https://ift.tt/2bgkvEe
Hyundai Reaches Younger Audience With Festival Activation https://ift.tt/GvFWjT0 Auto brands are reimagining how they activate around audio as illustrated by a partnership between Hyundai and iHeartMedia. While audio remains the most impactful medium for auto brands seeking to reach potential consumers while driving, Hyundai tapped iHeartMedia for an integrated audio, digital and in-person campaign which will included a major experiential installation at the 12th annual iHeartRadio Music Festival last month. Located centrally within the iHeartRadio Music Festival, the Hyundai Ioniq 5 vehicle used its electric charge to power an in-car disco and immersive social photo opportunities for festival attendees. Many posted the photos on their social feeds using the hashtags #iHeartDayStage2022 and #iHeartFestival2022. The sold-out festival at the T-Mobile Arena in Las Vegas attracted 33,000 attendees and continues to have tremendous reach, with more than 25 billion social impressions, says Gayle Toberman, CMO of iHeartMedia. advertisement advertisement “The reason we get that exponentially larger social footprint is because we talk about it before the festival leading up to it, during the festival on site, and then after, we talk about how excited consumers were,” she says. Hyundai’s partnership with iHeartMedia dates back several years. Besides live events, the automaker uses the media partner’s other platforms including broadcast and podcasts to reach a wide audience, says Angela Zepeda, CMO of Hyundai. The automaker used the popular weekly comedy podcast “Fake doctors, real friends” to get the word out about the new EV. The hosts were videotaped checking out the car and then talked about it on air. The festival gave Hyundai another big way to get more consumers behind the wheel of the Ioniq 5, which was made into an impromptu photo booth. “I think it was a good way to tie into the excitement of the weekend and have our cars there,” Zepeda tells Marketing Daily. “But it was really is about the fans and the music, and then we show up as brand. We always want it to feel like we're authentically integrated into those programs.” The automaker doesn’t subscribe to simply displaying its logo on a stage. “That feels like it, like ‘why is Hyundai showing up there? Why is the car there?’ she says. “So it always has to feel like we have a little bit of purpose.” IHeartMedia has helped Hyundai reach a younger audience, she says. “It’s just another addition that we're adding to our toolbox of how to reach this audience that I think has been alluding us for a couple of years,” Zepeda says. “As you know, they've been moving away from some of our more traditional channels, and it's been tough for us, and we really needed to tap into this younger audience. And this has been one of the most successful channels for us recently.” Other partners of this year's event included Arrowhead Brand 100% Mountain Spring Water, Audible - The home of storytelling, Capital One, Coors Light, The CW, Famous Footwear, The Hartford Small Business Insurance, M&M's, T-Mobile and Qualcomm Technologies, Inc. Mobile Marketing via MediaPost.com: mobile https://ift.tt/qPAmH7R October 25, 2022 at 06:08PM
0 Comments
https://ift.tt/u0jWRb1
Boston Globe Media Debuts Hyper-Local Product For Younger Readers https://ift.tt/aGHxU7j Boston Globe Media has debuted "The B-Side," an email and social-only product geared towards younger audiences. The hyperlocal product "The B-Side" will provide curated hyper-local content to the next generation of news consumers, Boston Globe Media says. The product debuted on Tuesday. "Via Boston's numerous universities and growing workforces across tech, finance, and health, the city has a thriving young community in need of local news that meets them where they are." states Kayvan Salmanpour, chief commercial officer at Boston Globe Media. Salmanpour adds,"The 'B-Side' will engage younger Bostonians through a mobile-first email and social strategy that puts readers at the center of the conversation." Heading the team are Boston-based journalists Katie Cole, who leads social media production, and Emily Schario, lead writer and head of content. The team will offer vertical video explainers, swipeable stories, and creator content to accompany its weekday newsletter. While part of Boston Globe Media family of brands, "The B-Side" is independent from The Boston Globe and Boston.com. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/qPAmH7R October 25, 2022 at 06:08PM
https://ift.tt/BeCj2yc
