'Opinions' Category

Report: What CPG Energy Drinks Are Doing In Social Media

Posted by Doug Schumacher on March 31st, 2015 at 9:50 pm

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.
Report Highlights

Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted in the month of February.
While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is significantly lower than every other network.
Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x the engagements generated by content than Facebook.

You Can’t Hide from Your Apps – They Know Where You Are

Posted by Neal Leavitt on March 31st, 2015 at 8:30 pm

A recent study at Carnegie Mellon University shows that when people are aware that free smart phone apps may be sharing private info with third parties, they’ll often rapidly move to limit further sharing.
Carnegie Mellon News reported that the study evaluated the benefits of app permission managers (for Android 4.3, known as AppOps) that tell them how many times info like location, contact lists or phone call logs had been shared.
One example:
“Your location has been shared 5,398 times with Facebook, Groupon, GO Launcher EX and seven other apps in the last 14 days.”
“App permission managers are better than nothing, but by themselves aren’t sufficient,” said Norman Sadeh, a professor in the School of Computer Science at Carnegie Mellon. “Privacy ‘nudges’ can play an important role in increasing awareness and in motivating people to review and adjust their privacy settings.”
All of this available location data can be a bit of a sticky wicket for marketers, who are trying to drive sales for their products/services, but at the same time, increasingly realizing they need to respect consumer privacy. Marketers, according to Greg Stuart, CEO of the Mobile Marketing Association, will pay 10-20 percent more for online ads that contain... Read more

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