Click here for the PDF version of this weekly report.

In this issue:
3-D Gesture Control:  Feeling its Way Forward
Leveraging the Wisdom of the Crowds to Eat Better

3-D Gesture Control:  Feeling its Way Forward

Photo credit: openexhibits

The use of hand gesture recognition for device control is beginning to gain momentum.   While Microsoft’s Kinect Xbox has employed gesture recognition since late 2010, use of the technology for purposes other than gaming is now a viable option for marketers and manufacturers.   The 3-D modeling program Leonardo 3Do enables users to create virtual versions of highly detailed 3-D objects in a fraction of the time it normally takes to build a digital model.  With a handheld stylus tool called a “Bird”, a user sculpts in the air, while the model is displayed on a monitor.  “Leo” is already on the market and a competitor, SoftKinetic, will soon be available to consumers via a webcam-like laptop add-on.

One key consideration is that gesture control may not always be a useful option. Certainly, gaming and 3-D rendering can benefit.  Other applications could include design prototyping or depicting anatomical systems for physicians.  But gesture control may be too awkward as an everyday technique to control computers.  Waving your hands in the air to enter information on a laptop while at Starbucks is probably not going to replace typing.  But for certain computer-based applications, the technology offers tremendous potential.

Implications – Well-designed gesture control can greatly enhance interactive experiences.   And if the same gesture recognition platform is employed across integrated hardware devices, it can become a simplifying user interface.  Samsung’s Smart TV as well as two new Microsoft Windows 8 notebooks are expected be available with gesture control by the end of 2012.  Control gestures are likely to be on par with making simple, intuitive sideways hand swipes to navigate through menus.

Leveraging the Wisdom of the Crowds to Eat Better

The Eatery: Massive Health Experiment #01 from Massive Health on Vimeo.

According to the Centers for Disease Control and Prevention (CDC), the percentage of Americans who are overweight or obese has risen to 68%.  That sobering fact has led to a proliferation of diet-related companies and products.  Food diaries are a common strategy used by the diet industry.  Now, a company called Massive Health is taking a unique angle on this, and connecting a photographic food diary to a social network and a large-scale back-end.  The Eatery is an iPhone app that lets you take pictures of everything you eat.   You then rate your food on how healthy you think it is.  You also get to rate other (anonymous) users’ meals and they rate yours.  Why? using a little bit of behavioral psychology, and a lot of data mining, Massive Health aims to take a smarter approach to get you to eat better.

Firstly, all of those food image ratings are letting The Eatery provide users with crowd-sourced feedback. They also tell Massive Health how good you are at assessing how healthy your food is.  By quietly testing you, they see how far you deviate from the “right” answer and can use that information to train you on how to intuitively make better guesses.  Secondly, learning the eating habits of people “like you” fulfills a basic human motivational need to know how you compare to others.   Thirdly, as more data is compiled over time and with more users, Massive Health foresees the ability to mine the data for insight and develop new features that give users customized nudges in the right direction.

Implications - Alongside upcoming healthcare reforms, the rising obesity problem, and various celebrity-fronted initiatives, improving dietary habits is becoming more prominent in the nation’s consciousness.  There are enormous marketing opportunities for those integrating technology with a proven psychological approach to motivate people to eat a healthier diet.

Please contact Bob.Tse@ny.tribalddb.com for more information.

This article was first published at IHaveAnIdea where we provide content.

I was fortunate enough to be in New York a couple of weeks ago for a DDB global chinwag. We talked about advertising and DDB’s philosophy towards advertising, which the network has in spades thanks to its founder Bill Bernbach. He revolutionised the industry, he taught us that advertising was about insight, originality and engagement. Everything he said back then is still powerful and true today. One of my favourite Bill Bernbach quotes reads:

“The real giants have always been poets, men who jumped from facts into the realms of imagination and ideas.”

He’s right. You will never find the answer in the brief. Planning will not tell you how to write an ad. You’ll get the facts, an insight, some research – but the rest is up to you, the creative. Always has been, and will be for a while yet.

One of the themes we keep coming back to in this ‘post-digital’, ‘neo-brand-network,’ ‘always-on’ age is, “what does an idea look like? How do you judge an idea?” Bill Bernbach talks about imagination and ideas. Creatives know how to use their imagination, they know how to come up with ideas – but what’s an idea? Do we still need Big Ideas, and if we do, what is a Big Idea? I’m not going to pretend to have the answer, but I can hopefully shed some light on the discussion that took place in New York and takes place in agencies all over world, every day.

