Posts Tagged ‘technology’

Infographic: Brands Went All Out With In-App Ads Over Thanksgiving

December 5, 2016  |  Media Week  |  No Comments

Every year, more and more people are opting to skip the long in-store lines that mark the holiday shopping season in favor of buying directly from their smartphones—and, as a result, advertisers' budgets are moving with them. Analytics company IronSource tracked brand spend across the mobile app ecosystem during the Thanksgiving shopping period (specifically Thanksgiving Day through Cyber Monday) to find out just how advertisers are targeting consumers on their smartphones. "What was most striking about our findings was the increased role video played," said IronSource CMO and co-founder Omer Kaplan. "We know mobile video is the fastest-growing ad unit out there, and with video taking the lion's share of ads served this holiday weekend, it's clear that advertisers are going all-in on the format." Carlos Monteiro This story first appeared in the December 5, 2016 issue of Adweek magazine. Click here to subscribe. Save Save

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Google Says Faster Mobile Ads Are Boosting Clickthrough Rates Up to 200 Percent

December 2, 2016  |  Media Week  |  No Comments

As tech giants continue their push to speed up load times for advertising and publishers across the mobile web, early numbers from one of them seem to show that faster ads really do work better. According to research released today by Google and Teads, the video tech company, mobile publishers using Google's AMP (Accelerated Mobile Pages) video inventory perform better than those that stick with the traditional mobile web. Results showed publishers using AMP, an open-source Google initiative, saw clickthrough rates increase by 200 percent, completion rates increase by 15 percent and ad performance increase 18 percent. Nearly 100 publishers are now using AMP including Mashable, Rodale, L'Express and Trinity Mirror. In a blog post detailing the findings, Eric Shih, global svp of business development at Teads, said videos by brands and publishers don't just need to be fast, they also should "engage, educate and entertain." "If you've ever waited impatiently for your favorite site to load only to watch an annoying pop-up take over your smartphone screen, you can probably understand why user engagement decreases," Shih wrote.

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This Week’s Must-Haves: Nintendo’s New NES Is a Total ’80s Throwback

November 29, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting Nintendo's new (and improved) NES system, Timex's subtly smart watch, Stubbs & Wootton's snarky slippers and more fun holiday gifts. Take a look!

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How the Election Hurt Ecommerce and 6 Other Interesting Digital Marketing Stats

November 18, 2016  |  Media Week  |  No Comments

With the presidential election behind us and the holidays ahead, there's been an interesting mix of digital marketing stats this week. Check out seven that caught our eye: 1. Voting at the expense of shopping HookLogic, part of Criteo, found that an election can hurt online retailers. Its cross-client study discovered that ecommerce dropped 5 percent year-over-year (YOY) the day before the election, fell 16 percent YOY the day of and plummeted 23 percent YOY the day after . 2. Black Friday shoppers are usually married Experian Marketing Services worked with SpotRight to study consumers mentioning #BlackFriday on Twitter. The analysis found that Black Friday shoppers are 53 percent women, 60 percent between the ages of 26-50, and 73 percent are married

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Carnival Is Using Facial Recognition on Cruises to Help Passengers Buy Photos of Themselves

November 16, 2016  |  Media Week  |  No Comments

The next time you take a Carnival cruise, don't be surprised if the brand digitally tags you in photos taken aboard the ship. The Carnival Vista just finished making its first transatlantic trip and is docked in New York this week to show off what Carnival Cruise Line claims is its largest and most souped-up ship to date. Among the ship's high-tech amenities is a digital photo experience built by SapientNitro-owned Second Story that uses digital accounts to store photos professional photographers take on the ship. Here's how it works: Carnival Vista passengers are given accounts that are tied to their room information and photos of themselves. There are a handful of photographers on each trip paid to take photos of travelers. In the past, the photographers took photos, printed them out and hung them on a wall on the ship.

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Facebook Users May Soon See Multiple Products Featured in a Single News Feed Ad

November 15, 2016  |  Media Week  |  No Comments

Ahead of the holiday season, Facebook is testing a different kind of product ad that lets retailers showcase more than one item within the news feed. The two-click process seems to be focused on both brand awareness and direct response. The ads pair a main image or video along with related product images underneath and, if clicked, then bring up a second page with more products. If clicked again, the ad leads to the retailer's website where a consumer can actually buy the product. (The launch comes just weeks after Facebook-owned Instagram began letting more than a dozen retailers focus more specifically on ecommerce by tagging products in photos that then lead to a way to buy items online.) Some retailers like Michael Kors and Lowes have already begun testing the Facebook format this week. However, a Facebook spokesperson said other brands will ramp up their own campaigns later this month and through the holiday season. More could join early next year, with other industries beyond retail possibly added if retailers are pleased with results. According to Michael Kors, which has been using the format along with the rest of its fall campaign, cost per conversion has fallen by 79 percent. Instead of focusing too much on targeting a user with a single product, the goal is to give people enough items that might prompt them to shop more. The ads in some ways seem reminiscent of Google's " showcase shopping " ad format that launched for retailers this summer. Those ads, featured in Google search, aim to connect retailers with potential buyers who might be interested in a product even if their search query isn't quite exact. The formats seem to potentially point to a broader trend toward clustering retail items in a way that brings a number of product listing ads underneath a single main piece of creative. The approach gives users more ideas to consider beyond just the one image they might or might not be interested in. According to Facebook, this approach drives more visual discovery by letting retailers use as many as 50 products to target users.

