The Media Kitchen - 2014 Digital Innovation Currents
The Media Kitchen
2014 DIGITAL INNOVATION
LETTER FROM THE CHIEF INNOVATION OFFICER
CIOs can drive innovation by inﬂuencing an organization's culture, identifying innovative
tools, forging strategic partnerships and employee training. As you can imagine some of
those things can be affected at the holding company level while others are better left to
the individual agencies. Our innovation group can help the Maxxcom agencies drive
change by identifying macro and micro trends, particularly in the digital world, that will
help make our planners smarter and help position Maxxcom Global Media as a thought
This group will focus on identifying new and emerging companies and technologies that
our agencies and clients should be working with. Our mission is simple and our
ambition to drive innovation is great.
While we are calling ourselves the Maxxcom Innovation Group, I'd like to think of
ourselves as a group of insurgents who are going to inspire our teams and wow our
President, Media Kitchen
Chief Innovation Ofﬁcer, Maxxcom Media
MEET THE INNOVATION GROUP
Innovation is very important to every modern organization but it's not
easy to drive innovation through established companies. As a
communications company we are very committed to innovation and
MDC Partners, our holding company, is especially committed to
entrepreneurialism. The Maxxcom Media Group, the media group within
MDC, has started an innovation committee comprised of employees that
are creative, curious, digitally savvy, and innovative.
VP, Director, Integrated Communications
Varick Media Management
Associate Director of Digital Strategy
Integrated Media Solutions
The Innovation Group came together to identify exciting new digital
currents driving the media landscape. In this exploration, we
identified and observed currents that flowed between technology
platforms and consumers to brands.
The goal of this document is to share our findings and identify
companies to partner with who are accelerating flow.
Working with VC’s and
identiﬁed currents in
new technology that
and created marketing
We spent a lot of time
and the new behaviors
that have emerged as a
result of technological
Insights are only truly
valuable if they can be
identiﬁed and vetted a
collection of partners
to help us navigate the
most important digital
THE DIGITAL CURRENTS
THE CLOUD BASED WORLD
LIFE AS DATA
THE INTERNET OF THINGS
THE CLOUD BASED WORLD
“A CROSS DEVICE STORY”
THE TECHNOLOGY TRENDPERSONAL CONTENT LOCKERS
Cloud based technology is changing the way the world looks at data storage.
Personal content lockers have appeared so consumers can store all their photos,
music, videos, etc. in the cloud. This trend has accelerated as UIs have become
easier to interact with and the cost for these lockers has plummeted.
Furthermore, the proliferation of tablets, smartphones, and other mobile devices
now allow access to personal content lockers from anywhere, anytime and from
Cisco forecasts that personal cloud traﬃc will increase from 1.7 exabytes annually
in 2012 to 20 exabytes in 2017
Source: Cisco Cloud Index 2013 - http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/
CONSUMER BEHAVIORAL SHIFTMULTI DEVICE USAGE
Cloud technology has accelerated mobile adoption by enabling content to be
available everywhere. We no longer have to access our content through our
desktop or the browser. We receive content through mobile access points
using our tablets, smartphones, connected TVs and other devices.
Cloud technology syncs our mobile lives and our multiple devices because we
require easy access everywhere.
MARKETING OPPORTUNITYCROSS DEVICE TARGETING
There are companies speciﬁcally designed to connect a single user to
multiple devices and can help marketers allocate budget by
audiences rather than channel. These partners can help marketers
seamlessly reach consumers on their device and create deviceagnostic experiences.
Source: Source: Pew Internet, Joanna Brenner. September 18, 2013
REACHING CROSS DEVICE USERS
Retarget the right audience on the right screen through BlueCava's extensive
With BlueCava, brands can extend the capability to retarget beyond a single screen.
From mobile to desktop to tablet and back again, engage your users where it makes
sense. The technology recognizes a visitor on one screen and creates a proﬁle that
identiﬁes them across all their devices allowing marketers to increase reach and
frequency but also allocate budget to media channels based on data.
