Niantic, the company behind Pokémon Go, is celebrating the one-year anniversary of its smash hit game with a digital out-of-home campaign that utilizes real-time data to highlight its global popularity. The outdoor ads will feature real-time data from the game app in Tokyo, London, and New York, such as numbers showing how many Pokémons are being caught nearby. Some billboards are also activated as “PokéStops,” where players go to collect in-game items, as a fun, meta way of adding a real-world layer to its campaign message.
What Brands Need To Do
While the collective fever for Pokémon Go has considerably died down since last summer, the game still holds its place as the biggest mobile game in U.S. history, and quite possibly, in the world as well. Not even the iOS release of Nintendo’s Super Mario Run managed to challenge that. Last week, the game surpassed 750 million downloads, an enviable feat that underscores the longevity of the game. This OOH ad campaign cleverly captured just how hugely popular Pokémon Go is and reminded people of the enthusiasm it commanded. Similarly, Spotify ran a well-received end-of-year OOH campaign last year that featured funny music streaming statistics. More brands should consider plugging real-time data into their digital OOH campaign to help make its case.
Pokémon Go is also widely credited as the game that introduced a lot of mobile users to augmented reality. Since its debut last summer, the mobile AR space has certainly accelerated its development, with Facebook and Apple both coming out with their own developer platforms for AR. For more information on how brands may tap into the rapid development in AR to create engaging customer experiences, please check out the Advanced Interfaces section of our Outlook 2017.
Source: Creativity Online
Google is teaming up with Ivyrevel, an online-only women’s fashion brand backed by H&M, to develop an Android app that can design a dress for you based on your contextual and activity data, such as location, weather, and physical activity.
Dubbed “Data Dress,” the app will analyze the personal data input, including their activity data once the users opt in. Specifically, the app will use the Google’s Snapshot API to monitor the person’s daily activities, including things like where they went, where they eat dinner or hang out, how often they work out, and so on, for a week and come up with a dress design that best fits their lifestyle. Users will be able to buy the personalized dress directly from the app if they like what they see.
What Brands Need To Do
This app presents an interesting case of how brands can leverage machine learning to offer personalized products and services. For brands, especially those in fashion and retail, it is important to recognize the possibility that AI-powered solutions unleash, which very much relies on the kind of customer data that brands can supply. Therefore, brands should start thinking about what kind of customer data they can feed into machine learning services to gain consumer insights and supplement their targeting and personalization effort, as well as coming up with a clear value exchange they can offer consumers for that data.
Header image courtesy of Ivyrevel
Gnip, a data platform owned by Twitter, announced on Tuesday that it is opening up access to its Audience API, which was first launched with limited access in October. Now with easy access to Gnip’s data, brand marketers will be able to learn more about their Twitter audience, such as what languages they speak, what kind of music they like, and other demographic and interest data points. To ensure user privacy, Gnip’s data is anonymized and aggregated to groups of over 500 Twitter accounts.
Why Brands Should Care
Twitter has been steadily improving the targeting capability of its ad products, including an emoji-based targeting option introduced last month. By opening up Gnip’s Audience API to marketers, brands gain a valuable tool to gather insights on their audience, which can be then leveraged for ad targeting and improving customer services.
Source: Marketing Land
Mondelēz gets into wearable data with a holiday campaign for its Trident gum brand. As part of its Trident’s C.H.E.W. (Change Health Every Week) campaign that rewards shoppers for staying healthy during the holiday season, the international snack giant is giving exclusive offers to customers of convenience store chain Kum & Go in exchange for sharing their workout data from fitness trackers. Those reward offers will be delivered through the Kum & Go mobile app once users hit some pre-fixed goals, such as taking 10,000 steps.
What Brands Need To Do
With this new initiative, Mondelēz found a way to engage health-conscious shoppers with a gamified challenge, presenting an interesting example in how brands can acquire consumer data and use it for good. Tapping into wearable data can help brands gain valuable insights into consumer behavior, and incentivizing people to share that data in exchange for value offers is a good way to do so.
Read the original story on: TechCrunch
Twitter’s minimalistic sign-up process may have helped its user acquisition in the beginning, but it also caused a deficiency in basic user info that the social microblogging service is now trying to fix as it starts to promise advertisers stronger targeting capabilities. For the new “persona-based” ad targeting tools introduced earlier this week, for example, Twitter is reportedly getting some of the biographic info it needs from consumer data companies Acxiom and Datalogix. But why buy it if you can get users to voluntarily offer it?
And that is exactly the logic behind Twitter’s newest addition. The social network launched a new feature today that lets users to put in their birthdates in exchange for animated balloons floating around user profiles on their birthdays. If this serves as any indication, more data-grabbing initiatives like this could be expected from Twitter in the near future.
Nowadays, our smartphones and wearable devices come with a ton of smart sensors that not only tracks biometric data for fitness purposes, but also environmental data that can help contextualize our surroundings. The new Google X wristband, for example, can gather environmental information like light exposure and noise levels, in addition to the myriad of biometrics it monitors. Similarly, popular weather app Dark Sky has recently started tapping into the barometer embedded in iPhones to crowdsource pressure data for better local weather forecasting.
For brands, however, the next step is transforming these sensors from passive data receivers into active data gatherers and utilizing them to generate accurate, hyperlocal data to improve context-aware targeting. Sense360, for example, is a California-based startup that specializing in the gathering and interpretation of environmental data from the various mobile sensors. Just earlier this week, they launched a new software development kit (SDK) that will allow app developers to easily access the sensors and help brands deliver a better consumer experience.
All in all, sensors hold vast potential for real-time contextual triggering, enabling brands to reach their audience at the right time and place. We expect more brands to start tapping into the data they generate, and make good use of the new targeting capability they present.
We interviewed Charlie Karstrom from leading beacon provider Gimbal about how proximity technology is changing the way people experience events, how brands can benefit from beacon-generated data, and more.
Read original story on: AdWeek
Facebook is giving Google a run for its ad money by launching a new Dynamic Product Ads platform specifically for retailers. With this new offering, retail brands such as Target will be able to upload their product catalogues and allow the social media giant to generate targeted ads for each item. By harnessing insights from the behavioral and location data of its users for product-specific offers, Facebook might just have a shot at competing with Google AdWords.
Read original story on: TechCrunch
Based on three separate studies of longitudinal data, Nest reports that its connected thermostat could pay for itself in less than two years from heating and cooling savings. The Google-owned smart-home manufacturer claims that “a correctly programmed thermostat can save about 20% on your heating and cooling bill”, and is also looking to implement algorithms that will make its thermostat better at responding to changes in temperature and anticipating future usage.
Read original story on: NYTimes
Uber is having a terrible week. After being sued in Portland and India, banned in Spain and Thailand, and hassled in Rio, the popular on-demand car service received yet another blow when New York Times published an opinion piece titled “We Can’t Trust Uber”, criticizing the way Uber has been handling data generated by Uber rides.
With numerous incidences of data breaches exposed in recent years, consumers have become increasingly aware of the privacy concerns and are therefore looking to take back the control of their personal data. One possible solution to Uber’s data woes would be to do what we have suggested in our POV on the data dilemma: be transparent, be helpful, and get well-informed consent from users.