Photo courtesy of NYSE.
This year, the world’s premier gathering of marketing and communications leaders saw its 12th year in New York, and hosted more than 290 events, 95,000 attendees, 246 seminars and workshops, 10,100 delegates and 902 speakers.
Drawing from brand, agency, technology, startup, media and broader cultural communities, Advertising Week is a weeklong assembly of the industry’s best and brightest thought leaders. With dedicated forums for elite brand marketers and creative visionaries looking for an immersive and accessible experience, Ad Week generates excitement about the advertising industry, and provides a positive platform for the growth and nurturing of successful talent.
Among the most anticipated things executives hoped to gain from Ad Week was networking with fellow industry leaders. However, networking wasn’t the only perk attendees were looking forward to. According to this article from Ad Age, leaders like Gian LaVecchia, MEC’s Managing Partner of Digital Content Marketing for North America, were concerned about the ever-changing role of the CMO as the marketing environment becomes more turbulent due to emerging technologies. Additionally, Chief Marketing Officer of NBCUniversal Telemundo Enterprises Jackie Hernandez was excited to find out how consumer consumption and technology are converging, and how marketers are looking to reach consumers in this evolution.
Hopes and wishes aside, Ad Week attendees quickly learned that the panels weren’t all flowers and daisies. One executive claims Ad Week isn’t about advertising anymore, but more about general creativity. R/GA’s Global Chief Creative Officer Nick Law expressed deep concern during a panel last week, in which he said, “It’s pretty hard to be an agency right now.” Law says the difficulties are partly due to startups disrupting the industry, affecting clients and going after talent.
Adding to the laundry list of concerns for the future of the advertising industry, AOL CEO Tim Armstrong said during a panel, “Advertising is going to get exponentially more expensive.” According to Ad Age, the increase in costs is occurring because every time e-commerce makes another purchase routine, it gets that much harder for marketers to tempt consumers into a switch. Not to mention the ad block crisis taking the Internet by storm, especially among the younger generation.
As if responding to similar worries for how ad agencies are faring in today’s marketing climate, Facebook’s CEO Gary Briggs said during a panel last Thursday that he’s giving his in-house creative team more work. What this means is that Facebook is taking more of its advertising jobs in-house, presumably for reasons having to do with expertise, trust and compatibility, since the role of the CMO is evolving to encompass more technology than creativity.
Facebook’s Chief Operating Officer Sheryl Sandberg also said in a panel last Tuesday that advertising on the social network’s Messenger app is in the very early experimentation stage, meaning Facebook is bringing ads to the chat room!
But not all happenings from this year’s Advertising Week were as deeply concerning as some of the comments made by industry executives.
Instagram’s Director of Brand Development Daniel Habashi made breakthroughs regarding the photo-sharing app’s affect on consumer marketing. As the industry adjusts to the shift to mobile, Habashi noted during a panel that it makes sense for marketers to push out content on Instagram because people use the app on average one out of every five minutes on their mobile devices.
On a slightly more inspiring note, GLAAD, the organization dedicated to positive representation of the LGBT community in areas such as entertainment, marketing and advertising, recognized the best LGBT advertisements during a panel last week. The panels included representatives from DirectTV, Tylenol, Target, Wells Fargo and Google Talk.
- The role of the CMO is evolving
- Technology is changing the marketing landscape
- Consumer marketing and technology are converging
- It’s hard out there for agencies
- Advertising is going to get more expensive
- Facebook is taking advertising jobs in-house
- Facebook might bring ads to Messages
- Instagram is a strong influencer of consumer marketing
- Diversity in the industry is being recognized
This post was written by current Renegade intern Sam Oriach. You can follow him on Twitter @samoriach.
The latest version of Apple’s mobile operating system, iOS9, was released yesterday, and it introduces a whole host of new updates. Want to know what’s different about this new edition? To help you navigate, I’ve rounded up 5 awesome tricks you probably didn't know about the new iOS 9.
1. Search the Setting
Photo courtesy of MacRumor.
iOS 9 makes finding obscure settings much easier by including a universal search function. Instead of having to browse through list after list of settings, you can simply search for exactly what you're looking for. If you enter the search term ‘Location,’ all the setting options related to location will show up on a list, such as Location Services, Reset Location and Privacy, Location and Share My Location.
