'Opinions' Category

Jeffrey Graham, director global ad research, Twitter, delivers ARF Re:Think 2015 keynote

Posted by Lizzie Serber on March 23rd, 2015 at 12:20 pm

The Advertising Research Foundation Re:Think 2015 conference, which discussed the ways in which marketers can drive growth and build brands in a rapidly changing, fragmented landscape, took place March 16-18 in New York City. Day three, focused on re:thinking the future, kicked off with a keynote address from Jeffrey Graham, director of global ad research at Twitter, which tackled the ways in which the Twitter research team is translating social media into business impact.
Graham began by setting the stage: What is Twitter exactly, and how do users (read: consumers) use the platform? He broke down his Twitter use (photos of kids, team accomplishments, sharing and consuming content, travel photos, and career highlights), but more importantly, he shared how Twitter captivates its audience so well:

Live: Graham's research team found that broadcast viewership, especially around sports, awards, breaking news, and other popular events, shifts to Twitter during notable moments. As the Twitter stream is a constant live feed, this allows users to follow the action in real time.
Public: Unlike some other popular social media platforms, Twitter is not just a place for users to connect with friends. The public nature of Twitter allows users to enjoy the same connection with friends, brands,... Read more

Extending Virtual Reality at SXSW 2015

Posted by Tom Edwards on March 17th, 2015 at 10:09 am

Another year, another SXSW Interactive is in the books. Each year I look to get inspired, reconnect with publishers and 3rd party partners and look for new or incremental innovation that can add value for my clients. This year, one of the areas that caught my attention was the advancement of 3rd party integration and applications tied to virtual reality experiences.
In 2014, one SXSW exhibit in particular received a lot of attention for creating an immersive Virtual Reality Game of Thrones experience courtesy of Oculus Rift. 2015 did have it's share of branded experiences tied to Oculus, see Samsung below, but a majority of 3rd parties were focused on showcasing how they create value through integrating VR and mobile devices as they prepare to go to market.

Samsung - I had the opportunity to experience the Samsung Gear VR headset while at SXSW. The Samsung Gear VR is powered by an Oculus Rift headset that integrates with the Galaxy Note 4. The approach of serving as an extension of an existing device that can scale through various media and applications is the right approach to allow optimal personalization of experiences through devices and media entities that consumers already consume.
The #GalaxyLife VR... Read more

Sixth annual Bowling for Breastcancer.org event raises $2.5 million (and counting)

Posted by Lizzie Serber on March 16th, 2015 at 10:29 am

Thousands of New York's top advertising, publishing, and marketing professionals will gather on Thursday, March 19, for a night of bowling and fun to raise funding for Breastcancer.org, the leading resource for breast health and breast cancer information and support. Breastcancer.org seeks to engage, educate, and empower women with expert information and a dynamic peer support community. To date, Bowling for Breastcancer.org has raised over $2.5 million to support major initiatives like Spanish website translation, technology upgrades, and a new global prevention program.
Companies like Adweek, AMC Networks, Blast PR, CBS Interactive, Centro, Collective, comScore, Dstillery, ebay, eMarketer, Facebook, Fox Networks, FreeWheel, Hulu, Krux Digital, Millennial Media, Moat, NBCUniversal, Nielsen, PubMatic, Rocket Fuel, Simulmedia, Time Inc., Time Warner Cable, Tremor Video, TubeMogul, Videology, Walmart, and more will participate in the sixth annual Bowling for Breastcancer.org event this week.
The bowling extravaganza, which takes place at Lucky Strike Lanes & Lounge in Manhattan, will feature hors d'oeuvres, an open bar, a silent auction, and prizes for top bowlers. The 501(c)(3) organization seeks to reach its fundraising goal of $325,000 via a variety of sponsorship options, spectator tickets, and donations to support bowling teams.
Visit Bowling for Breastcancer.org to learn about how you can support... Read more

Legacy of Likes: Prepare for [Social Media] Life After Death

Posted by Matt Rosenberg on March 13th, 2015 at 6:21 am

“There’s a part of me that thinks perhaps we go on existing in a place even after we’ve left it.” ― Colum McCann, Let the Great World Spin
The grim reaper may be losing his grip on the finality of death in the modern age. The ancient Egyptians outfitted their royalty for the trip to eternity with food and jewels and servants and pets, but all they needed was Facebook.
Every status update, every like, every comment creates a digital trail that documents our lives, our feelings, our aspirations pinned to moments in time.  For younger generations this frequently begins at birth, if not on their own accounts.  My news feed includes a parade of pictures of kids growing up, playing sports, celebrating milestones.  And the feeds of some of my contemporaries include the loss of their parents and, in some sad cases, their own final goodbyes.
But they are gone from earth, not from social. One friend of mine passed more than three years ago, but his data lives on and I frequently see him on the list of people who are better than me at Scrabble.
And so it occurs to me that we are only scratching the surface when we note that people... Read more

What’s on your Radar?

Posted by Winnie Brignac Hart on March 12th, 2015 at 12:20 pm

It’s a big sky out there – do you feel like you’re flying off the radar? Your role as a leader is to set the destination and the route, and keep the flight on course and running smoothly. There is a lot of turbulence – the key is to stay aligned on a strategic path instead of constantly reacting to unexpected detours.
Align Your Brand
You need a plan. A plan that keeps you on course and aligns your purpose, brand and strategy – this is what we call your True North. Finding your True North starts with assessing where you are in eight key areas: Strategic Alignment, Positioning, Distinction, Branding, Authenticity, Lead Generation, Messaging and Marketing.
What’s on your Radar?
Download the True North Radar assessment.