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‘Context not programmatic volumes key to curbing ineffective mobile ads’ says gaming publisher

Source: The Drum

Contextual targeting not programmatic-driven volumes are key to premiumising mobile media amid the flurry of ineffective ads being “blindly bought” through ad networks, claims gaming publisher Gameloft.

It is why the business opened its ad inventory direct to marketers four months ago and why it has recently started talking to them like a media owner rather than a publisher. Simply put, this shift means it no longer peddles a performance-based model based on cost-per acquisition, and instead stresses the ability to drive brand-led metrics now that it sells its own media.

It is a risky and somewhat old-fashioned approach at a time when publishers are opting to sell through networks or programmatically in an attempt to maximise their ad yield.

However, this means brands are more likely to buy blind from publishers, claimed Gameloft’s UK and Ireland country manager David Whitby. Instead, the company combines user data from either Facebook Connect or Google Play with data from its games to create what Whitby said is a “fairly good profile” with which it can sell.

To get brands onside, it is introducing a flurry of formats, from videos that play between levels to branded in-game events in the hope of giving its native media a different slant versus what’s on offer from other publishers. And while the ads are proving effective, with its videos getting upwards of 65 per cent for completed views, there is still a massive job to become an influential player in the mobile space.

“Every planner you talk to says mobile is a nightmare because they don’t know where their booked ads are running. If you didn’t know what TV ad slots you’d bought it would seem ridiculous but on mobile its considered acceptable right now for some reason,” said Whitby.

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The Millennial Delusion

Source: TechCrunch

The obsession with “millennials” continues to fascinate me. Despite being the most outspoken generation in history, people – very important and powerful people – claim they don’t understand us. We make no sense apparently, as if the actions and career paths of our parents make total and complete sense.

There are even consulting firms that specialize in teaching businesses how to interact with us (I refuse to link to them, Google if you dare). I wish I could start one of these and just talk about myself all day as a passion job, in the process becoming the very essence of a millennial.

A meta-millennial, perhaps.

More words have been spilled in the business press about this arbitrary agglomeration of people than any other, yet debates seem to go on endlessly.

That’s because there really is no debate, and there really is no such concept as “millennial.” If it wasn’t clear already, millennial values are American values, which is perhaps more obvious this week with the Supreme Court’s decisions around same-sex marriage, health care, andhousing discrimination, which were significantly more in line with millennial thinking than with the baby boom generation.

Millennials are a figment of our imagination, a delusion of marketers and others who believe that the changes in our society are only applicable to a narrow group of people rather than our whole population.

They’re completely wrong.

What’s happening is that people are finally taking advantage of all the technological progress we have made over the past few decades, finding empowerment in the world that was lacking before. We all now have the ability to choose our own paths – our own “passion careers” – and use technology to foster a better future, not just an elite sliver of the population with enough resources.

Unsurprisingly, everyone seems to be doing just that.

We can see technology’s influence on society everywhere. Millennials are described as more “socially conscious” than any other generation, but this is a function of our heavy use of technology, particularly social networks. People today have more access to news and opinion from the United States and around the world than ever before, and it shouldn’t be surprising that conflicts or diseases in other places have an emotional resonance with us that didn’t exist before.

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How the BBC is Harnessing Mobile Platforms to Engage Global Audiences

Source: The Media Briefing

Trushar Barot is a busy man.

As Mobile Editor for the BBC World Service and Global News services, his portfolio covers content across the BBC World Service’s English and 27 other language services, alongside the bbc.com website and BBC World News Television Channel.

A key component of his current role involves determining how the BBC can best develop editorial propositions around mobile apps. This includes dedicated BBC apps and third party services, particularly messaging platforms.

Mobile first formats

“I am increasingly looking at mobile first formats,” he told TheMediaBriefing, “as we move beyond reversioning content for other sources for mobile to thinking about mobile as your primary platform.”

Inverting the way that mobile has often been thought of in many media organisations, “this means making bespoke content that works for mobile first, before worrying about it how it works elsewhere.”

