Tagged 'Apple'

Virtual Reality Check: Q&A with Charlie Kraus of Limelight Networks (Pt 1)

Posted by Rick Mathieson on February 10th, 2016 at 4:03 pm

It turns out the promise of virtual reality bites when compared to long-term prospects for augmented reality.
At least that’s according to research from Manatt Digital Media that estimates the market for VR-based solutions will account for only $30 billion of a total $150 billion combined AR/VR market by 2020.
But there’s always a “but,” right?
In this case, that “but” is followed by a question: How are we supposed to square Manatt’s research with seemingly contradictory estimates like those from Gartner, whose ever-popular Hype Cycle chart shows AR far behind VR—indeed, far behind even autonomous vehicles—in its advance toward true market traction?
Short answer: You can’t. And in my view, it’s VR’s fault.
A Virtual Conundrum
To get to what I mean, I went to Charlie Kraus, senior product marketing manager for Limelight Networks, which is a leading content delivery network (CDN) provider.

CDNs, of course, are used by carriers and others to deliver all that content you consume online—text, graphics, videos, games, music, etc.—with a high level of availability and performance.
As you might imagine, AR (content superimposed on the user's view of the physical world) and VR (content that immerses the user in a simulated world) can only be as good as the networks through... Read more

Why Marketing to Millennials is Bound to Fail

Posted by Laura Schooling on November 9th, 2015 at 11:20 am

Presumably you are interested in marketing to Millennials, so you’ve clicked on this article. I’m sorry to tell you, if you’re reading up on this topic—you’re probably doing it wrong.
While attending a high-profile marketing event recently, I listened—for the umpteenth time—as an executive talked about what Millennials want and need and how his brand plans to give it to them. I was struck by how detached he seemed from the information and how he spoke with such conviction: This is what they want. Period.
I am often asked for best practices on effectively marketing to women, Hispanics, Asians, luxury buyers, and, of course, Millennials. Are there some general truths we can apply to certain demographics? Sure. But I think we get into really dangerous territory when we allow a couple of decimal points to turn a statistical likelihood into fact.
This tendency toward demographic absolutes is something I call “The” marketing (the Millennials, the Hispanics, the women...). Instead, the focus should be on “We” marketing. The messages that resonate most are inclusive and speak to the core psychology of the buyer—not age or race. Scott Keogh, President of Audi of America said it best when he announced that Audi would continue to... Read more

iBeacons Usher in New Era of Mobile Advertising in 2014, Raise Old Privacy Concerns

Posted by Fernando Bohorquez Jr. on February 6th, 2014 at 8:44 am

Co-Authored by Alan M. Pate
Remember that scene from Minority Report? The one where John Anderton (Tom Cruise) takes a trip to GAP, virtual billboards call out his name and bombard him with offers as he walks through the mall, retinal scanners flash left and right, an AI hologram offers up his own personal greeting – “Welcome Back to the Gap! How’d those assorted tank tops work out for you?” It’s not quite 2054, and we haven’t quite perfected PreCrime, but ad tech is taking some big steps in the Minority Report direction.
2014 may be the year Apple’s “iBeacon” iOS7 feature changes the game for targeted advertising with its ability to detect customers’ presence and deliver targeted ads. As with almost any new ad tech these days, its adoption isn’t without privacy concerns.
As reported by the New York Times, this Super Bowl weekend the NFL deployed Apple’s iBeacon technology to send users of the NFL Mobile App targeted advertisements based on their physical location in Manhattan or in MetLife Stadium. Fans walking down Broadway received messages such as – “Get your picture taken with the Lombardi Trophy, located between 43rd and 44th streets on... Read more

Apple vs. Samsung – should advertisers care?

Posted by Scott Swanson on July 25th, 2013 at 9:00 am

While the advertising community may be looking on in benign amusement as Samsung, Apple and Microsoft try to downgrade each other's products (oh sorry, product experience), we start to wonder:
Should mobile advertisers really care about who wins?
Absolutely. Here's why: Different types of features introduced on new smartphones very much influence how people use their phones and how they engage -- or don't engage -- with mobile advertising.
One of the observations that we've noted is that while rich media ads tend to get more engagement from iPhone users, users on Android devices tend to convert at higher rates.
These particularities are due in part to demographic differences among iPhone and Android users, but also in the way they use their devices, which is very much dictated by the feature set of the phone.
Samsung Galaxy s4 vs. the iPhone 5
For instance, when the Samsung Galaxy S4 came out, Ad Age speculated that the bigger screen, a possible native digital wallet app (like iPhone's Passbook), a better camera and eye-tracking interface for screen navigation would mean exciting new options for mobile marketers. They also hoped for a GPS-based feature that would help advertisers geo-target consumers as they physically approach retail locations.
Samsung didn't deliver all of... Read more

The Real Possibilities of iTunes Radio

Posted by Jordan Greene on June 14th, 2013 at 1:09 pm

While much of the discussion around Apple’s forthcoming iTunes Radio is around its head-to-head competition with Pandora, this conversation is missing the larger opportunity.  Radio advertising, with its $14 billion in annual ad revenue, is the real target here.
The 100+ year old institution of radio has been punished over the past decade.  The first insult came with the introduction of Sirius and XM’s satellite radio services with hundreds of stations.  This forced the traditional broadcast versions to be re-categorized as “terrestrial radio.”  Next, the introduction of Pandora allowed users to create their own radio stations, in a virtual on-demand approach across many connected devices, including mobile phones.  This was the new way of radio.  So the now-terrestrial radio stations fired back with their own non-innovative innovation, HD-radio, which did little to pry lost listeners away from the new world.
When terrestrial radio was the only game in town, stations fought one another for radio budget dollars, based on the archaic Arbitron sampling rating system.  But the modern technology radio battle will continue to be fought with real, attributable data, and massively improved targeting.  No more audience inferences, no more “trust me since I take you to lunch” media buying.  The new... Read more