Tagged 'technology'

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

How to Build a Platform

Posted by Bill Guild on February 3rd, 2014 at 3:46 pm

When I was a kid, I spent a good deal of my time building a tree house. I collected all of the scrap material from around the neighborhood, brought it to my tree, and nailed it in place. I didn’t have a plan, but I had a grand vision, and that vision drove me to collect more pieces of scrap regardless of how they fit or didn’t fit into the structure. Eventually the tree house was more reflective of the scraps I had collected than of the original vision. I had a grand time in that tree house, but I don’t think it qualified as a dwelling. It wasn’t very safe, and I had to constantly patch it back together as the poorly fitted joints and connections failed. Of course, that is the point of a tree house. It is a pastime. The constant need for maintenance and complete lack of utility are part of the charm. Not so with a media platform.
I am reminded of my tree house when I read that so-and-so holding company has made another acquisition that “further extends their platform.” Those kinds of platforms are not the ones I want to base my business on.... Read more

Why we should care what happens to our online order once we’ve placed it.

Posted by Russell Morling on November 25th, 2013 at 8:28 am

As a former trade union member and also having worked previously in a distribution company, I was absolutely shocked to read a BBC investigation about how workers in a very well-known online retailer’s warehouse face an ‘increased risk of mental illness’.
The BBC’s undercover investigation into the warehouse was shown to one of the UK’s leading experts on stress at work, Professor Michael Marmot, who described the conditions are “all the bad stuff at once”
Without having seen the resulting programme, being screened on the BBC’s Panorama programme tonight (Monday, November 25, 20:30 GMT), I really don’t want to pass too much comment. However, with the continual technological advances in warehouse management systems and wholesale & distribution software, I find it incredible that staff are being subjected to this kind of working environment.
I’m an avid online shopper, and can completely understand the need for ever-cheaper, ever more efficient online sales systems and delivery, but surely advances in technology at the front end of online shopping should at least be matched with systems that make the picking and packing of my online order more effective and not to the detriment of the people working in the not-often-seen warehouse environments.
One of the companies I... Read more

Technology-Based Creative Concepting

Posted by Cameron Friedlander on November 20th, 2013 at 1:18 pm

We can no longer afford to ignore the constraints of technology within digital marketing. Recently, I have sat in on many concept meetings where ideas are casually tossed aside and labeled with the dreaded: “Those are tactics.” This is not only a misunderstanding of the digital medium, which as a method of storytelling has become integral to human experience, but it is also ignores the new medium of delivery our industry has adopted.
Originally, we formed initial ideas around a concept, a single message. We delivered the story across the airways within a static, linear fold, whether this was by television or print. At the time, we didn’t have the power to personalize anything through technology, only in channel.
But now, as digital thrives and touches almost every aspect of our lives, it flavors and influences behaviors, contexts, locations, and so on. It even gives new meaning to more traditional forms of advertising by allowing us to augment them for our own personal use. Traditional agencies don’t transform into digital agencies simply by adding the word “digital” to expected titles; our mindset must evolve with our medium.
So I’m taking back the word “tactic” and making it digital. To underscore the fact that... Read more

The Case for Cookies: 5 Ways They Make Life Better

Posted by Nick Matarazzo on October 14th, 2013 at 10:05 am

Recent talk around big data, retargeting, and the potential impact on consumer privacy has unleashed a torrent of criticism and controversy, especially in the wake of the NSA shake-up.
Individual privacy is important, and no (sane) person supports identity theft. But we should be talking more often about how credible businesses are using data to create better consumer experiences.
Recent research has turned up a few insights into how consumers feel about retargeted advertising. An August 2013 eMarketer article citing a study by Adroit Digital and research company Toluna revealed that, “Thirty percent [of those surveyed] had a positive or very positive reaction to retargeted ads vs. 11% who felt negatively about them.”
Our search engines anticipate our queries, music streaming sites know what we want to hear, and our favorite e-commerce companies know what incentive will get us to “add to cart,” so why wouldn’t we want advertising with relevancy?
Here are the five reasons I’m making the case for cookies.

1. We Get Relevancy
The age of unleashing a barrage of ads on every user is over. Attention span is short, space is limited, and marketing dollars are being spent as efficiently as possible. If I’m in the market for a new luxury... Read more