2. Go Back-Button
Photo courtesy of MacRumor.
Like any smart TV that allows you to flip back and forth between channels, the new apple back button allows you to switch between two apps. If you receive a notification in an app and click through, a small button appears in the top left (replacing the network status) that, if pressed, takes you straight back to the previous app you were using.
3. Information on Battery Drainage
Photo courtesy of FieldGuide.
Ever wondered why your battery drains so fast? This new setting can tell you exactly where your battery life is going. The iPhone now offers a break down of exactly what is using up the battery, and how much time your phone spends in use and on standby. As an additional bonus, Apple has thrown in a new “Low Power Mode,” which according to Tim Cook, “uses levers you’ve never heard of,” to reduce battery usage. When Low Power Mode is enabled, background activity, motion effects, and animated wallpapers are all disabled. To take this a step further, battery information is also displayed in the Notification Center for your other personal iOS devices, like the Apple Watch.
4. Selfie and Screenshot Folder
Photo courtesy of MacRumor.
The new “Selfies” folder categorizes all pictures taken with the ‘front-facing’ camera, while the new “Screenshots” folder aggregates all photos taken by holding down the power button and the home button simultaneously. These new folders make it a lot easier to segregate the different types of photos taken from your phone. But that’s not all, iOS 9 also lets you hide more sensitive images from view as well. On the share menu you’ll find a handy new “Hide” option, which allows you to hide and unhide photos and videos.
5. Wi-Fi Assist
Photo courtesy of FieldGuide.
Do you constantly have to switch between Wi-Fi and Data? The iPhone now has a setting that can do it for you! Wi-Fi Assist is a cool new feature for situations when your data connection is more reliable than your Wi-Fi. When enabled, the feature will automatically switch to cellular data when the Wi-Fi connection starts to weaken.
The iOS 9 updates just made life a whole lot easier! If you don’t own an iPhone yet – I suggest you go buy one now. Way to go Apple!
This post was written by Renegade intern Ria Doshi.
Uber is crushing the taxi industry that has dominated New York City for so many years, but now NYC cabbies may have finally figured out a way to fight it, Lyft and a whole array of on-demand transit apps that have cropped up in recent years. Arro is a new app for iPhone and Android that aims to connect you with New York City taxis. Arro promises no surge pricing, which may be its biggest selling point against companies like Uber and Lyft, which have “dynamic pricing” models that hike up prices during rush hour.
How does the app work?
The app has two major functions:
The first function, “Need A Taxi,” allows you to call for a yellow cab to your specific location and pay for the fare via the app. Once you launch the app, a map opens up indicating your specific location as well as the exact location of the taxi. Once, you have been assigned a taxi you are provided with the medallion number, making it easily identifiable when it arrives. Similar to Uber, it also provides an estimated time of arrival. Once the ride is over, your credit card on file is charged automatically, and the receipt is emailed to you.
The second function, “In A Taxi,” enables you to pay for a ride that you’re already taking. You just need to tap “In A Taxi” and enter the 7-digit code shown on the taxi TV screen. Again, your credit card will be charged automatically at the end of the ride and the receipt is emailed to you.
As I was leaving work yesterday at 6:00pm, I used the app to hail a taxi. It said the estimated time of arrival was two minutes. This was clearly misleading, as I was standing on the corner of 39th and 5th Ave. and the taxi appeared to be on the corner 43rd and Lexington. Any New Yorker would know that, at 6:00pm, it would take a bit more than two minutes for a taxi cross four blocks three avenues. Ultimately, it took 13 minutes for the taxi to arrive. Another drawback I noticed was that the app did not allow for any verbal communication with the driver and only allowed for messaging.
Upon entering the taxi, the cabbie asked me, “Miss, may I ask you a question? Isn’t it just easier to hail a taxi instead of using this app? The app said I was two minutes away and that’s just ridiculous. I couldn’t even call you. It does not account for the real travel time, and that’s why every customer cancels on me.” It seemed like the cabbie and customer were both losing out.
