'Opinions' Category

Advertising Research Foundation announces Re:Think 2015 lineup

Posted by Lizzie Serber on March 11th, 2015 at 1:50 pm

Industry thought leaders from Unilever, Google, Havas, Walmart, Twitter, Coca-Cola, and more will address attendees at the Advertising Research Foundation Re:Think 2015: Where Leaders Ignite Growth conference, an annual gathering of advertising and media professionals in New York City, March 16-18. The event, which will tackle the ways in which marketers can drive growth and build brands in a rapidly-changing, fragmented landscape, will feature two and a half days of content and networking.
The first day of the conference, themed Re:Think Big Data: Max ROI, will cover viewability; ubiquity of video; the future of marketing; the impact of digital, mobile, and social advertising; the consumer journey; multi-screen strategies; organizing for growth; and other crucial topics for marketers and ad-tech solution providers. Day one speaker highlights include: head of marketing science research and development, Facebook; SVP, television and cross media solutions, comScore; chief marketing and communications officer, Unilever; and CMO, Millward Brown Vermeer.
Day two of Re:Think will focus on Advertising: Insights to Impact, and will cover interactive storytelling; the path to purchase; using data to inform creative; neuromarketing; mobile optimization; branded content; and more. Attendees won't want to miss sessions from president & CEO, BBDO; VP, marketing research manager, Wells Fargo; director,... Read more

Six Things to Know When Running a Travel Campaign

Posted by Bill Guild on March 11th, 2015 at 11:52 am

Online travel sales have increased over $30 billion yearly since 2010, and are expected to continue increasing through 2016. To meet this demand, and stand apart in the constantly evolving digital landscape, brands must remain agile with their online presence. This article includes six key points for travel brands to keep in mind to run successful digital advertising campaigns.

The Disconnect That Is Apple Watch's Promise of Better Connectivity

Posted by Jeff Hasen on March 8th, 2015 at 10:39 am

More immediate access to our emails and texts makes sense for a surgeon or someone who is about to learn of a life-changing lottery win.
The rest of us can wait.
Apple is betting that I’m wrong.
Are you going to trust its track record or mine?
Remember I’m the guy who made the second biggest mistake in recent Super Bowl history, incorrectly predicting for seven straight years that advertisers would move their commercials out of the 1970s and add a mobile call to action that would lead to ongoing engagement with millions of people. My latest fumble on that one got lost in Seahawks’ inexplicable throw at the end of the last Super Bowl.
But back to the question of whether the introduction of the Apple Watch is timely.
There isn’t a way to convince me that there is a pent-up demand for a quicker or more convenient path to information coming our way. With more than 75 percent of us in the United States packing a smartphone, and most keeping it within four feet day and night, is there a real problem with us either getting to our emails and texts or knowing that one or 75 are there?
I suppose that one group of... Read more

Supergate Lenovo: How and why does that even happen?

Posted by Kevin Ryan on February 27th, 2015 at 10:16 am

Lenovo has officially gone into the tech betrayal record books with "Supergate." "Or is it fish bait?" If you have no idea what I'm talking about (not to get into it), I'm referring to the recent "discovery" that some adware (aka, pushware, bloatware, or -- in some circles -- malware) disguised as a utility was preloaded on Lenovo machines as of fall 2014 and early 2015.
Unbeknownst to and much to the chagrin of many Lenovo customers, the story took a turn for the OMFG when said prepackaged software was also determined to be a security risk. Then (and only then) we started to see Lenovo head in the "oops, we're sorry" direction.
Let's face it: In what world does anyone who has been working in marketing in the last 15 years look at a utility that might be construed as malware and think, "Well, that's a good idea. What could possibly go wrong?"
If you don't know what adware is, you shouldn't be anywhere near a digital marketing strategy. Yet for some reason -- and this is just an educated guess -- I really don't think marketing was anywhere near this one. Well, until the crisis people were called in anyway.

The... Read more

Facebook Reach – Back To The Future

Posted by Katya Constantine on February 26th, 2015 at 9:50 am

As you’ve probably noticed, your Facebook feed is looking different again last few months. Gone are the viral cat videos and the incessantly repetitive “please please share the press release about the launch of our Moon office” posts.