MediaCrossing buys and sells digital ads, ranging from display ads to social media, on behalf of marketers and online publishers, using proprietary computer systems and algorithms to find the best ad space at the best price on behalf of its clients. Like financial trading outfits, it makes money by assuming some of the risk of buying and selling ads for clients and profits by finding more attractive prices to trade the online ads. It also offers a service for online publishers, finding buyers for hard-to-sell ad space.
“OTVETDESIGN was working with a (Russian) company that gets all of its fruits and vegetables from real outdoor fields; there are no greenhouse-grown crops in the bunch. To communicate this proudly, the creative team began with a photo of the primary ingredient in each glass jar and gave it a pair of sunglasses. Enhanced with a nose, a mouth and a mustache, each edible is rendered anthropomorphic and instantly engages the human consumer. You can understand which diced food is inside, you can appreciate its natural production and SunFeel packaging will ultimately make you smile.”
“No branding tool is more powerful than color. It can transform a logo into an emotional experience by instantly stimulating desire, instilling trust and connecting your company to the customer's soul. Also, it's pretty. After consulting with psychologists, designers, decorators, the guy at the paint store and our aunt down in Florida, we've created a guide to the virtues conveyed by 20 colors frequently used in company logos.”
At the conference, we put a GEnx engine on the stage. People posed for pictures with the engine; they marveled at the technology and its sheer size. It was a reminder of two things. First, few companies can do what GE does; the scale we operate on and our decades of investment are a competitive advantage. Second, in an uncertain economy, long-term growth and competitiveness require the endless pursuit of innovative productivity.
Similarly, I recently returned from Sub-Saharan Africa, a region that was “off the radar” when I became CEO. Today, we are at a $3 billion annual run rate, and that could double in the next few years. GE could have “$1 billion Franchises” in Nigeria, South Africa, Mozambique and Angola. We are investing in capability and people. There are very few American companies in the region. But we could sell more gas turbines in Africa than in the U.S. in the next few years.
A GE annual report has never fully featured software and Africa. Today, we feel they are essential and we can lead.
Random forests, naïve Bayesian estimators, RESTful services, gossip protocols, eventual consistency, data sharding, anti-entropy, Byzantine quorum, erasure coding, vector clocks … walk into certain Amazon meetings, and you may momentarily think you’ve stumbled into a computer science lecture.
You may think investors would not care, but that was actually a very effective way for Bezos to explain Amazon’s large data center and other technology capex investments. It is a nice way for Immelt to showcase GE is way past its capital and NBC priorities just a couple of years before.
European companies have been even more creative
Austria Solar delivered its annual report in invisible ink which shows in sunlight (in video below) a nice reminder of the company’s benefactor.
Roche, the Swiss pharma company, Allianz, the German financial services company and others offer their reports as iPad and other apps for an interactive experience
So tell your accountants and your attorneys to make room for your marketers as you design your next annual report. Because annual reports are also read by many customers, prospects and casual observers like me
On Sunday you will chuckle when you see the GoDaddy commercial below about body builders who congregate at Selena’s tiny Spray Tan shop.
Watching the preview I wondered Danica how got so buff (a muscle suit), which town is so empty (Long Beach), whether bodybuilders actually tan this way (yes, plenty of orange chemicals in that world).
I was even more curious how a tiny business like Selena’s gets discovered by her unique demographic in the wide World Wide Web. So, I requested a call with Rene Reinsberg of Locu, which GoDaddy has acquired and is the basis of its Get Found offering.
Turns out the ex MIT folks at Locu had given plenty of thought to SME lack of IT resources and standards (GoDaddy is primarily focused on SMEs with less than 5 employees.) So, for example, how to get some semblance of consistency across unstructured menus across small restaurants and cafes? They have invested in a crawler, learning algorithms and some crowdsourcing. Given the mountain of data they have crawled through and classified, here is a helpful blog post - five suggestions for data teams
Depending on the type of business, they have also developed a wide portfolio of destination sites to propagate – they include Web, mobile sites and apps including Google, Yahoo, Bing, Yelp, Foursquare, YP (Yellowpages), Citysearch, TripAdvisor, OpenTable, Local.com, Judy’s Book, MerchantCircle and MojoPages.
So chuckle at the high chemical content, but also think of the high IQ behind discovery marketing as you watch this on Sunday
AdAge has a running tally of likely commercials as brands start to leak info.
They include a “shoppable ad” from H&M which “will let viewers with certain Samsung smart TVs use their remote controls to engage with the commercial and buy products from Mr. (David) Beckham's Bodywear line, using tech from Delivery Agent.”
BusinessWeek estimates each 30 second spot will cost $ 4 million on February 2 and explains why the event continues to attract so many brands – steady growth in viewer audience and one where people actually watch the ads and talk about them
MIT Sloan Review on ethnography — artful in situ investigation into what customers do and feel and how they talk about what they do and feel and the example of customer feedback on the Ford Mustang
“After a redesigned Ford Mustang was released in the late 1990s, consumers reported finding the new car less powerful than previous incarnations. That feedback troubled Ford engineers, because the iconic vehicle’s power was objectively higher in this version than in earlier models.
To find out what was going on, Ford dispatched a team from a consulting company to ride along as Mustang owners drove their new cars. From their interviews and observations, the ethnographers — a team of social scientists dedicated to studying people in their natural environments — concluded that power was something drivers experienced viscerally. They sensed it bodily when in contact with the car’s vibrations while they drove. They absorbed it audibly when exposed to the “voice box” of the car’s engine. And they grasped it visually when their eyes took in the Mustang’s look. The ethnographers concluded that car performance was fundamentally a sensory, bodily experience rather than just a set of horsepower statistics.”
“As a result, the marketing team’s new brand strategy cut straight to the heart of baby boomer nostalgia for the era of their youth. They started using images of the Hollywood movie star Steve McQueen — who had died nearly two decades earlier, in 1980 — to revisit the Mustang’s history when he was “King of Cool” and baby boomers, like him, were young and restless.”
"You hit the social media very hard with a car like this because that's where these customers are hanging out. We did a YouTube video series with [filmmaker] Casey Neistat, and we're also doing an Instagram production, which is really cool."
“The short film used an FBI-trained sketch artist to draw women first based on their own self-perception and then based on that of a stranger. The stranger's descriptions were regularly more stereotypically attractive and similar to what the subjects actually looked like — hammering in Dove's point that women are often overly critical of their appearances and don't see their true beauty.”
“…the video first launched in four key markets: the U.S., Canada, Brazil, and Australia. It was then rolled out abroad, and uploaded in 25 languages and seen in 110 countries.
"The brand partnered with YouTube and Unruly to facilitate the distribution and seeding strategy," Machado said. "PR served as a key channel, generating initial placements with media such as the Today Show, Mashable, Huffington Post and Channel 7 Morning Show in Australia. The film was distributed to top media around the world and was quickly shared by women, men, media and even other brands."
This lead to 4 billion PR and blogger media impressions and counting.”