However, once the trip ended, I checked the receipt and my fare was only $10.23. Compared to the $21 fare minimum Uber was projecting, Arro’s no surge pricing strategy seems like a winner.
That's what it really comes down to: would you wait ten minutes or more to save $20? I would imagine that for most people, the answer is “yes!” The app has huge potential to fight back against companies like Uber and Lyft; however, it is apparent that certain changes need to be made before Arro can compete effectively.
This post was written by current Renegade intern Ria Doshi.
Some of life’s most precious moments can pass you by while you are staring at your phone. With multiple social media channels available at our fingertips, sharing, chatting, tweeting and engaging with others has become second nature for many and is hard to turn off.
Smartphone in hand, people now seem to spend more time snapping the perfect photo for their Instagram or filming for their Snapchat stories than enjoying real-time events and experiences. This addiction to technology is becoming increasingly widespread – especially among millennials.
Photo courtesy of Social Times.
Don’t get me wrong, I am all for using these social platforms to see the world from new perspectives, and I’m not one to pass up a golden Snapchat opportunity. But at a certain point, these channels can detract from real life experiences and hinder genuine interactions.
YouTube guru and American film director Casey Neistat recently developed an application that helps you enjoy life’s moments through your own eyes and your phone, simultaneously. The social sharing application Beme lets you record moments in your daily life through motion activation rather than by having to stare at your screen and hold down a record button.
This function could be extremely useful at concerts – just press your phone against your chest to activate the motion sensor and start recording. The platform also includes similar features to Snapchat, where each moment is fleeting and can only be seen once. A crucial point of differentiation is the reaction feature, which, unlike favorites and likes, allows people to respond to moments with a selfie.
Photo courtesy of Mashable.
The paradox of being “plugged in” versus “living in the moment” is one with which many people (including myself) struggle. How many times have you been at dinner and checked your phone for that text message from a friend? Or been waiting in line and scrolling through your phone to avoid an awkward wait time or encounter with a stranger?
Forward-thinking brands such as Ringly have come up with wearable solutions to allow you to focus on what is most important. The emerging brand’s slogan: “Put your phone away and enjoy the moment.” Ringly’s “smart ring” will vibrate when you receive a text message or an email so you can leave your phone in your purse.
Photo from Ringly website.
While it may be nearly impossible to unplug completely, it’s important to look up from your phone every once in a while and enjoy life through your own eyes rather than your screen.
Samsung is hoping to beat out Google in the latest tech-race to be the first provider of a computing eyewear device. Samsung calls their version “Galaxy Glass.” The device would connect directly with your smartphone and offer many of the same capabilities that have been advertised with the “Google Glass,” including push notifications, music display info, and photo capabilities. Since Google has put off the launch of their Glass to the latter half of 2014, we’ll see if Samsung can come up with a quality product before that time, or end up producing another flop like the Galaxy Gear. Either way, I raise a glass to their efforts.
For more information check out this great article on TechCrunch.
Do you think Samsung will beat Google to the punch? If so, will you hold out for Google Glass?
Graph Search is officially here! That is, it’s available for individual users, but we know that won’t stop you, the savvy marketer, from thinking about how you can use it. We know you’re ready to take advantage of the next biggest thing since the “I’m Feeling Lucky” button.
It’s important to note that because Graph Search is connected to a your personal profile, results are ordered by the connections closest to you or by the number of fans of the pages.
Facebook created the dynamic, long-tail, natural language search tool so that users can find people and pages with nearly infinite combinations of variables. For example, you could use Graph Search to find oxymoronic results like “People who like Beer and joined Alcoholics Anonymous” or “Christian Males who like Fifty Shades of Grey,” but that’s probably only good for a few laughs (or if you’re a troll, a few weeks worth of amusement). Putting self-amusement aside, Graph Search has serious implications for your brand.
Now that Graph Search has launched, consider cleaning up your social media policy as soon as possible. The last thing you want anyone to find is that your brand is listed under “Places where people who like Racism work.” But how far you go as an employer to tell your employees what they can and cannot like is an ethical issue you’ll need to work out in your own company.
