This past summer, Martini Media composed luxury brand research that looked closely at how brands were leveraging digital to connect with affluent consumers online. Based on recent demand from marketers in the auto industry, we extended our research to further examine brands in the automotive space. What we learned is that, by and large, automakers are following their consumers online. One could say – if one had a tendency to pun – that the automotive is driving the digital channel forward. And while luxury auto brands aren’t exactly leading the pack, they are keeping up quite nicely.
Agencies report that auto brands are moving into digital channels more quickly than other brands – and why not? The luxury auto story can be told elegantly online with rich media. As with TV, there’s an opportunity to roll HD video featuring beautiful images of the car in motion with atmospheric music, but rich media has the advantage of being interactive in addition to being very visual. Consumers can click to take a tour of the car, zoom in on specific features, even locate a vehicle in local inventory and make an appointment for a test drive at the dealership. Rich media was practically... Read more
The Android Device ID has bugs. This shouldn’t come as news to anyone but the problem is widespread and causes the Device ID to be an unreliable identifier. Research conducted in August 2012 found there were 3,997 discreet Android device types and there is no reliable way to recognize audiences on any of them. This is a huge issue for app developers and publishers. All major manufacturers are impacted and Google is not offering any solutions to the problem.
Just look at what the Google Dev Team has to say about this issue:
“Device manufacturers are welcome to backport the change if they wish. However, Android 2.2 is final as far as our codebase is concerned — with the exception of critical bugs, we can’t really make changes to it. Regardless, there’s nothing that can be done to fix this on affected devices without an OTA, which is again up to device manufacturers.”
There is a better approach for the mobile advertising industry – Universal Device Recognition. This approach does not depend on a device-provided identifier like the Android Device ID, does not leave any permanent identifiers on the device and works across all devices all the time.
The advertising industry has gotten a glimpse into... Read more
Cord cutting isn't just a consumer topic. Business models can fall victim to the trend, as well. Google recently announced that it will be shutting down its marketplace for traditional television advertising to focus on digital video solutions. It is clear that even the largest advertising platforms can no longer invest in trying to better the 'old' system, and must move full-steam ahead with digital video to stay competitive.