5 Innovations that caught my eye recently

 

1. Tempo – World’s First Pregnancy Test for Men

Great case of how Technology and Digital come together to create an emotional moment

Pregnancy tests reveal a very exciting, scary and emotional moment, but are almost always moments the woman spends alone. So BBDO Italy asked… What if there was an even more emotional way to find out you’re expecting a baby?

Welcome to the world’s first pregnancy test for men, that gives women the opportunity to share that moment in a very different way, through her partner

2. Toyota’s “Eco Billboards” clean the air around them

Great case of extending “Medium is the message” – by demonstrating the message

From April 2 through May 28, 37 billboards scattered around Los Angeles and San Francisco will reverse the equivalent of 5,285 vehicles worth of nitrogen dioxide emissions per month. The chemical compound is a harmful pollutant and a key ingredient in acid rain and smog

The air-cleaning billboards use a titanium dioxide coated vinyl to purify the surrounding air. When oxygen reacts with the energized titanium dioxide catalyst, nitrogen dioxide is converted to nitrate and removed from the air.

“This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise,”

3. IBM Watson’s new job as Museum Guide

Hints at a future for brands using AI to interact with consumers

72 percent of Brazilians had never been to a museum— this was an opportunity to make use of Watson’s cognitive intelligence with an issue he could help solve—making visits more interactive and easy for most Brazilians, and creating something that can be expanded to other markets, museums and galleries

At the Pinacoteca’s entrance, visitors receive headphones and a smartphone equipped with the mobile app. As they walk, the app tells them when they’re approaching an art piece they can ask questions about. A separate feature, for hearing-impaired visitors, lets them interact through a built-in written chat tool.

4. Geico crushes its Pre-Roll Ads

Take the unique qualities of a medium and evolve a creative that pokes fun and entertains

In its latest preroll campaign, Geico condenses the ads down to nothing—by crushing them very literally indeed.

“The following ad is being condensed for your viewing convenience,” the familiar Geico voiceover says at the beginning of each spot. The wall on the left side of the scene then begins to move right, amusingly crushing everything in its path—Star Wars trash compactor style—as the talent scrambles to contain the damage, or just get out of the way

Confronted with a familiar challenge—keeping viewers from hating an ad they’re forced to watch— how we could use the medium to entertain and engage. The answer? Take a longer preroll ad and compress it. Literally

5. Samsung S8 – In the 20 loveliest spots in GB

Experiential that’s keeps the brand whole and center

Samsung set the S8 frame up in the country’s 20 most gorgeous spots and let people play in and around it, creating living examples of the crisp view S8 users will have in their hands.

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5 tips on using FB Live

Live Video is popular as it has the basic appeal of Video, It’s in the Moment, and it adds a layer of user engagement on top of  the experience. Below are some tips to make the Live Video feed better.

a) Tell people ahead of time when you are going to broadcast, preferable several announcements.
b) Write a compelling description before going live
c) Broadcast for longer periods of time to reach more people
d) Be Creative and go live often
e) Say hello to commenters by name and to respond to their comnments, and thank people at the end

and of course, go live when you have a 4 G connection or a strong wifi

Some good examples of use of FB Live

a) The Metropolitan Museum used FB Live for some of its special exhibit openings

b) Product launches are a great use case for livestreaming, where super fans can get the scoop before anyone else.

c) Tastemade with their Tiny Kitchen series

5 Points to note about Snapchat

Below are 5 interesting points on Snapchat, including its overarching vision.

a) The company is betting on a long-term trend: the rise and eventual global dominance of visual culture. Snap calls itself a camera company. Take this claim seriously, not literally. When we say Snap wants to enable the cultural supremacy of the camera, it’s at least to make it as important to our daily lives as the keyboard.

b) It is interesting to note the evolution of textual and visual media over years.
Even before the invention of the printing press, text has been the central way that humans communicate over long distances and across time. Computers only entrenched the primacy of text with the rise of desktop publishing in the 1980s
Then the internet turned us into distributors of digital words. Suddenly we were all bloggers, emailers, tweeters and authors of Mediums and status updates. We ditched phone calls for written messages.
Then with the smartphone a decade back, it became possible for humans to instantly document their visual surroundings and to transmit what we saw.
But Snapchat uncovered something deeper about the camera. Not only could we use pictures to document the world, but we could also use them to communicate.
The rising dependence on cameras is changing our language. Other than in face-to-face communication, we used to talk primarily in words. Now, more and more, from GIFs to emoji, selfies to image-macro memes and live video, we talk in pictures.
Snapchat returns us to a time before the printing press, when information was disseminated orally instead of through writing.
Snapchat is attempting is to apply technology to visual products to create a fading-away effect — just as spoken words fade away in the air after utterance.
Evan Spiegel, the chief executive of Snap, recently said to a reporter. “People wonder why their daughter is taking 10,000 photos a day,” he said. “What they don’t realise is that she isn’t preserving images. She’s talking.”

c) One of the products that Snap has worked on to bolster it’s Camera Company vision is a drone. A drone could help Snap’s users take overhead videos and photographs, and then feed that visual data to the company.