The real value of Graph Search lies in its ability to support your marketing research. The easiest and most obvious way to use this functionality is to find out who likes the brand and what their interests are. Search for “People who like [your brand]” and click on “More pages they like” on the right column of the screen to learn more about your fans. After figuring out their common interests in brand page, combine multiple brand pages in your long-tail search to find which brands are similar to both. This can have great insight to complementary brands. Now try selecting “Activities they like” in the right column and you may find a few sponsorship opportunities.
By going through these steps you can find a broad pool of people you can potentially convert into fans based on the brand correlations you found above. You may even include geographical constraints to see where in the world you should concentrate marketing efforts.
Finally, another way to use Graph Search is to research your competitors using the same steps. Where are their fans located? What do they like? Which activities do they do? See, we knew you weren’t going to be deterred by the fact that Graph Search is only open to individuals, not brands. You savvy marketer, you!
In his short story “The Aleph,” Jorge Luis Borges recalls an experience he had gazing into an aleph. He describes it as “one point in space that contains all other points. The only place on earth where all places are—seen from every angle, each standing clear, without any confusion or blending.” This fictional story regards the aleph as a both a gift and a curse because it gives the gazer a chance to see and know everything on earth. That is what social media has developed into today. Through Facebook, Twitter, Instagram and countless other sites, we now have the opportunity to see all—to see into people’s lives and to see the world like never before. Social media has opened up the unimaginable universe. Like peering into the aleph, checking your newsfeed or your Twitter timeline provides insight into everything in our world, from every angle—simultaneously, infinitely.
The aleph is significant beyond Borges’ short story. Its symbol is the first letter of the Hebrew alphabet and is literally a part of the word “alphabet.” It is venerated by Kabala and other mystic traditions that put value on an aleph as the pursuit of truth. Like the aleph in these ancient traditions, social media is the means by which we seek truth in modern times. From companies to customers, from artists to fans, from friends to family, and from your PC to mine, we can now paint a more accurate, “truer” picture of the people we interact with via social channels. Social media offers us an endless amount of communication that is continuous and extremely transparent. Through following people, companies, bands, etc. on social media, we can see who their friends are, what interests them, where the have been, where they plan to go, their religious, and political stances and a plethora of other information that we otherwise wouldn’t have discovered.
"Aleph Sanctuary" - Mati Klarwein
Thanks to the advances of social media technology and the massive amounts of information these sites are processing, we have transitioned into the age of the “recommendation.” There are logarithms, programs and software that can now introduce you to more people, places, and things based on what you already like and your physical location. You can discover when concerts and art festivals are happening in your area, what news is breaking, and what song will go well with your mood for the day. Other sites will recommend vacations spots, restaurants, lawyers, and doctors. Heck, these sites can find you a job or an employee—all out of the comfort of your living room! This age of “recommendation” is giving us options like never before and it is shocking how incredibly accurate the recommendations are.
As our technologies grow and progress, we must accept that our lives are no longer veiled in secrecy. You can be a pessimist and see this as an intrusion on your privacy, but if you are receptive to this information exchange, the possibilities are endless. The more you share, the more people will share with you. The more you follow, the better recommendations you will get and the more useful social media will be for you. So instead of being wary of this connectivity, you could revel in the endless possibilities of this aleph. It will undoubtedly open your world to bigger and brighter things while introducing you to more people and experiences you would have never had an opportunity to access before.
— Jake Annear
Without a doubt, one of the biggest social media stories of the year has been Facebook’s cool $1 billion dollar purchase of Instagram, a free photo-sharing mobile app that allows users to edit, stylize, and upload photos to several social media platforms. Instagram’s popularity and success can be attributed to a variety of things they recognized about the social media world and its users. First and foremost they appreciated the growing importance of social media on the go, and made their app fast and efficient for mobile use. They also saw the potential in enhancing a mobile photo into a work of art with digital filters: people have the tendency to be more enthused about a personalized pretty picture they created than a regular ol’ snap shot on the iPhone or Android. Since the new Facebook with Timeline has become increasingly oriented around photos and aesthetics, it is not surprising that Mark Zuckerberg would decide to purchase the best app best suited to enhance this aspect of Facebook users’ experience (and perhaps even knock out future competition). Although Instagram is still immensely popular, social media stops for no app, and the company’s success has only energized other start-up tech companies to come up with the next big media-sharing app. And this future big app on campus will undoubtedly be a video-sharing equivalent of Instagram.
