• Millennials Rallying Against Facebook, And Other Privacy Bullies
    Sorry, but data- and insights-driven advertising (i.e., the only kind worth a dime) is a dead end for the entire media and tech industry. That's because privacy is emerging as a defining cause for an entire generation of millennials -- you know, those 18-to-34-year-olds who, in aggregate, will soon spend more than their parents, and shortly make up 70% of the workforce. That's according to Megan Meagher, Strategy Director at Red Peak Youth, a design and brand-consulting firm. According to Red Peak's findings, millennials are more afraid of marketers than the government, or any other prying, privacy-eroding, data-hungry body. Yes, ...
  • Is Paid Media Killing Social?
    Is paid media killing social marketing? Panelists at MediaPost's Social Media Insider Summit don't think so, but paid, they all believe, is necessary to guarantee scaled reach. Take the case of HowFarAmIfromSharksRightNow.com-- a recent campaign for Travelocity, and concocted by McKinney, which wanted to ride the fins of "Shark Week" by telling people anywhere around the world exactly how far they were from sharks. (From the mountains of Tahoe, Raw Blog is currently 290 miles away from some big fish swimming in Capitola, CA.) Anyway. Clever as the tie-in was, however, McKinney didn't leave its success to chance. Rather, they ...
  • Planned Earned Media? Really.
    What's your planned earned media strategy? Right. That's the slightly confusing question from Jeff Melton, Chief Analytics and Media Officer at MRY, for attendees of MediaPost's Social Media Insider Summit. At the risk of undermining the paid/earned/owned model we all know and "love," Melton says planned earned is simply about creating "sustainable earned media," rather than taking the popular "fingers-crossed" approach. What it definitely isn't is PR. Earned means people voluntarily syndicating your ad or content by liking, posting, re-posteing, or taking some other sharing action on social media. When it comes to planning for people to take such actions, ...
  • Where The Wild Things Are
    Just so everyone knows where the after party is, post Social Media Insider Summit....
  • Mobile Ushering In "Sensor" Revolution
    Imagine a world where Heineken bottles put on their own little light shows (and flash when they feel neglected); consumers only need to tap a box of Cheerios to order more; and smartphones can detect everything from bad breath to cancer. That's all already possible -- or will be in a few short years -- as part of a sweeping sensor revolution, according to Ben Gaddis, Chief Innovation Officer at T3 (The Think Tank). Rest assured, the implications of the coming sensor insurgency get "way creepier," Gaddis told attendees of MediaPost's Mobile Insider Summit, on Tuesday. And, it's all thanks ...
  • Can Beacons Bring Home The Bacon?

    Speaking at a Mobile Insider Summit panel on beacons, Jeff Jensen of inMarket discussed results from a test the beacon ad network ran on behalf of Hillshire Farms among 25,000 shoppers increased interaction with the brand 19 times for those exposed to messages sent from beacons in grocery stores. The frequency of the app used in the test went up 16 times, while the life of the Hillshire app for those shoppers increased six-fold, according to Jensen. The campaign targeted the launch of Hillshire’s new American Craft sausage links. 

    Patrick Moorhead, VP, mobile brand development at Catalina, however, expressed skepticism ...

  • Don't Make Beacons Overbearing

    Beacons are the latest technology buzzword to capture the imagination of mobile marketers by hitting shoppers with messages and offers while they’re in store. But during a panel on the topic at the Mobile Insider Summit on Tuesday, Patrick Moorhead, VP, mobile brand development at Catalina warned of going overboard with beacons. He raised the prospect of people getting pinged from every SKU in a store, leading them to simply shut off their phones, or an app, to escape the annoyance.

    Jeff Jansen of beacon network inMarket and Rob Canterbury, VP, business development, Gimbal, a proximity marketer, stressed that consumers ...

  • The Nightmare That Mobile Analytics Remains
    Beyond the goldmine that is location-based data, mobile remains a remarkably difficult channel for advertisers to track, and property attribute value. That was the general consensus from a panel of analytics pros at OMMA's Mobile Insider Summit, on Tuesday. Among other problems, "The attribution aspect [is] new," said Rahul Bafna, VP Product at Drawbridge, an ad tech startup with a focus on cross-device marketing. No "attribution story" means it's still really hard to show clients what impact their mobile strategy is having, said Lauren Moores, VP of Analytics at analytics and ad-targeting startup Dstillery. One solution, she said, is to ...
  • CPG Brands More Reliant On 'Social TV'
    Recent data from Nielsen Social says that over 80% of TV watchers are using a "second screen" while watching, and Deridre Bannon, VP of product at Nielsen Social, on Tuesday took a deeper dive into the company's findings at the Mobile Insider Summit in Tahoe, Calif.
  • Nielsen On The Value In Social TV Audiences

    Why should marketers care about social TV audiences? Because they’re big, for one thing, with 64% of people who tweet about brands also tweeting about TV. That’s according to Deirdre Bannon, VP, product, Nielsen Social, speaking at the Mobile Insider Summit. In addition, that group that tweets about TV and brands, account for 78% of all brand tweets. Third, people who tweet about TV, send three times more tweets than those who just tweet about  brands. “They’re way more vocal, they’re way more social,” Bannon said. Fourth, people who tweet about brands and TV have twice as many followers on ...

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