Tapad puts the right ad on the right screen at the right time. Tapad’s tech solutions
deliver uniﬁed advertising on PCs, smartphones, tablets and smart TVs. Tapad places
privacy at the forefront of their technology and can ensure advanced targeting without
the reliance on PII. Tapad oﬀers four advertising solutions via a RTB platform:
1. Retargeting: Target and retarget consumers on their phones, tablets and computers
2. Location: Precise geo-targeting to ﬁnd the right consumer in the right place
3. Audience: Audience segments to reach the consumers you want
4. Analytics: Cross-platform analytics provide a uniﬁed view of the consumer and the
devices that drive clicks and conversions
Millennial/Jumptap is a uniﬁed audience platform, taking a programmatic and mobile-ﬁrst
approach to reaching audiences across screens. Millennial/Jumptap is a Mobile network
and partners with 24/7 Media to access desktop inventory. The Millennial/Jumptap
network reaches 218 million mobile users in the U.S. Their audience proﬁle store has 134
million unique proﬁles, and 46 million of those can be reached across screens.
They have a four-step approach to targeting cross-device users:
1. Unlock the Mobile Audience: Comprehensive, anonymous proﬁles on 124MM users
2. Unify the Cross-Screen Audience - IP’s identiﬁed through proprietary algorithms to
distinguish “Households” from “Shared/commercial” (e.g. someone’s home vs. a
Starbucks). IP’s are conﬁrmed by measuring diversity of individual IP’s.
3. Achieve Programmatic Scale
4. Deliver Dynamic Creative
ValueClick has joined with Greystripe to create a comprehensive cross-device
solution. They tout the industry’s highest user-to-device matching accuracy (80%+)
within a network of 390MM connected devices. Their step-by-step process for
device-to-user matching is:
1. Identiﬁcation: Create a persistent “ID” for each device for re-identiﬁcation and
performance tracking (PC – 3rd Party Cookies, Mobile/Tablet In-App – Device_ID, Mobile/
Tablet on Mobile Web – 3rd Party Cookies)
2. Capture Data: Associate behaviors with each Device_ID
3. Link Devices: Determine which Device_ID’s “go together”
Making mobile advertising perform requires precise audience targeting and accurate
conversion tracking and attribution across screens. Drawbridge has built a crossdevice matching solution, bridging data from the desktop web to target over 900M
mobile devices, without any use of PII. Marketers can target audiences with precision
on mobile devices to drive performance at scale, unlocking the true potential of
THE TECHNOLOGY TREND DATA TRAILS
As our computing becomes less tethered by cords, we’re creating more data streams
based on many more variables like geo. Our devices are collecting data about our
actions (GPS, accelerometer, audio, and camera), how we connect to the web, social
media actions, app usage, and a number of growing inputs. Most of these data trails
we leave actively while some occur passively and we have no idea we’re marking our
CONSUMER BEHAVIORAL SHIFT CONSTANT SHARING
The window to our soul is not through our eyes but through our devices and
consumers are becoming more willing to share their soul. We are now
actively and passively sharing more data and content about ourselves than
ever before and marketers have learned that what we do is a better indicator
of our intent than what we say we’ll buy.
MARKETING OPPORTUNITYMINING INTENT
Since we’ve become the sum of our data streams companies are being
created to mine this growing output of consumer data and identify intent
triggers. Search remains the primary means to uncover intent but
increasingly location, content consumption, and social actions are creating
very valuable data streams to target consumers at the most opportune
moment during the journey.
LOCATION BASED INTENT
PRODUCT BASED INTENT
KEYWORD BASED INTENT
PURCHASE BASED INTENT
PlaceIQ uses location intelligence to target consumers in two unique ways:
deﬁning users based on where they are now and where they’ve been in the past.
PlaceIQ identiﬁes mobile users as customers by connecting them to speciﬁc
locations and associating them with known customer residential areas, along with
deﬁning speciﬁc locations around competitive stores or ingesting CRM data, to
build audiences that allows for the targeting competitors and/or retargeting of
Every day people turn to Google, Yahoo! or Bing to help them ﬁnd products and
services they need. Chango and Yieldbot captures those potential customers and
redirects them to your brand. Through search retargeting, they can help brands
acquire a set of new potential customers that either they could not reach in
search or were somehow outbid. The intent trigger of search is then transferred
into an addressable audience in display.
Personalize ad creative to each viewer based on their activity on the advertiser's
website. Optimize performance by applying diﬀerent strategies, ad logic and
creative templates based on the viewer's intent. Brands can now speak to
consumers based on their real time interests and intent so the messaging is most
relevant. Multi-frame ads that incorporate brand/promotional messaging with
product-speciﬁc frames to uniquely target site visitors based on their site activity.