Let’s try a bit of philosophy ourselves. What is a Big Idea not? It’s not a TV script. It’s not a key visual. It’s not an iPhone app. It’s not a QR code. It’s not a Facebook app. It’s not a tactic. I could go on…

A Big Idea is a thought that keeps giving. A Big Idea is a world you can occupy and keep drawing on. Let’s jump out of advertising for a moment into the realm of the novel. I don’t know if you’ve read Fatherland by Robert Harris. It’s essentially a gumshoe thriller with a twist: what if WWII had ended with a truce rather than an allied victory? What if Hitler was still alive in 1964? What if the regime had covered up the Holocaust? When Robert Harris had this idea he said he couldn’t sleep because of the possibilities that flowed from this construct. The idea kept giving enough for him to write a novel that sold 3 million copies.

Movies create worlds that the studios can draw on film after film. It used to be all about ‘High Concept’, now it’s about the world – which is why Harry Potter was such a gift. (It has, unfortunately, also led to Pirates of the Caribbean, Transformers and the Star Wars prequels.)

The Big Idea gives creatives a world they can occupy. They can almost physically enter it and see the possibilities surrounding them, like the Robert Harris novel. What’s more, once the client has bought your Big Idea and entered into your world, they are with you for a while. There’s no shopping around the back alleys for tactics from any old tin-pot agency, they are your client for as long as you can keep mining your world. And the awards cabinet should also benefit – being able to go back to a well thought-out rounded strategy that keeps giving is never a bad thing.

DDB Amsterdam won endless awards and built the strongest insurance brand in the Netherlands with their world “A for Apeldoorn” – an everyday Dutch town, where unlikely and surprising mishaps happened to its residents. Every ad ended with the name of the insurance company and the line, ‘Just Call Us.’ Whatever happened, the insurance company was only a call away, and whatever happened, creatives could come up with idea after idea within this world.

‘The most interesting man in the world’ by Euro RSCG even has the thought in the title. It’s the Chuck Norris Internet meme taken to a classy place and it’s a world that the creatives and consumers online all enjoy playing inside.

A Big Idea is not a line, but it can be a line, ‘Have a break, have a Kit Kat” (created in 1957 at JWT, made impotent in 2004 by Nestle when they changed it to ‘Make the most of your break’, and now changed back) shows the power of a Big Idea wrapped in a line. But it’s still a world – the world of stress and the need for breaks. Which creative wouldn’t still love to be let loose on that line? …Oh, the ads you could create, the apps you could come up with – it’s a fun world we all want to immerse ourselves in.

W+K have created a world for Old Spice. There isn’t a consistent line that holds it together in the eyes of the consumer – but I bet you any money they have the brand idea written down and stuck on the wall. But these days the consumer is more surprised, more intrigued and more likely to share the work when the work isn’t landing a heavy line every time. Instead they are invited into a world, into a surreal and modern place where men are on horses and bears are in sidecars. The Big Idea doesn’t have to wear its heart and its message on its sleeve – as long as the clients understand it, the creatives can work with it, and the work is consistently great.

The acid test is always Nike+. How does it fit into this theory? Simple, Nike+ opens up the world of running. It still uses the Bernbach powers of persuasion to bring you in – it promises you that if you enter this world you will get more out of running, run more often, be fitter etc. It may be a product, a service and advertising bundled together – but it’s a world the creative can play in, the client can understand and the consumer enjoys being a part of.

A final case for creating worlds, not ads, is that it will change your agency. It will break down the walls between traditional and digital; an app will be as much a part of the world as a TVC. And your clients will keep coming back for more.

It’s a theory you can stick in your David Ogilvy pipe and smoke. We all love Big Ideas, we like to be a part of new worlds and these worlds have the power to unite and ignite.

But I’ll let Bill Bernbach bring me back down to earth:

“Rules are what the artist breaks; the memorable never emerged from a formula.”

Written by Chris Baylis, ECD, Tribal DDB Amsterdam.

Agency Cited a Leader in “US Digital Agencies — Mobile Marketing Strategy and Execution, Q1 2012”

Tribal DDB Worldwide announced today that it was among the select companies that Forrester Research, Inc., invited to participate in its January 2012 report, “The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012.” In this evaluation, Tribal DDB was cited as a “Leader” in mobile marketing. Forrester examined solutions from nine digital agencies with mobile marketing services, and its Wave methodology places agencies in four “waves”: Leaders, Strong Performers, Contenders, and Risky.

