iMedia at Ad Week: The IAB Mixx

Posted by Jennifer Marlo in Opinions on September 30th, 2015 at 10:12 am

The all –star lineup on day two of the IAB Mixx was primarily focused on content. Actor Seth Meyers took the stage to discuss his show "The Awesomes," a Hulu-original comedic animated series. According to Myers, brokering a deal with a streaming service like Hulu was preferable to working with a traditional network because Hulu allows artists more creative freedom. Meyers contends that network executives try to mold content into network ideals, while streaming services are more relaxed. It’s the nature of the delivery – audiences choose their entertainment online, which means that the content can be more diverse.

Of course, the conversation eventually lead to advertising. "Saying 'my least favorite part of the content is the advertising' is like saying 'my least favorite part of the supermarket is the checkout,'" said Meyers. Audiences don’t like advertising, but if they want quality, free content there is no way to get around it. That being said, the best advertising is quick, attention grabbing, and not too frequent. Advertisers and MCNs should look to place ads with optimal frequency so as not to fatigue the viewer.

Linda Yaccarino, Chairman of Ad Sales, NBCUniversal echoed these ideas when she took the stage later in...

Ready. Aim. Fire.

Posted by Patrick Reynolds in Emerging Platforms Research Targeting Web Analytics on September 29th, 2015 at 12:36 pm

To succeed in today's technically sophisticated marketing environment requires unprecedented collaboration between a company's CTO, CIO and CMO.


The CTO must ensure that the company is technologically prepared to engage customers and prospects across a broadening array of technologies that comprise the modern marketing stack. In order to be able to personalize experiences for potential and existing customers, companies must first have a single customer view. A study commissioned by Forrester uncovered that the top three obstacles in achieving this view are inability to link different technologies (40%), poor data quality (34%) and lack of relevant technology (32%). Ensuring that the various technologies work both independently and cooperatively with one another is of supreme importance. Lag time is often the enemy of the better customer connection. If handoffs are not smooth (or superfluous ones eliminated) the moment of impact is often lost.

Installing a central real-time hub that takes in data from all the spokes and pushes actions back out through the appropriate channels is an absolute must.


Gathering the right amount of data from the right sources at the right time is paramount in flawless execution of a successful marketing plan. Companies identified gaining insight quickly enough (40%), having enough data...

Blockchain Technology Poised to Shake Up Main Street and Wall Street

Posted by Neal Leavitt in Opinions on September 28th, 2015 at 6:54 pm

Because it’s still relatively new, most consumers - and marketers - probably don’t have a clear understand of bitcoin. But it’s really the blockchain – the technology underpinning the digital currency – that could have a huge impact on financial and consumer markets.

Gil Luria, a financial technology analyst with Wedbush Securities, estimates that 20 percent of U.S. GDP – about $3.6 trillion – is generated by industries that could be disrupted by blockchain technology. And Aite Group, a market research consultancy, predicts that capital markets will spend $75 million this year alone on developing blockchain technology, reaching more than $400 million in four years.

So what exactly is a blockchain? In brief, it acts as a globally-distributed ledger that logs transactions.

Here’s one concise explanation from Re/code:

“A blockchain is essentially a record of digital events – one that’s “distributed” or shared between many different parties. It can only be updated by consensus of a majority of the participants in the system. And, once entered, information can never be erased. The bitcoin blockchain contains a certain and verifiable record of every...

iMedia at Ad Week: Mobile Media Summit

Posted by Jennifer Marlo in Opinions on September 28th, 2015 at 12:57 pm

The Mobile Media Summit kicked off Ad Week 2015 with an impressive panel of CIOs who all seemed to agree on one thing: More often than not, a successful advertising team is composed of specialists who are orchestrated by a great leader.

"There was a time when everything was homogenized," said David Cohen, CIO, UM. Not so anymore – if you want a great mobile campaign you need folks that, according to Cohen, are "steeped" in mobile. This includes everything from design to content.

And, quality content should be the foremost priority. According to panelist David Gaines, CIO, Maxus Global, great marketing is centered on the ability to tell a story. Of course, the platform is important but too often the focus is only on the tech, and not on the message. The messages that truly resonate take the product and the consumer into account  and the only way to understand your consumer is via research.

Expanding more on this topic, Jason Spero, VP Performance Media, Google presented a session on "micro-moments."  Spero pointed out while that Google cannot analyze longitudinal data due to privacy laws, there are plenty of opportunities to follow your customers to better understand where your product is...

Chinese Spend 51% of Their Smartphone Time Playing Video Games

Posted by David Murdico in Emerging Platforms on September 26th, 2015 at 2:24 am

Ever wonder what people are plucking away at on their smartphones and mobile devices at dinner, at work, crossing the street... omg driving?

Well in China, in 2015, consumers report that they're spending a full 51% of their smartphone time playing games, which is great news if you're developing, publishing or marketing mobile video games!

The question asked was, "In general: for which of the following do you primarily use your mobile phone?"

What else are they doing on their mobile devices? The survey shows that the highest percentage of Chinese smartphone owners - 79% - use their device to check the time. I get it. I do that all the time - get it? All the time?

Other activities include 74% taking photos and videos, 67% setting their alarm clocks, 65% checking the news, 63% listening to music, 58% checking the weather, 39% reading books and magazines, 38% accessing travel, traffic and maps, 22% managing their diary and appointments, 14% managing shopping and to-do lists and 7% tracking health, diet and activity levels.

One key is to have your game in their faces when they're doing these other activities.