http://www.everyscape.com
Friday, November 2, 2007
Everyscape takes scape mapping indoors
Everyscape takes street level scapes indoors in Boston, New York, Miami, and Aspen and allowing the public to contribute to the building of scapes. Nice to see someone who is finally keeping Google on their toes (though the site itself if a bit clunky and ugly still).
http://www.everyscape.com
http://www.everyscape.com
Orange let's the good times roll
A new website from Orange in the UK which smacks a bit of Sony Bravia, but is still a well integrated campaign complete with the new marketing 'obligatory' facebook component.
http://unlimited.orange.co.uk/flash/go
http://unlimited.orange.co.uk/flash/go
Target Fashion Show uses Holograms instead of hot Models
Posted on Thu, 1 Nov 2007 07:00:00 CDT | by Luigi Lugmayr
Major retailer Target will present the first completely model-less fashion show on November 6 in Grand Central Terminal, New York City.
The live, 3D-virtual fashion show will be created with high-definition holograms, allowing the clothes and accessories to walk, dance and interact.
The model-less fashion show is powered by Musion Systems Limited. These are the guys who also did the fantastic Gorillaz Live appearance at the MTV Awards in Lisbon 2005.
The Target Model-less Fashion Show will employ an illusionary technique that uses Eyeliner foil to give two dimensional images the illusion of depth. The installations are recorded, played back and projected in true High Definition giving the holograms unprecedented quality and clarity.
The Target Model-less Fashion Show will feature men’s, women’s, bridal and maternity collections from Bowie by Keanan Duffty for Target, Erin Fetherston™ for Target, Isaac Mizrahi for Target, Liz Lange for Target and Mossimo for Target as well as jewelry, handbags and shoes from Dominique Cohen for Target and HOLLYWOULD for Target.
The Target Model-less Fashion Show will take place on Tuesday, November 6, and Wednesday, November 7, in Vanderbilt Hall at Grand Central Terminal on E. 42nd Street between Park and Lexington Avenues.
I love technology, but hey I prefer seeing real fashion models like Gisele Bündchen and not some hologram.
See also the Musion site.
Major retailer Target will present the first completely model-less fashion show on November 6 in Grand Central Terminal, New York City.
The live, 3D-virtual fashion show will be created with high-definition holograms, allowing the clothes and accessories to walk, dance and interact.
The model-less fashion show is powered by Musion Systems Limited. These are the guys who also did the fantastic Gorillaz Live appearance at the MTV Awards in Lisbon 2005.
The Target Model-less Fashion Show will employ an illusionary technique that uses Eyeliner foil to give two dimensional images the illusion of depth. The installations are recorded, played back and projected in true High Definition giving the holograms unprecedented quality and clarity.
The Target Model-less Fashion Show will feature men’s, women’s, bridal and maternity collections from Bowie by Keanan Duffty for Target, Erin Fetherston™ for Target, Isaac Mizrahi for Target, Liz Lange for Target and Mossimo for Target as well as jewelry, handbags and shoes from Dominique Cohen for Target and HOLLYWOULD for Target.
The Target Model-less Fashion Show will take place on Tuesday, November 6, and Wednesday, November 7, in Vanderbilt Hall at Grand Central Terminal on E. 42nd Street between Park and Lexington Avenues.
I love technology, but hey I prefer seeing real fashion models like Gisele Bündchen and not some hologram.
See also the Musion site.
Get Cash and Grooming Advice
Nivea Uses Gender-specific Ads on U.K. ATMs to Launch Men's ProductPublished: November 01, 2007
Brand: Nivea
Brand Owner: Beiersdorf
Category: Toiletries/cosmetics
Region: U.K.
Date: April 2006 to March 2007
Media Agency: Carat Hyperspace
Media Owner: ATM:ad
Media Channels: Out of home
Nivea was about to extend its male-grooming range with the launch of aftershave soothing balm. As part of the launch campaign, it put its message on cash machines so consumers getting money out would have a suggestion on how to spend it.
The innovative part of the strategy: For the first time in the U.K., male cashpoint users would get a different message than female cashpoint users.
More than 600 cash machines on high streets, in shopping malls and at supermarkets determined customers' genders from their cards and displayed the appropriate five-second ad.
Men using the machines were shown images of the new product, while females were told: "For best results, cunningly place next to his shaving kit."
Consumers who asked for receipts were given further brand messages highlighting the benefits of the new Nivea for Men product.
More than 1 million U.K. consumers used the cashpoints running the ads.