“We have been, and will continue to be, very aggressive in the mobile marketing field in all of our offices globally,” said Paul Gunning, CEO of Tribal DDB Worldwide. “We believe being named a Leader in this report validates that our strategy is working. We’re honored to be among the select companies that Forrester invited be evaluated in its Forrester Wave report.”

Much has been written about the rapid pace of consumer adoption of the mobile Internet. In fact, Forrester forecasts that the number of mobile Internet users will grow at an average of 9% year over year for the next five years. In response to this growth, nearly half of the interactive marketers Forrester’s surveyed told Forrester’s that they planned to increase their mobile marketing budgets in 2011.To make the most of these budgets, interactive marketers are turning to digital agencies to create comprehensive and strategic mobile marketing programs that move their brands beyond experimentation and engage their mobile consumers effectively.

In Forrester’s 37-criteria evaluation of US digital agencies with mobile marketing services, it identified the nine significant agencies in this category and researched, analyzed, and scored them. This report details Forrester’s findings about how each agency measures up and plots where they stand in relation to each other, to help interactive marketers select the right partner for their mobile marketing efforts.

“Client references figured very heavily into our evaluation and each of the Leaders can boast strong client approval,” said Forrester’s Research. “Lauded for both their strategic thinking and execution skills, these Leaders produce high-caliber work with client satisfaction to match.”

Click here for the PDF version of this weekly report.

In this issue:
Couple Up to Buckle Up With Scandinavian Airlines
Explore Canada Like a Local

Couple Up to Buckle Up With Scandinavian Airlines

Last year, Dutch airline KLM explored the idea of profile-based social seat placements on their planes; allowing passengers to choose what kind of travelers they sit next to while booking their flight — essentially, allowing them to pair up with potential networking opportunities or even blind dates while up in the air.

More recently, Scandinavian Airlines has introduced Couple Up to Buckle Up — a two for one incentive program that targets couples and friends booking flights together. Like air mile programs, this rewards-based campaign allows passengers to build up points by scanning a customized CQ code that then syncs their phone to their partner’s. Both partners must complete simple and fun-filled tasks as designated by the QR codes in order to receive a lowered price for their tickets.

Implications: By enticing potential travelers with incentive-based booking opportunities, this effort by Scandinavian Airlines comes just in time for couples booking Valentine’s Day trips together. Similar to Ticketmaster’s social-friendly seat mapping system (now available in limited venues), it incorporates relevant social elements to key point of purchase opportunities.

Explore Canada Like a Local

DDB and Tribal DDB Canada was very proud to unveil Explore Canada Like a Local recently. The web and mobile initiative was created for the Canadian Tourism Commission (CTC) with Xomo, and follows in the success of the CTC Locals Know campaign. Global partners include American Express and Lonely Planet.

Serving as a tool to provide both locals and travelers with authentic trip advice, Explore Canada Like a Local curates insider information and Canadian travel experiences from check-ins and tips through location-based social channels such as Foursquare, Yelp and Gowalla — as well as the CTC Locals Know program. Travelers are able to plan their journeys and share their own personal itineraries, feedback, photos and videos to inspire fellow travelers.

Implications: Explore Canada Like a Local is available in English, French, German and Spanish. Users may sort through content based on location, personalized itineraries, or through a number of categories such as arts/culture, culinary, city breaks, and the outdoors.

Please contact Kumiko.Ide@radarddb.com for more information.

Australians can now have a better understanding of what causes cancer, learn ways to prevent it and commit to a healthier lifestyle at a touch of a button, thanks to an Australian-first interactive online cancer infographic launched by Cancer Council NSW and Tribal DDB.

The cancer infographic,  Hope – Turning the Page on Cancer, uses creative design and an interactive build to demystify cancer myths and reveal evidence-based facts on what causes cancer, primary risk factors and the five pillars of prevention.

The information is followed by a call to action asking users to publicly declare via Facebook and Twitter, the cancer risk factor they will commit to reducing this year.

“This is a great example of how charities and health organizations such as Cancer Council are embracing social media to engage and influence communities on important social issues. The infographic presents a large volume of detailed information in a really visual, interactive and easy to understand format, which is crucial as we move into a world of data overload” said Matt Melik – Director of Data and Publishing at DDB.