As it currently stands, Barot cites three formats which he feels meet these criteria:

  • BBC Shorts – News in 15-second videos, which original began life on Instagram as #Instafax.
  • BBC Go Figure – daily visualised data journalism or captions which are shared on social media accounts such as Twitter and Facebook, acting as teasers for further stories.
  • BBC Minute a 60 second news bulletin produced in a “Newsbeat” style (i.e. short, sharp and more youth in tone) that is updated for a global audience every half an hour.

“So now I have a video product, a visual product and an audio product,” Barot says. “And that’s great because these are three things I can arm myself with as content propositions [for potential partners].”

gofigure bullock How the BBC is Harnessing Mobile Platforms to Engage Global Audiences

This image promoted a story on India’s Mars mission

Strategic rationale – the 3R’s

In doing this, Barot says his thinking is shaped by three strategic priorities: reach, referral and revenue.

“Most of these projects tend to be around reach, which is still very important, but we are also thinking about return path and referral potential,” he says.

From a referral perspective, this means “drawing people back from offsite platforms” which he says encourages people “to snack on our content” by endeavouring to entice them “back for a full meal.”

He also suggests that media companies like the BBC need to ask themselves if they fully understand the true value of their contribution to third parties.

“These are the new media giants and players of the world today. I think that sometimes because of the behaviour patterns that news organisations have got into when they deal with social media platforms they just rush into saying ‘we need to be on it, open an account and just get going,’ but they don’t really think about the value they’ve just brought to that platform.”

“As Facebook has discovered, having news platforms on the platform is huge for its growth and audience retention,” he says.

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IDG Communications Launches ABM360™ for Comprehensive Account-Based Marketing

Business Wire

–World’s Leading Tech Media, Data and Services Company Will Provide Sophisticated Lead Generation, Engagement and Targeting Solutions for BtoB Marketers–

IDG Communications today announced the launch of ABM360, a powerful suite of account-based marketing solutions. ABM360 combines IDG’s industry-leading knowledge of the BtoB technology buying cycle with IDG’s 1st party intent data, account-based media, demand generation and marketing services to enable marketers to identify purchasing intent at the company and decision maker level.

Technology marketers continue to be challenged by delivering the right message, at the right time, to the right buyer. ABM360 is the only truly global account-based marketing solution that leverages digital display, demand generation, and data solutions to help marketers identify purchasing intent.

“Mediacom has already come to rely upon IDG’s ABM solutions as an integral part of our clients’ campaigns,” said LaShena Huddleston, Media Director, Mediacom. “We’ve run dozens of campaigns using these tools, and they have proven to deliver a winning combination of innovation and most importantly, results.”

ABM360 reflects IDG’s core capabilities across all facets of technology marketing. By combining IDG’s 1st party personal and contextual data with its demand generation, media, and creative services, ABM360 gives marketers unprecedented global access to the companies and decision makers that matter most.

“IDG’s focus on delivering results has been a game-changer for HP Fortify,” said Majken Pullin, Americas Security Campaign Manager at Hewlett-Packard. “Our use of IDG Sonar, a component of ABM360, shows us that IDG understands the technology industry and buyer intent better than anyone.”

The comprehensive solutions in the ABM360 suite include:

  • Target Account Media – A media targeting solution that helps reach account lists at scale to drive awareness and interest
  • High Intent Media – A solution that applies intelligence to surround high intent accounts with targeted media
  • Creative Personalization – A creative solution that drives better engagement through the use of media that dynamically personalizes based on company data
  • Target Account Lead Generation – A lead generation solution that helps marketers focus on only the accounts with the greatest potential for their business
  • IDG Sonar– A data-enhanced demand generation program which provides actionable sales intelligence at the company and individual decision-maker levels. Sonar intelligence derives intent from IDG’s 1st party data combined with 3rd party data and validates that intent with a BANT-style qualification
  • Deep Media Nurturing – A content marketing program that uses highly-targeted, personalized media to nurture individuals through the purchasing cycle

“IDG knows the technology purchase process better than anyone,” said Michael Friedenberg, CEO, IDG Communications. “This expertise led us to create a suite of ABM products that specifically helps technology marketers identify company purchasing behavior and the people driving these decisions. IDG is the only company to leverage digital display, data and demand generation on a global basis to unlock revenue for marketers and deliver real ROI.”