Leading the way for video-sharing apps at the moment is Socialcam, which is second only to Instagram in the Apple Store’s most downloaded free Photo & Video applications. Boasting over 10 million downloads, Socialcam allows users to upload their videos to social platforms and edit videos right after taking them on their mobile device. While the formula seems to follow that of Instagram to a ‘t’, Socialcam also allows users to further personalize their mobile movies with soundtracks and custom titles, as well as with Instagram-esque digital filters.
Socialcam is one of many hopefuls in the race to be the next Instagram, and the competition is sure to heat up with apps like Viddy, Klip, and others gaining momentum. Because these apps are all free, users are able to discriminate by personal preference, aesthetic, and desired capabilities.
Viddy allows users to upload 15-second videos to Facebook, Twitter, YouTube and Tumblr. Like Socialcam, Viddy allows you to edit your mobile movies on the go with music, digital filters, transitions and more. The Viddy celebrity community is spearheaded by Britney Spears, who has 28.3K followers. While Viddy is the 9th most downloaded free Photo & Video app, it might be able to amass more of a following if the app was available for Android phone, as only iPhone users can enjoy Viddy now.
Klip, another iPhone-only app, offers users 20 real-time video effects. On klip.com, users can upload directly and share their movies with the klip community publicly or more privately. Klip also encourages social media platform integration not only by sharing movies on a variety of platforms, but also by enabling searchable hashtags on the klip site. Users can use hashtags in the title of their videos, track trends or find like-minded movie makers.
Video might not kill the Instagram star, but these apps are certainly the ones to keep an eye on in the upcoming months.
Have you downloaded a video-sharing app? What do you think the next Instagram will be? Let us know what you think.
- Emma Neisser
Everyone has their guilty pleasures. One of my many is watching singing competitions on TV. American Idol is in its 11th season, and there are only so many ways Ryan Seacrest can suspensefully inform a singer of his or her fate. So I was beyond giddy when I heard about The Voice for two reasons: 1) Christina Aguilera 2) social media. Let's just get Xtina out of the way — I love her, she’s my favorite singer ever. I could gush on and on, but let’s focus on what really makes this show stand out: its social media integration.
Ok, moving on for real now...
WHY IS SOCIAL TV SO IMPORTANT?
According to B&T, 27% of people polled watched a TV show based on a recommendation from a friend via a social networking site. On top of that, 26% of people polled also reported being made aware of the existence of a TV show by seeing a post about it on a social media platform (I first heard about The Voice on Twitter). Furthermore, Nielsen, the holy grail of TV ratings, recently released a study that reports 45% of tablet owners, and 41% of smartphone owners, use their device while watching television. So why not just steer the viewer’s online conversation? The Voice has done just that by strategically placing #TheVoice on the screen when they think people are most likely to tweet about the show.
The powers that be think we should feel compelled to tweet about Adam's sultry stare.
Producers at The Voice attribute their high ratings to use of this hashtag. As many as 70% the show’s tweets during the first live episode included the hashtag “#TheVoice,” which is about twice the industry average. Upwards of 3,000 tweets per minute are hitting the web during its airtime — and that doesn't account for the thousands of tweets during the other 21-22 hours of the day. The Voice has successfully become a 24-hour social media conversation.
WHAT’S SO SPECIAL ABOUT THE VOICE?
What separates The Voice from other TV shows is that it doesn’t use social media only as a marketing tool — social media is the core of the show and its integration is organic. One of the first things contestants are given when they land in LA is a Samsung Galaxy Tablet, and training in blogging and social media use. The Voice has a room dedicated to social media, and contestants interact with fans on the air when they're not singing. Several times during the show contestants answer Tweeter’s questions live. Leading the social conversation on air is The Voice’s Social Media Correspondent. Last season, Alison Haslip held down the fort, and since The Voice was considered so successful in the realm of social media, I am unsure why she was replaced by singer Christina Milian for the second season.
