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Babelfish Articles August 2014 – December 2014 9-1-15
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Articles
August- December 2014
Brian Crotty
Babelfish.Brazil@...
Babelfish Articles August 2014 – December 2014 9-1-15
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Summary
Depth is more effective than reach .....................
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UK Key Trends for 2015: Consumer-Focused Technologies Shift U...
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Neuroscience backs tablet ads ..................................
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A Revisionist’s Recent History of TV and Internet Advertising...
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Brazil's TV Viewers Most Likely to Multiscreen with Smartphon...
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Paying with cash or card replaced by smartphones at register ...
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How One-Touch Payment May Solve Retail’s Mobile Challenge.......
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The Home Page Is Dead and Microsites Are the Future - What Th...
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The Latest in Wearable Tech: Electronic Music-Inspired Cloth...
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Depth is more effective than reach
12 January 2015
LONDON: M...
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• One example of a brand that uses deep brand experiences is...
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Red Bull: through events such as Red Bull Flugtag, it builds...
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Understanding reach is simple and the typical KPIs well esta...
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Estimating the prevalence of advocacy is complex. Certain ca...
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(Reach of activity × impact per encounter) + (Reach of advoc...
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2 PowerfulTrendsfor the TV Buyer to Considerin 2015
By Paul ...
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Data Becomes CES Rising Star For Advertisers
by Laurie Sulli...
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more important to look five years into the future and think ...
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expect modern brands to share their values; to have a role i...
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You could think of this strategy as setting negative goals: ...
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Automatic content recognition technology detects the audio f...
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The following season, a 10-second cut-down was introduced in...
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their devices. This represents a transformation in the role ...
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information than ever before. So, imagine having a list of a...
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________________________________________
Key Questions
• Wha...
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newsletters, however, isn’t a particularly strong vote of co...
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“If you’ve told us and your cookies show us you’re really pr...
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significant share (71%) also employed more advanced techniqu...
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Online product merchandising has been taking a cue from phot...
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extremes were at play among the US omnichannel retailers sur...
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shipping. Planned for at least one other future location, th...
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can earn up to 5% cash in commission from purchases made by ...
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Babelfish Articles August-December 2014 13-1-15

  1. 1. Babelfish Articles August 2014 – December 2014 9-1-15 Page 1 Articles August- December 2014 Brian Crotty Babelfish.Brazil@gmail.com
  2. 2. Babelfish Articles August 2014 – December 2014 9-1-15 Page 2 Summary Depth is more effective than reach ....................................... 11 Creating engagement: Depth over reach .................................... 11 2 Powerful Trends for the TV Buyer to Consider in 2015.................... 17 Data Becomes CES Rising Star For Advertisers.............................. 18 5 Agency Leaders on Which Industry Changes Keep Them Up at Night .......... 18 Why Our Brains Don't Respond To Our Attempts At Habit Change .............. 20 Dual-screening ad tactics evolve ......................................... 21 Optimum TV ad length varies .............................................. 22 Second Screening During TV Time—It's Not What You Think................... 23 5 Things You Need to Know About Data Management Platforms................. 