Tagged 'TheBlackFin'

Connecting Gaming & Brands

Posted by Tom Edwards on December 22nd, 2014 at 8:54 am

Two of my passions are gaming and marketing. Whenever I have the opportunity for the two to intersect I am overjoyed. Previously, I have written on the topic of advergaming (imedia) and brand integrations (IEG). This article will highlight case studies of advergaming as well as introduce edutainment case studies.
Gaming is big business. According to Gartner, the projected worldwide video game market size in 2014 will surpass $100 billion dollars. In 2014, 58% of Americans have played a video game and 68% of gamers are 18 or older. With the fragmentation and shifts in media consumption, gaming provides significant dwell times with a hyper connected audience. Brands that create authentic and relevant value that empowers gamers will “unlock” value beyond impressions.
Let’s start with terminology refresher. An Advergame is an electronic game - often low-cost or free - designed to promote a brand or product.

ADVERGAMING - Advergaming is closely associated with both above the line, through the line and below the line integration where the advertisements or brand integrations are either explicit and may be an integral part of the game or products are embedded seamlessly into the existing gameplay.
ABOVE THE LINE EXAMPLES

Burger King - Xbox 360 Licensed Games

Coca-Cola - ... Read more

New Instagram Business Tools

Posted by Tom Edwards on August 26th, 2014 at 7:01 am

Instagram recently announced they are taking major steps to enable brands by providing greater insight into the performance of both organic and paid content. These tools are a welcome addition to the highly visual platform and will create tighter alignment with business goals as it pertains to tracking impressions, reach and engagement.

The tools are built around three primary areas of account insights, ad insights and ad staging.
Account Insights - Account insights is the primary dashboard for mapping performance and engagement of organic content. This includes insights around the weekly performance of content, aggregate impressions over time as well as additional insight into the brands audience.
Here is a screenshot from the Instagram Blog highlighting account insights

Ad Insights - Ad Insights is the campaign performance hub for Instagram paid media that houses brand analytics (impressions, reach and frequency). Instagram, similar to parent company Facebook, are heavily focused on reach and frequency vs. engagement as a primary value proposition for brands. The Ad Insights dashboard is a quick and easy reference against the current campaign goals and all of the data can easily be exported for additional client reporting.

Ad Staging - One of the more exciting tools, especially for Social Agencies that partner... Read more

Physical + Digital = Evernote

Posted by Tom Edwards on June 4th, 2014 at 6:30 am

One item from SXSW 2014 that has remained relevant for me is a simple package of Post-it notes. These are not just any Post-it's, they are digitally enabled Post-it's that integrate seamlessly with Evernote. The simple utility of the integration that allows users to convert physical post-it notes into digital, searchable records inspired me to contact the Evernote team for a briefing to bettter understand how they partner with brands.

During the course of the briefing we touched on many topics such as their current user base of 100M+ as well as their approach to partnerships and how they are working with various device carriers at the OEM level to ensure Evernote is ever present on the latest devices. We also discussed their focus on physical accessories and partnerships with Moleskin & 3M.

Evernote's approach to creating value is to seamlessly become a part of a users daily routine. An interesting perspective about their user base was tied to the fact that out of 1000 people 999 will use Evernote in a different way. Users leverage Evernote as a way to capture anything important to their life, reuse it or stem off of it. From a brand partnership perspective, the goal is... Read more

Pinterest Guided Search Foreshadows Future of Promoted Pins

Posted by Tom Edwards on April 25th, 2014 at 2:22 pm

Pinterest has carved its niche as a social discovery platform. Guided search is the next evolution of the platform that will create more opportunities for users to discover content that is relevant to them, especially via mobile while building a foundation to refine Pinterest’s promoted pin ad product.

75% of Pinterest traffic is mobile and the primary user experience shift will be focused on gesture based elements integrated within the user experience.

One of the bigger shifts is now users can track custom categories of interests vs. just pre-selected categories. From a user perspective this is key as it allows more control to the user to further personalize the experience.

Here is the new user experience. Notice the ability to select a top level category and customize based on different keyword combinations at the top of the ux.
From a brand perspective, the focus on personalization for the user will allow Pinterest to gather additional data that will greatly enhance their targeting capabilities. The new guided search offering is also building towards a more refined discovery engine positioning offering for promoted pins via keywords and new categories where brands can further create new points of discovery with users.
Within the year we should see a... Read more