'Emerging Platforms' Category

Location As A Context Filter

Posted by Tom Edwards on October 2nd, 2015 at 7:38 am

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Below are a few territories that I touched on during the session as well as a few additional thoughts.
ROLE OF LOCATION: Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.
BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.
There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits... Read more

Ready. Aim. Fire.

Posted by Patrick Reynolds on September 29th, 2015 at 12:36 pm

Installing a central real-time hub that takes in data from all the spokes and pushes actions back out through the appropriate channels is an absolute must.

Chinese Spend 51% of Their Smartphone Time Playing Video Games

Posted by David Murdico on September 26th, 2015 at 2:24 am

in China, in 2015, consumers report that they're spending a full 51% of their smartphone time playing games, which is great news if you're developing, publishing or marketing mobile video games!

Social media campaign from Naked fruit juice is socially-conscious

Posted by Doug Schumacher on September 23rd, 2015 at 9:10 am

This is a nice, simple campaign with an added appeal of generating consumer contributions.
Employing the hashtag #drinkgooddogood, it entices readers to take a photo of a fruit or vegetable, post it with the hashtag, and Naked will donate 10 lbs of produce to Wholesome Wave.
It’s notable that the largest posting volume was on Facebook, a network typically with the least amount of posting among the three networks analyzed: Facebook, Twitter and Instagram. I like how the brand is reposting the top fan pics, with fans showing their creativity with fruit.
So far the campaign has continued on through September. It will be interesting to see how long this runs, and if they release information on the total amount of produce donations generated.

On taking the Graphic Novel format into Virtual Reality (A Brand Entertainment Perspective)

Posted by Clyde Desouza on September 19th, 2015 at 11:10 pm

Virtual Reality has the power to engage audience on never seen before scales. People are hooked to 3 to 4 minute long "VR experiences" where as commonly eyeballs are desensitized to online adverts and youtube ads are skipped in 4 seconds... discover how VR can contribute to Branded Entertainment through one such innovation - India's First Cinematic VR film.