24 Next-Generation Product Recommendations: The Balance Between Data and Discovery................................................................ 25 Three criteria aid ad effectiveness ...................................... 33 Amex CMO Says Agencies Must Focus More On 'The Value Of Interpretation' ... 34 How Walmart Is Bridging Retail’s Digital-Physical Divide.................. 35 The Case for How-to Video Content Marketing .............................. 38 10 Things Not to Do as a Digital Analyst ................................. 40 Walmart's New System Will Buy Media for Retailer -- And Its Suppliers ..... 42 To Trigger or Target; That Is the Question ............................... 45 Beacons Score: Results Start to Come In .................................. 46 Brightroll’s New Study With Nielsen Reveals How Mobile Video Translates To TV ......................................................................... 47 Data Actually Becomes a Form of Currency in the TV Upfronts............... 48 WPP Buys a Stake in Rentrak to Sync Up TV Data with Kantar................ 49 The Future of Media Is About Business Outcomes -- Not Media Outputs ....... 50 7 Advertising Trends That Show You Exactly Where This Industry Is Headed .. 50 Predictive Personalization: How Far Is Too Far?........................... 52 7 Tips for Using Data to Maximize Content ................................ 53 The Problem With Wearable Technology, According To "Blade Runner" Designer Syd Mead................................................................. 54 Marketing is CRM at scale ................................................ 59 Video Programmatic Advertising: More Risky Than You Think?................ 60 Programmatic role will expand in 2015 .................................... 61 Will I Hit My Year-End Numbers? A Brand-Performance Forecasting Model: .... 62 How to manage budgets from day one ....................................... 74 Help Us, Princess Leia: Inside The Quest To Make Holograms Mainstream ..... 75 PSFK Recaps CES 2015 ..................................................... 81 Can Your Company Deliver What Marketing Promises?......................... 83 Wake-Up Call: Your Video Consumers Have Left The Building, Why Haven’t You? 85 10 consumer trends for 2015 .............................................. 86 Tablet Users to Surpass 1 Billion Worldwide in 2015....................... 89 Viewability is 'table stakes' ............................................ 92
  3. 3. Babelfish Articles August 2014 – December 2014 9-1-15 Page 3 UK Key Trends for 2015: Consumer-Focused Technologies Shift Up a Gear ..... 92 Brazil Ranks No. 10 for Retail Ecommerce Sales Worldwide................. 104 5 big trends in Australian business in 2015 ............................. 105 15 Digital Marketing Trends To Keep In Mind For 2015..................... 107 Messaging Apps Will Be Bigger Than Social Networks In 2015............... 110 Top technology to watch in 2015, from hoverboards to wearable tech, and the gadgets we really want .................................................. 111 14 Checklists, Scorecards, and Worksheets to Set Up Content Marketing Success ........................................................................ 120 Media Trends 2015: Precision TV, Everyday Memes, And Media With 'Pace And Purpose'................................................................ 122 The Next Big Thing(s) For Online Advertising: Predictions for 2015 ....... 123 Feature Phones Important for Mobile Web Use in Latin America ............. 125 The value of efficient reach: maximizing campaign audiences.............. 126 IAB Shares Their 2015 Predictions: “2015 Will Be A Big Year For Mobile” .. 127 2015 Television Advertising Predictions -- Or Guarantees?................ 129 SVOD threat 'exaggerated' ............................................... 130 Unilever champions 'I Function' ......................................... 131 TRENDS 2015 for the Ad, Media & Entertainment industries................. 132 GM will beam donut discounts directly to drivers......................... 134 Video Advertising: How Facebook, Twitter, Instagram, Tumblr and Snapchat are Changing the Rules...................................................... 135 Video Advertising in Social Media: 11 Insights to Help You Make the Most of It...................................................................... 151 WPP's Latest Latin America Shopping Spree ............................... 153 Brands Try out Gamification ............................................. 153 Google Releases Tool Predicting Path To Purchase......................... 154 The New Happy Meal: Beacons Drive Sales at McDonald's.................... 155 The Quiet Growth of Mobile Payments in the World of QSR.................. 156 eBay: Cross-Device Targeting Better for Customer Retention than Prospecting ........................................................................ 157 What Factors Affect Mobile CPM Prices? .................................. 