Archive for Jonathan Gardner

Here's Why Data Impacts Everything

Posted by Jonathan Gardner on February 4th, 2013 at 9:53 am

While there are many critical reasons to reform education and job training in this country, here’s one thing we definitely need to do: start preparing a generation of data scientists, analysts and engineers who know how to work with and leverage data to build our tomorrow. I know for sure that our future depends on it. We’re all data now.

Consumers are Focused on Content. Are you?

Posted by Jonathan Gardner on October 24th, 2012 at 8:06 am

So how can you make sure your ads will be seen? Get ads into the content stream. It’s where you and every other consumer on earth spend the bulk of their time: watching, listening and reading content.

5 Mobile Rules from Top Marketers

Posted by Jonathan Gardner on August 14th, 2012 at 6:31 am

Portions of this article appeared previously on Mashable.com.
Let’s face it: mobile advertising still has a long way to go. Facebook finally announced its latest and greatest mobile-ad effort last week, but smart industry folks say it still leaves much to be desired. And even though more money’s flowing toward mobile, the dollars spent on mobile marketing still don’t come close to aligning with the amount of time we spend with smartphones in hand. In fact, some say that the only reason mobile pulls in ad spend is because it’s so  damn cheap.
Even so, it seems inevitable that mobile’s share of spend will continue to increase – if only because it already owns such a significant share of mind. Mobile also has serious potential to perform for marketers. A Nielsen report out this week showed a shorter time to purchase and dramatically higher purchase rates among mobile consumers. And leaders at trailblazing agencies are putting serious effort into setting the mobile agenda for the rest of the marketing world.
Mobile has transcended its role as a connection and convergence device. In the words of Starcom MediaVest Group’s Jesse Missad, “it will be part of every communications plan.”
I spoke with Missad and... Read more

Picture This: Facebook is Your New Brand Role Model

Posted by Jonathan Gardner on June 5th, 2012 at 6:42 am

Everyone agrees that last month’s IPO was not Facebook’s most shining moment. Although this will not be the company’s greatest legacy, there’s one lesson we can all take away from the still-innovating social network and its recent maneuvers: The road to riches is paved with…pictures, images, jpegs, pngs, graphics and photographs.

Why Brands Need to Go Post-Mobile

Posted by Jonathan Gardner on May 7th, 2012 at 7:04 am

Mobile, mobile, mobile. It’s all marketers want to talk about anymore. And with good reason: In light of recent, dramatic behavioral shifts to tablets and smartphones, brands are grasping for ways to reach customers who are spending less time at a desktop or laptop and more time on the go.
But after a teaser video from Google’s Project Glass made the rounds recently, giving a glimpse at life, with the company’s reality-augmenting glasses, it became clear that mobile is just the tip of the wireless iceberg.
The ship is sailing into the unchartered waters toward a post-mobile world where we’ll all be connected, all the time. The boundaries will blur between what is and isn't a device, and with everything mobile, labels like “wired” and “wireless” will become meaningless. Consumers will start looking to technologies and brands to simplify how we engage with the world and information around us.
So how can brands ensure they’re prepared for the changes taking shape before our very eyes? By paying close attention to these five trends that I’m betting will define our collective post-mobile future:

Smart Everything: The reason Google glasses really capture the imagination is that they seem to make the stuff of sci-fi a reality.... Read more