Google Battles Best Carpet Over Android Search Results https://ift.tt/AbkKE8W Google is asking a federal appellate court to throw out a lawsuit over how the company's Android search app displayed websites. The case, brought by Best Carpet Values, focuses on a Google-branded footer that appeared at the bottom of the screens in the Android search app, and obscured a small portion of the webpage. When users clicked on that footer, a separate overlay of banner ads for a Best Carpet competitor allegedly appeared. The footer at the center of the lawsuit was in use between 2018 and 2002 according to court documents. Best Carpet claimed in a 2020 class-action complaint Google engaged in “trespass to chattels” -- meaning that Google allegedly infringed Best Carpet's property rights, due to the footer. Last year, U.S. District Court Judge Edward Davila in the Northern District of California rejected Google's bid to dismiss the case at an early stage, ruling that Best Carpet could proceed with a claim that the footer interfered with its site's functionality. advertisement advertisement Google is now asking the 9th Circuit Court of Appeals to reverse that ruling. Google says website owners like Best Carpet lack a valid property interest in the way their pages are rendered online, arguing that they don't have “actual possession of the website copies located on users’ computers and devices,” or “the right to possession of the copies that reside on users’ devices.” The tech company also says that Davila's ruling could pave the way for an influx of lawsuits against browser and software developers. “If upheld, the district court’s order would give website owners a new property interest any time someone visited their website. A website owner could assert that interest to bar any application that changed the way their website appeared, even if it merely allowed a user to increase the size of text, translate it, or screen images for children,” Google writes. The company also notes that Stanford law professor Mark Lemley and Santa Clara University law professor Eric Goldman both criticized the decision. “The nutty Internet 'trespass to chattels' theory is back,” Lemley tweeted. “Just wait until the court finds out about the 'resize windows' button.” Goldman called the decision “obviously wrong” and “wholly counterintuitive,” in a blog post. “Every browser software makes its own choices about how to render a page; every browser software 'frames' every web page with its software features; and every browser software lets users configure the display in ways that affect website owners’ expectations,” he wrote. Goldman added that Davila's reasoning could deprive users “of their own agency to decide what browsing tools best serve their needs and how best to configure those tools.” Best Carpet is expected to file a response with the 9th Circuit by next month. The company previously argued to Davila that Google “abused its dominance of the internet search, internet advertising, and smartphone operating software markets to place advertising for itself, its clients and others on millions of businesses’ proprietary websites without those businesses’ consent and without paying for the ad space.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/VL6wrY0 October 25, 2022 at 04:22PM
https://ift.tt/6omaWpe
Valpak Gets Into Data Business https://ift.tt/xqWNf3G Valpak, known for its iconic postal mailers, has launched an advertising service that converts the outside back of the company's iconic blue envelope sent through the mail into a traveling billboard. The company also will focus on data, using the more than 100,000 data points on every household in the United States to support advertisers. “We are creating Valpak to become a data company that, whether through mobile, the website, or the envelope, will turn into a data company that understands how consumers shop,” says Jay Loeffler, chief revenue officer of Valpak. The data is being used to target Valpak mailers to consumers, but the company will also use the data for post analytics on campaigns, as well as sell the privacy-compliant data in audience segments to other companies, from partners to direct-mail companies. advertisement advertisement The mailer receives about 100 million impressions across the United States. It’s built on U.S. household data, as well as direct marketing and omnichannel media solutions. The company has data on about 120 million households, but Loeffler said the mailer is sent to about 41 million homeowners and families with an average estimated income of $130,000. It will offer advertisers an alternative to television or out-of-home advertising. “Within that 41 million, we can target down to the household level,” he said. Valpak collects more than 100,000 data points on most every household in the U.S. The data points include people who have recently moved from one home to another. Loeffler said the company has built data models looking at attributes and propensity indexes. For example, it can analyze at what point someone is considering moving and thinking about Internet access, cable companies, storage units, gardeners, and other stages. “We’re entering a time of economic uncertainty, and consumers are looking for offers to sustain their lifestyle,” Loeffler said. Loeffler joined Valpak about three months ago to create new advertising services by capitalizing on the company’s years of privacy-centric data collected from consumers. Valpak