StatementRewards gives brands the ability to deliver the most relevant loyalty
rewards and discounts to millions of customers directly within their bank
statement. Truaxis (formerly BillShrink) makes campaigns painless by securing
bank distribution, implementing your campaigns and tracking redemption.
Essentially brands can identify consumers based on past credit card purchases to
show intent for future purchases. Once identiﬁed brands can oﬀer direct discount
messaging within consumers Mastercard statements that are automatically
debited from their statement upon purchase.
THE INTERNET OF THINGS
“LINKING PHYSICAL TO DIGITAL”
THE TECHNOLOGY TREND THE INTERNET OF THINGS
The Internet of Things—embedding sensors in physical objects to bring them into
the connected world is increasingly becoming a trend. The Internet of Things
allows us to monitor the ﬂow of products through a factory, measure the moisture
in a ﬁeld of crops, and track your health through a phone. The Internet of Things
allows us to manage, optimize, and create like we never imagined.
More than 9 billion devices are currently connected and that number is expected
to increase to 50 billion within the next decade.
CONSUMER BEHAVIORAL SHIFT REMOTE CONTROLLED WORLD
As the people in the world get more connected, consumers are starting to
connect to all the accessories immediately surround themselves. We use
these devices to track and control our health, environment, homes, and even
other devices. We are beginning to control the world around us remotely
through our always on mobile lives. The number of wearable connected
devices tripled from 2011 to 2012.
MARKETING OPPORTUNITY PHYSICAL TO DIGITAL
We have curated a series of partners that allow consumers digital
world get to connect to their physical world. Whether it’s based on
sonic waves, voice activation, facial recognition, bluetooth, or even
light signals, these companies are creating a deeper level of
Sonic Notify allows brands, apps, and retailers to create mobile experiences that
relate to the environment around the consumers, whether they are watching
television, at a live event, or shopping in a store.
Sonic signals are emitted across any broadcast that allows you to send speciﬁc
content based on the soundwaves.
Aﬀectiva helps to uncover real consumer emotion insight without relying on self
reported data which while useful, has limitations. People are not always willing or
able to share exactly how they felt.
Aﬀdex Automated Facial Coding oﬀers something diﬀerent. Faces are easy to
understand, and the spontaneous reactions we see on faces are unﬁltered and
unbiased. The ability to automatically “read faces” at scale, in an automated,
online fashion creates a cost-eﬀective neuroscience technique that can be easily
incorporated into existing quantitative studies to add rich insights into
communication and engagement eﬀectiveness.
Software transforms existing LED lights into location waypoints. These waypoints
beam a signal to any smartphone with a camera.
OptimEyes face detection technology is bringing digital, placed based media into a new
age of customer insight, measurability, campaign management and optimization. This
technology, delivered by leading Face Detection business Quividi, allows advertisers, to
accurately measure in real time the type and volume of people that see their ad in any
given location and at any time of the day.
The OptimEyes face detection system works via an inbuilt camera in each screen which
detects individuals within its local vicinity and then identiﬁes some key traits through the
detection software. This software is able to identify, measure and then combine number
of viewers, age, sex, location, and time.
Detect music or advertising content as it is broadcast over
radio, television, cable and satellite using Audible Magic’s
Automated Content Recognition (ACR) technology. This
perceptual digital ﬁngerprinting technology enables news
studios, sport organizations, TV syndications and advertisers
to determine precisely when, where and how their content is
The ﬁngerprint technology uses very fast and ﬁne-grained
measurements of the content, which is then matched to a
reference database of ﬁngerprints to quickly identify the
content as it is being broadcast. This gives you the ability to
quickly measure the eﬀectiveness of your advertising,
conﬁrm market penetration by comparing diﬀerent forms of
broadcast medium, and manage the rights of your
Place Estimates bluetooth enabled, tiny sensors in any physical place and your
app users will beneﬁt from personalized micro-location based notiﬁcations and
actions when they walk in to your venue or interact with your products.
2014 will continue to bring lots of innovation and we think three currents will be
particularly strong and run very deep.
1. THE CLOUD BASED WORLD
2. LIFE AS DATA
3. THE INTERNET OF THINGS
Swim with the currents or risk being swept out to sea.