d) Snapchat launched Search for Stories submitted to its public Our Stories. Snapchat wants to be where some people spend tons of engagement time, rather than where everyone spends a little time.

snapchat-our-stories-search
How this works –
Snapchat is using algorithms to scan the caption text, time and visual elements found in Snaps submitted to Our Story and group them by theme. For example, it could pull out Snaps with the words “dog” or “puppy” in captions, or use machine vision to detect the shape of a real dog in the photos or videos, and aggregate them into an Our Story that comes up when people search for “Puppies.” Snap notes you could use this to watch a nearby basketball game, see what’s happening at a local bar, check out a specific Fashion Week runway show or explore a vacation spot. More than 1 million themes will have Search results available.

e) Without consciously trying, Snapchat could be the biggest AR company in the world today.
The app launched a new feature called world lenses that uses a phone’s rear-facing camera to decorate any scene with the same augmented reality-like technology. Snap has long been building its own version of augmented and virtual reality that it calls 3-D technology to animate photos and videos. And brands including Jeep and L’Oréal have built sponsored lenses for ad campaigns.

snapchat-ar-lens-CONTENT-2017

With the update, users point the camera at an object and add graphics like flowers and rainbows to their snaps. Similar to existing lenses, world lenses will regularly change to feature new graphics.

The rollout of lenses is reflective of Snap’s broader goal to be a “camera company,” including the launch of its video-recording Spectacles last fall and its ongoing product war to keep up with Facebook-owned Instagram, which claimed last week that its Snapchat clone Stories feature now reaches more people than Snapchat with 200 million daily users.

5 hot topics connected to the online world this week

a) Voyager launches in new version of Google Earth

Voyager is a showcase of interactive tours meant to enhance the image of Google Earth. It pairs the view provided by its maps with a still image and a knowledge card to let users hop around the city as though they were on a packed 3 day vacation. These stories and storytelling are the linchpin of the new Google Earth.

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b) Huda Beauty builds a global presence in the Make Up segment using her influencer pull

Huda Kattan (@HudaBeauty) is among the most influential beauty bloggers in the world. She has 18 million Instagram followers, heads a namesake makeup line and is introducing a Huda Beauty emoji collection called Hudamoji. Her makeup line, Huda Beauty, which she introduced in 2013 with a false lashes collection, successfully expanded last year with the addition of hit lip liners, liquid matte lipsticks and an eye shadow palette. Ms. Kattan is unique for a global reach that spans the United States, the Middle East and beyond.It’s rare for one person to be relatable across so many
countries and cultures.
Asked about her social media strategy, she shared the usual: Be true to yourself, share other users’ posts to gain a community and be “superinvolved” with both followers and customers by engaging in conversations. There is also the fact that she rarely accepts paid posts.

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c) JP Morgan not feeling the benefit of the Long Tail in Programmatic Advertising

As more and more brands find their ads popping up next to toxic content like fake news sites or offensive YouTube videos, JPMorgan has limited its display ads to about 5,000 websites it has preapproved. Surprisingly, the company is seeing little change in the cost of impressions or the visibility of its ads on the internet. They haven’t seen any
deterioration on our performance metrics.
If more advertisers follow JPMorgan’s lead and see similar results, it could hurt the operators of smaller sites that make up the so-called long tail of the internet, as well as the advertising technology companies. JPMorgan started looking into preapproving sites, a strategy known as whitelisting, this month after The New York Times showed it an ad for Chase’s private client services on a site called Hillary 4 Prison

d) PLA’s (Product Listing Ads) are a hot seller on Mobile Search

The ad creep on Google has pushed “organic” (unpaid) search results farther down the screen, an effect even more pronounced on the smaller displays of smartphones. With limited space available near the top of search results, not advertising on search terms associated with your brand or displaying images of your products is tantamount to telling potential customers to spend their money elsewhere.

The biggest development with search ads is the proliferation of so-called product listing ads, or P.L.A.s. In a departure from its text-based ads, Google started allowing retailers to post pictures, descriptions and prices of products at the top of search results in 2009.

In recent years, Google has served more product ads and expanded their availability to more general search terms — for example, showing photo ads on a search for “running shoes,” not just “Nike Air Max.” It has also tinkered with the size, location and number of ads on results pages for both computers and smartphones

Google’s revenue from P.L.A.s on smartphones was more than double its revenue from text ads, because it can place three product ads in the same space as a single text ad, and consumers are more likely to click on image-based ads than text-based ones.

The rise of product ads is also a reflection of a shift to people doing more searches on mobile phones. Google’s mobile searches surpassed desktop queries for the first time last year. That’s important for product ads, because P.L.A.s take up a larger proportion of phone displays, and Google increased the size of those mobile ads in 2015 to make them stand out even more.
e) Corporate ads throw up inadvertently next to Pornographic content on Snapchat

There are risks of corporate marketing inadvertently showing up next to pornography on Snapchat. The ads could possibly run before or after “explicit adult content” on Snapchat’s Stories feature, if a user chooses to follow such accounts on the app. Clients who have less tolerance to the issue should stick to Snapchat’s curated news service, Discover, or its filters and selfie lenses.