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Entries in Google (19)


DCNF 2014: Google/YouTube Brandcast

We’re coming to you live from the Digital Content NewFronts! Stay tuned for posts throughout the week, and on May 1st, we'll be live-blogging various sessions from our own event, the DigitasLBi NewFront. Follow @Digitas and tweet #NewFronts to join the conversation, and watch the livestream here .

At Google/YouTube’s third annual Brandcast event at the Newfronts, YouTube made multiple announcements to an audience of over 2,000 at Madison Square Garden. Newly appointed CEO, Susan Wojcicki, wanted brands and advertisers to know that they were listening to their concerns—and that YouTube would deliver more opportunities than ever before to help brands reach the right audiences.
The answer? YouTube announced Google Preferred, a program that cuts through the clutter and curates the top five percent of content on YouTube. The new offering also provides better measurement options through new partnerships with Comscore and Nielsen, and a guarantee that marketers will reach the audiences that they want. The first brands to sign up are Heineken and Johnson & Johnson.
Additionally, for the children at heart, and the brands who have a younger and animated side to them, it was exciting to hear that YouTube is launching a new partnership with Dreamworks TV. It’s an opportunity for brands to tap into an audience on a platform where they already love to consume fun family-friendly video content.
And that’s not all. At the end of the night—right before Pharrell took the stage with “Happy”—YouTube also announced DigitasLBi as the first agency to sign up for their Google Preferred offering. It’s a great opportunity for our people and our clients to dive into this new offering from the beginning, and to work with Google Preferred talent—unique, engaging content creators like fashion icon Bethany Mota, food genius Jamie Oliver, Funny or Die, iJustine, and many more, who have built incredibly passionate communities and followings.

Written by Pam Sahota, Account Director, Social.Content, DigitasLBi


Five Days of DigitasLBi Predictions (For 2014): Technology

What’s on the horizon for 2014? We surveyed DigitasLBi leaders across the globe to get their predictions for brands and agencies everywhere. From worldwide trends to local market-level predictions, see the insights that every global marketer needs to know: the social networks that will win (or fail), how mobile will continue to change our lives, exactly how marketers will design for consumers, the technology that they’ll use, and what’s next for big data.


The Internet of Me: 2013 was about the “Internet of Things,” and how everything around us can be identified and connected. Now, with everyday appliances and devices getting smarter, smaller, and cheaper, we’ll see the reality of a connected experience truly driven by behavior. Simple predictive technologies, not unlike Google Now, will become readily available across a myriad of touch points providing personalized and adaptive experiences in every part of our lives. We’ll start to see our cars, kitchens, televisions, and phones think ahead of us and anticipate our individual intentions.

Agile Marketing goes prime time. While some agencies adopted it in 2013, 2014 is the year that we’ll see more and more marketing organizations take on tenets of the Agile Methodology, which includes rapid iterations, closer collaboration (consumers included), and the heavy use of testing and data. This will be driven by the need of companies to act faster, adapt when necessary, and become more predictive in their marketing and advertising efforts. Agile over traditional conventions will ultimately allow marketers to speak directly to a consumer rather than a market segment.

- Paolo Yuvienco, Global Chief Technology Officer, DigitasLBi

Touch-less experiences that you can feel. In 2013, we saw a shift for a lot of technology from the mouse to the touchpad. In 2014, more brands will move from the touchpad to touch-less experiences, experimenting with new technologies like gesture-based MYO and sensor-based Fundawear. There are opportunities here for brands and people to meet beyond screen-based interactions; now, moving forward, we’ll see (and create) more digital experiences where people control things using voice, gesture, and eye movement.

- Marcus Mustafa, Global Head of User Experience, DigitasLBi

The marriage of Chinese money and U.S. tech companies. In 2014, we’ll see China become a big investor in the tech companies of Silicon Valley, particularly those looking for their second round of funding. Following Tencent’s investment in Snapchat, U.S. tech companies will court Chinese investors for large amounts of capital, while Chinese companies will see this as a rapid path to global revenue streams.

- Justin Peyton, Strategy Director MENA & Asia Pacific at DigitasLBi (Singapore)

Print-your-own <BLANK/> 2014 will bring about a widespread proliferation of 3D printers—not just at tech companies and ad agencies, but in the home of everyday consumers. This will mean two things: as well as seeing the potentially sinister side of this technology (3D printed guns, anyone?) we’ll also see the amazing creative possibilities of this technology. 3D printing will go to space, fabricating replacement parts, and to the developing world as a way to help provide clean water. In 2014, 3D printing on site, and at times in hostile sites, will allow us to achieve things that were once just pipe dreams.

Cyborgs for all. Next year we’ll continue to see constant and at times terrifying advances in robot technology. We are now starting to see the beginnings of what this may mean to consumers in the field of home automation, with ever more effective applications of robot technology in the form of lawnmowers, vacuums, and self-driving cars. In 2014 these technologies will become more commonplace in the home, helping with chores, completing tasks you never had to before, and hopefully ironing your clothes.

