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Super Bowl: boring and elitist marketing strategies

Isn’t it time mobile technology was used to wrestle the marketing value of the world’s most watched sporting event out of the hands of the super rich brand elite?

superbowl

There’s nothing like the Super Bowl to remind you just how ludicrous brand advertising budgets can be. Total Super Bowl ad spend for this year’s event was predicted to hit US$377 million – a new record, according to the Advertising Age Datacenter.

The average cost of a single 30-second ad was $4.8 million1, 7% up on last year. This is, of course, on top of the millions spent on producing the commercial itself.

Fast forward to 2026: the potential of location technology

Location is becoming key to making the most of our favourite services, and it seems we are increasingly willing to allow our whereabouts to be identified if it will provide us with greater convenience.

pin

We can order a taxi to arrive in minutes via Uber, find an emergency coffee at the nearest Starbucks and even search the crowds for our ideal partner with happn – a dating app that uses location technology to connect users with people they have crossed paths with on the street.

All of these futuristic capabilities have been made possible by advances in location-based mobile technology, such as wifi, GPS, and other propriety solutions.

The Daily Poke: Drop dead awesomeness

Marvel fans are pretty hardcore. In fact, the hardcore scale goes like this: normal people, bungee jumpers, green berets, Marvel fans.

scream

So it’s nice to hear how the guys behind superhero flick Deadpool rewarded their most dedicated devotees – with a celeb-filled screening of the film, a whole month early.

Fans in the US arrived at the event expecting to get a sneak peek of some unseen footage. But in fact they were treated to the movie itself, way ahead of schedule, along with appearances from stars and creatives.

5 things CMOs can learn from mobile-first app brands

Part one in a week-long series about the impact of mobile-first app brands.

AirBnB

The smartphone-based app economy is flourishing and bringing with it irrevocable change. Apps are empowering and enhancing the lives of modern consumers like never before.

Those leading the app economy are typically not traditional, established brands and businesses but a new wave of app start-ups, mobile-first start-ups that are significantly disrupting the status-quo across many different industry categories.

The crux of personalisation: understanding your customers

As brands and brand marketers look to gain an edge on each other by engendering a meaningful, two-way dialogue with consumers, there can be no doubt that generating personalised customer experiences will be a key driver for significant change.

personalisation

Before you even begin to consider creating personalised customer experiences, it’s crucial you understand your customers.

By creating a consolidated dataset of all anonymous and known information about a customer, accessible across all channels, you have the opportunity to provide unique, engaging experiences that include personalised information, service and promotions.

The untold potential of image recognition

Image recognition technology has the potential to transform digital advertising.

eye

The history of all technologies include moments when a breakthrough – either commercial or operational – heralds it moving from niche to normal.

One moment occurred for image recognition technology last week with the news that Google had struck a deal with machine vision technology specialist, Movidius.

This alliance is likely to result over the next couple of years in the adoption of built-in image recognition facilities in Google devices.

Is Uber’s new look good business or bad branding?

Uber’s rebranding has met with a wave of derision from the business, marketing and technology worlds.

Uber1

The Twitter community has lamented the loss the brand’s distinctive ‘U’ and the lack of obvious references to its core business of moving people from A to B.

Above all, the micromanagement of the two-year process by Uber CEO and co-founder Travis Kalanick – an engineer by trade – has commentators questioning his priorities.

Unfavourable comparisons are made with the light-touch rebrands of Google and Facebook which kept colours and references that consumers are familiar with.

The year ahead for programmatic

The programmatic ecosystem has seen substantial growth over the past few years.

Programmatic

It has moved from being a cheap solution and now grants access to guaranteed premium inventory.

However, with the number of brands adopting programmatic methods, there is now a greater chance for issues such as poor user experience and poor advertising quality.

However, there are now stronger data protection regulations in place which can combat these issues. With this in mind, there are a few trends I expect to see over the coming year.

As marketers try to gain more control over automated ads, we will see a greater focus on what they actually want from automated solutions.

Movie producers should use personalised video to get punters into the cinema in 2016

Last year marked a record year for cinema ticket sales in the UK and Ireland, jumping 11 per cent from 2012, the previous record year, with five films making more at the box office than the biggest success of 2014.

StarWars

With the likes of Spectre and the new Star Wars release in the same year it’s hardly surprising.

But the film industry can’t spend too long patting itself on the back and supping champagne.

The fact that this bumper year was driven by so many blockbusters won’t be lost on the film studios who arguably don’t have so many ‘bankers’ releasing in 2016.

The Daily Poke: Pod prescription

Some of the best discoveries happen by accident. That’s certainly true for New York based HiLine Coffee.

coffee

So how did founder Gene Kakaulin accidentally discover that filling used Nespresso pods with freshly ground premium coffee would taste even better than the original?

The honest answer is he ran out of Nespresso pods at home and had to get creative or risk leaving his wife uncaffeinated (a risk he obviously wasn’t willing to take).