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The cure for extinction by disruptive innovation: embrace it, PixInk founder urges ad agencies

Ayesha Math­­ews-Wad­wha, the founder and cre­ative direc­tor of the dig­i­tal brand­ing micro-agency “PixInk”, has been shar­ing her views on the chang­ing habi­tat of online adver­tis­ing agen­cies. Even cre­ative art direc­tors and copy­writ­ers har­bor an inner con­ser­v­a­tive (with a small ‘c’) which resists change; but accord­ing to Math­­ews-Wad­wha, new and bet­ter ways of con­nect­ing with con­sumers and clients are becom­ing a mat­ter of sur­vival. Dis­rup­tive inno­va­tion is here whether we like it or not In short, the adver­tis­ing indus­try has to con­tend with dis­rup­tive inno­va­tion, she argues. But any art direc­tor or account man­ag­er who thinks that “dis­rup­tive inno­va­tion” always boils down to new tech­nol­o­gy is mak­ing an error. Math­­ews-War­wha draws on a recent blog by Igni­tion founder Tim Williams, who says that it’s “usu­al­ly a recom­bi­na­tion of exist­ing fea­tures and tech­nolo­gies served up in a dis­rup­tive way.” The ques­tion now on the lips of that mis­in­formed art direc­tor or account man­ag­er is, “But what, or who, are these dis­rup­tors?” Math­­ews-Wad­wha holds up agency trad­ing desks and audi­ence plat­forms like Accuen, Fun­box, Media­brands and Xax­is in the media indus­try, as well as pro­duc­tion com­pa­nies that dou­ble as agen­cies, like B Reel, Rad­i­cal Media and Trail­er Park.  Media com­pa­nies like Scratch, Elec­tus…

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The Pebble smart watch finally arrives on doorsteps to a chorus of approval

After wow­ing donors at Kick­starter last year to such an extent that it went away with over $10 mil­lion in invest­ment, Peb­ble has final­ly start­ed ship­ping its smart wrist­watch, which has been hit­ting doorsteps for a few weeks now. E‑commerce man­agers and e‑commerce ana­lysts want­i­ng to know more about expec­ta­tion man­age­ment could learn a lot from Peb­ble.  After promis­ing ship­ments would begin last fall, a huge order back­log ensured and it took con­sid­er­ably longer to get the ball rolling.  But it’s been extra­or­di­nar­i­ly deft at keep­ing its pre-order cus­tomers reg­u­lar­ly and ful­ly informed via sto­ries, videos and pho­tos. Mass pro­duc­tion The first recip­i­ents, of course, have been the startup’s Kick­starter back­ers, but with mass pro­duc­tion now in full momen­tum with 15,000 being man­u­fac­tured every week, every­one else who pre-ordered will soon have theirs if it hasn’t already arrived.  The watch, which con­nects to the iPhone and to Android devices, is mod­est­ly hand­some as opposed to riotous­ly gor­geous, but that crisp, cus­tomiz­able, black-and-white e‑paper dis­play is a real win­ner, remain­ing high­ly read­able even in sun­light. E‑commerce ana­lysts keen to spot the next big thing might do well to fol­low the Pebble’s for­tunes. It not only dis­plays incom­ing caller IDs, Face­book mes­sages,…

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Google chief predicts spending on online ads will quadruple in five years

Spend­ing on inter­net adver­tis­ing will quadru­ple in the next five years as tech­nol­o­gy dri­ves it from being the adworld’s lit­tle sib­ling to the industry’s Big Dad­dy, tak­ing half of the total glob­al adver­tis­ing spend by 2018. This is the bold fore­cast of Google Inc.’s Chief Busi­ness Offi­cer and SVP, Nikesh Aro­ra, at the recent D: Dive into Media Con­fer­ence in Dana Point. His pre­dic­tion may strike many as counter-intu­i­tive. Any­one who knows any­thing about online adver­tis­ing sales, from busi­ness devel­op­ment man­agers to search engine mar­ket­ing spe­cial­ists to adver­tis­ing sales man­agers, can tell you that ad execs can be a pret­ty con­ser­v­a­tive bunch and pre­fer to stick with what they know works. That’s why $700 bil­lion of the $800 bil­lion glob­al adver­tis­ing bud­get still gets poured into TV and print. A sea change beck­ons But the mod­est spend on inter­net adver­tis­ing today will expand by at least anoth­er $300 bil­lion in a few years, Aro­ra believes, thanks chiefly to one big cat­a­lyst: inter­net-con­nec­t­ed or “smart” TVs. As Aro­ra put it: “There’s cur­rent­ly about $800 bil­lion in the glob­al adver­tis­ing mar­ket today. That’s a very large num­ber, but online adver­tis­ing accounts for less than $100 bil­lion of that num­ber.” He went on:…

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Google announces big changes to the way it does mobile advertising

Adver­tis­ers are about to find that cross-plat­­form adver­tis­ing will be a whole lot eas­i­er, thanks to sweep­ing changes to the way Google intends to sell mobile ads. Mobile adver­tis­ing agen­cies will now be spared the labo­ri­ous process of sub­mit­ting dif­fer­ent strate­gies for dif­fer­ent devices – a process that some­times means run­ning hun­dreds of sim­i­lar cam­paigns at once – in favor of cen­tral­ized con­trols encom­pass­ing both desk­top and mobile adver­tis­ing simul­ta­ne­ous­ly. A major over­haul Describ­ing the sim­pli­fi­ca­tion as “the biggest change in AdWords over the last five years”, inter­net mar­ket­ing ana­lyst Lar­ry Kim acknowl­edged that mobile phones adver­tis­ing has grown into a sig­nif­i­cant road­block for Google. Kim, who found­ed Word­stream, has helped the search leviathan to devise its new strat­e­gy. Mobile search­es gen­er­ate only half the val­ue of desk­top hits at present, he says, but they’re grow­ing sig­nif­i­cant­ly. Because of that, Google had to find a way of reduc­ing the cost gap between mobile and desk­top adver­tis­ing. But why is mobile adver­tis­ing so chal­leng­ing? For one thing, Kim notes, it’s proven excep­tion­al­ly hard to pro­duce a good ad for a small­er screen which isn’t intru­sive. And mobile ad cam­paigns are dif­fi­cult to get going, not least because, until now, Goog­leAd­Words has…

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Marissa Mayer Snaps Up Stamped and a Raft of Celebrity Backers Can’t be Wrong

Why would Maris­sa May­er buy Stamped only to elim­i­nate its prod­ucts? Stamped is an app start­up that’s run by sev­er­al of her old Google chums. Since tak­ing over the reins at Yahoo back in July, spec­u­la­tion has been rife on what Mayer’s first pur­chase will be, and now all of those who have been wait­ing with bait­ed breath for her to get the check book out can rest easy as the deed has final­ly been done. Those look­ing for media jobs will no doubt see oppor­tu­ni­ties increase in the clam­our as star­tups shout to get their share of the Yahoo purse. Who or What is Stamped? Stamped is a mobile and web app that allows users to share and keep track of the things they like such as restau­rants, books, shops, films and oth­er apps. Users can access the rec­om­men­da­tions of their friends and those of the so-called ‘tastemak­ers’ – key influ­encers that include top chef Mario Balati (who is an advi­sor to the com­pa­ny), and film crit­ic Peter Tra­vers. Instead of rat­ing a book, restau­rant or film with a star rat­ing or feed­back, you sim­ply ‘stamp’ the item to show your approval. As a user grows their social con­nec­tions,…

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