Twitter & NYT Experiment With Anchor Links

The New York Times is experimenting with a new form of Twitter integration which lets users share selected text from within an article on Twitter opposed to simply tweeting the article’s titles. Users who click through the tweet are directed to the selected text within the page. The new functionality will enable readers to share the material which resonates most with them. NYT has been aggressive on Twitter, even selling ad packages based on the most shared stories on the social network (called Spark) so it only makes sense to encourage more flexible integrations.

Lowes’ Life Hacks On Vine

For a great example of a brand using Vine, take a look at Lowes. The hardware company has been posting “life hacks” or six second instructionals to improve your home. Examples include drilling holes in your trash can to prevent trash bags from getting stuck among others. Unlike some brands which will port over existing content to Vine or Instagram Video, Lowes understands that distinct channels demand original content tailored to the medium.

LinkedIn Adds Sponsored Updates

LinkedIn has grown dramatically over the last few years and now has becomes a publishing platform for more than 3 million companies and 225 millions. Not surprisingly, they have added sponsored updates to allow customers to reach new audiences with their posts. Beyond recruitment, LinkedIn offers a compelling opportunity to reach corporate decision makers with plenty of audience segments to target.

Gigya Report: Social Login And Sharing

Gigya has published a insightful report on the social login and sharing preferences across the various platforms from Yahoo to LinkedIn. The findings on Google+ are interesting as they reveal that a decent amount (24%) of social logins are connected via Google+ accounts although the network accounts for a mere 2%. Translation: Google+ is an active network of users (likely stemming from Gmail), but a lack of engagement for their social features.  

Adobe Tools Predict Social Media Impact

According to TechCrunch, Adobe is getting ready to announce new predictive tools for Adobe Social that will allow brands to optimize and predict engagement for posts on Facebook before they go live.  While we’ve seen similar products in the space that analyze text and content type, Adobe’s access to unique user data and performance stats for a wide range of brands may give it an edge over competitors.  The Facebook program should launch this summer, with predictive tools for other social media outlets getting added to the mix later this year.

The Future Of TV Starts With A Name Change

There comes a time where naming conventions seem to hold back progress.

If we still called music “cassettes” it would be hard to imagine the effect this would have had on the way products like iTunes or services like Spotify would have been developed and marketed.

It strikes me that the future of TV , in terms of how content is searched for, found and viewed and how TV advertising manifests, is being hampered by the concept of TV and it’s antiquated name.

TV’s used to be large boxes in the home that you watched TV shows on, that were broadcast by TV companies on TV Channels.

Especially in the UK and Europe, you were quite likely to sit down at watch Channel Number X for the evening.

Increasingly these separate TV based units are becoming meaningless, the notion of a TV channel seems rather strange, even the idea of a “show” made for TV seems a little odd in an era of long and short form content on Vimeo, Youtube, News Websites etc.

A new name is required and with it a new way of thinking.
Much like we used to talk about records then cassettes, then CD’s and then MP3’s, each with their own cassette player, discman etc, we now just talk about music.
We now need to think not about DVD’s and TV Channels and Set top boxes, but about what it is Video.

Our TV’s are on the edge of being nothing to do with TV. They are merely large screen through which to play video.

We no longer sit down and “tune in” to see what is “on”, increasingly we sit down and think about specific content we watch. Smart TV’s like Samsung with their S- Recommendation engines now surface content based on our behavior and regardless of the format of content and the pipeline that brought it. Your thirst for soccer could be quenched by Live Soccer on Fox Soccer, a match on your DVR, an iTunes hosted video of the top goals ever, or highlights for free on Youtube.

Thinking of the TV as large screen for video allows the imagination to rethink other aspects. As an agency that seeks to serve the needs of brands, why are we now bound by the limitations and expense ofTV advertising.

TV Advertising can be done more accurately.
Digital TV’s can record data about your behavior and can work at an individual level, you now no longer need to buy a show, you can buy a individual house at a specific moment in time.

TV Advertising can be linked to an action.
You are now showing video to people on a large connected screen. Opportunities to buy products featured in shows will soon become common, as will click to find out more, or click to enter competitions

TV Advertising can be done more creatively.
With targeting down to a household ads can be served sequentially to build a narrative and ads can now be based on real time context or other data to make ads richer. They could pull in your feeds from you social graph, show what your friends think of the products etc.

TV Advertising can be done more measurably.
Any action based creative can be used to measure response in real time, thus providing ways for advertisers to test creative.

Even more than this advertising can now be served more quickly and much more cheaply/

So my only question remains, with this new world of the large screen and richer ad experiences, what does the TV’s new name become?Screen Shot 2013-04-11 at 9.30.58 PM

Tumblr Hits 100 Million Blogs

Tumblr has experienced solid growth in the last year, entering the top 10 most visited sites in the world and passing 100 million blogs on the platform. With a monthly audience of more than 170 million, Tumblr has made a big advertising push, rolling out paid ads with mobile products expected soon. The result should turn a profit for the blogging platform for the first time this year.

Google And Volkswagen Develop Smileage Campaign

As part of Google’s “Art, Copy, Code” initiative to re-imagine advertising, the tech giant is developing the Smileage project in partnership with Volkswagen. The campaign leverages a social app that aims to make driving more fun by tracking your route, making driving suggestions and socializing activity while you’re in the car. The entire experience is powered by Google Plus and while it doesn’t have the capability at the moment, Smileage could benefit from bringing in interesting data points like speed and fuel levels to deepen their story. 

A Twitter Powered Paintball Gun? Why Not!

Creative shop iStrategyLabs is helping move the internet of things from a buzzword to a reality, launching “social machines” which allows real world objects respond to social actions like tweets. They’ve worked on a GE fridge that unlocks when a group checks in on Foursquare and recently launched a paintball gun that shoots when you Tweet. Oh, the power of Arduino…