Association of National Advertisers and Nielsen – @Nielsen

ABOUT THE ANA

Founded in 1910, the Association of National Advertisers leads the marketing community by providing its members with insights, collaboration and advocacy. ANA’s membership includes more than 525 companies with 10,000 brands that collectively spend more than $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visithttp://www.ana.net, follow us on Twitter, or join us on Facebook.

ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit http://www.nielsen.com.

PRESS CONTACTS:

CooperKatz & Company for the ANA: Marcus Hardy; (917) 595-3043; mhardy@cooperkatz.com
CooperKatz & Company for the ANA: Luna Newton; (917) 595-3061; lnewton@cooperkatz.com
Nielsen: Anne-Taylor Adams; (646) 654-5759; annetaylor.adams@nielsen.com

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Media spend attributed to multi-screen advertising campaigns is expected to grow from 20 percent of budgets today to 50 percent in the next three years, according to a new study by ANA (Association of National Advertisers) and Nielsen conducted among client-side marketers, agencies and media sellers. Multi-screen campaigns were defined as those that run during a similar timeframe across two or more screens including TV, computer, tablet, mobile phone and digital place-based media.

Emphasizing the significance of multi-screen advertising campaigns, 48 percent said they believe these campaigns are very important in effectively delivering marketing messages today.  And a vast majority of those surveyed (88 percent), predict that multi-screen campaigns will be very important in three years.

“Measurement is the biggest issue that will influence the rate of growth for multi-screen advertising,” said Bill Duggan, Group Executive Vice President of the ANA. “The industry needs to adopt measures that are consistent, comparable, and combinable across screens to provide a complete picture of a campaign’s effectiveness.”

Image representing Nielsen as depicted in Crun...
Image via CrunchBase

“At Nielsen we work closely with our clients to help them deploy consistent, multi-platform measurement against their advertising initiatives, so these findings confirm what we’re already seeing in the market. The potential for marketers and the industry as a whole is significant as multi-platform measurement is embraced in the marketplace,” said Randall Beard, Head of Global Advertiser Solutions for Nielsen.

“We at Nielsen are committed to providing multi-platform measurement capabilities in order to make marketing spend more effective and to grow the industry as a whole. Studies like this done in collaboration with respected industry organizations like the ANA are incredibly useful for those of us who are tasked with developing the next-generation measurement tools that inform the important decisions marketers, agencies and media sellers are making every day,” said Megan Clarken, Executive Vice President of Global Product Leadership for Nielsen.

THE IMPORTANCE OF MEASUREMENT Leer más “Association of National Advertisers and Nielsen – @Nielsen”

Marketer Perceptions of Mobile Advertising – @iab


Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to IAB analysis of figures released in this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. This finding supports the prior study’s prediction that brand marketers’ mobile advertising budgets were on the uptick. In addition, the survey showed that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from merely 7 percent in 2011 to 32 percent this year.

  • This is the second survey based study that Ovum has produced for the IAB’s Mobile Marketing Center of Excellence, building on the first, ground breaking survey conducted in 2011. Both surveys were conducted among marketers at 300 US companies active in mobile advertising.
  • This 2013 iteration uses a fresh sample, provides a B2B and B2C perspective and introduces new questions, reflecting changes that have taken place in mobile advertising over the last two years.
  • The findings presented in this study provide a unique insight into mobile advertising from a buyer perspective, and the results are once again both positive and challenging.

The Offline Glass o Vaso sin red, te juntas con amigos? olvida entonces a las redes sociales =)


by cargocollective.com/mauricioperussi

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A creation of the advertising agency Fischer&Friends, the glass that only stands supported by the mobile phone rescues people from the online world and brings them back to the bar chat

Agency: Fischer&Friends
Client: Salve Jorge Bar
CreationGeneral Director: Mario D’Andrea
Creation Director: Beto Rogoski and Sthefan Ko
Copywriter: Melissa Serro Pottker
Art Director: Maurício Perussi
Convergence VP: Pedro Porto
Photographer: Lucio Cunha
Art Buyer: Leo Lopes and Carol Ferreira

El teléfono celular cumple 40 años – Por Ricardo Sametband | LA NACION


Martin Cooper y el ””ladrillo”” original (un Motorola DynaTAC). Foto: Gentileza Arraycomm

Tiene 84 años, pero sigue trabajando, aunque no tanto como antes: “cuando era más joven saltaba de la cama y estaba haciendo cosas antes de desayunar. Ahora me tomo toda la mañana para desayunar y después trabajo. Pero bueno, el golf no me gusta: ¿qué otra cosa podría hacer?” Es ingeniero electrónico, y las comunicaciones lo fascinan desde pequeño. Y estuvo a punto de transformarse en un militar profesional (la Marina estadounidense financió sus estudios), pero finalmente optó por meterse en la industria de las telecomunicaciones.

Y el 3 de abril de 1973, ante la mirada atónita de varios transeúntes (y la presencia de la prensa) Martin Cooper inició una revolución en las telecomunicaciones: en la Sexta Avenida, en Nueva York, usó un teléfono sin cables para llamar a otra persona. No un inalámbrico hogareño, se entiende (no existían entonces): un teléfono que usaba una antena especial en el techo de un edificio para tomar su llamada y conectarla con la red de telefonía fija.

