Category Archives: Technology

MediaCom London Taps Eyeblaster and Nokia To Launch a Breakthrough Mobile Ad Campaign

By freedimensional | December 9, 2008

FOR IMMEDIATE RELEASE:

MediaCom London Taps Eyeblaster and Nokia To Launch a Breakthrough Mobile Ad Campaign

Eyeblaster’s Ad Campaign Manager syncs online and mobile channels under one platform

New York, New York (December 9, 2008)—Today, MediaCom London launched the world’s first third-party-served mobile campaign, representing a major breakthrough in mobile advertising. MediaCom used Eyeblaster Ad Campaign Manager (ACM) to serve ads across the Nokia Media Network. The campaign, promoting the latest services from mobile operator T-Mobile, spans across multiple mobile and online publishers.

Channel Connect for Mobile, a new offering from Eyeblaster, allows agencies and advertisers to seamlessly integrate mobile into the digital marketing mix, making mobile campaigns easier to plan, create, execute and measure alongside other channels.

The solution adds simplicity, accountability and reliability to mobile advertising, and removes barriers to adoption for agencies by providing them with tools widely used already in online channels. With the new solution, MediaCom is able to serve ads to multiple mobile publishers while receiving third-party delivery data, unified cross channel reports and real-time optimization.

“The lack of integrated analytics and ad serving for agencies has been a looming concern for scaling mobile advertising,” said Stefan Bardega, Director of Digital at MediaCom. “Third-party ad serving was really what drove the growth of web advertising, and the emergence of Eyeblaster ACM and Channel Connect for Mobile represents a similar milestone in mobile advertising.”

“Mobile technology is the optimal medium to keep up with today’s digital consumers and, for the industry to move on to the next level, agencies have to embrace more efficient ways of buying mobile media,” said Tom Henriksson, head of Nokia Interactive Advertising. “We’re excited that the Nokia Media Network is the first network to be part of this ground breaking project.”

According to Sam Taylor Head of Advertising and Sponsorship at T-Mobile, “As a mobile brand it is only natural that we harness mobile advertising for our marketing needs. It’s great to see MediaCom using the highest level of technology available in the sector to make it happen for us.”

Channel Connect for Mobile, currently in beta testing, joins Channel Connect for Search and Channel Connect for In-stream in Eyeblaster’s growing arsenal of agency focused tools to integrate digital channels.

About Eyeblaster

In 1999, Eyeblaster was among the pioneers in rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising through Ad Campaign Manager (ACM). ACM enables interactive agencies, advertisers and publishers to manage campaigns across digital media channels, including online, mobile and in-game, and a variety of formats, including rich media, in-stream video, display and search. ACM is a robust, integrated and easy-to-use platform that allows customers to focus on campaign strategy, creativity and media efficiency without having to worry about the technical complexities associated with managing global advertising campaigns online.

In 2007, Eyeblaster delivered campaigns for nearly 7,000 brand advertisers serving approximately 2,500 ad agencies across over 2,700 global web publishers in over 40 countries worldwide throughout North America, South America, Europe, Asia Pacific, Africa and the Middle East. Learn more at http://www.eyeblaster.com

About MediaCom

MediaCom is one of the world’s largest Media Communication Specialists, with billings exceeding US$17 billion and 111 offices in 86 countries around the globe. Our “People First >> Better Results” philosophy drives our strategy and reflects our belief that putting People – employees, clients and consumers – at the core of our business leads to optimum business results. The MediaCom family of companies includes such leaders in their fields as: Beyond Interaction, our global digital and interactive marketing agency, with future-forward proprietary technology that works to grow clients’ businesses; MediaCom Direct, our direct response experts, creating close, measured connections with consumers; MediaCom ESP, entertainment and sponsorship specialists that connect brands to consumers when they are most open to product messages; and MediaCom Business Science, focused on helping clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, one of the world’s largest marketing communications companies, and is a part of Group M, WPP’s media agency group which is the largest worldwide. For further information, visit www.mediacom.com

Media Contact US:
Jamie Fishler
Mortar
T: 415.772.9907 ext. 117
C: 727.492.5548
jamie@mortarpr.com

John Haake
Eyeblaster
T: 646.437.3737
john.haake@eyeblaster.com

Media Contact International:
David Tutin
The PR Network
T: +44.7809.760200
david.tutin@theprnetwork.co.uk

Lianne Schneider
Eyeblaster
T: 972.9.776.0889
M: 972.523.776844
lianne.schneider@eyeblaster.com

Also posted in Advertising, Mobile | 1 Comment

The Blog is Dead!

