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
Co-Authored by Alan M. Pate
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
There are two givens on the annual summer getaway to the family cabin in Wisconsin: the boat won’t start and I’ll get a reality check on whatever progress I believe that we’ve made with mobile adoption.
Sure enough, the boat worked for one day, then crapped out for the rest of the trip despite actions to prevent such an occurrence. But there was no woe be us -- we rented for much of the week and made the best of it.
As to wireless usage, one might say that no use would’ve been appropriate given that we were on a vacation. But while others were at “Digital Detox” camp http://www.cnn.com/2013/05/01/tech/mobile/digital-detox-camp, those around me were as connected as frustration and my putter.
My 83-year-old mother in law was streaming classical music via the iHeartRadio app on her iPhone.
There was an extended discussion among five about smartphone ringtone selections with Marimba receiving way more support than the choice to have the device ring with a dog’s bark.
Photo sharing was as common as the swatting of a mosquito with shots of sunsets, eagles, and family members being sent to Facebook, Twitter and via email to those away from the action.
Navigation came through apps rather than maps.
Access... Read more
When planning your next marketing video, determine what is best for the situation. Also determine if you can do it in-house or whether you should bring in a video production team.
Defining your PURPOSE is the first step in ANY project, and in video, it allows participants to have the end-goal in their heads. Leadership Author, Steven Covey wrote, “Begin with the end in mind.”
An iPhone is great in the hands of someone who knows production, lighting, sound, pacing, directing, storytelling, etc. But, just turning on a phone and recording from the built-in mic can be detrimental. It's not about the tools; it's how you use them. A poorly produced video, in business, can actually work against you and damage your image.
If you are capturing testimonials, a raw iPhone recording “might” work in a specific scenario, but if you are trying to represent the image of you or your company, it's wise to get assistance from someone who makes engaging videos for a living. After all, a poorly produced video might get out there, but will it impress anyone, or better yet, will it ENGAGE anyone? Getting people to watch is great, but if they don’t take ACTION, you are... Read more
When someone mentions a smart-watch, many people cannot help but think of the Timex calculator watch. Yes it was ‘innovative’ at the time, but did it ever go anywhere? People do not wear calculator watches, not even accountants. In light of the trending excitement regarding Apple’s iWatch plans and announcements by Samsung regarding a smart-watch, wearable computing devices are a hot trend in 2013.
In addition to the smart-watch craze there is Google Glass and even smart sneakers by Nike to track your exercise habits. All of these innovations point to a future where people are tracking the data relating to their everyday habits. People already manage finances, track their social events and use their calendar for managing their day to day. With ubiquitous computing via wearable devices, users will be more connected to their devices and the web than ever, resulting in more data minded individuals.
The constant connection and instant access to information provided by wearable computing will provide a medium for innovative applications. Lives and businesses have been fundamentally changed thanks to productivity apps, social media apps and even cameras for empowering a user’s creativity. These devices allow users to augment their everyday functions, but often the technology is... Read more