Cancer Council NSW CEO, Dr Andrew Penman, said the concept was developed to help Australians better understand cancer, improve their knowledge and ways they can reduce their risk.

“There’s so much information out there so the idea was to break it down so it’s easy for people to digest. The reality is 30 per cent of cancers can be prevented through healthy lifestyle choices. The infographic clearly and simply states the facts on cancer and gives people hope around the lifestyle choices they can make to help prevent the disease.

“We are excited to be working in the social media space and hope the launch of the infographic and its share-ability will help Australians better understand cancer and spread the important message of prevention,” he said.

Print executions of the infographic complement the digital version, which will be hosted on www.cancercouncil.com.au/hope as well as the Cancer Council Facebook page www.facebook.com/cancercouncilnsw.

DriveShield by DBS launched its awareness campaign by taking to the road, literally, in the form of live skits performed at traffic junctions in Singapore, to better prepare drivers for unexpected vehicular situations.

The short performances, showcased before curious passers-by, took place at pedestrian crossings, much to the amusement of unsuspecting drivers.

The skits were filmed and uploaded on YouTube for public viewing and sharing.

The skits cover 4 key scenarios – floods, collisions, road rage and car theft; highlighting the importance of DriveShield should these unexpected events occur. The four videos are released separately over a period of a month.

A motor insurance underwritten by MSIG Insurance (Singapore) Pte. Ltd. (“MSIG”), DriveShield has always faced a challenge to maintain top-of-mind awareness in a “me too” market dominated by the big boys. In order to reach out to drivers more effectively, the campaign combined on-the-road communications with online materials.

“Car insurance is a parity product across most brands. In order to break through the clutter, we decided to do something fun that engages our audience differently. The campaign has been well-received by online viewers and we have seen an increase in enquiries on DriveShield,” said Ms Joyce Koh Pondrano, Senior Vice President, DBS Consumer Banking Group.

Mr. Francis Ooi, Creative Director of Tribal DDB Singapore, added, “Rather than take the conventional route of holding road shows to attract consumers, we decided to add a twist by bringing them to the drivers.”

The first DriveShield YouTube video was first launched on 28 Dec 2011, Wednesday and the third video on 18 Jan 2012, Wednesday. Since the launch, the videos have garnered more than 34,000 views, and an 80% increase in traffic to the DriveShield product page. Interested car owners can find out more about DriveShield at http://www.dbs.com/sg/driveshield

Media planning duties were handled by MPG Singapore.

YouTube Links:
Floods Happen
Bumps Happens
Road Rage Happens
Car Theft Happens

Although the QR code has been around a while and was one of the first techniques that enabled traditional media to become a gateway to rich digital experiences, Patrick Rona, new president and chief digital officer of Tribal DDB Asia-Pacific, says 2011 saw an explosion of new ways that lets people flip between digital and ‘real’ media. This article was first published in CampaignAsia where we regularly contribute content.

Take Hyundai. The car giant is allowing visitors to Times Square in New York a chance to compete in time trial races against each other using their iPhones. Users simply have to download the app, register with Hyundai Race, and then wait their turn to test out their driving skills while all of Times Square looks on (no pressure). A leader board then ranks participants against other drivers. While not the most visually stunning execution, the level of user interaction more than makes up for it. Watch the video here.

And then there’s Greek chocolate brand Lacta, which has applied real imagination to the consumer journey. The brand already has a long tradition of TV commercials in which lovers use the chocolate bar itself to send a romantic message. But with this new mobile app, Greeks can now turn their emotional verse into an animation. Using the app, people write personalised messages onto chocolate bars and then send them to their facebook friends. The messages are only revealed when a friend scans a bar of Lacta themselves. This means that not only does your friend think of love when they see Lacta, but they also have to actually buy a chocolate bar to see the message. Check out the video here.

I think this trend will continue in 2012 as agencies and advertisers not only create great brand experiences, but also increasingly close the loop to drive direct sales. As smartphones continue to become more sophisticated and ubiquitous, people can – and will increasingly – flip between media, and mobile devices specifically, as the portal to these new experiences.

TV commercials, print ads and outdoor billboards are already gateways to rich content, detailed product information, physical promotions and even direct sales. The technology is there. The only things preventing it from going mainstream are our imaginations and new ways of working that will consistently enable great creative ideas to intermingle with innovative – yet easy to use – technology.

