Archive for the ‘Uncategorized’ Category

Why Radio is Still Relevant in a Digital Age

Radio – The Ultimate Media Survivor?

Like many traditional formats from pre-digital days, Radio has seen its place in the modern media landscape questioned and doubted. But this is not the first time. Back in the 40’s and 50’s the arrival of the TV in the American household led to the prediction of doom and gloom for this “old media” format. Yet while a few stations closed, the creation of stereo signals and new content formats led radio to new heights. This was driven not least by the penetration of radio into that other great human device – the automobile.

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The Biggest Deal in the Adland Cosmos

To evolve and stay relevant, big agencies have needed to add new disciplines to their shops by either building those skills organically or through strategic acquisitions. This past week it was announced that Publicis Groupe and Omnicom will merge to form Publicis Omnicom Group.

Many have initially reported that this merger is intended to restore the balance of power between advertising agencies and Silicon Valley behemoths like Google and Facebook. Scale has become increasingly critical to agencies when it comes to purchasing media and delivering value to their clients. The deal has reportedly been estimated to result in $500 million in efficiencies for its clients and the new company’s combined revenue will overtake WPP group, making it #2 in the ad world.

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The Cannes (Ad) Festival Winner is…

The Cannes Lions International Festival of Creativity has come and gone without the buzz that surrounds the famous Cannes Film Festival. The Cannes Lions International Festival of Creativity is the marketing/advertising equivalent of the film festival. All the biggest ad agencies vie to have their work recognized at this festival. With the more creative shops this usually will create a sort of schism between what the client wants and what the ad agency wants.

At the festival you are rewarded for your creativity and ultimately for your success, but the amount of hours that is needed to create a new refreshing and innovative piece for the festival usually will cost the client quite a bit of money. However, for the most part all the client cares about is success, and why shouldn’t they? They pay an ad agency to create a messaging platform to help the audience relate with the brand and ultimately drive recognition or sales. For the most party they don’t care how creative it turns out as long as it meets those goals of sales and brand recognition. However, it is still fun to look at all the winners and finalists and see what is going on in terms of marketing around the world.

The winner of the Grand Prix for Good went to “The Ant Rally” by BBDO Germany.

 

 

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Don’t Become Immobile – Mobilize!!!

The Benefits to Mobilizing Your Business

With the 2013 Bart Strike looming over the Bay Area, many of us have had PLENTY of time to ponder the current state of commuting and the effects is has on businesses. Whether sitting in horrendous traffic or sitting at home watching others endure, it seems that commuters and businesses alike are clearly not prepared for an event where nearly 400,000 people are forced to find alternative transportation, which in turn, has a ripple effect on the rest of the non-Bart commuters.

As I watched the Bart Strike cripple the Bay Area, I was surprised by how many people don’t have ability to work from remote locations – no doubt a contributing factor in the estimated $73 Million dollar loss in productivity the Bay Area experienced each day!

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2013 – The Year Marketing Automation Arrived

Marketing Automation has arrived and it’s here to stay

2013 is now half over and among the leading trends that I’m seeing with my B2B Marketing clients is the fast growth in adoption and deployment of Marketing Automation platforms.

ClickZ: 25% of Fortune 500 B2B Companies Have Adopted Marketing Automation

After years of prediction and promise it is in 2013 that I personally seen these technologies become a part of my everyday life as a media agency professional. Many of my clients had adopted these tools in the past, but adoption was often slow or done in silos within the organization. Now the shift toward “accountable” marketing has propelled many leading marketers into more widespread adoption of their Automation tools.

This shift toward Marketing Automation brings with it many changes to the way we do business in lead gen. It’s important that we recognize these changes and the challenges they bring.

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Using Word of Mouth Advertising to Your Advantage

The oldest form of advertising is one that will never go out of style and one that often times can’t be controlled, or can it? Word of mouth is what many people rely on to make every day choices like where to go for dinner and even the more serious decisions like choosing their family doctor or the computer their going to use for the next 5 years.

No other form of advertising can compete with the reliability of what a good friend’s experience has been with a product or service, and this can be beneficial or your true downfall depending on how you use it. How can you spin word of mouth in your favor, you may ask? By using other tools of media, just as in any multi-platform advertising campaign.

1. Create Discussion- The only way word of your product or service is going to spread is if people are actually talking about it. You can jump start this conversation by using a variety of social media tools. One of the easiest ways to do this is to produce content that your customers will want to share, such as articles, videos, blog entries etc. Then you install social media sharing tools that allows the viewer to post the content directly from your site to a variety of social media sites so their friends can then view and share as well.

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Just Media’s New Analytics-as-a-Service Solution Delviers Big Media Data Insights

Solution delivers big-agency analytics tools to in-house marketing teams and media consultants looking to generate more efficient campaign results.

Emeryville, CA – Just Media today announced the public launch of a new Analytics-as-a-Service solution. Designed especially for marketing teams and independent media consultants looking to add a layer of sophistication to campaign tracking and analytics, the new service delivers performance insights through a single view of the truth for digital media campaigns.

“Most digital marketers who do media planning and buying in house, as well as many independent media consultants, don’t have access to media technology tools used by big media agencies and Fortune 500 companies,” said Dick Reed, CEO of Just Media. “Through years of experience, we’ve developed tools, processes and methodologies we can now offer at scale. Big data insights beyond site analytics shouldn’t be limited to the big guys. In fact, being able to save time and money is even more important for companies that don’t have unlimited marketing budgets.”

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Combining OOH executions with Social Media

I saw this headline on the design section of Wired.com this morning, “A High-Tech Street Sign That’s Plugged Into Social Media,” and was intrigued to read more. What a cool OOH concept – taking the age-old street sign and making it “smart” by allowing it to show different data points of interest that people can interact with. It still has the original functionality of a street sign – pointing you towards your desired destination – but also arming you with much more data on that destination, or even other information, through Foursquare, Twitter, Public Transporation APIs, or RSS feeds. Think street sign-meets GPS-meets-Yelp.

The concept is still in infancy, and requires much more testing before a mass roll-out, but this could be an interesting execution platform for companies and/or advertisers. The article mentions museums, conferences, and festivals as places where these advanced directional signs would be useful, and next month places like Las Vegas, Dubai, and hotels will begin to rent out the device.

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Digitalize Yourself!

At last year’s AdTech conference in San Francisco I listened to a keynote and the speaker was wearing a Nike Fuelband. That was the first time I heard about wearable technology that monitors every step you take. Literally.

Then at the beginning of the year I researched activity trackers, how they compare to each other and what’s coming on the market. The design of the Jawbone wristband got my attention, but I ended up pre-ordering the Fitbit Flex instead. Even though not even on the market at the time, this tracker – an improvement of the Fitbit One that was a clip-on pedometer – got the best reviews.

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“Acceptable Ads” What a Load of ****!!

Over the last few weeks and months, there has been a growing noise around the disabling of third party cookies that allow advertisers to track and deliver ads to consumers. In fact, Mozilla just postponed the default blocking of third-party cookies in Firefox. On the back of that debate, I’ve been hearing more about the advocacy of “Acceptable Ads”.

This concept comes via the latest version of Adblock Plus, which is currently the leading open source ad control program and number one browser Firefox add-on. Details can be found here and definition of “Acceptable Ads” can be found here.

This is BS. Really, acceptable ads? Two of the criteria are that the ads should not include any animation or attention grabbing images and that they should preferably be text only. Welcome to a world of bland. Imagine if TV ad spots, which we are similarly forced to consume, indeed ones that break the content flow entirely, were only allowed to be text based.

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