BLOG

How to prepare for the year of programmatic TV

Posted by Jennifer Marlo in Opinions on September 30th, 2014 at 7:35 am

Forget the “year of mobile.”  For TV advertisers, 2015 is the year of programmatic.

According to a survey recently conducted by Adap.tv, of 350 respondents, 60 percent intend to use programmatic tactics or technology for buying television in 2015. To give context, just two years ago, that same poll yielded zero affirmative responses. Programmatic is taking hold fast in both the digital and TV advertising worlds.

For TV advertisers, the definition of programmatic has two meanings: data driven decision making and workflow automation.

“The data-driven decision making component of it is algorithms and machine learning -- they’re helping with the data ‘decisioning’ behind  planning, targeting, optimization, measurement, and attribution,” said Dan Ackerman, SVP, Programmatic TV, Adap.tv, during the “Programmatic TV, Advertising's Next Great Frontier” panel at Advertising Week.

“On the workflow automation it’s really all about the tedious difficult stuff that creates all of those inefficiencies -- getting orders, getting spot times...” Ackerman said. In other words, for the modern agency to be truly adept, it must not only systematize its decision-making process in an intelligent and omni-observant way, but it must also structure internally for this change. This means training the workforce.

According to Doug Ray, Global President, Carat, this need for training...

Car and Truck Makers Need to Emphasize Their Vehicles Are Digitally Safe

Watch any NFL game on Sunday, Monday, Thursday, and you’ll see a bevy of commercials espousing that a given car or truck model is sleek, rough, tough, cool, fuel efficient, family-friendly, sporty, ad nauseum. Adjectives like these are music to a car/truck marketer’s ears.

What you don’t see or hear very often is that hackers continue to pose a threat to all sorts of vehicle models – and even smart charging stations for electronic vehicles (EV) may be vulnerable to hacking. Granted, there haven’t been any major security breakdowns and security professionals say that auto manufacturers are making inroads in improving software security. In fact, Andrew Brown, chief technologist for Delphi Automotive said recently that “quite honestly, the vehicles, systems and components today are quite robust and resistant to cyber-security threats. But that doesn’t mean it’s 100%.”

Added Ed Adams, a security expert:

“There’s an awful lot of code throughout the entire supply chain, not just with the auto manufacturers, but with the infotainment systems and applications like Sirius and Harmon. The fact of life is that software is flawed.”

Cheryl Dancey Balough and Richard C. Balough, co-founders of Chicago-based Balough Law Offices, LLC, said today’s cars have dozens...

Part V – All Native Advertising is Not Equal: Why that Matters Under the First Amendment and Why it Should Matter to the FTC

Posted by Fernando Bohorquez Jr. in Opinions on September 29th, 2014 at 8:25 am

This post is co-authored by Alan M. Pate

In this five part series, originally published in the Summer 2014 edition of the Media Law Resource Center Bulletin,1 we take an in-depth look at the native advertising phenomenon and the legal issues surrounding the practice. After canvassing the many faces of native advertising and the applicable law, the series ultimately examines the pervasive assumption that all native advertising is, and should be regulated as, “commercial speech.” This assumption presumes that all native advertising is equal under the eyes of the law, and we come to the conclusion that it probably isn’t. Native advertising that is closer to pure content than pure commercial speech may deserve greater or even full First Amendment protection, which would carry significant implications for government regulation.2

Part 1: Introduction to Native Advertising
Part 2: Early Native Advertising and the Current FTC Regulatory Landscape
Part 3: Evolution of the Commercial Speech Doctrine
Part 4: Distinguishing Commercial versus Non-Commercial Speech

Part 5 below applies the commercial speech doctrine to native advertising and asks whether certain forms of native may be protected by the First Amendment.

—PART V—

The Long View of Customer Experience: 4 Stages of Engagement

Posted by Greg Kihlström in Opinions Word of Mouth on September 29th, 2014 at 7:08 am

This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement.

When we talk about the long-view customer experience model, we are referring to a customer “pathway” that has the following steps:

  1. Awareness

  2. Perception

  3. Engagement

  4. Action

AWARENESS

The first stage and foundation of your customer’s experience with your brand , the goal of awareness is not a monetary one. The goal of this stage is to increase name and product recognition in the eyes of your target audiences.

At this point, we are not concerned about sales in the short term but instead with saturation on the channels your audience uses and ultimately name recognition, along with being top of mind with consumers.

Its Evolving Role

In traditional advertising, “awareness” was many times enough to drive product sales. With less variety and therefore less need for focus on niche marketing and audiences, in the Mad Men era of advertising it...

Building bridges: Facilitating passage between physical and digital

Posted by Nanda Sibol in Opinions on September 29th, 2014 at 7:00 am

In order to compete in today’s marketplace, it’s nearly a given that a brand must offer both digital and physical interactions for consumers. By the very nature of these two realms, the experiences in each are quite distinct. Each has its pros and cons. Marketers are doing a good job creating interactions that take advantage of the strengths of each space. However, consumers are jumping back and forth across these worlds regularly and rapidly. How easy or fluid is that transition so that they stay engaged? Let’s look at a few examples where brands and companies are extending the involvement in one dimension into the other dimension, creating tools to bridge the gap, and combining physical and digital elements into one experience—and doing so in ways that seem natural and effortless to consumers.

Lego’s newest product, Lego Fusion, offers an innovative, multi-faceted play experience. Using physical bricks, children can build cars, castles, and buildings on a special plate. Then by using an app that comes with the kit, the item is scanned and uploaded into a digital game. So after kids have put their bricks away, they can continue to interact with their creations in a highly immersive online environment....