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The stampede to digital video advertising continues, new IAB data reveals

Busi­ness devel­op­ment man­agers who attend­ed the Dig­i­tal Con­tent NewFronts con­fer­ence in New York City back in May seem to have had a blast, but won’t have been aware of the find­ings of a new­­ly-released attendee poll con­duct­ed by the Inter­ac­tive Adver­tis­ing Bureau. The pow­er of dig­i­tal video Of the five thou­sand peo­ple who thronged to take part in the event, a third of the buy-side atten­dees said the online adver­tis­ing indus­try mar­ket­place had influ­enced them in favor of buy­ing dig­i­tal video ads, while near­ly three quar­ters (70 per­cent) of the mar­keter and agency atten­dees believe that a sig­nif­i­cant bud­get shift from TV to dig­i­tal video will take place over the next year. Grow­ing num­bers of busi­ness devel­op­ment man­agers and search engine mar­ket­ing spe­cial­ists are, it seems, think­ing dig­i­tal video – big time. The week, the sec­ond annu­al event of its kind, fea­tured 17 knock’em-dead pre­sen­ta­tions from a glit­ter­ing line up of Adland’s big names, includ­ing AOL, Yahoo, CBS Inter­ac­tive, Hulu, Zyn­ga, Microsoft Adver­tis­ing, The Wall Street Jour­nal, Condé Nast Enter­tain­ment, Dis­ney Inter­ac­tive, Dig­i­tasLBi and The Weath­er Com­pa­ny. The IAB’s CEO and Pres­i­dent, Ran­dall Rothen­berg, said, “This year’s Dig­i­tal Con­tent NewFronts not only shined a spot­light on the depth and breadth…

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NativeX helps advertisers pinpoint exactly the right mobile users with psychographic targeting

Not many 13-year-olds can truth­ful­ly claim to have the pow­er to triple rev­enues from in-app mobile adver­tis­ing; however,native mobile adver­tis­ing firm NativeX – year of birth 2000 – claims to be able to yield ben­e­fits like this with its new ‘psy­cho­graph­ic’ tar­get­ing tech­nol­o­gy. A new breed of mobile adver­tis­ing tar­get­ing tech­nol­o­gy Peo­ple hold­ing media jobs in mobile adver­tis­ing agen­cies will doubt­less note a cer­tain disin­gen­u­ous­ness in the open­ing sen­tence: a young com­pa­ny is not quite the same as a young human being. In 13 years, how­ev­er, the Min­­ne­so­­ta-based com­pa­ny – which began life as W3i and was rebrand­ed to NativeX in March this year – has devel­oped what it proud­ly describes as “the most pre­cise demo­graph­ic tar­get­ing tech­nol­o­gy to date.” NativeX points out that most of its rival com­pa­nies use a cou­ple of attrib­ut­es at most to tar­get mobile ads – typ­i­cal­ly loca­tion and device type – but NativeX’s tech­nol­o­gy weighs up hun­dreds of thou­sands of addi­tion­al attrib­ut­es, includ­ing edu­ca­tion, eth­nic­i­ty, income, age and gen­der, and many, many more besides. Armed with data as nuanced as this, adver­tis­ers can home in on the pre­cise type of user they are seek­ing. Bieber, Bey­on­cé or bears? By way of an expla­na­tion about…

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UK based AR advertising startup Blippar marks one year of successful business in the US

The UK-based aug­­men­t­ed-real­i­­ty adver­tis­ing start­up ‘Blip­par’, which was launched in 2011, has just cel­e­brat­ed its first anniver­sary in the U.S. – and it’ll excite the inter­est of inno­­va­­tion-hun­­gry art direc­tors and account man­agers work­ing in tra­di­tion­al adver­tis­ing agen­cies. The startup’s total of 3 mil­lion users (1 mil­lion of whom live in the U.S.) sug­gests that AR is not con­fined to a hand­ful of nerdy ado­les­cents. An ‘inter­ac­tive wow expe­ri­ence’  In case there are any account man­agers or art direc­tors out there unfa­mil­iar with blip­ping, the company’s web­site explains: to “blip” some­thing in the real world is to con­vert it instant­ly into “an inter­ac­tive wow expe­ri­ence.” All it takes is a cam­era on any smart device and an AR mark­er on a real-world object. Once the free-app plat­form is opened, users sim­ply hold their smart­phones up to any­thing from packs of gum to ketchup bot­tles to cans of soda and they leap into life, deliv­er­ing mul­ti­ple inter­ac­tive options and exclu­sive con­tent. The award-win­n­ing com­pa­ny lets users “pull” enter­tain­ment, offers, and 3D AR expe­ri­ences out of their envi­ron­ment just by hold­ing their smart­phone up to an AR mark­er. As it says, “No clicks, no delays – just instant grat­i­fi­ca­tion.” Inge­nious options The…

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Is open innovation the future of advertising?

Two indus­try experts have shared their views about the future of adver­tis­ing in a blog fea­tured in the Har­vard Busi­ness Review — and their ideas make for “dis­rup­tive read­ing” for any art direc­tor or account man­ag­er with an eye for inno­va­tion. John Win­sor, CEO of Vic­tors and Spoils, and Whar­ton School Pro­fes­sor of Mar­ket­ing, Jer­ry Wind, begin with the state­ment, “Much like news­pa­pers, con­ven­tion­al adver­tis­ing agen­cies are becom­ing irrel­e­vant.” No cages  If this is caus­ing a cold sweat to break out in the read­ing art direc­tor or account man­ag­er, relax. They’re far from pes­simistic. Agen­cies, they say, need to cap­i­tal­ize on today’s new democ­ra­tized cre­ativ­i­ty trends facil­i­tat­ed by crowd­sourc­ing, open inno­va­tion and co-cre­a­tion. When Windsor’s agency heard that Harley David­son was drop­ping a long-term agency, it chose to steer away from the tra­di­tion­al pitch process. Instead, it post­ed a brief to its 7,200-strong crowd of strate­gists and cre­atives, com­pris­ing free­lancers, brand and adver­tis­ing enthu­si­asts and moon­lighters from oth­er agen­cies. All had cho­sen to col­lab­o­rate on the new open work­ing mod­el (apt­ly called “No Cages”) at V&S. The result? Six hun­dred ideas were gen­er­at­ed. V&S then sift­ed through the ideas, select­ed 65, pre­sent­ed them to Harley – and land­ed the account.…

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