Thursday, November 1, 2007
Targeting Offline Behavior Online
by Phil Leggiere, Wednesday, October 31, 2007
ONLINE MARKETERS TEND TO BE fond of the conceit that advanced thinking about targeting emerged "ex nihilo" with new media, leaving behind the dark ages of advertising in the BI (Before Interactive) era. In reality, as Acxiom chief marketing and strategy officer Rich Howe explains below, "old school" direct mail marketing has much to add to the online behavioral targeting mix.
BI: Acxiom of late has been generating a lot of buzz for online marketing services. A few months ago, for instance, your acquisition of behavioral targeting firm Echo Target was featured in Behavioral Insider. Could you give a little more back-story about the firm's roots offline?
Howe: We've been involved in using data to enhance targeting for nearly 30 years, long before there was an online. So our newest work grows out of a long tradition in the world of direct marketing. We've had customers of ours who were interested in doing better with their online direct marketing campaigns. They understand that banner advertising still has a great deal of unrealized potential to be far better targeted than it is. What we learned is that experience we've had for many years in direct mail could be very effectively leveraged in the online world. Specifically relevant was our approach to adding segmentation based on life stages to conventional demographic clustering information.
BI: What have direct marketers known that online targeters are just catching up with?
Howe: Traditional direct marketers have known for many years that the right way to improve response rates was to break down their general mailing list names into smaller, more granular groupings based on deeper segmentation. The insight was that if you begin to look at the Zip code, the starting point for demographic clustering, it's useful for some things but doesn't go deep enough. There are just so much more relevant criteria. If you look at my street, for instance, everyone on it belongs of course, to the same Zip code. But the minute you look around, you see the differences from house to house are more powerful than the similarities. In one house you have a couple with very young children, while across the street the children are in high school thinking about applying to college. And down the street there's a household with grown-up children, and the people living there are thinking about retirement. So you have the same Zip code but radically different life stages, and with them, different consumer behavior patterns and priorities.
BI: How is the data generated and deployed online?
Howe: The data to develop this kind of segmentation online is similar to that offline. We have data we've aggregated from 133 million households, public data that we've clustered into 70 segments and 21 life stages. So the question was how to leverage that online and derive scale. Or how do you target online banners as effectively as we already know how to do with direct mail?
What we've done is run registration-based data compiled online against our offline data base, and then created cookies to anonymously track audiences based on that. The way it works is, we've built out partnership sites with publishers and ad networks where consumers provide personal data on an opt-in basis. It may be entering a contest or doing a survey, or it may be the form someone fills out when they make a product purchase online. When that happens the registration data is run automatically against our 133-million-household offline database to identify that consumer within the national segmentation and clustering system. An anonymous cookie is then generated which codes that segmentation information. So whenever the person goes to a partner site in the future, banner ads can be served based on their life-stage cluster profile.
BI: What is the behavioral component of the clusters?
Howe: Life-stage clusters essentially place every one of America's households into, first, a life-stage segment -- of which there are 21. We identify those segments -- including age, income, location, occupation and key life events, marriage, children, home purchase, job promotions, retirement. Then within those segments are a large number of clusters, currently 70 in all, which further break down households according to consumer preferences, values, opinions, brand affinities, media consumption habits and market behavior patterns.
For instance, we have two clusters within the lifestage segment called 'Gen X Parents.' Both have relatively low net worth and have a mean household age under 40. One we call 'Cartoons and Carpools, the other, 'Kids and Rent.' The first are married and extremely family-oriented, focusing their spending behavior on their children, their homes, and trying to invest for the future. The other are a mix of singles and married. They rent rather than own and spend money primarily on necessities or personal entertainment, with little or no thought to saving or longer-term investments. So though both fall under the GEN X demographic umbrella, and are even technically in the same life-stage with young children, their attitudinal, consumer behavioral and lifestyle profiles are very different.
BI: How are publishing partners taking to this approach?
Howe: For publishers deeper segmentation increases the value of their inventory. The way publishers are currently used to selling their inventory is either contextually or because someone being "tracked" by browsing patterns has visited their site from another which has tagged them as a customer prospect. But if you're able to analyze particular content areas and go beyond that, you can see, 'Oh yes, there are 4 clusters who frequent these pages in the greatest numbers.' This opens up a whole new level of insight about relevant ad placement possibilities.
BI: Do you see interest among brands as well as your traditional direct response sweet spot?
Howe: Because of our experience in direct marketing the base of users might be described still as direct response in orientation. But the lines between brands and marketers are shifting. As brands are evolving their strategies and thinking more in terms of finding a 1:1 conversational relationship with consumers, the need to personalize segmentation becomes much stronger all the time.
