'Opinions' Category

Uber Understands You Can’t Spell Capitalism Without API

Posted by John Manoogian III on September 16th, 2014 at 7:58 am

Walled gardens are for the fearful. More businesses should start actively taking part in this same spirit of collaboration and symbiosis. The shared intelligence and resources that spring from open APIs can easily translate to the larger B2B framework as well.

Don’t Get Lost in Translation: How to Communicate Web Analytics to Your Team

Posted by Brian Gruber on September 16th, 2014 at 7:00 am

When your car's "check engine" light flashes on, what’s the first thing you do? You could call a mechanic, or you could pop the hood and take a look yourself.
If you’re like me, you probably call the mechanic.
Web analytics are your website’s dashboard. They update you on the health of your site, alerting you when it needs maintenance. And just like your car’s engine, if you don’t have a basic understanding of how they work, you’re not going to be able to do anything about it yourself.
Unlike a car, however, there’s no mechanic to call. Instead, you have the brainpower of multiple teams at your disposal, with different skillsets and knowledge. So it’s vital that each of these teams has a basic understanding of analytics and can use its skills to improve your site and keep your business’s engine purring.
Spread the Analytics Gospel

The question is: How do you ensure that each division understands the often-complex world of visitor data? There are a few things you can focus on to get your teams on the same page:
1. Teach the lingo. Like any specialty, analytics comes with its own technical jargon. When discussing this data with non-tech people, you may be... Read more

7 Things That You Need For Delivering A Perfect Mobile Video Ad Experience

Posted by Saurabh Bhatia on September 15th, 2014 at 10:36 am

Mobile video consumption is proliferating across the globe with daily time- spent watching exploding thanks primarily to better larger-screen smartphones and faster data connections. In addition, mobile video advertising is getting better and better. Still, many brands are in the "curious" and "testing" stages of optimally delivering meaningful and engaging messages through mobile video ads.
Brands must understand that mobile is a much more personal device compared to TV or in fact any other digital platform. So when your ad reaches across to the consumer, it should come across as timely, contextual and actionable. Great mobile video advertising is giving an unobtrusive native ad experience delivered at the right time to the right person at the right place. It is also important that you get the technology right.
Having delivering hundreds of successful video ad campaigns for top brands across the globe since 2011, we know exactly what works best for delivering a perfect mobile video ad experience in terms of technology. Here is a list of MUSTs to assure any (and every) video ad on mobile devices delivers a positive, productive user experience:
1) Consumer Preference Controls – Give user the control of what they see. by including controls like play, pause... Read more

Part III – 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. on September 15th, 2014 at 9:16 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 below provides a quick overview of the commercial speech doctrine the protections traditionally afforded to advertisers by the First Amendment.
—PART III—

Commercial Speech and the First Amendment

One question that curiously has only sporadically come up in the native discussion is the level of First Amendment protection that should be afforded... Read more

People Using Their Skills for Good

Posted by Franchesca Nguyen on September 15th, 2014 at 9:12 am

From September 12-14, 2014, Forge 54, a non-profit organization, gathered 81 volunteers from the Orange County area in Southern California for an intensive 54-hour collaboration with a goal of generating over $300,000 in marketing assets to the local chapter of a national non-profit organization called Playworks Southern California. Playworks SoCal aims to improve the health and well-being of children by increasing opportunities for safe, meaningful play and physical activity. Forge 54’s mission was to complete social campaigns, PR plans, video content, and a mobile app called Playbook by Playworks, that highlights over 500 games, making "play" accessible to a broader audience. Forge 54 strives to create a replicable skilled giving model at scale, which would allow volunteers anywhere to host their own Forge 54 weekend based on the Orange County model.

Earlier this week at the iMedia Brand Summit in Coronado, California, I was fortunate to hear Chris Carlin, senior marketing and social media manager at The Upper Deck Company, address the importance of "giving back." During Carlin’s main stage presentation, he stated, "People want to be in business with brands that do the right thing…people want to work for companies that do the right thing…people want to hear about... Read more