In the coming months, IDG will be layering new products into the ABM360 suite that leverage predictive analytics and additional advanced data segments.

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For more detail on IDG’s ABM360, click here.

Screen Shot 2015 06 15 at 11.15.37 AM IDG Communications Launches ABM360™ for Comprehensive Account Based Marketing

How to build audiences with single-subject news products

American Press Institute

As audiences gain more choices for news, they are increasingly turning to specialized sources. That represents a challenge to general-interest publishers but also creates an opportunity to reach new audiences by being the best source on a particular topic.

Topic, not demographics or habits, is now the biggest factor determining where people turn for news. Convenience also matters. These are among the most important findings from the Personal News Cycle research API has conducted along with our partners AP-NORC in our ongoing collaboration called the Media Insight Project.

Readers can now find global, dispersed communities for their passions, which creates new markets for news and media organizations to cover these narrow interests and passions in depth. By creating deep communities around topics that extend beyond geography, publishers can find new business opportunities.

There are many reasons a publisher would want to create a single-subject news site. Among them, single-subject sites can:

  • Attract a new audience and deepen the loyalty of an existing audience
  • Expand upon your existing strengths in a cost-effective way
  • Build a new, innovative product under your company’s brand, but with the flexibility of an independent sub-brand

The single-subject strategy can work well even for relatively small or local publishers. Developing a single-subject news product isn’t just for established brands with endless editorial, technical and sales resources. In this study we specifically sought examples of a wide range of news organizations — from big to small, newspapers and magazines, and examples from around the world.

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Worldwide Cloud IT Infrastructure Market Growth Expected to Accelerate to 21% in 2015, Driven by Public Cloud Datacenter Expansion

IDC

According to the International Data Corporation (IDC) Worldwide Quarterly Cloud IT Infrastructure Tracker, total cloud IT infrastructure spending (server, disk storage, and ethernet switch) will grow by 21% year over year to $32 billion in 2015, accounting for approximately 33% of all IT infrastructure spending, which will be up from about 28% in 2014.

Private cloud IT infrastructure spending will grow by 16% year over year to $12 billion, while public cloud IT infrastructure spending will grow by 25% in 2015 to $21 billion.

For the full year 2014, cloud IT infrastructure spending totaled $26.4 billion, up 18.7% year over year from $22.3 billion; private cloud spending was just under $10.0 billion, up 20.7% year over year, while public cloud spending was $16.5 billion, up 17.5% year over year.

For this second quarterly release of IDC’s Cloud IT market forecast, IDC has expanded its worldwide coverage to include detail for eight regions: Asia/Pacific (excluding Japan), Canada, Central & Eastern Europe, Japan, Latin America, Middle East & Africa, USA, and Western Europe. In 2015, Western Europe is expected to have the highest growth in cloud IT infrastructure spending at 32%, followed by Latin America (23%), Japan (22%), and the US (21%).

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Middle East Buyer Behavior

In the first part of IDG Connect Asks research series, we look at buyer behaviour in the Middle East. We surveyed 495 IT professionals in Middle Eastern countries: Turkey, UAE, Saudi Arabia, Qatar and Bahrain.  372 respondents were from the non-tech industry while the further 107 were from the tech industry.  Respondents were asked a multiple choice question; “When you participate in a purchase decision as part of a buying team which of the following phrases best describes your approach?”.

