Data Adventures

Technology, Data, Analytics, Numbers, R, Advertising, Marketing, Stories

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Predicting 2020: The end of the media owner from Media Week - news and information from the world of media

.There will be no more media owners in 2020 -- there will only be content creators and content distributors, according to MAXUS’ Nick Baughan.

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Three of four Filipinos aged 18-20 years accessed the internet in the last 24 hours.

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Get Ready for Smart Contact Lenses That Record and Play Videos - Social Media Week

The intelligent contact lens by Sony calibrates its camera with a wearer’s blink which is used in figuring out the eyelid closing time.

Sony recently filed a patent for an ultra-smart contact lens,which will be capable of recording a video and displaying it.

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Philippine Internet Penetration is projected to hit 67% by 2021. By 2030, we will be dealing with 90% internet penetration in the Philippines. 

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(via Infographic: From millennials and beyond, the content marketing audiences you need to know - Digiday)

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5 Strange Ways Social Media Is Changing This Year - Social Media Week

If you can get ahead of your competition by embracing these changes and adjusting your strategies accordingly, you’ll reap the rewards in new followers and engagements.

On one front: Social media users are demanding more of brands and of social media in terms of quality, accuracy, and timeliness.  

On another front: Technology is driving social media services to the hilt -- and they are responding with algorithms and artificial intelligence. 

These are driving social media to evolve quickly.

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Ad tech is having a premature midlife crisis - Digiday

There will be a substantial consolidation in ad tech.

“There are too many vendors claiming they do too many things for too many people. It’s turned ad tech into a commodity market,” said Brian Ferrario of Drawbridge.

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Mediacom is using webcams to measure emotional reactions to ads - Digiday

Measuring emotion through facial coding is gaining momentum.

Measuring consumers’ emotional response to ads through facial coding:

“Mediacom has partnered with Realeyes to bring emotional analysis through facial coding to its creative testing and planning for clients including Coca-Cola, Sony and P&G. Telling clients when not to run a campaign has proven to be the most cost-effective. This comes at a time when artificial intelligence and emotional measurement are gaining investment from Apple, Facebook and Google.”

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How lexicographers discover new viral words in the age of Twitter and Facebook

(via Words on fleek: How a lexicographer discovers new viral slang - Digiday)

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'Find a diamond in the ocean': How XOJet crunches data to find the super rich - Digiday

XOJet is using targeted advertising to reach its 200,000-strong consumer base.

“And because there are only 200,000 customers, and the idea is to know each one personally, her media buys need to actually connect back to the relationship with the customer. “It’s sad, but most luxury advertising has to look the same; we can’t be provocative or too risky,” she said. “But we can be warm and inviting. We have to make it feel that way through targeting.””

Hypertargeting is a definite must-have in the media campaigns of luxury brands.  The shotgun approach -- that strategy of buying millions of impressions on digital and non-digital media channels in the hope of hitting the right, moneyed luxury targets -- is a dismal waste of money and effort.

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2016 Year in Preview: Brands will stop trying to be millennials' cool friend - Digiday

Why 2016 will be the year that brands stop trying so hard to be cool.

“when a thing becomes cool enough for you to have heard of it, it’s probably lost its cool cache” 

This reminds me of a client that has a legacy customer base of 30something fitness-minded males that wanted to be “younger, more hip, cooler” by targeting the millennials.  In the end, we had to convince them to build on their strengths -- and prepare for the inevitable greying (and ageing) of the population.

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Omnicom Will Launch Third Media Network With P&G Win

After months of deliberating, Procter & Gamble has chosen which North American media agencies will handle its more than $2 billion in media spend. The major winner for P&G's North American media buying and planning is Omnicom Media Group (for which this is all new business).

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“I think about the fact that this year seems to be an inflection point year in terms of moving to automation. I don’t think everyone who called pitch knew what they wanted, but they knew life was different enough to explore.”

'Unprecedented' year for pitches shows brands wrestling with complexity suggests IPG Mediabrands boss Prashant Kumar, via Mumbrella Asia

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Streaming has been getting all the attention but TV is still doing the heavy lifting - mUmBRELLA

Freeview CEO Liz Ross argues while streaming services have had an undue amount of press TV is still the dominant video medium in Australia.

The death of TV is highly-exaggerated due to the emergence of streaming and other forms of entertainment.  Will TV really die down -- or will it just emerge transformed in view of these tech shifts?

“Reading the local media, you would be forgiven for thinking that, in 2015, Australians abandoned free-­to-­air television in favour of watching streaming services on their mobile phones. . . . So, you may be surprised to learn, that in fact, all of the top 200 programs of the ratings year were on free-­to-­air TV. All of them. Every single one.”

http://mumbrella.com.au/streaming-has-been-getting-all-the-attention-but-tv-is-still-doing-the-heavy-lifting-334473

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Algorithm writers need a code of conduct

They are creating formulae that rule our lives – so shouldn’t programmers have some moral guidance?

“Without us noticing it, therefore, a new kind of power – algorithmic power – has arrived in our societies. And for most citizens, these algorithms are black boxes – their inner logic is opaque to us. But they have values and priorities embedded in them, and those values are likewise opaque to us: we cannot interrogate them.”

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A global survey by the Financial Times and media agency Maxus has found that a tiny percentage of marketers think that their agencies add significant value. A study of 200 c-suite executive and senior marketers, a chunk of whom are based in Asia, found that only two per cent believe that agencies are performing exceptionally, adding significant value.

A good quote from Richard Stokes of Maxus: 

“Given the technology changes we’re seeing and the certainty that the pace of this change will only increase, agencies must be experts with a deep understanding of technology, the consumer and the client. They need to step up to this challenge and apply their knowledge in an informed and data-driven way to help drive growth.”