Posts Tagged ‘technology’

This Week’s Must-Haves: a High-Tech Chair for Marathon Screen Sessions

October 18, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting a chair custom-made for maximum screen time, J.Crew's new athleisure line, a charging capsule for your wireless earbuds and more. Take a look!

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Intel Brings Back #PhelpsFace in New Spots Starring Jim Parsons and Michael Phelps

October 12, 2016  |  Media Week  |  No Comments

For a hot minute during the Rio Olympics, the #PhelpsFace meme, born from Michael Phelps' scowling reaction to a rival swimmer's pre-race shadowboxing routine, was all the rage. The meme is resurfacing in new spots from Intel that star the Olympic champ and Intel spokesperson Jim Parsons of The Big Bang Theory. The ads from mcgarrybowen and Intel's Agency Inside highlight the speed of Intel's technology, with Phelps making that famous face while watching race footage on a slow computer. The ad was inspired by real-life Olympics footage, said Steve Fund, CMO of Intel. "We saw an image of Michael watching himself swimming during the Olympics on this very dated computer," he said. "We immediately came up with the idea of, it's the world's fastest swimmer on the world's slowest computer. #PhelpsFace was one of these magical moments that really stuck out in all the broadcasts of the Olympics. We were thinking, 'How can we catch lighting in a bottle about that moment and do it in a fun way?'" In the ads, which debut next week, Parsons makes fun of Phelps for watching footage on the slow PC, saying, "You have a new world record for the slowest computer," and pointing out that Intel's technology is faster. Now-retired Phelps, who also appeared in powerful ads for Under Armour leading up to the games, was an ideal spokesperson for Intel on the heels of his Rio success as the most medal-winning Olympian of all time. "It's capitalizing on the moment, and his popularity and visibility, and it keeps our brand fresh and relevant," Fund added. Intel was named one of Adweek's 2016 Brand Genius winners in part for its "Experience Amazing" rebranding effort this year, which showcased the role of Intel technology in DreamWorks animation and NASA's Space Shuttle. The new spots are an extension of that, Fund said. "It's all about trying to connect our technology with the experience it delivers."

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Snapchat Is Ditching Auto Advance Stories in Favor of Playlists

October 7, 2016  |  Media Week  |  No Comments

Snapchat is putting users' friends stories back where they came from. The company is reorganizing the layout of the app to put friends' content at the top, followed by the Discover and subscription sections. The updates, which were announced today, will also remove the Auto Advance feature that automatically plays the next set of snaps in a user's feed. The company is also launching a playlist option, which will let users select which friends' snaps they want to view. The changes could help users manage snap overload on the ever-growing platform. Select Android users will get the features first, with a full rollout for both Android and iOS expected soon. "Unfortunately, this change made it impossible to individually choose which Story to watch," Snapchat wrote in a blog post. "Sometimes we just want to see what our close friends or family are up to—not all of our friends—and Auto Advance prevented that." Snapchat is also launching a new ad format, post-roll ads, which will run after a user is done viewing a story. Snap ads also will continue to appear in a user's playlist just like they did during Auto Advance. The additional ads come on the heels of Snapchat launching its long awaited API, and just a day after news broke of parent company Snap Inc.'s possible plans to go public. According to a Wall Street Journal report, Snap Inc. is exploring an initial public offering as early as March that could value the company at $25 billion.

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Here Are 8 Must-See Digital Marketing Stats From the Last Week

October 7, 2016  |  Media Week  |  No Comments

The past week has been fruitful when it comes to digital marketing stats being revealed. The following eight in particular caught our eye: 1. What brands shouldn't do Almost 58 percent of social media users find the number of promotional posts by marketers to be annoying, according to Sprout Social, which surveyed more than 1,000 Facebook, Twitter and Instagram users. Check out more numbers from its third-quarter study below. 2. American vs. British VR According to ClickZ Intelligence , 37 percent of U.S. consumers—in a poll of 1,000 people here and 1,000 folks in the United Kingdom—have tried out a virtual reality headset. That figure is almost double that of the U.K., where only 19 percent of people have tried one out. 3. Snappin' in the U.S.A. EMarketer yesterday predicted that Snapchat's American user base will jump nearly 14 percent next year to 66.6 million people. The New York-based researcher also reiterated that it expected Snapchat to near $1 billion ($935.5 million) in ad sales during 2017, generating 95 percent of such revenues in the U.S. 4