158 An interview with: glenn fishback Head of Global Display eBay Enterprise . 160 2015 US Ad Forecast: Internet’s OK, Other Media Not So Much.............. 161 All In All, Ad Tech Is Just Another Brick In The Wall.................... 166 Agencies at risk from media owners ...................................... 167 Streaming disrupts linear TV ............................................ 168 Amazon will allow buyers to haggle with third-party sellers.............. 169 Multi-screen video increases reach ...................................... 169 The Difference Between Like and Love .................................... 170 Key Trend for 2015: The Customer Journey Moves to Center Stage ........... 171 Samsung’s Eye-Tracking Mouse Opens Computing to More Users With Disabilities ........................................................................ 173 Facebook at Work: Zuckerberg and co to create LinkedIn rival ............. 174 Online motivations vary widely .......................................... 175
  4. 4. Babelfish Articles August 2014 – December 2014 9-1-15 Page 4 Neuroscience backs tablet ads ........................................... 176 55% Of Consumers Say Native Advertising Is a Reliable & Credible Source of Information............................................................. 177 5 Ways to be Indispensable at Work ...................................... 181 Five Ways Job-Seekers Blow It ........................................... 182 Marissa Mired in Controversy ............................................ 185 Facebook Changes Stripes Once Again, Organic Brand Posts Now Endangered .. 185 Proving ROI In 48 Hours: How Forbes + Dell Pioneered Modern Brand Journalism ........................................................................ 186 Strategic Thinking: Why Stargazing Matters in Business................... 189 Q&A: Dennis Crowley on how foursquare is evolving for brands ............. 190 How Programmatic Can Help Creativity Flourish............................ 192 TV channels also adopt programmatic media model.......................... 193 Programmatic TV poised for take off ..................................... 194 56 Reasons Why Content Marketing Works - 2014 Edition.................... 195 Australia to advance programmatic ....................................... 199 Digital Life and Consumers – October 2014 ............................... 200 Transportation: The Next Major Market of Digital Disruption.............. 205 Google's New Email App Won't Have Ads, Will Bundle Brands' Emails ........ 206 Linkedin Ad Revenue Soars on Strength of Sponsored Content............... 207 Verizon's New Content Marketing Tech Website Hits A Snag................. 208 Youtube, Speaking the Language of TV, Wins Big Brands Like Kia ........... 209 Serving Mobile Advertising An Opportunity ............................... 211 Apple revamps mobile ads with retargeting options........................ 215 URL Masking Is Another Type Fraud Plaguing Automated Ad Buying Marketplaces ........................................................................ 216 Scoring With Gamified Content ........................................... 217 Five Predictions for How Data Will Change TV This Season................. 219 Why It's Key to Build Marketing Into Existing Products and Make Every Employee a Marketer ..................................................... 221 Meet mediamath: The Answer to Your Programmatic Prayers.................. 222 Online TV Viewers Cite Convenience As Driver............................. 227 The programmatic advertising report: Real-Time Bidding Is Taking Over The Digital Ad Market....................................................... 227 Survey Analysis: Customers Rate Their BI Platform Vendor, 2014 ........... 229 Facebook Launches Anonymous Chat App Called ‘Rooms’...................... 229 Social Sharing Reaches Peak Within 24 Hours of Major Events [Study] ...... 231 Slideshare: How Google Works By Eric Schmidt............................. 233 How the Key Trends in Marketing Play Out in Practice..................... 233 Sky explores bespoke ad rates ........................................... 235 Does How You Dress and Look Impact Your Career? Sadly, Yes............... 236 Reach your airline omni-channel customer ................................ 237 Pretargeting and Retargeting: The Future is Now!......................... 238 Upfronts Still Stunt Newfronts .......................................... 239