also offers online services. The United States Post Office, through USPS, has a service called Informed Delivery, he said, where consumers can sign up for an email to let them know when mail is delivered. Valpak works with USPS for the Informed Deliver product. On its website, USPS will serve a banner about Informed Delivery on the Valpak site. Subscribers receive preview images of their mail directly to their mobile devices via email. It also can be accessed through an online dashboard. Through its partnership with the Postal Service, Valpak can create fully enhanced graphics of its envelope displaying Premier Plus advertising, giving consumers another channel for brand engagement. This is all part of the Premier Plus program. Advertisers can utilize Premier Plus to deliver the right message to the right households while integrating a range of digital and omnichannel marketing extensions. The first unnamed partner will start its mailing in December. Valpak’s outside-the-envelope ads have been used by Tennis Channel, HGTV, Legoland, Shutterfly, and Panera. With the introduction of Premier Plus, Valpak has expanded the size and graphic appeal of these ads to take over the entire back of its Blue Envelope, creating opportunities for striking visual advertising, the company said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/VL6wrY0 October 25, 2022 at 04:22PM
https://ift.tt/PLH3FoD
My 10-Day Tech Detox https://ift.tt/OyaJWHY I really should have gone cold turkey on tech. It should have been the perfect time – but it wasn’t. As I spent 10 days on British Columbia’s gorgeous Sunshine Coast with family, I also trundled along my assortment of connected gadgets. Still, I was able to have a partially successful detox. I didn’t crack open the laptop as much as I usually do. I generally restricted use of my iPad to reading a book. It was my phone, always within reach, that tempted me with social media’s siren call. In a podcast, Andrew Selepak, social media professor at the University of Florida, suggests that rather than doing a total detox that is probably doomed to fail, you use vacations as an opportunity to use tech as a tool rather than an addiction. I will say that for most of the time, that’s what I did. As long as I was occupied with something, I was fine. advertisement advertisement Boredom is the enemy. And the sad thing was, I really shouldn’t have been bored. I was in one of the most beautiful places on earth. I had the company of people I loved. I saw humpback whales up close, for heaven’s sake. If ever there was a time to live in the moment, to embrace the here and now, this was it. The problem, I realized, is that we’re not comfortable any more with empty spaces whether they be in conversation, in our social life or in our schedule of activities. We feel guilt and anxiety when we’re not doing anything. It was an interesting cycle. As I decompressed after many weeks of being very busy, the first few days were fine. “I need this,” I kept telling myself. “It’s okay not to have every half-hour slot of the day meticulously planned to jam as much in as possible.” That part lasted about 48 hours. Then I started feeling like I should be doing something. I was uncomfortable with the empty spaces. The fact is, as I learned -- boredom has always been part of the human experience. It’s a feature, not a bug. Alicia Walf, a neuroscientist and a senior lecturer in the Department of Cognitive Science at Rensselaer Polytechnic Institute, says it is critical for brain health to let yourself be bored from time to time. “Being bored can help improve social connections. When we are not busy with other thoughts and activities, we focus inward as well as looking to reconnect with friends and family. "Being bored can help foster creativity. The eureka moment when solving a complex problem when one stops thinking about it is called insight.” She continues: “During exciting times, the brain releases a chemical called dopamine which is associated with feeling good. When the brain has fallen into a predictable, monotonous pattern, many people feel bored, even depressed. This might be because we have lower levels of dopamine.” That last bit, right there, is the clue why our phones are particularly prone to being picked up in times of boredom. Actually, three factors are at work here. The first is that our mobile devices let us carry an extended social network in our pockets. As Walf said, boredom is our brain’s way of cuing us to seek social interaction. Traditionally, this was us getting the hell out of our cave, cabin or castle, and getting some face time with other humans. But technology has short-circuited that. Now, in the most ironic twist, we get that social jolt not by interacting with the people we might happen to be with, but by each staring at a tiny little screen that we hold in our hand. The second problem is that mobile devices are not designed to leave us alone, basking in our healthy boredom. They are constantly beeping, buzzing