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ANA Asks Facebook to Open Up Its Platform for More Third-Party Measurement

September 29, 2016  |  Media Week  |  No Comments

One week after details about Facebook inflating its video metrics for advertisers were discovered, the Association of National Advertisers has called for an audit and accreditation of the social platform's metrics. The ANA's qualms stem from a report in The Wall Street Journal last week finding that Facebook overestimated the amount of time users spend with videos by anywhere from 60 to 80 percent, according to a letter from Facebook to Publicis Media that the publication acquired. Facebook has since apologized, with multiple execs at Advertising Week discussing the mistake and a blog post from David Fischer, vp of advertising and global operations, explaining how the metric should have reflected the total amount of time spent watching a clip divided by total number of people who watched it. Instead, the faulty metric showed the total time divided by views of videos. In a blog post, ANA president and CEO Bob Liodice, wrote, "While ANA recognizes that 'mistakes do happen,' we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require." The trade organization's specific concern is that Facebook metrics are not vetted by the Media Rating Council—the industry watchdog that creates standards for advertisers to buy media against. Unlike other publishers and media companies, Facebook's so-called walled garden limits the amount of data that brands have into their campaigns, and the company has held back on giving third parties significant access into the platform, meaning that brands have to rely heavily on Facebook for insight into their campaigns. "With more than $6 billion of marketers' media being directed to Facebook, we believe that it is time for them—and other such major media players—to be audited and accredited. That is the standard of accepted practice that marketers and agencies have relied on for decades," Liodice wrote. "Internal viewability measurements employed by digital media owners should not be used for the purposes of conducting outside commerce." Liodice also cited an ANA report from last year that found that 97 percent of marketers think their ad inventory should be measured by a third party

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Here’s What Really Matters When It Comes to Political Digital Video Campaigns

September 26, 2016  |  Media Week  |  No Comments

To Scott Goodstein, the world of political advertising for a high-stakes campaign like the current presidential race between Hillary Clinton and Donald Trump comes down to just three things: "Time, people and money," he said, referring to the audience they're trying to reach on a given day for a given price. Goodstein would know, after helping propel Barack Obama to the White House in 2008. And more recently, as CEO of Revolution Messaging, he spent the better part of the past two years deep in the digital trenches serving as digital agency of record for Bernie Sanders' spirited campaign. As the online battleground for the attention continues unabated in the final seven-week stretch before the presidential election and plenty of other key national and local races, marketers from both sides of the aisle see digital efforts—particularly those in the mobile realm—as integral to reaching the right voters. "If I'm trying to reach young people in California where they have a higher propensity to cut the cord, why am I buying cable TV [ads] for young people channels?" he said. According to a new report by AOL, 53 percent of political advertisers say they've increased digital and mobile spending from 2012 to 2016, with about half of all such expenditures being bought programmatically. And with audience behavior now front and center in the most data-minded White House race to date, smart targeting is more valuable than ever. In some cases, targeted buys could substantially help a candidate. A survey conducted by TubeMogul found that 35 percent of more than 1,000 voters said seeing an online ad for Clinton, the Democratic presidential nominee, made them more likely to vote for her. On the other hand, just 31 percent said the same for Republican Trump

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Branded Content Leads to 59% Better Recall Than Other Digital Ads

September 23, 2016  |  Media Week  |  No Comments

Branded content bests other online advertising in multiple ways, per a new joint study from IPG MediaLab, Forbes and Syracuse University's Newhouse School. Here are a few quick hits from their research: Brand recall is 59 percent higher for branded content than display and native ads. Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content. Branded content is getting better, showing a 17 percent improvement in brand recall compared to a similar study in 2013 by the same trio of players. Forbes chief revenue officer Mark Howard wasn't about to diss traditional display ads, though, stating that his publication's clients see a 9 percent lift when display is combined with branded content. "As the study shows, branded content educates audiences on topics in which brands have a domain expertise, allowing our brands to truly connect in a consumer centric way," he added. Check out the rest of the study here.