- Mark Agar, Head of Technology, DigitasLBi U.K.

Image recognition: technology that wins at mobile—and commerce. Next year when you want to look up a product on your phone, you may not need to type in—you’ll simply snap a photo. While mobile image recognition has been around for a few years now (like Google Goggles in 2010), 2014 will be the year it really takes off. We’ll see much deeper investment and more executions from retailers—like Macy’s with their Star Gifts app, or eBay with their Motors app. And the technology itself is becoming more prevalent too—CamFind passed one million downloads in October, and thousands of developers are working on apps for Google Glass.

- Nicolas Dubost, Strategic Planner, DigitasLBi France


Google Shares LGBT Marketer Insights With Digitas 

Last week, as part of Pride Month, Imran Khan, creative agency lead from Google, came to our Boston office to talk about how brands and marketers can more effectively engage the LGBT community. Google has a history of publicly supporting the LGBT community, including speaking out against Prop 8 in 2008 and becoming the first big tech company to cover a cost for same-sex domestic partner health benefits in 2010.

Khan highlighted Google’s Project Lambda program, an internal sales force that works with LGBT advertisers or brands who want to successfully market to the LGBT population. He emphasized the importance of advertisers reaching out to the LGBT community, as Community Marketing estimates their buying power to be $790 billion. Yet only $29 billion is spent on LGBT media each year. Additionally, Khan stressed how influential marketers can be for the LGBT community—both in a positive and negative way. For example, 45% of LGBT consumers will research if a company is gay friendly before making a purchase; 50% have switched products after learning of a company’s negative attitudes toward LGBTs.

That said, for now it seems that mainly tech companies have been reaching out to the LGBT community - for example, take Amazon’s recent Kindle ad. Digital advertising offers a great opportunity for advertisers to engage the LGBT community, as that segment is very active on digital media. But many companies, such as Oreo, are just starting to explore that threshold.

Khan closed his remarks with advice on how to create an effective story to better connect with consumers. “Create an image that is bigger than you, and maybe even bigger than your brand,” he said. He listed four steps that marketers can take to create a powerful story: think broader than your target mark, ask a question to which you don’t know the answer, let media be a part of the story, and erase the boundary between digital marketing and “real life.”

Want to learn more about reaching the LGBT population? Check out the study we released with Community Marketing earlier this month-- the industry’s first large-scale research about LGBT mobile device habits.


Digitas NewFront 2013: Brands as Software

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on, and follow Digitas on Twitter and Tumblr for updates. Tweet #NewFronts to join the conversation.

Jason Spero Head of Mobile for Google just joined Richelle Parham from eBay and Bob Kupbens from Delta.  The conversation was about Mobile and the brands on the stage have focused on engaging and serving their customers on the device their customers live and die by. 

Mobile is extremely important shopping experience for eBay and they expect to exceed $20B in mobile revenue this year.  Their app has over 120MM downloads that allows their customers to quickly share items for sale and items to shop.  They find that their customers flip between desktop and mobile and so they are always thinking about their end-to-end customer experience.   

Delta has identified ways to meet their customers where they need them and mobile is central to that strategy.  So how do they measure success?  They are using Net Promoter Score to measure how their digital/mobile offering impacted the brand.  eBay measures everything and they do and rely on pilots and testing to learn how to maximize the experience for buyers, sellers and the buyers who are also sellers. 

Mobile is no longer just a marketing conversation but mobile impacts operations, the retail stores, infrastructure.  Done well, your brand can own their customer relationship wherever that customer may be – at the park, in the store or in the terminal.  

Today’s New Front live-blogging was done by Digitas’ Amie Green.  For more insights from Amie – Follow her on Twitter @Smit


Digitas NewFront 2013: Our speakers in five words or less (part II)

Less than one week to go until the 2013 Digitas NewFront!  Get a look at some of our newly announced speakers here, and tweet #NewFronts to join the conversation.

Last week, we had NewFront speakers such as Blake Shaw, David Karp, and Brian Wong  send us a statement of five words or less about their upcoming sessions onstage; something that exemplified the meaning behind their work.  You can see what they had to say here. And check out part two below, with insights from Bob Kupbens, Jules Daly, Peter Vesterbacka, and more.

“Mobility + Connectivity changes everything” – Jason Spero, Head of Global Mobile Sales & Strategy, Google

“The future is new territory” – Jules Daly, President, RSA Films

“Let’s make it amazing” – Peter Vesterbacka, Chief Marketing Officer, Rovio / Angry Birds

“Mobility drives positive brand perception” – Bob Kupbens, Vice President, Marketing and Digital Commerce, Delta Air Lines

“Taco Bell and consumer engagement” – Amy Kavanaugh, VP of Public Affairs & Engagement, Taco Bell

“Making inspirational moments instantly shoppable”- Richelle Parham, Chief Marketing Officer, eBay

"Twitter, bridge, not island to TV" - Adam Bain, President, Global Revenue, Twitter