and vibrating to get our attention. The third problem is that -- unlike a laptop or even a tablet -- mobile devices are our device of choice when we are jonesing for a dopamine jolt. That's why I had a hard time relegating my phone to being just a tool while I was away. As a brief aside, even the North American term “killing time” shows how we are scared to death of being bored. You know what Italians call it? “Il dolce far niente”: the sweetness of doing nothing. Many are the people who try to experience life by taking endless photos and posting on various feeds, rather than just living it. At least one of the architects of this vicious cycle feels some remorse. "I feel tremendous guilt," admitted Chamath Palihapitiya, former vice president of user growth at Facebook, to an audience of Stanford students, as quoted in a Harvard post. He was responding to a question about his involvement in exploiting consumer behavior. "The short-term, dopamine-driven feedback loops that we have created are destroying how society works.“ That's why we have to put the phone down and watch the humpback whales. That, miei amici, is il dolce far niente! Mobile Marketing via MediaPost.com: mobile https://ift.tt/oHGMyzb October 25, 2022 at 02:47PM
https://ift.tt/Csymaij
Yelp Creates Attribute, Business Fund, Resource Hub For Veterans https://ift.tt/KsjvXRd Searches on Yelp for veteran-owned businesses in the United States rose by 101% in the third quarter of 2022 compared with last year. To celebrate and support past service members, Yelp on Tuesday launched several products for its app that runs on iOS and Android operating systems. There are more than 19 million veterans in the U.S., according to the National Center for Veterans Analysis and Statistics, and each year about 250,000 service members transition to civilian life, according to the U.S. Department of Veterans Affairs. To support veteran-owned businesses, Yelp has created a way for them to self-identify their services, allowing consumers to easily search and find them. The features help to commemorate the entrepreneurs who have served their country ahead of Veterans Day. Consumers will see the veteran-owned attribute under the “more info” section of business profiles when logged into the Yelp Business profile. advertisement advertisement To further support former service members, Yelp is launching a Veteran Business Fund, which awards $10,000 to 10 deserving veteran-owned businesses. Entrants must have claimed a Yelp business profile and opted into the free veteran-owned business attribute. There’s a limit of one entry per business. Applications are open through November 11, 2022. After all applications have been reviewed, recipients will be notified in mid-December 2022. Yelp has also created a Veteran-owned Business Resource Hub that provides detailed instructions on how businesses can add the attribute to their Yelp pages. In addition, it offers valuable information and tools, inspirational stories, and more context on how Yelp highlights veteran-owned businesses. All businesses that select the veteran-owned attribute on Yelp will be sent a free window decal for their storefront starting in 2023. Semper fi, and thanks to all for your service. Mobile Marketing via MediaPost.com: mobile https://ift.tt/oHGMyzb October 25, 2022 at 02:47PM
https://ift.tt/30U7D2A
Google Alum Nicholas Weaver Named DISQO VP Of Engineering https://ift.tt/Lj7qshl Former Google Search Ads lead Nicholas Weaver has joined DISQO, a customer-experience intelligence platform, to spearhead development of the company's B2B SaaS product portfolio and consumer-facing mobile and desktop applications. "I'm deeply motivated by the opportunity to empower DISQO's clients in making optimal business decisions by keeping their customers at the center," Weaver stated. "DISQO's unique combination of technology and consent-based approaches to gathering customer experience data is precisely the innovation that big brands need right now.” Weaver brings more than 20 years of experience. He led engineering for Google Search Ads in the artificial intelligence (AI) and machine-learning product category. Previously, he worked at retailer Dick’s Sporting Goods as vice president of engineering at Nike as senior director of engineering, and at Dell EMC as vice president of software engineering. Weaver will report to Drew Kutcharian, co-founder and CTO at DISQO. Kutcharian believes Weaver will help the company excel across market research, agile product testing and ad measurement. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/oHGMyzb October 25, 2022 at 02:47PM
https://ift.tt/MDubPOx