IDG Connect Buyer Behaviour Regional Research – Middle East

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Emerging Technological Trends

 Emerging Technological Trends

Business is evolving. The explosion of new tech is driving new demands on the enterprise and IT has the integral role of determining the appropriate tech adoptions and investments to drive business objectives. Our infographic, “Emerging Technologies Transforming Enterprise IT: Adoption, Integration, and Investments,” highlights Network World research on enterprise network IT and how they are responding to the challenges and opportunities presented by transformative technologies such as Internet of Things, Software-Defined Networking, and more.

Screen Shot 2015 04 27 at 12.48.30 PM Emerging Technological Trends

Download a full version of the infographic here

For additional information from the research studies featured in this infographic, check out:

Network World State of the Network Study, 2015

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IDC Survey Reveals Majority of Manufacturers Worldwide Using Public or Private Cloud

IDC PMS4colorversion 1 IDC Survey Reveals Majority of Manufacturers Worldwide Using Public or Private Cloud

While traditional IT spend is on the decline, manufacturers must update their cloud roadmaps to ensure their investments benefit the business

FRAMINGHAM, Mass., April 13, 2015 – The transition to “cloud also” or “cloud first” is well under way for manufacturers around the globe according to new survey results from IDC.  In fact, in the United States, 41% of manufacturing respondents indicated they are accessing IT resources via the public cloud, based on the IDC Global Technology and Industry Research Organization IT Survey, 2014.  This new IDC study, “Worldwide Cloud Adoption in the Manufacturing Industry,” (Document#MI255221) analyzes the current trends and future plans for cloud adoption among manufacturing enterprises worldwide, based on several IDC surveys including the 2014 IDC CloudView Survey.

  • ClicktoTweet #IDC Survey Reveals Majority of #Manufacturers Worldwide Using Public or Private #Cloud

The advantages of cloud computing for manufacturers are significant, as line of business leaders and their IT organizations increasingly rely on cloud to flexibly deliver IT resources at the cost and speed the business requires.  Traditional IT spend is clearly on the decline, and manufacturers must update their cloud roadmaps to ensure their investments benefit the business.  According to the IDC European Vertical Markets Survey, 2014, almost 50% of European manufacturing respondents noted they have adopted or will adopt ERP in the public cloud.  And in Asia Pacific, 49% of manufacturing respondents are using cloud – public or private – or intend to use cloud, based on the 2014 IDC Manufacturing Insights Asia Pacific Business and IT Priorities Survey.

 

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Demographic and intent data solutions company Madison Logic Data rebrands as Bombora

Talking New Media

Bombora was created as a new entity to serve as the primary industry source for consolidated intent data for the B2B market

NEW YORK, NY – April 13, 2015 – Madison Logic Data, the premier provider of demographic and intent data solutions for leading B2B marketers worldwide, today announced that it has rebranded as Bombora. Bombora was created as a new entity to serve as the primary industry source for consolidated intent data for the B2B market.

Bombora’s growing database of interest areas for 245 million business decision makers and more than 2 million unique companies worldwide, creates efficiencies across all aspects of the B2B sales and marketing stacks, including email marketing, site personalization, inside sales, lead scoring, and content creation. With more than 1 billion business interactions each month, Bombora has become the B2B standard in providing scale for B2B applications.

bomboralogolgTestNew 300x85 Demographic and intent data solutions company Madison Logic Data rebrands as Bombora“Behavioral intent data has proven its worth as a vital targeting tool, but unfortunately, most B2B marketers’ access to that data is fragmented, making it more difficult to gain a holistic view of one’s customers and prospects,” said Bombora CEO Erik Matlick. “Bombora breaks down the data silos that cause that fragmentation, consolidating data to enable the entire B2B marketing industry to better understand what companies and individual end users are interested in at any given time.”

During its six-month incubation period as Madison Logic Data, Bombora has already provided an unrivaled volume of high-quality B2B intent data that enables marketers to improve efficiencies and boost engagement throughout the customer journey. Here is what partners and customers are saying about Bombora:

“Bombora allows us to offer granular interest-based targeting to our advertising partners, as well as next generation post campaign analytics,” says Ann Marionovich, Vice President, Advertising Strategy at Forbes Media.

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