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Lyft’s New Device Aims to Increase Safety and Eliminate Awkwardness With Drivers

November 15, 2016  |  Media Week  |  No Comments

Do you even Lyft, bro? Lyft, a ride-sharing service, is shaking things up in a major way. The young company, which was launched in 2012, has already gone through a few identity iterations. The most recent one is sort of a cool-older-sibling vibe. Today, the brand announced a new part of it's in-car experience: the Amp. What looks like one of those fancy Bluetooth speakers everyone has at pool parties is actually a cool new way for drivers to communicate with riders. By day, the Amps will be the signature Lyft pink/magenta color. But when it's pulling up to a Lyft user who has ordered a ride, the display will turn green, thereby eliminating the awkward moments that plague a lot of ride-share app users. Bonus feature: if multiple people in a specific area all order a Lyft, their cars will each display a different color, as specified in their app. "We've seen three times our typical growth in the last 18 months," said Melissa Waters, Lyft's vp of marketing. "And we want to expand as we grow." Getting into someone else's car means agreeing on a shared assumption of safety.

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How This Agency Built Its Own App Using Amazon Echo

November 14, 2016  |  Media Week  |  No Comments

Last October, New York-based digital agency Rain worked with Campbell's to find a new way to push out the CPG giant's library of recipes, creating one of the first branded "skills" for Amazon's voice-controlled Echo device, which helped consumers find dinner recipes on demand. While the agency expected a bit of a PR boost from the Campbell's work, voice and the so-called Internet of Things has actually become a big growth area for Rain over the past year, as more agencies look for ways to tap into emerging devices for brands. Shortly after creating the Campbell's skill, Rain became one of a handful of Amazon's go-to developers tasked with building "skills"—voice apps that let consumers ask questions to Amazon's AI platform named Alexa. Rain even opened up a small satellite office—albeit with one employee—in Seattle to be closer to Amazon's headquarters. "From an agency level, Amazon helps make some connections with clients," said Greg Hedges, director of strategy at Rain. "People will reach out to Amazon sometimes and then we'll get them to the right people." In the past year, Rain has signed 1-800-Flowers, P&G's Tide, Yahoo Fantasy Football and Liberty Mutual-owned Safeco as clients, helping to build branded skills that dole out information and entertainment to consumers. For Safeco, the agency built a glossary of insurance terms so that consumers can ask Alexa questions like, "What is umbrella insurance?" or "What does liability mean?" For 1-800-Flowers, users can automatically place flower orders to their friends or family members.

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GoPro Launches Its First Scripted TV Ad, Part of Its Biggest Global Campaign to Date

November 10, 2016  |  Media Week  |  No Comments

For years, GoPro has taken a user-centric approach to its advertising, packaging submitted content for TV spots that have run everywhere from YouTube to the Super Bowl. But today, it's launching its first scripted TV spot, which is part of its largest campaign yet that's rolling out on a global scale. TV spots will run in the U.S., Spain, Germany, France, Korea, Australia and other markets. And there's an accompanying global campaign aimed at creating around 1.4 billion impressions. The campaign is a combination of regional and national ad buys, with the first spot airing today before ramping up Friday and then airing in prime time during Sunday Night Football. According to GoPro svp of marketing Bryan Johnston, the campaign is meant to reflect the diversity of the brand's users over the past few years, as its core user base grows from being adventure-seeking people documenting the great outdoors to a camera that can be used by anyone. "If we succeed, then we create thousands upon thousands upon millions of 21st-century storytellers," Johnston told Adweek

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Adobe Buys Programmatic Ad Player TubeMogul for $540 Million

November 10, 2016  |  Media Week  |  No Comments

In a deal to bolster its video offerings for advertisers, Adobe has acquired demand-side platform TubeMogul for $540 million. Programmatic-geared TubeMogul works with brands like Dannon and Quiznos to run digital, mobile and video campaigns by powering the ad-tech pipes in platforms like Facebook and Snapchat. According to Adobe, TubeMogul will get plugged into Adobe Marketing Cloud, the company's tool to help brands manage digital campaigns, primarily in display, social and search. As brands' spending on digital video continues to increase, the addition of TubeMogul will theoretically help Adobe grab bigger digital budgets. The deal is expected to close in the first quarter of 2017. "Adobe and TubeMogul will provide a unified advertising and data management solution that enables brands to precisely identify the right segments and plan, execute and measure paid media across any device," TubeMogul CEO Brett Wilson said in a statement.

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