Category: Content

Rishad Tobaccowala Pinpoints the Beginnings of a Tectonic Change in Marketing | Adweek

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1. The title CMO needs to be done away with. Chief marketing officers need to become chief facilitating officers.

2. Marketers need to stop advertising—they need to offer utility. “People don’t want to see your stupid message,” he said (clearly implicating himself in his message as much as the audience).

3. Video will indeed be everywhere, but he encouraged marketers to look more at the YouTubes and Netflixes of the world than the CBS’s or NBCs. “The future more often comes from the slime than the heavens,” he said.

4. Owning data is an obsolete idea. The secret of success with data is how to access it and use it.

5. Mobility: “Where you are is just as important as who you are.”

6. Finally, one thing all marketers need to remember: “In a silicon world, we are still talking to carbon life-forms.” In other words, be human and tell stories.

http://www.adweek.com/news/advertising-branding/rishad-tobaccowala-pinpoints-beginnings-tectonic-change-marketing-167917

Firefox’s new anti-tracking features best Chrome and Edge | CIO

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The latest version of Mozilla’s Firefox browser packs a set of new privacy features that block cookies and online analytics services, and disable user tracking.

http://www.cio.com/article/2998181/consumer-technology/firefoxs-new-anti-tracking-features-best-chrome-and-edge.html

A primer on technologies building the Internet of Things | Deloitte University Press

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The business implications of the IoT are explored in an ongoing series of Deloitte reports. These articles examine the IoT’s impact on strategy, customer value, analytics, security, and a wide variety of specific applications. Yet just as a good chef should have some understanding of how the stove works, managers hoping to embed IoT-enabled capabilities in their strategies are well served to gain a general understanding of the technologies themselves.

http://dupress.com/articles/iot-primer-iot-technologies-applications/?id=us:2pm:3lp:confidence:eng:cons:091415:em:dup1102:social:linkedin:sponsoredupdate:iot_insideiot:na:909805

Google unveils Accelerated Mobile Pages Project, its answer to Facebook’s Instant Articles | VentureBeat | Media | by Ruth Reader

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The Accelerated Mobile Pages Projects is designed to avoid slow browser load times, so stories can be accessed quickly from within mobile web browsers.

Rumors started percolating about the project last month. The project’s GitHub page is live, but Google says AMP is still in preview mode.

The feature mimics quick-loading elements of Facebook’s Instant Articles and Snapchat’s Discover. However, Google’s mobile pages project differs from previous publishing tools in that it’s not meant to host content. The project relies instead on specially cached links. The technology reduces both rendering time and the time it takes for content to travel from its source to a reader.

http://venturebeat.com/2015/10/07/google-reveals-its-facebook-instant-articles-competitor/

ICYMI: The Personalized Video Market Got a Little Bigger This Week

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In case you missed it, we’re closing out a milestone week here. Not specifically for SundaySky, but for the overall personalized video engagement (PVE) category.

On Tuesday, Conversant launched its own personalized video solution to the market, made possible by its 2014 acquisition of SET Media. The next day, Vidyard announced its acquisition of Switch Merge, adding a personalized solution to its existing video content marketing platform. (This is not the first market purchase we’ve seen; over the summer, Pitney Bowes acquired Real-Time Content.) And while the PVE market got a little deeper in North America, it also got a bit wider across the globe as one of our insurance customers overseas in Japan introduced personalized video experiences to its customer base to support and improve the automobile policy renewal process. (OK, so there was a small SundaySky promotional nod.)

What does all this personalized video market news means?It is interesting to see this PVE market news coming from both sides. On one hand, we have a personalization technology company adding video to its digital marketing suite, and on the other, a video platform adding personalization to its offering. Additionally, one solution lives in the adtech space, focused on targeting anonymous consumers, further building out a consumer’s profile via additional Epsilon data sets and serving personalized videos via paid media across devices. The other, more a CRM and automation play, merging data from third-party integrations such as Salesforce. 

But what does this news all mean? No doubt, one constant between the two announcements is to more effectively engage audiences on an individual, 1-to-1 level. We continue to see the varied definitions of what personalization means to marketers and technology providers, and its execution in video. For some, an overlay text of the consumer’s first name in the first frame is enough personalization. For others, a message personalized to a segment of customers, such as their geo-location, is relevance. For us, telling stories and delivering messages that are completely unique to one individual is where we set our bar of personalization.

As our space matures even further, it will be very telling to see just how deep personalization in video can go, and what are the optimal levels of personalization consumers want and brands can deliver on. Welcome to the emerging category of PVE, more solid than ever!

http://info.sundaysky.com/blog/icymi-the-personalized-video-market-got-a-little-bigger-this-week?utm_campaign=Blog+posts&utm_source=hs_email&utm_medium=email&utm_content=22725358&_hsenc=p2ANqtz—MnOq2GeuiNQc1aQvNzm4NG7itVrkghzjm21F0yjlGpgtLqNLeN5T8dexqHWjbcNmts280CnJ9Scp7oFKLuIuEX5GWg&_hsmi=22725358

Hats off to our Buddies at Moroch for the Editor’s Pick

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Editor’s Pick
Dallas agency Moroch is behind this simple, yet delightful back-to-school campaign for McDonald’s. The print ads are full of “subtle” reminders of how the Golden Arches may always be on the brain, even if you’re sitting in class taking notes or listening to a lecture.
In photographs shot by Mark Ross, a cup of pencils resembles a bag of fries, a backpack recalls the fast feeder’s familiar packaging, while a stack of books becomes the restaurant’s beloved Bic Mack.
http://creativity-online.com/work/mcdonalds-welcome-back-to-school/43163

Your hand can now be used to control micro-activities thanks to Google’s Project Soli and Radar

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If Google has its way, our future will be nothing less than a sci-fi movie. After creeping us out with a robotic cheetah and the Google ‘Glass’, Google is all set to bring forth something really amazing. Google’s Project Soli has invented a new interaction sensor using radar technology that can capture motions of your fingers at up to 10,000 frames per second. And that is something that has never ever been done before. Simply put, this technology is so bafflingly accurate that you could operate any device (fitted with this) without having to even touch it.

Google’s New Project Is So Insanely Advanced It Will Blow You Away

Approximately the size of a small computer chip, this technology can transform your hand into a virtual dial machine to control something as mundane as volume on a speaker, or into a virtual touchpad to a smartwatch or a smartphone screen. Check out the GIF below to get a better idea of how this works.

Google’s New Project Is So Insanely Advanced It Will Blow You Away

This chip is actually a miniature gesture radar that captures even the most complex hand movements at close range, at unbelievably hyper speeds and replicates hand gestures. Given the micro size of the chip, it can almost be fitted into literally anything. This technology, if the project is successful, can make the need to touch a device to operate it redundant.

Here, the introductory video.