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What’s in store for digital in 2011?Â Brian Monahan, EVP, Managing Partner,Â IPG Media Lab offers his prediction in an interview for Ad Visionâ€”a month long video series produced byÂ Microsoft Advertising.Â Â Brian was one of 30 global advertising experts interviewed for the series. Interviews are released every weekday. The first of the series was posted on May 9, 2011 and the last will mark the beginning of Â Cannes Lions International Festival of Creativity.
To view the full interview:
The history of storytelling is as much about technology as it is about narrative. As humans have transitioned from the earliest cave scratches toÂ the newest highly interactive digital experiences, the way stories are told have had a powerful influence on the stories themselves. As the number of media channels continue to blossom, marketers must not only become more familiar with existing tools, but stay relevant by seeking out competitive new platforms.
The IPG Media Lab‘s most recent Media Trial focused on one important new element of storytelling: data. Data sets are increasingly being structured and exposed via APIs so that third parties can grab and understand the data in real time. Weather, headlines, traffic, sports scores, tweets, videos, social dataâ€”the available data sets are only limited by your imagination. Marketers who can curate these streams in real time may be able to create more engaging and more impactful stories, with the results to match.
CNET and the IPG Media Lab recently partnered on a research project to uncover how mobile apps are being used by consumers to make purchase decisions. The research specifically tested the CNET Reviews app to explore opinions, influence and opportunities for both marketers and CNET. The findings are based on aggregated evaluations of thirty-six shoppers at a leading consumer electronics retailer, including pre and post-shopping interviews, in-store observation and physiological stimuli recording methods. Each participant was a well-informed consumer electronics shoppers and existing CNET user.
Ok, I admit it. I love new technology. I love getting new devices, figuring out how they work, learning what they can do for me. But increasingly, I find integrating new technology into my life harder and harder.
I need a new PC for my home office, but I keep putting it off because it will be such a pain to reinstall software, update drivers, connect to my network. I want to switch to a new carrier for my portable phone, but the idea of actually going to the carrier store to switch service irritates me. And my multi that drives my home theater recently died â€“ the thought of buying and reprogramming a new one seems ridiculously complicated, even though I have done it before.
In short, the lure of new technology and the realities of life integration seem increasingly more difficult the older I get. And it seems I am not alone. Continue reading “Confessions of an aging technojunkie”
John Ross recently joined IPG’s Mediabrands to become President of the Emerging Media Lab. John brings 20 years of retail experience to the job, most recently as VP of Advertising and Marketing for Home Depot. I sat down with him during a recent visit to Los Angeles (John will be managing a trifecta commute between his home base in Atlanta, Mediabrands offices in NY, and the Lab in Los Angeles) to talk about why retail and emerging media are well suited, and what challenges lay ahead for both sectors.
DR: What is the biggest challenge for the retail sector in terms of effectively harnessing the power of emerging media and technology?
JR: [Retail] needs to embrace and employ new tools that allow them to access the dialogue that’s taking place about their business. They need to have new listening tools and these tools need to be snapped into the way they make business decisions. Social media combined with retail has so far been a terrifying combination, it takes courage to really listen and a fear of that that dialogue might get out of control in ways that could be dangerous to your brand. Continue reading “John Ross on why retail needs new tools”
“Your tech savvy intern.” These were the words on the email subject line in response to a Craigslist ad we’d posted to fill an intern position. Needless to say, she got the job. As we come to the end of another semester, it seems fitting to reexamine the role of the intern in the new media marketing space. Because interns are not just a cheap way to fill labor needs.
Interns, who typically fall into the 18-30 range, are a key demographic for many of our agencies clients. Moreover, they are comfortable with new media and are exploiting it for their purposes—we’d all be crazy not to tap into this group given how quickly the space is changing and how the behaviors around the technology are being defined in large part by this age group. Having these talented young men and women contributing to the research, ideation, and content we are tapped to do brings us fresh ideas and new thinking. Not to mention a little hungry blood, for which I’m always grateful (as one of our interns is fond of saying, “I’m on it! I’m on it!” or “I would LOVE to do that research, I am REALLY interested in that topic!” Continue reading “Leveraging interns in the new media space”
In the past two months, Iâ€™ve heard a fair bit of buzzing along the lines of â€œwhen are media no longer emerging, but emerged?â€Â Or â€œis xyz technology really â€˜newâ€™?â€Â And to all those asking this question, I have only one thing to say: Youâ€™re right.
In many cases, the things we call emerging media are long standing institutions.Â Interactive TV has been around in some form or another longer than I have.Â I donâ€™t refer to myself as an emerging human, so why should we talk about Interactive TV as emerging media?Â Really, weâ€™re just talking about evolving media.
Considering this idea further has some interesting connotations.Â If â€œemerging mediaâ€ is actually just â€œevolving media,â€ then it stands to reason that there is no use in the differentiation of â€œtraditionalâ€ when discussing media.
Continue reading “Emerging media under attack”
With the 2009 Presidential Inauguration approaching, we wanted to share our findings on how Barack Obama and other presidential candidates made use of emerging media.
In the 2008 election, Presidential contenders across the political spectrum utilized new media platforms to reach out to voters in unprecedented ways. And voters responded, participating online, via mobile, and across social networks in historic numbers.
What were some of the most notable emerging media triumphs from the 2008 election? And what was the emerging media strategy behind Barack Obama’s campaign? What was John McCain's best emerging media tactic in the race to the White House?
Click here to view IPG Emerging Media Lab's research into the uses of new media in this year's election–and how it has changed political campaigning for good.
Photo courtesy of Beth Rankin via Flickr