Metaverse Brand Managers Needed: A Look Into The Future https://ift.tt/h01Bmgl Not long ago, brands had no idea they would need highly skilled, highly paid social media managers to succeed -- or even just compete -- as a business. Yet social media managers are now commonplace -- a requirement for the vast majority of businesses. So what’s next? Sami Khan -- co-founder and CEO of Atlas: Earth, a mobile gaming experience that invites players to earn cash on digital versions of real-world properties -- believes metaverse brand managers are the future. Khan, who also developed growth strategies for the micro-investing app Acorns and money-saving browser extension Honey, recently spoke with MediaPost about his real-world vision for the metaverse, the growth of gamified experiences, and why brands will need a role dedicated to managing its metaverse experience. advertisement advertisement MediaPost: What types of projects do you think will succeed most in the metaverse? Sami Khan: I've been a marketer all my life. What I’ve learned is that brands must bring innovation to the people in a way that's accessible and understandable, not in a way that feels like a large leap from the present. I'm not against the virtual reality (VR) feature or the notion of cryptocurrencies being a major form of payment. But I don't believe the vast majority of Americans are prepared to adopt that kind of metaverse thesis. Worlds that are digital twins built on top of ours that enhance the experience of the real world will be the ultimate winners, more so than the ones where you have to teach people new physics and new things to remember. MP: Is gamification part of this “accessible metaverse” ethos? Khan: 100%. Acorns, in a way, gamified fintech with confetti, and Robinhood changed investing by swiping up. It's a very absurd simplifying strategy, but when you're used to buying stocks by clicking a button and looking at your dad's interface, confetti falling from the sky feels great. Personally, I believe that everything will become more gamified. Tinder is more gamified dating, Robinhood is more gamified stock-trading. People shouldn't sleep at what gaming can do at scale. MP: Why do you believe metaverse 'experts' like Mark Zuckerberg are missing the mark? Khan: What the experts are doing is saying “let me drop you in this sophisticated world, here you go.” There's no steering; they're giving people the world's greatest speedboat and dropping them in the middle of the ocean. They’re going to be like, “What do you want me to do with this, I need food and water.” When Steve Jobs announced the iPhone, he likened it to three devices people understood -- an mp3 player, a computer, and a phone -- all compiled into one. That's steering. His explanation primed developers and everyone in the ecosystem. Zuckerberg’s latest Quest headset is genius in what it can do, but it lacks the Steve Jobs steering technique -- he’s giving us a $1,600 thing to have Teams meetings? MP: What role would a metaverse brand manager play in all of this? Khan: I think all brands are accepting that this kind of immersive experience is coming. How will people get there? We think it will be real-world locations, Meta thinks it will be through Horizon. Whatever way you get there, we're talking about the new website or social media page for a brand. But if you think about the skill set today -- building a website or your TikTok -- those are two different people. I think there's a third person coming who will be really good at game-engines like Unity or Unreal, which will let them design game-spaces for brands. These are not games, but gamified spaces with deals, discounts and giveaways. Fast-forward: maybe we, at Atlas, make an in-house white-label agency for the first 50 or 100 brand customers. That's what Facebook did; they were building the first Facebook ads in Facebook. I think we'll go through that same experience here in the metaverse. There's going to be a new role that encompasses this. But do brands like us create a builder on our end that people use, or is it a third-party like Hootsuite? I'm not sure yet. I think eventually it will be an in-house team, depending on the complexity. MP: What will these immersive web-pages do for brands? Khan: As a marketer, I've always been told that for brands you need to think of AOV (average order value) -- you want to increase that -- and retention. Brands already have their metrics, but need to enhance their real-world experience. Walmart wants their AOV and retention to go up, but that doesn't have to be in person. This is why loyalty programs are becoming so important these days. They want to embed this notion that if customers don't get their next meal at Chick-fil-A, they won't get that next free sandwich. Immersive technology in the metaverse is another way to increase metrics brands already care about. MP: Will metaverse spaces also help brands increase revenue? Khan: Yes. We have to think of the YouTube angle of this. The NFL, "NBC Nightly News," and "Late Show" companies air their shows, make the normal money, then post highlights on YouTube, which all have ads in them. YouTube has allowed these shows and games to expand their revenue by remonetizing. Depending on how the metaverse is monetized, there may be an opportunity for a separate business line for brands. At Atlas: Earth we sell badges whenever