “Elements” from my book, The CMO's Periodic Table: A Renegade's Guide to Marketing, and, at the same time, offer insights on how we can all become the CMO of our personal brands.

Element R = Research
Since CBS Radio most likely already has Nielsen data on the size and demographics of its...