meshmarketing Archives - Page 12 of 26

Oct 25

Join Us for a mesh Meetup on Nov. 1

By mesh conference meshmarketing

With meshmarketing only two weeks away, it’s the ideal time to get together.

On behalf of Edelman Toronto and mesh would like to invite you to an exclusive panel discussion on November 1 with Matthew Ingram, Senior Writer for GigaOM and mesh co-founder; Christopher Bennett, Director of Corporate Communications, Government & Community Relations at Best Buy Canada and moderator, Tristan Roy, National Practice Lead Digital at Edelman Canada.

Together, the panel will discuss how we navigate the “Continental Content Divide” between media that look at social networking as the primary path to widespread sharing of stories versus others who believe the future is in immersive experiences that audiences seek out and, perhaps, even pay for.

This “divide” represents a dramatic change in the media landscape and the way news and information is produced, consumed and shared. The truth in our digital age is that content is infinite, yet time remains finite. The ability to craft compelling narratives that span screens, captivate audiences and leave a lasting impression has never been more challenging for public relations professionals, marketers, content and digital strategists.

The Details

When: Thursday, November 1, 2012 | 6-8 p.m. (Doors open @ 6 p.m. Panel begins at 6:30p.m.)

Where: Edelman Canada, 150 Bloor St. W. Suite 300

Please RSVP:
Jason Kinnear, National Practice Lead, Technology
jason.kinnear@edelman.com | 416.849.4445
OR via Eventbrite / LinkedIn

Information on Panelists:
Matthew Ingram ~ Senior Writer, GigaOM, co-founder mesh
Christopher Bennett ~ Director of Corporate Communications, Government & Community Relations at Best Buy

Moderator
Tristan Roy: ~ National Practice Lead Digital, Edelman Canada

Oct 24

Love0

meshmarketing speaker spotlight: Jennifer Lum

By mesh conference meshmarketing

In the last blog post, we talked about a panel put together to provide brands and marketers with some insight into how to capitalize on the fast-growing mobile market.

To provide some context about the mobile market and the panel, I talked with Jennifer Lum, a Canadian, who started Adelphic Mobile, a marketing platform that has attracted 250 million unique visitors and more than six billion pageviews since its launched a year ago.

Can you provide some more info about Adelphia?

We are working on mobile advertising model that we believe will unlock value in the mobile advertising market. What is probably known is that consumption rates of mobile media are growing but the mobile ad spend is not growing at the same rate. There is something blocking it. Mobile media isn’t currently target-able in a way that marketers are accustomed to buying through other digital channels. Right now, a lot of mobile inventory is described by devices, carriers and networks. Marketers are not thinking I will buy an iPhone 4s on Rogers or an Android device on Telus. They are thinking “I am Coke, and for this campaign, I want to target males of this demo.” If you have an iPhone4, that’s nice but they are naturally thinking of ads along those lines. We are bringing audience based advertising to mobile which we think will pair buyers and sellers.

Have brands and advertisers got their head around mobile yet?

I think the mature brands and agencies have moved past the point of testing. They have been planning and budgeting for a couple years in mobile but there are so many more players and budgets in the market that aren’t yet truly engaged in mobile. We want to help make it easier to make it easier for brand to connect with people in mobile. There is no lack of inventory or interest on behalf of brands, we have to raise confidence for advertisers and deliver good ROI and a lot of insightful data.

What are mobile ad formats?

There are a number of companies doing a good job pushing mobile rich media into the market, and some are full-page interstitial and some are banners that expand. The adoption rate for those kinds of campaigns is starting to pick up but less than 15% of the media being delivered is rich media.

What about Facebook and its mobile challenges?

It is really interesting to see the small twist in their mobile monetization strategy. Some of the complexity comes into play with them because they are unwilling to support the standard display unit in mobile. They are heavily focused on helping to drive mobile app installs. They are considering some of the data plays but they can’t tap into the massive audience they have and monetize traditional display. What is the right ad unit to help them start monetizing that data?

Oct 22

Love0

How do Marketers Leverage Mobile?

By mesh conference meshmarketing

There are now more than one billion – yes, billion – smartphone users. It’s a meta-market but brands, marketers and advertisers have yet to really figure out how to turn all those users into revenue.

It’s certainly not for a lack of trying. The mobile marketplace includes advertising, e-commerce, search, location-based services (LBS) and content. While advertising has been making modest inroads, it is far from clear whether it has huge potential.

The uncertainly about the mobile market is one of the reasons we wanted to do a panel at meshmarketing. It brings together a variety of people who can offer different perspectives – Jason Chaney is advertising strategist, Jennifer Lum runs Adelphic, a mobile advertising network, Amar Narain is director of IT with Pizza Pizza, which has launched successful mobile apps, and Naeem Lakhani is the COO with BNotions, a mobile developer.

It will be interesting to see what kind of insight and direction the panelists can offer brands and marketers looking to take advantage of the fast-growing mobile market in a way that drives engagement, sales and ROI. To many brands, mobile is proving to be irresistible but getting some sense of what to do is one of their key needs.