Paradigm Shifts – From TV to Digital, From Desktop to Mobile

July 31, 2015 | By View Linkedin Profile

  The numbers are in. The verdict has been delivered. The paradigm shift is official. According to new research from Standard Media Index, digital media siphoned off more than $1 billion in advertising revenue from the US TV market, with 87% of those dollars drained out of the Big Four networks – NBC, ABC, CBS and Fox. SMI tracked agency investments over a nine-month period spanning October 2014 to June 2015, an interval that corresponds with the broadcast calendar. New segments like the digital video market are growing at a blistering rate. With spend on pace, it is poised to hit $7.77 billion by year’s end which is a little over 10% of the $70.6 billion TV market. Not Convinced? Let Facebook Be Your Guide… Three years after Facebook started running ads on its mobile properties, mobile advertising accounted for 76% of Facebook’s $3.8 billion in second-quarter advertising revenue, which was up 43% year-over-year. Facebook’s mobile user base saw even steeper growth, with mobile monthly active users up 22% and mobile daily active users up 29% In the second quarter, the average price of an ad on Facebook rose by 220% while the number of ad impressions Facebook served dropped …

Cortex: Twitter Ramps Up Its Artificial Intelligence Efforts

July 14, 2015 | By View Linkedin Profile

  The hunt is on at Twitter for engineers to ramp up the company’s artificial intelligence efforts. It calls the new team “Cortex.” After acquiring DeepMind in 2014 Google has been doing a lot of work with artificial neural networks. And Facebook CEO Mark Zuckerberg has flagged artificial intelligence as one of the company’s key initiatives. So it’s no wonder that Twitter wants to enlist architecture and systems software engineers to work on “Deep Learning”, Wikipedia tells us that “one of the promises of deep learning is replacing handcrafted features with efficient algorithms for unsupervised or semi-supervised feature learning and hierarchical feature extraction.” Twitter’s Cortex team will mine this specialized branch of artificial intelligence to help the company better personalize its service for its 300 million users, and keep up with Google and Facebook in the industry’s real-time personalization race. Twitter’s job listing explains why it needs artificial intelligence and how it views the new Cortex team: “Twitter is a unique source of real-time information, offering amazing opportunities for automatic content understanding. The format of this content is diverse (tweets, photos, videos, music, hyperlinks, follow graph …), the distribution of topics ever-changing (on a weekly, daily, or sometimes hourly basis), and the volume ever-growing; making it very challenging …

Mobile World Congress 2015 – Mobile Advertising

March 17, 2015 | By View Linkedin Profile

For the first time the Mobile World Congress (MWC), which just wound up in Barcelona in early March, anointed mobile marketing and advertising as a standalone entity. Talks were given that highlighted the finest work in mobile advertising. And a lot of new trends and technologies that will have a major impact on the mobile landscape took center stage. Mobile Marketer’s Takeaway Some of the important points for the mobile marketer to consider: The rise of social media The inevitable fragmentation of social attention How cross-channel attribution demands more attention The emphasis on data-driven creativity 1. The Rise of Social Media In a world where more people own cell phones than toothbrushes, most major social platforms have transitioned to the mobile platform. Mobile ads now account for 69% of advertising revenue for Facebook. Tools like Facebook Atlas emerge. It targets people across multiple devices to support people-based marketing campaigns. It’s a customer tracking tool that does not rely on cookies and finds a lot of use in mobile advertising. This is a radical shift that paves the way for a holistic mobile marketing experience. 2. The inevitable fragmentation of social attention The breakneck speed at which the social landscape expands and …

Changing US smartphone dynamics: A by-the-numbers opportunity

March 10, 2015 | By View Linkedin Profile

A quick look at comScore’s Q4 data spells out a digital marketing fact of life: It’s no longer a “mobile too” world out there. It’s all about “mobile first”. United States smartphone penetration jumped to 76% 3% of total US population now owns a smartphone 84% of all US social media users access the platform via a mobile app or browser This does not presage the end of the desktop or the laptop. But it does underline, with data, that users want access to the Internet anytime, anywhere, with any device – but primarily with a smartphone. And of that Internet usage? A lot of Facebook time, followed by You Tube. And making a first time appearance to the Top 15 Smartphone Apps list: Pinterest. What are people doing on their smartphones? Image Source Social networking, watching videos, searching for information, messaging, accessing email are all top activities on the smartphone. This spells opportunity for digital marketers, and the platforms know it. Facebook has made advertising easier to its massive, lucrative audience thanks to the mobile app it recently released to manage your ads. Twitter, with a 23.6% share, has improved ad campaign tracking tools, giving you a new and …

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