Tag: IPG

IPG Media Lab Leads Interpublic’s Investment In Samba TV

Posted on by Lab Team

Read original story on: New York Times

Led by IPG Media Lab’s advisement, Interpublic Group (IPG) is taking a minority stake in Samba TV, a startup that specializes in advanced TV analytics. Following the announcement this morning, IPG looks to leverage Samba TV’s technology into actionable insights from audience behaviors, thereby developing more effective strategies for clients. “We’re always looking to fill the hole and find new opportunities to measure what was previously unmeasurable,” said Chad Stoller, a managing partner of the Lab.

Read our previous Partner Spotlight to learn more about Samba TV.

 

Header image courtesy of Samba TV’s Twitter

Get Ready For A New Industry Standard for Mobile and In-Store Measurement

Posted on by Richard Yao

As reported by the Wall Street Journal, six ad agencies, including IPG Mediabrands, recently selected Placed’s attribution product as the preferred tool for digital to in-store measurement, signaling a rising industry standard for mobile measurement.  As part of the partnership, the agencies will also get access to Placed’s insights tool that provides location analytics and examines customer traffic patterns.

Such new industry standard is both necessary and inevitable, considering the increasing prominence of smartphones in consumers’ everyday lives and the industry’s lack of efficient tools for mobile-to-store measurement. “We really look at attribution as a metric that’s going to help grow the category of mobile and give clients more confidence in mobile,” remarked our managing partner Chad Stoller, when IPG took a minority stake in Placed in September last year.

A confluence of new technology trends – from new, more intimate interfaces and advanced curation filters to hyperlocal technologies – is emerging as an unprecedented kind of measurable intimacy that connects brands with the modern consumers through their personal mobile devices. And the industry needs to keep up in this new trend by embracing new mobile measurement tools so as to better serve their audience with contextualized and relevant brand messages.

 

Editor’s Note: updated on 2/20/2014 to better reflect our 2015 Outlook.

Interpublic Invests in Mobile Measurement Company Placed

Posted on by Lab Team

The Lab is very happy to report that our parent agency Interpublic has taken a minority stake in Placed, the Seattle-based mobile attribution company that we just featured in our partner spotlight last week. Placed measures mobile ads’ effectiveness in driving customers into stores, using a panel of consumers who in exchange for rewards have agreed to share their physical location data when they download a Placed app. They currently have the largest opt-in panel of mobile location data, with more than 200,000 smartphone users.

This investment was led by The Lab, and highlights our ongoing efforts to better measure the fast-growing mobile ad market.

“Attribution is a pain point of mobile,” said Chad Stoller, managing partner of IPG Media Lab, IPG’s media innovation and investment unit that will oversee the holding company’s relationship with Placed. “How do I know this is working? There need to be better metrics when it comes to mobile.”
…
For IPG, the Placed investment will help clients make more efficient mobile media buys, Mr. Stoller said. IPG will work with Placed as it develops its own proprietary ad products as well as leverage Placed’s data to strategize other types of media buys for clients, he added.

Report: Recession changes everything

Posted on by Lab Team

Recession is Game Changer for Consumer Behavior (Initiative)A new report by Initiative finds that shifts in the economic climate have created permanent shifts in consumer behavior. The report “Game Changer” provides marketers with insight on how brands can take advantage of changing values in their products and messaging.  Some of the key findings included:

-Massive decline in trust of “establishment”  (Further proof of what we’ve known for awhile, that consumers are trusting each other and online communities more than ever)

-Qualities such as “reliable,” “open” and “honest” are now valued more than “well-known” or “established”

-The Internet has become an “essential form of technology” for 75 percent of consumers surveyed, with mobile in second at 56 percent (interesting here was the 40 percent who said they are most likely to maintain spending on the Internet compared with other forms of technology and communication)  Continue reading “Report: Recession changes everything”

IPG unveils digital ad network

Posted on by Lab Team

Mediabrands (parent company to the Lab) unveiled its latest project, Cadreon: a new, proprietary digital ad network. While Cadreon aims to capture a greater share of client business, the new network will also enable purchasing of advertising across platfroms–from video to digital out of home, to social networks.