ONLINE MARKETERS TEND TO BE fond of the conceit that advanced thinking about targeting emerged "ex nihilo" with new media, leaving behind the dark ages of advertising in the BI (Before Interactive) era. In reality, as Acxiom chief marketing and strategy officer Rich Howe explains below, "old school" direct mail marketing has much to add to the online behavioral targeting mix.
BI: Acxiom of late has been generating a lot of buzz for online marketing services. A few months ago, for instance, your acquisition of behavioral targeting firm Echo Target was featured in Behavioral Insider. Could you give a little more back-story about the firm's roots offline?
Howe: We've been involved in using data to enhance targeting for nearly 30 years, long before there was an online. So our newest work grows out of a long tradition in the world of direct marketing. We've had customers of ours who were interested in doing better with their online direct marketing campaigns. They understand that banner advertising still has a great deal of unrealized potential to be far better targeted than it is. What we learned is that experience we've had for many years in direct mail could be very effectively leveraged in the online world. Specifically relevant was our approach to adding segmentation based on life stages to conventional demographic clustering information.
BI: What have direct marketers known that online targeters are just catching up with?
Howe: Traditional direct marketers have known for many years that the right way to improve response rates was to break down their general mailing list names into smaller, more granular groupings based on deeper segmentation. The insight was that if you begin to look at the Zip code, the starting point for demographic clustering, it's useful for some things but doesn't go deep enough. There are just so much more relevant criteria. If you look at my street, for instance, everyone on it belongs of course, to the same Zip code. But the minute you look around, you see the differences from house to house are more powerful than the similarities. In one house you have a couple with very young children, while across the street the children are in high school thinking about applying to college. And down the street there's a household with grown-up children, and the people living there are thinking about retirement. So you have the same Zip code but radically different life stages, and with them, different consumer behavior patterns and priorities.
BI: How is the data generated and deployed online?
Howe: The data to develop this kind of segmentation online is similar to that offline. We have data we've aggregated from 133 million households, public data that we've clustered into 70 segments and 21 life stages. So the question was how to leverage that online and derive scale. Or how do you target online banners as effectively as we already know how to do with direct mail?
What we've done is run registration-based data compiled online against our offline data base, and then created cookies to anonymously track audiences based on that. The way it works is, we've built out partnership sites with publishers and ad networks where consumers provide personal data on an opt-in basis. It may be entering a contest or doing a survey, or it may be the form someone fills out when they make a product purchase online. When that happens the registration data is run automatically against our 133-million-household offline database to identify that consumer within the national segmentation and clustering system. An anonymous cookie is then generated which codes that segmentation information. So whenever the person goes to a partner site in the future, banner ads can be served based on their life-stage cluster profile.
BI: What is the behavioral component of the clusters?
Howe: Life-stage clusters essentially place every one of America's households into, first, a life-stage segment -- of which there are 21. We identify those segments -- including age, income, location, occupation and key life events, marriage, children, home purchase, job promotions, retirement. Then within those segments are a large number of clusters, currently 70 in all, which further break down households according to consumer preferences, values, opinions, brand affinities, media consumption habits and market behavior patterns.
For instance, we have two clusters within the lifestage segment called 'Gen X Parents.' Both have relatively low net worth and have a mean household age under 40. One we call 'Cartoons and Carpools, the other, 'Kids and Rent.' The first are married and extremely family-oriented, focusing their spending behavior on their children, their homes, and trying to invest for the future. The other are a mix of singles and married. They rent rather than own and spend money primarily on necessities or personal entertainment, with little or no thought to saving or longer-term investments. So though both fall under the GEN X demographic umbrella, and are even technically in the same life-stage with young children, their attitudinal, consumer behavioral and lifestyle profiles are very different.
BI: How are publishing partners taking to this approach?
Howe: For publishers deeper segmentation increases the value of their inventory. The way publishers are currently used to selling their inventory is either contextually or because someone being "tracked" by browsing patterns has visited their site from another which has tagged them as a customer prospect. But if you're able to analyze particular content areas and go beyond that, you can see, 'Oh yes, there are 4 clusters who frequent these pages in the greatest numbers.' This opens up a whole new level of insight about relevant ad placement possibilities.
BI: Do you see interest among brands as well as your traditional direct response sweet spot?
Howe: Because of our experience in direct marketing the base of users might be described still as direct response in orientation. But the lines between brands and marketers are shifting. As brands are evolving their strategies and thinking more in terms of finding a 1:1 conversational relationship with consumers, the need to personalize segmentation becomes much stronger all the time.
Wednesday, October 31, 2007
Subscribe to:
Posts (Atom)