Results tagged “Pandora” from IABlog
As a consumer, audio has always provided a broad range of content offerings that cater to whatever mood you might be in. Today’s digital audio offerings build on that value proposition by offering listeners the freedom to select what to hear and when they want to listen, to match their moods.
Maybe you’re into the latest podcasts on relationships, your favorite baseball team, or the latest episodic craze. Maybe you’re jammin’ to that fresh new indie-pop station you found over the weekend, or you’re feeling introspective listening to the remastered Dark Side of The Moon in its entirety.
In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.
Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.
Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display
With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment
What’s next? We’ve added one final category to find out:
Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.
Learn more about the global IAB MIXX Awards at iab.net/mixxawards.
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.
Julie Van Ullen
Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.
Since the advent of the radio in the 1930’s, millions of us have gathered around this social experience through our favorite music or spoken word content. The thrill of participating in a new music format launch, agreeing or not with your favorite talk show host or being glued to the end of that World Series game are all experiences which have stood the test of time. Radio has been with us through good times and bad, helped us with national & local emergencies and still plays a critical role in the lives of most Americans.
Similar to television, the broadcast radio model continues to serve a wonderful purpose of distributing content in cars, offices & homes across the country. Contrary to some reports, offline radio remains a healthy media channel with more than 230 million people/week listening to some form of audio content. However, like many other mediums with IP based delivery now, the definition of “radio” is quickly changing and providing audiences & advertisers with many unique benefits/options - broadcast station streams or customized channels, listening to your favorite radio station far outside your home market, listening to your favorite webcaster, interactivity within the experience to thumbs up or down a song and the list goes on. We are living in transformational times as technology & the web has driven a ton of innovation for audio centric audiences.
The ad supported online audio space has been a gradual build however we have witnessed a lot of activity over the last 6 months. To summarize a few: Pandora became a public company & redesigns its media player in HTML5 format, Slacker purchased AOL Music from CBS Radio, Spotify launched its service in the U.S., Clear Channel re-launched its IHeart Radio product with a 2-day event in Las Vegas, CBS Radio added rich content & personalization to its Radio.com player, and even Facebook jumped into the game with its announcements on becoming a media hub. A lot of energy from the Publisher side to win audiences in the early stages of this channel and we will look back on 2011 as being a critical year of development for online audio. Much of these moves are being triggered by the explosion of mobile smartphone & tablet deployments in the hands of consumers. These devices have been a large platform for online audio publishers to build new “apps” and distribute their content in multiple ways. As the mobile space continues to grow, it will provide a platform for online audio growth as well.
Given the rapid growth trend of audio consumption online and on mobile platforms, the IAB established an Audio Committee in 2009 to help educate an inquisitive marketplace about industry standards and best practices for using digital audio as an effective ad platform. Just a few weeks back on a Monday afternoon, the IAB hosted “Streaming Audio for Agencies Day” for a standing-room-only collection of media executives, researchers and content publishers in New York. The centerpiece for the day was the release of the IAB’s “Digital Audio Advertising Overview” (click here to download your own copy), which served as a backdrop for several panel discussions, research presentations, case studies and Q&A sessions with leaders in the space. The afternoon was a fast-paced, no-holds-barred glimpse into an eager marketplace seeking the straight skinny about size, composition and engagement levels of this emerging audience, and how to most effectively target.
Tidbits that moved the Noisemeter:
- 9 out of the top 10 Retailers in the U.S. are including digital audio ads today in their media mix
- Most listeners to digital audio can be demo and geo targeted, even down to zip codes
- Agency planners and buyers want to see radio and streaming audio listenership measured in a uniform way…with identical metrics
- Streaming radio listenership is moving to mobile devices and in-car dashboards at a very rapid pace (Pandora > 60% of listenership on mobile devices)
- According to Arbitron and Edison Research, approximately 57 Million people “listened to Online Radio in the past week” (January, 2011)
- “Click-and-buy” on mobile devices is becoming a behavioral reality
Listen to audio highlights from “IAB Streaming Audio for Agencies Day” here:
It was apparent to most of us in the room that the power of the audio ad to move and activate listeners is as strong as ever…especially when a listener reaction can be measured with a tap or click on a simultaneously-served display ad. What we’re beginning to learn is that when that ad execution plays in a self-selected, personalized listening environment, brands AND listeners benefit. And now, the IAB Digital Audio Committee is asking you to join us. Whether you are on the brand side, the planning or creative side of an agency, traditional or digital, network or content creator - we need you to help us build this growing medium online. To find out more about the IAB and its critical industry-building Committees and Councils, ping Luke or Michael to find out more about membership opportunities.
Wishing you a fruitful Q4 and start to the Holiday season.
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