Tagged 'TheBlackFin'

Location As A Context Filter

Posted by Tom Edwards on October 2nd, 2015 at 7:38 am

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Below are a few territories that I touched on during the session as well as a few additional thoughts.
ROLE OF LOCATION: Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.
BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.
There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits... Read more

Emotive Robots Key to Unlocking IOT Potential

Posted by Tom Edwards on March 25th, 2015 at 7:53 am

Over the 15 years of my digital career, I have witnessed significant technological innovation and massive shifts in consumer behavior based on the impact of innovation. Highlights include the evolution of the personal computer, the now ubiquitous smartphone, and the explosion of consumer-centric social media.

Looking to the near future, the current rate of exponential technological advancement will continue to accelerate, and we are primed for another significant leap forward; the concept of emotive computing is about to enter the lives of early adopters and has the potential to shift our behaviors once again.
During SXSW 2015, the personal side of robots session presented by Dr. Cynthia Breazeal caught my attention. Her session focused on the potential impact of emotive computing as the next wave of computing innovation.

Emotive computing is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. The key to the concept is the alignment of both emotion and cognition as the drivers of adaptive behavior.
I have followed Dr. Breazeal’s work at MIT since the late '90s when I first heard about the Kismet project. Kismet was designed to be one of the first socio-emotive AI. The core focus was to move past... Read more

Extending Virtual Reality at SXSW 2015

Posted by Tom Edwards on March 17th, 2015 at 10:09 am

Another year, another SXSW Interactive is in the books. Each year I look to get inspired, reconnect with publishers and 3rd party partners and look for new or incremental innovation that can add value for my clients. This year, one of the areas that caught my attention was the advancement of 3rd party integration and applications tied to virtual reality experiences.
In 2014, one SXSW exhibit in particular received a lot of attention for creating an immersive Virtual Reality Game of Thrones experience courtesy of Oculus Rift. 2015 did have it's share of branded experiences tied to Oculus, see Samsung below, but a majority of 3rd parties were focused on showcasing how they create value through integrating VR and mobile devices as they prepare to go to market.

Samsung - I had the opportunity to experience the Samsung Gear VR headset while at SXSW. The Samsung Gear VR is powered by an Oculus Rift headset that integrates with the Galaxy Note 4. The approach of serving as an extension of an existing device that can scale through various media and applications is the right approach to allow optimal personalization of experiences through devices and media entities that consumers already consume.
The #GalaxyLife VR... Read more

8 Marketing Truths about Snapchat

Posted by Tom Edwards on February 20th, 2015 at 9:35 am

Snapchat is deliberately distancing itself from the social platforms that have come before it. With a shift from a creation to consumption model, the roadmap on how best to leverage Snapchat is clear.

Here are eight truths that marketers need to understand about how Snapchat views itself — and the ideal approach to maximizing the value of the platform.
1 - Snapchat is Not a Social Network. The Snapchat team has made it clear that it does not consider itself a social network. Instead, Snapchat is positioning itself as an ephemeral communication and consumption platform. This is a key point to consider when defining an approach to maximizing the platform.
2 - Attentive Audience. Snapchat boasts 50 million users in the US with a primary demographic of 14-28 years old. The average user frequents the app 14-22 times per day. It’s clear that Snapchat considers its platform as the “new TV” for this demo. From an attention and eyeballs perspective, driving views with this demographic is a key benefit of the platform.
3 - Consumption vs. Creation. Initially, Snapchat was a 1:1 content creation platform. Snapchat viewed the native phone camera as a competitor. With the recent shift with the Our Story offering and... Read more

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.

Burger King - Xbox 360 Licensed Games

Coca-Cola - ... Read more