At the Lab, this has us jumping up and down for joy. Because while online display advertising is an important part of the equation, tapping into the larger ecosystem–social, mobile, DOOH–remains a challenge for agencies and brands alike.

Continue reading “IPG unveils digital ad network”

Tweeting for the Man: A Twitter Strategy Guide

Posted on by Lab Team

twitterbird (DryIcons)Twitter has exploded over the past two years. In March, the site doubled its unique users to reach 9.3 million. In terms of Google searches, Twitter has become more popular than Britney Spears, and is just about even with Barack Obama. The micro-blogging site has gone mainstream. Many of us have started our own Twitter accounts, our moms and uncles and co-workers and parent companies are all on it. (Which has some asking if its star has already begun to fade).

It doesn’t matter if Twitter has gone from geeky to hip and back to geeky just because everyone is doing it; what matters is how we use it, how it evolves, and what role it can play in connecting us to each other, our clients, and consumers. Continue reading “Tweeting for the Man: A Twitter Strategy Guide”

Recession marketing gets obnoxious

Posted on by Lab Team

iStockThings are taking a turn for the worse.  No, I’m not talking about the economy; I’m talking about the marketing about the economy.

As is often the case, it starts with a good thing.  In this case, it was the brilliant Hyundai Assurance program (kudos to IPG’s Initative folks for that one).  A great idea, the program really spoke to the concerns that the country was having at the time.  It decreased the risk in buying one of the key big ticket items.  Many other car companies followed suit.  And until now, this was all a good thing.

Now Virgin Mobile is bringing the concept to wireless companies with their “Pink Slip Protection” offering.  Continue reading “Recession marketing gets obnoxious”

Six hot media trends in 2009

Posted on by Lab Team

IPG Emerging Media Lab's 2009 Digital TrendsEach year the IPG Emerging Media Lab issues its picks for the top trends in emerging media. Particularly for marketers, its an easy, painless way to get a finger on the pulse of a constantly changing landscape.

How we come to these trends is a journey in and of itself. There are endless brainstorms, weeks of handwringing, then drafts and more drafts. Ultimately, what emerges is a brain trust of sorts–one that comes out of spending a lot of time with new media, and an eye to the future…but not too-distant future, or we couldn’t call them 2009 trends.

You can download a copy of the IPG Emerging Media Lab’s 2009 Digital Trends, or check out this abridged rundown…cause this is where we’re placing our bets and putting our energy this year:

Continue reading “Six hot media trends in 2009”

Casu-core?

Posted on by Lab Team

BejeweledPopcap, the casual game maker with hits such as Bejeweled or Peggle, seems to be everywhere.  This appearance is actually not an illusion.  They really are everywhere.  Originally, I was just going to mention the news that Popcap has made a deal with Sony to syndicate five of their titles to the Playstation Network on the PS3 for $9.99 each.

Then another article caught my eye.  Apparently, Popcap had been pushing their retail presence over 2008, and while the larger PC gaming retail sales were down 14 percent, Popcap’s retail sales were up 85 percent. Continue reading “Casu-core?”

ComScore: Biggest online money makers

Posted on by Lab Team

This Money (jjjohn via Flickr)What are the top ten fastest growing sites online? And which of those are pulling in the most dough? comScore’s new “2008 Digital Year in Review” reveals which sites are succeeding, even in a difficult economic environment.

Breakmedia, whose sites cater to men between the ages of 18-24, saw 279% growth in 2008, by far the largest growth of the sites comScore lists. Glam Media which calls itself the “#1 women’s web property” (with sites such as Daily Olive and Chubby Hubby) witnessed 144% growth. The numbers are impressive, however, comScore notes both these sites achieved growth through acquisitions and partnerships.

A few other topline takeaways (we read the report so you don’t have to):

Continue reading “ComScore: Biggest online money makers”