¿Llamó a su jefe? ¿A su esposa? ¿A su madre? No: a Joel Engel, su -en ese entonces- archienemigo laboral. Cooper trabajaba en Motorola; Engel dirigía los míticos laboratorios Bell de AT&T. Ambos buscaban lograr lo mismo, un teléfono celular funcional. Cooper hizo la primera llamada, y le dio el dudoso honor a Engel de ser la primera persona en el mundo que atendió una llamada de ese tipo en un teléfono normal. “No le hizo mucha gracia”, recuerda Cooper, entrevistado por LA NACION.

Cooper no creó el primer teléfono móvil. La pionera más famosa, cuenta la leyenda, fue Hilda, la mujer de Lars Ericsson, el fundador de la compañía de telecomunicaciones sueca que lleva su nombre: a principios del siglo pasado llevaba en el auto (una novedad para ese entonces) un teléfono normal y una jabalina con dos ganchos; cuando se le daba la gana se colgaba, literalmente, del poste telefónico más cercano.

En la década del 50 y 60 ya existían los teléfonos móviles inalámbricos, pero eran radioteléfonos, sólo funcionaban en un auto, eran carísimos y tenían muy poco alcance. 


Cooper en febrero último, cuando fue premiado por la Academia Nacional de Ingenieros de Estados Unidos; segundo desde la izquierda, Joel Engel, el hombre que atendió su primera llamada. Foto: Gentileza Martin Cooper

Cooper tampoco inventó el concepto de las redes celulares, con transmisores de baja potencia que dan servicio a áreas pequeñas (celdas) y que permiten la reutilización de frecuencias, que había nacido a mediados del siglo pasado.

Pero este hombre es el que tomó todo eso y lo transformó en una tecnología y un dispositivo que, 40 años después, usa la enorme mayoría de la población mundial. No hay, dicen, una tecnología industrial que se haya difundido tan rápido, ni que alcance a tanta gente. Hay 6000 millones de usuarios de teléfonos celulares pero, como alertó Naciones Unidas hace dos semanas , sólo 4500 millones tienen acceso a un baño limpio.

LLAMAR A UNA PERSONA, NO A UN LUGAR

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IAB and MMA Release: Download the Mobile Phone Creative Guidelines


IAB and MMA Release “Mobile Phone Creative Guidelines”

With the rapid evolution of the mobile marketplace, there is a demand for standards and guidelines to unify the advertising industry. To expand on current industry accepted ad units,the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) released “Mobile Phone Creative Guidelines” for public comment, simplifying the development of ad units across the industry.

The guidelines provide additional directives necessary to empower creative shops and publishers to use mobile for more dynamic, rich consumer experiences. Additionally, it also aligns across the IAB’s “Display Advertising Guidelines.”

The “Mobile Phone Creative Guidelines” incorporates input from marketing and media authorities to establish detailed specifications for mobile phone ad units. The guidelines address smartphone and feature phone devices and are relevant for both mobile web and in-app inventory. Additionally, they include ad specifications for both basic and rich media units.

Balancing the requirements of both the marketer and the consumer experience, the guidelines address varying factors such as different data connections (WIFI, 3G, 4G, etc.), carrier plans, Z-Index range and even the impact of the reduced processing power inherent in mobile device for file load size and web display.

Critical elements in the “Mobile Phone Creative Guidelines” include:
Leer más “IAB and MMA Release: Download the Mobile Phone Creative Guidelines”

‘Phablets’ | manualdeestilo.com


ESTILO, Manual de estilo para los nuevos medios
Manual de Estilo

Los titulares no dejan lugar a dudas: «Comienza la era phablet», «Losphablets son el futuro de los dispositivos móviles», «La phablet más fina y a un precio razonable» e, incluso, con ansiedad comprensible, «¿Veremos unphablet de Apple?». A lo que un despistado podría añadir: «Si no es mucha molestia, ¿alguien me explica qué es un phablet?».

Por supuesto, basta una consulta rápida para averiguar que esta palabra se emplea al designar a aquellos dispositivos móviles que combinan las prestaciones de un teléfono (phone) y una tableta (tablet). El resultado, no obstante, no es por completo castizo.Concretamente de términos que aspiran a traducir la voz inglesa original: ¿tabletófono?, ¿tablófono?, ¿alguien apuesta por tebleta o telebleta?
Leer más “‘Phablets’ | manualdeestilo.com”

Understanding the Modern Gamer | thinkwithgoogle.com


This Google whitepaper examines the changes in video gamer digital behaviors through the lens of millions of tablet, desktop, and mobile searches. It also explores the meaningful link that exists between online engagement and game sales. Our research uncovers the following key trends:

  • More engagement: searches per gamer increased 20% year over year.
  • More research: 4 in 10 searches occur before a game releases.
  • More mobile: 1 in 10 searches happen on mobile devices.
  • More sales: 84% of game sales can be predicted by search clicks.