As an industry – and I mean both clients and agencies – we need the imagination to always think about complete consumer journeys and all the opportunities we have to enable fantastic experiences that build true brand value and close the loop from awareness to sales. We also need to break down the walls in our processes between various areas of expertise. On both client and agency side, we need to surround our clients’ challenges with a range of experts – brand and media planners, strategists, designers, film makers, bloggers, community managers, creative technologists, data experts and PR experts.

We also need to sit up and take notice of digital in the retail environment. Apple and Nokia are blazing the trail (check out Apple’s apple store app), in the West, but everyone from consumer bank branches to supermarkets will be (or should be) thinking about how to enhance the consumer’s experience in physical retail environments.

As a student of history, and an American, it’s been programmed in me from my earliest school years that future opportunities – and riches – lie in the West. As you all know – and I’m quickly learning – how wrong we are. I’ve only been here a handful of days but I already see extraordinary things happening across the region. Things that most in the West are only starting to think about. Companies around the Asia-Pacific region like Toyota, Telstra, StarHub and McDonald’s are doing new and innovative things every day.

Take VW’s new augmented reality experience. Created by Tribal DDB Singapore, users can interact with a print ad using their iOS devices, which lets them discover more about the whole range of Volkswagen models, explore model features in detail and even take their favourite car for a test drive.

So the good news is that here in the East, we know we can do it. We just have to do it more often. I can’t wait.

At this year’s CES, AOL Advertising gave business leaders the chance to weigh in on the key trends and product announcements throughout the week. Tribal DDB’s Matthew Nelson, Director, Social Strategy, participated on a panel titled Mobile Advertising: Insights and Trends from CES that was moderated by AOL Mobile’s Mandar Shinde. The panelists  discussed everything from convergence, product launches, emerging trends and of course, their favorite new phones from the show floor.

Mobile Advertising: Insights and Trends from CES

Moderated by:
Mandar Shinde, Head of Monetization, AOL Mobile

Panelists:
David Camp, Head of Marketing, Amazon Wireless at Amazon.com
Matthew Nelson, Director, Social Strategy, Tribal DDB
Chad Stoller, Managing Partner, IPG Medialab
Omar Seyar, Co-Founder, NextTag

Watch the panel video here.

Click here for the PDF version of this weekly report.

In this issue:
Twitter Reveals Redesign Following the Introduction of Google+ Brand Pages
Four Seasons Embraces Digital Marketing

Twitter Reveals Redesign Following the Introduction of Google+ Brand Pages

Last month Twitter joined the likes of Facebook and Google+ when it unveiled a redesign that involves more comprehensive brand pages for marketers. This change is an effort to strengthen Twitter’s relationships with advertisers going forward and to potentially end Facebook’s hegemony as one of the most top-of-mind brand destinations.

Under the redesign launched with 21 marketers, including but not limited to American Express, Best Buy, Bing, Chevrolet, Disney, General Electric and McDonald’s, there are a number of improvements that will be free to companies. Marketers can now customize their brand pages with large header images that can be leveraged to display the logo/ tagline more prominently than under the standard format, where branded elements of the page design are often significantly covered by the tweets. Brands can also control the message visitors see when they first come to the profile page by choosing to keep a particular tweet at the top of their time line. That top tweet also auto-expands to reveal an embedded photo or video from Flickr, YouTube or other sources, without requiring the user to take action.

Additionally, the new page features allow brands to separate out the brand’s mentions and replies. This is particularly important to companies that heavily use Twitter as a customer service tool to respond to customer requests but want to separate this from any brand communications in order to not dilute marketing messages.

Implications: This new development can be viewed as Twitter’s way of challenging Facebook’s domination as the second branded destination for a company after its own site. More importantly, this is an important step towards making organic and paid content more interconnected and ultimately showcasing Twitter as a more enticing branding and advertising channel. As brand pages become destinations with richer content experiences, Twitter is likely to become more appealing to large corporations and small businesses alike. Therefore, as marketers, we will need to evaluate each social media channel separately and develop specific but complementary strategies based on the social channel’s strength in an effort to develop a cohesive ecosystem.