users travel to a new city. We've talked to professional sports leagues about allowing users to commemorate a soccer or tennis game by buying a badge on our platform. For a $20 badge, we can give half of the cost ($10) to the respective sports league. We, like YouTube, would then be a totally new revenue stream. MP: Will there be any crossover between social media managers and metaverse brand managers? Khan: I don't want to say never, but agencies are usually very compartmentalized. Having been in CMO roles in the past, brands want to find someone directly accountable for one particular job. Hiring marketing teams, it becomes difficult to hire someone to run social media accounts on all platforms and something else entirely. I don't believe in the winner-take-all metaverse future. It will likely be a mix of companies and platforms that make up the metaverse, just like social media. You're going to have different levels of immersive experiences, similar to how TikTok and Instagram require different forms of content. These future subtleties will require a metaverse brand manager. MP: Do you think the metaverse will spawn other brand or agency positions? Khan: I do and I don't. A lot of tailoring must happen on an AI/automated level. When we run Facebook ads, I'm not telling it who to show them to. The platform does that on its own. I think metaverse managers will create a slew of experiences -- a giveaway, a contest etc. -- and when each individual enters the space, the algorithm knows one person's a contest kind of person, while another person is more prone to giveaways. Mobile Marketing via MediaPost.com: mobile https://ift.tt/N7twDgo October 24, 2022 at 04:48PM
https://ift.tt/PRwv6OU
YouTube Announces Interface Makeover https://ift.tt/yN8k0We YouTube announced that it has begun to roll out a new look and additional features to all users beginning on Monday, including a pinch-to-zoom feature, new button options, ambient mode, an “even darker” dark mode, and more-precise seeking. The company’s new pinch-to-zoom feature, which became available as a test to Premium subscribers in August, allows iOS and Android users to zoom in on videos for heightened clarity on specific details. “Ambient mode” is a new color effect based on the light screens cast out in a darkened room. It uses what YouTube’s UX Director Nate Koechley calls “dynamic color sampling” to alter the app’s background so it matches the colors making up whatever video the user is currently watching, Koechley added. advertisement advertisement This feature will be available on desktop and mobile via YouTube’s dark theme. Precise seeking is perhaps the most useful addition to YouTube’s interface update, as it allows users to easily locate the exact part in a video they want to rewatch. They can do this by dragging the cursor or swiping up (on mobile) on the video to unveil a row of thumbnails. Users will also see the introduction of new buttons under videos, including links in video descriptions, which have been transformed into buttons to “minimize distractions.” The like, share and download buttons will appear smaller than before, and the subscribe button has a new, less intense look. Mobile Marketing via MediaPost.com: mobile https://ift.tt/GbaVwUL October 24, 2022 at 01:14PM
https://ift.tt/wYN5isC
Google Increases Visual Results On Desktop https://ift.tt/1UVlouH Google has been testing a product image grid that turns the search results into an ecommerce category page. This Shopping Graph, supported by artificial intelligence (AI), now understands more than 35 billion product listings and can quickly organize shopping information online — making it much easier and more intuitive to find what you're looking for, writes Lilian Rincon, senior director of product, shopping at Google. Last month, Google announced several new features, including more visual ways to shop on mobile. And now, in the U.S., Google is bringing its visual shopping experience to desktop. The visual feed for shopping results includes products, brands, articles and videos from across the web in categories such as clothing, electronics, beauty products or home goods. Dynamic filters can help consumers find something specific. When someone shops for a new coffee maker on desktop, they can search for “shop coffee makers” and filter by type, brand, retailer, nearby or on sale to find the best option. Google also lets consumers research products without interrupting the search by clicking on a product to instantly see more details about it. advertisement advertisement Glenn Gabe spotted this feature and posted images of Google’s new shopping experience that rolled out last week. He wrote on Twitter about the “snazzy animation that triggers when you click a product in ‘Explore more.’ The product disappears from the module and shoots up the right side before appearing in the right-side panel.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/GbaVwUL October 24, 2022 at 10:01AM |
CategoriesArchives
April 2023
|