The V Room is where the social media magic happens!
STARTING A TREND
According to Bluefin's rankings, The Voice has one of the highest levels of social-media engagement among all shows. During its first season, it held the #1 ranking among all episodic TV shows. This is in part because the official twitter account for the show, @NBCTheVoice, keeps time with the West coast broadcast. Now that The Voice is in its second season, the competition with American Idol is really heating up.
American Idol is copying many of the social media techniques utilized by The Voice, but not well. AI contestants' Twitter handles (quite obviously created by some higher-ups, with no respect for individuality) are now being pushed onto the audience regularly. The show has started showing screenshots of Twitter conversations between the contestants and the artists whose songs they've been covering. There have been rumors that AI judges (unlike the "coaches" on The Voice) have been asked not to use the phrase, “the voice,” when providing feedback to singers. But The Voice definitively knocked any competition between the two by the wayside when Kelly Clarkson, arguably the most popular American Idol winner, tweeted she was cheating on American Idol by watching The Voice. Then in season two, Kelly was brought on The Voice as a guest mentor.
I have to admit, while I love the concept behind the blind auditions and coaches in The Voice, American Idol still has better singers. My interest in the expanding world of social media, and love for Christina Aguilera, however, are what keep me tuning into The Voice each week. I have a feeling we are going to continue to see crossover elements in both shows, and I hope the competition to stay atop the ratings benefits the viewers, and continues to pave the way towards more social television shows.
Do you think the social media integration found in The Voice is the future of television?
- Allison Rossi
Apple announced Wednesday that its co-founder, two-time CEO and face of the company, Steve Jobs, had passed away after a seven-year struggle with pancreatic cancer.
To detail each of Jobs’ game-changing creations would prove too lengthy for a single blog post. Suffice it to say that a number of articles, books and even a movie have already delved into the life of the college dropout who went on to become one of the most successful and recognizable tech whizzes of our time. The first authorized Jobs biography will hit shelves later this month, giving both the fanatics and the Mac-curious more to digest.
While a great deal of attention has been paid to the awesome (and I mean “awesome” in the truest sense of the word) gadgets conceived and created by Jobs, little has been said about his adeptness on the commercial side. Business 2.0 once called Jobs “easily the greatest marketer since P.T. Barnum.” Indeed his charisma, stage presence and signature style (black turtleneck and jeans) secured him the status as Apple’s most popular MC. Although his role as marketer and showman was secondary to the innovator mantle, it still supersedes other CEOs and digital gurus.
To honor Jobs, here’s a look back at some of his most memorable marketing moments:
1. “1984” Macintosh Ad, 1984: Directed by Ridley Scott, aired once during the Super bowl and named best commercial of the decade by Advertising Age. ‘Nuff said.
2. “Knick Knack,” 1989: The first animated feature created by Pixar, which Jobs purchased from LucasFilm and took to new heights. While not a reflection of his marketing prowess, the streamlined cinematography seemed to channel the crisp iMac ads that would run nearly a decade later.
3. “Think Different,” 1997: While Jobs might not have created the iconic slogan, family, friends and followers consider him the embodiment of the phrase.
4. Silhouette iPod ads, 2001: Watching those dark figures rock out against candy-colored backgrounds gave you the irresistible urge to buy an iPod and join their legions.
5. “Get a Mac” campaign, 2006 to 2009: Probably the funniest Apple ad series of all time. Laidback Mac (Justin Long) always outshined his hopelessly flawed counterpart, PC (John Hodgman).
6. “New Soul” MacBook Air commercial, 2008: Yael Naim’s feathery voice provided a nice backdrop to the introduction of the first laptop to fit in a manila folder. Everyone was humming the tune throughout the year.
7. iPad ads, 2010: Like its iPhone predecessor, the iPad commercials highlight a user-friendly interface and diverse functionality. A neutral voiceover and soft piano keys add a simplified touch.
Farewell, Steve Jobs. Thanks for the gizmos, the tech revoultion and the vision.
— Nicole Duncan