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Report: Media Chiefs Most Bullish On Mobile, Less So On Social

MediaPost

Asked what the biggest “drivers of growth” in media content consumption over the next three years will be, CEOs of the world’s biggest media companies unanimously cited mobile devices, including tablets, according to a new study from Ernst & Young.

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Infographic: Swapping Personal Info for Content

IDG Global Solutions 

To measure just how important mobile is, IDG Global Solutions surveyed more than 21, 000 IT, business, and consumer users worldwide. To learn about content consumption, popular applications, and device preferences, click to download the white paper 

Chart 9New infographic lores Infographic: Swapping Personal Info for Content

Tablet Market Doubles By 2016, Leaves Microsoft Behind?

MediaPost

Microsoft may have a lot riding on its tablet versions of the Windows 8 operating system, but one market researcher thinks the odds are against them. This is not your grandfather’s  PC market, London-based Generator Research declares in new forecasts that see tablet shipments doubling from 120 million units shipped in 2012 to 250 million in 2016.

The problem for Microsoft and for hardware makers, analyst Andrew Sheehy writes, is that tablet hardware does not follow the patterns of the traditional portable markets. For two decades it has been all about hardware — making it smaller, faster, lighter but more robust in speed and storage. This simply is not the case with the tablet. “[It] requires that vendors come to market with an overall proposition that encompasses digital content, apps and supporting services,” Generator writes. This is not a strong suit of the Dells and HPs, nor arguably is it a strength of the dominant PC OS provider Microsoft.

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Third-Party Cos. Can Sell Google Cloud Services

MediaPost.com

The ability for consumers to traverse from one device to another and for brands to target ads cross-platform will require cloud services to store data and content. Google has announced a partnership program that allows third-party companies to use and sell its cloud services. The move identifies a need for a closer working relationship between marketing, advertising and IT to support data and Web services.

The company divided the partner program into two categories: Technology Partners provide tools that integrate with its platform. Service Partners provide advice and implementation options to use cloud services, aimed at supporting business, mobile and social apps, so companies can dig deeper into business intelligence. At the MediaPost OMMA Data & Targeting conference in Los Angeles on Wednesday, Christopher Snyder — president at Juhll, a marketing agency — said all his company’s offerings rely on cloud services. “We’re a 10-person shop, so I feel we don’t have a choice,” he said. “If the office burned down tomorrow at least all of our work would be saved. We’d only lose furniture.”

Snyder said it doesn’t make sense to store content on a server anymore. Similarly, IDG Tech Network Director of Marketing Danielle Krieger grabs and shares content with internal clients on a cloud service.

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Can Display Get Emotional?

MediaPost

Four of the best brains in display advertising say it’s a format that has plenty of heart — and that it will continually improve its ability to resonate with customers, creating a bond as well as a click. OMMA’S Carrie Cummings gets Neal Mohan, vice president, display advertising, Google; Dean Harris, managing partner, Silvermine Marketing; Corey Gottlieb, managing parter, Targeted Social; and Ekapat Chareonlarp, vice president, IDG TechNetwork talking about display’s soft spot.

Will display ever evoke emotion in users? When? How?

EC: Yes. For a long time, display has become more like a guy handing out flyers on the street than a storyteller as it was meant to be. As part of the industry, we have put metrics to measure how many flyers we get out on the street rather than metrics around user experience and how the story connects with users. I see this changing as rich media becomes a standard for the display business. More beautiful content, more relevant and more pleasant experiences are being introduced via display in unique ways. iab’s Rising Star units marks the era where display gets smarter and more beautiful and begins taking advantage of more human senses rather than just visual (sound, interaction, etc). With digital video replacing tv (Netflix, ted, Hulu), I would say in about five years, we will see more display/video ads become more effective in connecting brand emotions with users and having standardized ways to measure it.

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HTML5 technology spurs ‘write once, publish many’ model

Media Business

The publishing benefits of deploying HTML5 technology were discussed last month at MPA Digital: Technology, a one-day conference that focused on how media companies can use technology to manage magazine content on print and digital platforms. HTML5, a browser-based programming language that is able to deliver content on most Web-enabled devices, is designed to make online content easier to distribute and more interactive.

“You don’t have to have one set of developers doing stuff on a computer and another set doing it for iOS,” said Don Peschke, CEO of August Home Publishing, who moderated a panel discussion on how publishers are building successful HTML5 programs. 

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Portrait Of A Tablet User

MediaPost

According to a new study by the OPA and Frank Magid Associates, tablet usage is exploding, and tablets have become embedded in people’s lives. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%). The  survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.

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Survey Result: The Top-3 Goals of Content Marketing

Everything Tech Marketing

Last month, we asked over 30,000 members of the B2B Technology Marketing Community on LinkedIn about content marketing. The results are in. Here is the first in our series of sneak previews of the survey results (the complete report will be available shortly). The first survey question was “What are your top-3 goals for content marketing?” and here is what 727 marketers say:

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Gartner Says That Consumers Will Store More Than a Third of Their Digital Content in the Cloud by 2016

M2 Presswire

STAMFORD, Conn. — The desire to share content and to access it on multiple devices will motivate consumers to start storing a third of their digital content in the cloud by 2016, according to Gartner, Inc. Gartner said that just 7 percent of consumer content was stored in the cloud in 2011, but this will grow to 36 percent in 2016.

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Online Publishers Association Study Reveals Attitudes of Today’s Tablet User

OPA news release

NEW YORK — The Online Publishers Association (OPA) has released “A Portrait of Today’s Tablet User – Wave II,” a study unveiling a range of trends on the attitudes and behaviors of tablet users. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include: watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).

The OPA collaborated with Frank N. Magid Associates, Inc. to conduct the study. Magid fielded a nationally-representative online survey of 2,540 people, ages 8 to 64 years old between March 19 and March 26, 2012. The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.*

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