By freedimensional | December 4, 2008

The Blog is Dead! › Yongfook - Web Producer.

I’ve just set up Yonkfook’s Sweetcron here at Digital Cortex - and am closely considering my next steps.

Do I continue blogging here? Do I move to a wholly auto-generated stream?

The advantages of WordPress are a highly extensible and powerful platform for the delivery of text and rich media.
The advantages of Sweetcron are (apparently) a highly extensible and powerful platform for the delivery of shortform text and images.
The answer for now, is to do both, and somehow, somehow, get the two to link up.

The numerous hosted content aggregators and WordPress lifestreaming plugins I’ve tried just haven’t performed as I’d hoped, but I see so much promise to take Digital Cortex up a level if I can only boost my own technical skills.

Will post a review of the lifestreaming technologies I’ve tried to date, but in the meantime I’ll continue trying to make this look like the rest of my site.

Also posted in LifeStream |

Did You Know 3.0

By freedimensional | December 4, 2008

YouTube - 2008 Latest Edition - Did You Know 3.0 - From Meeting in Rome this Year.

Rather old, I know, but a great reminder of how sometimes the simplest forms of presentation are often the most effective. Comments on this video include such pearls as “we’re fucked”.

Also posted in Culture |

Mobile Advertising Gets Clever

By freedimensional | December 3, 2008

QR Code for WAP Address

The premise of online media is that it is fully accountable, a feature that I’m sure contributes to Digital’s continued growth during the recession.
It means I can track from impression to conversion across hundreds of thousands of users.
It means I can optimise towards my best performing sites to maximise ROI.
It means any number of other benefits, which I’ll come to in a later post (heh).

For a couple of years, Mobile has been nought but a testing ground for advertisers, a place to paddle around in experimental waters, usually as a way to get the most out of any remaining budget.
It was impossible to gain true visibility over the results, because the infrastructure was constantly in flux, as the big players fought for their technologies to take precidence.

Now the Mobile space is beginning to settle down, everything is changing…

Our new mobile ad campaign will be the first in the world to run through a third party adserver. In partnership with Nokia and Eyeblaster, my agency have planned and are about to execute the first wholly trackable mobile campaign. This means the same visibility and efficiencies can be ported to a new medium, from the better established digital cousin of Online.
This breakthrough may very well mean Mobile is a first addition to a plan, rather than a final one.

Also posted in Advertising, Mobile |

Introducing… DVB-H

By freedimensional | October 28, 2008

Problem:
9% of UK mobile subscribers accessed video on their mobile last month, but just 0.8% accessed Broadcast TV on their mobile.Although the demand exists, broadcasters can’t create an audience for Mobile TV due to technology constraints.

Solution:
DVB-H (Digital Video Broadcasting - Handheld) enabled devices have an inbuilt chip (top right) that picks up TV signals.They use the same frequency as Freeview, so images are immediate and crystal clear, effectively offering consumers a portable Digital TV.

Market Readiness:
DVB-H is a key feature of Nokia’s new N96 and N92 (bottom left), and we can expect more DVB-H enabled devices in 2009.
Uptake will be slow however, since operators will initially charge users to access the service.
Deals already in place see users spending £2/day to access their partners’ video content, so there is no incentive for operators to promote the service.

Potential for Advertisers:
Mobile TV is no threat to the dominance of ‘at home viewing’ (3.5hrs avg. usage/day) but the behaviours are very different.
The ‘Mobile Audience’ will watch most during travel times: 0800-0930 and 1630-1800, so broadcasters should schedule programming to meet viewer demands.
I predict this will result in mobile-specific variants of existing channels, where popular programs are scheduled during travel times.Advertisers should therefore consider mobile specific creative, tapping into the users’ on-the-move psyche with a firm call to action such as “go in-store now!”

Also posted in Innovation, Mobile |