  5. 5. Babelfish Articles August 2014 – December 2014 9-1-15 Page 5 A Revisionist’s Recent History of TV and Internet Advertising ............ 242 Nielsen-Adobe Initiative Supports More Demo-Based Digital Buying ......... 246 Paypal says the future of mpay is now ................................... 248 Brands warned on recommendations ........................................ 249 Mediations on Agency Disintermediation .................................. 250 The Human Side Of The Shift to Programmatic T/V (Television/Video) ....... 250 New Google Eye Tracking Study Shows The Downfall Of The Golden Triangle .. 251 Why Growth Is Killing Digital Agencies .................................. 254 Commercial Drones Are Becoming A Reality ................................ 256 17 easy ways to be more awesome today ................................... 257 Three Things Digital-Savvy cmos Are Doing Different...................... 260 Acronym-ity: VRM Are The Three Most Important Letters You've Never Heard Of ........................................................................ 263 Smartphone Shoppers: What They Can Do vs. What They Do................... 264 The original letter that got Kwasi Enin into eight Ivy League colleges ... 266 We're Spending A Lot More Time Online Thanks To Smartphones And Tablets .. 268 Taking the No Out of Innovation ......................................... 269 Today's CMO's matter only if they don't behave like yesterday's CMO's. ... 270 Twitter to drive TV ratings beyond an 'assumption' of engagment .......... 275 Tecnisa starts using drones in construction ............................. 276 Big Data: Hype Or Hope? ................................................. 276 Professional Referral Channels: The Future Of B2B Lead Generation ........ 279 When it comes to marketing “conventional wisdom is often times wrong” .... 280 Breaking up with Facebook: Where are brands and young users going? ....... 281 Innerscope Wins Award For Research Paper on TV Vs. Online Consumer Engagement ........................................................................ 283 Virgin Atlantic Flies High on Content Innovation......................... 284 The revolution behind the blackout of labor.............................. 288 Xaxis Syncs Mobile Ads With Broadcast TV ................................ 288 Delivering a Superior Automotive Customer Experience in Developing Markets 289 Mobile Ad Networks: Capitalizing on Data Advantages...................... 295 Thinking Like a Start-Up ................................................ 297 How Will Marketers Buy and Sell Media in 2020............................ 298 Consumer Segments of Consequence in 2020: Are you prepared?.............. 302 #HASHTAG2020............................................................ 305 Six Years to Transform Marketing: Ready. Set. Go!........................ 307 Media in 2020........................................................... 310 How will consumers adjust and adapt to the digital world of 2020? ........ 311 Marketing in 2020 by those who know ..................................... 313 Of Beer, Chocolate and the Commoditization of Ad Tech.................... 315 The heart of the issue: emotional motivators rev up automotive purchase intentions around the world ............................................. 316 Rise In Cord-Cutting Creates Opportunities For Marketers................. 319 Mindshare And Blab Announce Adaptive Marketing Partnership............... 320
  6. 6. Babelfish Articles August 2014 – December 2014 9-1-15 Page 6 Brazil's TV Viewers Most Likely to Multiscreen with Smartphones .......... 321 A Harvard Woman Figured Out How To 3D Print Makeup From Any Home Computer, And The Demo Is Mindblowing ............................................. 322 Coca-Cola Lifts Lid on Agency Bonuses for Cutting-Edge Work.............. 327 Why Algorithms Are The Next Star Designers .............................. 328 Which Mummy tribe do you belong to? ..................................... 330 Kill Screen: How The Rules Of Social Games Are Creeping Into The Real World ........................................................................ 339 7 Jeff Bezos Quotes That Will Change The Way You Think About Business .... 341 Store Checkout 'Beep' Gets a Coke Twist in Brazilian Campaign ............ 342 How Long Will It Take for Brands to Catch Up to the Mobile Consumer? ..... 343 Programmatic splits media companies ..................................... 344 Disclosing A Mobile Fallacy ............................................. 344 Why multi-screen television moves the audience measurement goalposts ..... 346 The case for eating steak and cream ..................................... 347 10 life lessons from a Navy Seal ........................................ 348 Age Of The Customer ..................................................... 357 SMG, Twitter Find (Surprise) Twitter Is Impacting TV..................... 360 SAP Marketing VP Bolts to Content Marketing Startup newscred ............. 360 Comparing Ad Automation To Wall Street Exchanges......................... 361 The Slide That Launched a Thousand Arguments at Cannes................... 362 The Most Ambitious Artificial Intelligence Project In The World Has Been Operating In Near Secrecy For 30 Years .................................. 364 10 Breakthrough Innovations That Will Shape The World In 2025 ............ 366 2015 Economic Outlook – Brazil .......................................... 376 Native Advertising Comes to E-Commerce .................................. 377 Follow the tips below to use whatsapp: .................................. 378 Google's Smart Contact Lenses Are Going to Become a