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Marketers Are Getting the Snapchat Targeting Data They Want. Will That Scare Off Users?

September 19, 2016  |  Media Week  |  No Comments

Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat has shown no signs of slowing down. The popular messaging app plans to attract deep-pocketed marketers and investors with the introduction of in-app behavioral targeting in the fourth quarter timed to a rumored IPO. To improve ad targeting, the popular messaging app last week announced Snap Audience Match, which lets brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool. The company also will let a brand target viewers based on what content categories they follow. A Fortune 500 marketer, who requested anonymity, said talks are underway with Snapchat to launch pilot programs around the ad-targeting initiative.

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What Google Learned From the Digital Diaries of 1,000 Mobile Users

September 12, 2016  |  Media Week  |  No Comments

There's that old saying about how it takes walking a mile in someone else's shoes to know them. But for Google, all it takes is a week of tracking a person's digital and physical footsteps. In one of its most comprehensive studies yet for how people benefit from mobile devices, Google asked 1,000 users to take a survey several times a day for a week to help the company better understand their needs throughout the day and how a smartphone helped them. The results, released today, provided more than 14,000 responses that helped illustrate when people want to know something, buy something, watch something or do something. The results are good news for Google, which now receives more than half of its search traffic from mobile devices. It also now gives the company more evidence for pitching mobile-first advertising campaigns for both marketers to drive online sales, mobile application installs and offline visits. According to Google, 92 percent of respondents who did research on their phone made a purchase within a day, and 76 percent of those searching for something nearby visited a related business within a day. (Back in May, Google said mobile shopping searches had gone up 30 percent in the past year.) "What we found in this diary setting is what we've been seeing over the last few years," said Lisa Gevelber, Google's vp of marketing. "This shift to mobile is not just a shift in biases—it's a dramatic shift in consumer behavior and in expectations." According to Google, smartphones were the most popular type of device for addressing daily needs. In fact, 96 percent said they used their phone, while just 33 percent used a tablet and 73 percent used a laptop. (Exactly half said they used more than one device.) Most people said they used their phone the most because it was the closest device or easiest device at any given time.

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With 3 New Podcasts, Sports Illustrated Is Doubling Down on Audio

September 7, 2016  |  Media Week  |  No Comments

The NFL regular season starts this week, and Sports Illustrated wants to load up your podcast apps with football commentary all fall. SI is launching three new weekly podcasts with DGital Media today, audio extensions of its Monday Morning Quarterback (MMQB) website that covers football. MMQB editor Peter King will host one of the shows— The MMQB Podcast with Peter King —featuring interviews with the likes of John Elway, Seattle Seahawks defensive end Michael Bennett and Arizona Cardinals coach Bruce Arians. In addition to King's show, there are two other football-themed podcasts: one with reporter Albert Breer and another one called The Ten Things MMQB Podcast. Sports Illustrated is backing up its investment in audio with stats. Streams for its existing shows, including the SI Media podcast hosted by Richard Deitsch and the basketball-themed SI's Open Floor, have increased 200 percent in the past year with downloads up 150 percent. "As time goes along, we'll introduce some non-MMQB podcasts, but with football starting this week, this represents the best opportunity to fill the richest conversation from the start," said Chris Stone, group editorial director at Sports Illustrated. "Even anecdotally, we sense that [this] is beyond the football space." He added, "We saw this summer in particular basketball around the NBA finals—we saw massive spikes in people who were engaging and downloading our podcast." At launch, King's show will be sponsored by Blue Apron, FanDuel, SeatGeek and Harry's with preroll and midroll ads. Unlike other podcasts that prerecord ads with a separate voice, all of Sports Illustrated's ads will be read by the hosts. "It allows a premium influencer like a Peter King to talk through what that sponsorship is, whether it's a 60-second or 30-second midroll or preroll spot," said Chris Corcoran, chief content officer at DGital Media.

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