Four Seasons Embraces Digital Marketing

In an effort to be at the forefront of digital innovation in the luxury travel space, Four Seasons Hotels and Resorts recently introduced a highly experiential global website. The new fourseasons.com site provides an immersive, engaging and user-friendly experience that houses rich content presented with a high design aesthetic, as well as social media integration. Four Seasons is not new to the digital marketing space, and it was already an active player with Four Seasons Online Magazine, online blogs such as “Have Family Will Travel” and innovative initiatives in social networking sites such as the one-of-a-kind virtual Twitter wine-tasting events.

The idea behind the updated digital presence is to extend the luxurious and personalized Four Seasons hotel experience into the digital medium. In the new layout, beautiful destinations are front and center with the website creating a virtual experience for the user by not only including all information of interest but also providing a taste of the local culture in a well-organized and palatable manner.

In addition to the website’s content updates, another fundamental change is the incorporation of user-generated content, which for years has been something luxury marketers have shied away from in order to protect their brands. However, with deeply rooted faith in the brand value proposition, Four Seasons chose to import user content by putting up TripAdvisor and other user-review sites’ reviews with a direct link to those sites.

Implications: The Luxury Trend Report generated by Four Seasons highlights that luxury consumers are not only embracing, but also engaging with emerging technologies. According to the research, 78% of affluent consumers participate in social networking and more than half use social media to connect with a brand. All of this underscores that digital is no longer just “nice to have,” and as consumers continue to increase their adoption of digital media, luxury brands will need to come up with strategies to retain their exclusivity and serve premium experiences within the digital landscape to remain relevant to digital savvy luxury shoppers.

Please contact nukte.tuncok@ny.tribalddb.com for more information.

This article was first published in Google’s Think Quarterly Magazine where guest columnist Paul Gunning, CEO of Tribal DDB Worldwide, extols the virtues of marketing at speed. Welcome to the real-time revolution.

Real-time marketing is set to dominate almost every facet of our industry. Consumers are not only moving quickly across platforms (between MySpace, Facebook, and Google+), but on to new devices with startling speed (think one million iPhone 4Ss sold in a single day). It’s now imperative to find methods to connect with consumers in real-time, and that means we need to invent ways of doing our jobs faster than ever.

It’s obvious today that our goals of yesteryear were somewhat linear: Utilizing research; coming up with insights on behavior that we could leverage with a solid strategy; showcasing the concept with award-winning creative; and parsing the results a quarter or two after the campaign ended.

How things have changed. While we’re still probing research and drawing findings from focus groups, we are simultaneously monitoring consumer sentiment and performance in real time. Using technologically advanced tools such as Radian6 and Sysomos, we’re witnessing the brand conversation as it happens, and reacting to our consumers by crafting advertising around those insights.

That advertising is being conceived and crafted faster than ever. And while technology is a key enabler, underpinning the shift in pace is also a shift in culture. We are impelled to move faster because we know we have to.

What used to take weeks is now delivered in days, if not hours. The danger then is that speed might cause us to stumble – but we must ensure against mistakes when it comes to our clients’ brand value. We’re now developing the confidence required to produce high-caliber work in a shorter period of time. You must trust yourself and your team to deliver.

And it’s not just about producing the work: The media environment in which it may run is also dominated by real-time information. Take the trading desks: The notion that we can target with amazing accuracy, auction the price in the blink of an eye, and flight the creative to match needs is one of the most intriguing recent advances in the advertising industry. If you’re not practicing in this environment yet, or at least considering how the agency functions must change when these platforms reach the required scale, I’m not sure you’ll be competitive. Keep in mind, while the internet inventory is the first in, all media – including TV – will follow.

Next we must consider the 24/7 consumer mindset. DVRs, apps, and gaming consoles are all important in this real-time atmosphere. But the smartphone, and, more specifically, the smartphone in a retail environment (with its message flexibility and the allure of geo-location), is what will make the world change at a scale I’m intrigued by.

Knowing a customer is nearby, and having an opportunity to beam into their car or pocket with a qualified message, is irresistible to advertisers. Once in store, product comparisons, how-to guides, and a multitude of interactive experiences come to life, all revealing what consumers are actually doing and how advertisers can cater their messaging to them contextually.

Real-time information is omnipresent in every section of the marketing funnel, in every function of the advertising agency, and in the consumer’s media usage patterns. What are you doing to harness these trends? How are you recasting your role? Is it an opportunity or will it just frustrate your enterprise? Think about it – but not too long. You only have seconds to spare.