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Addressable ads – getting them right the first (and second) time

A generation ago, part of the TV viewing experience was an unstated compact that in exchange for content, viewers would be subject to a certain amount of advertising. These ads may or may not have been relevant, but viewers nonetheless sat through them – what choice did they have? These days, service providers have moved far beyond merely hoping an ad lobbed at a specific demographic hits its target. Now we have all sorts of info about viewers to make sure they’re seeing the ads we want them to see. But just as we worked that out, the way we watched TV started to change. Yes, now TV is on many devices, but that’s not the only change. Binge-watching of entire seasons long after the show’s original airing, has changed how ads can be integrated into non-linear content. The second-screen phenomenon and the shrinking attention span of the TV viewer have created an environment where a message must hit its mark immediately, with no margin for error. To keep ads fresh, to keep wandering eyes watching ads and to keep content monetized, service providers and advertisers need to find their footing in this new world.

The beauty of the Advertising Management solution is that it Read More »

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How the Shift to Mobility & Location-Based Services is Changing Hospitality & Guest Services.

Mobility trend in Hospitality

A recent TripAdvisor survey found that over 40% of travelers use their smart phones to plan a trip and over 46% use their smart phones to enhance their trip while traveling.

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No longer is it just an idea or an aspiration for the hospitality industry to use innovative methods to engage with their guests, for example Marriott Hotels, just this year, announced the addition of mobile checkout to its industry-leading Marriott Mobile app for smartphones. Clearly mobile check-out is just the latest innovation from the brand as a new service designed for today’s connected travelers. Read More »

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Angling for Silverlight Exploits

VRT / TRACThis post is co-authored by Andrew Tsonchev, Jaeson Schultz, Alex Chiu, Seth Hanford, Craig Williams, Steven Poulson, and Joel Esler. Special thanks to co-author Brandon Stultz for the exploit reverse engineering. 

Silverlight exploits are the drive-by flavor of the month. Exploit Kit (EK) owners are adding Silverlight to their update releases, and since April 23rd we have observed substantial traffic (often from Malvertising) being driven to Angler instances partially using Silverlight exploits. In fact in this particular Angler campaign, the attack is more specifically targeted at Flash and Silverlight vulnerabilities and though Java is available and an included reference in the original attack landing pages, it’s never triggered.

Rise in Angler Attacks

HTTP requests for a specific Angler Exploit Kit campaign

Exploit Content Type

Angler exploit content types delivered to victims, application/x-gzip (Java) is notably absent

 

Read More »

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Mobile Retail Evolution and Location Based Services

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This is part of a series of how location services is a core part of the mobile evolution in various industries. In a previous post I looked at the growth of mobile  location, data and context based advertising, and there is no doubt from the evidence that this market space is already big, and predicted to grow exponentially over the next 4 or 5 years.

While this is very interesting at a macro level, for most of us what does that really mean, what can it be used for, how can we get some value or benefits from it….

Let’s look at this from the point of view of various industries, both looking at the uses of the consumer and of the business in a practical manner.

Today we look at the Retail Industry, and ask a few questions to understand the landscape.

  • How are consumers habits changing
  • What are retailers doing about this
  • What can we expect to see in the coming year(s)?

How are consumer habits changing?

We already know that today over two-thirds of all U.S. consumers have a smartphone (expected to be >90% in about 3 years) and the capabilities that this brings is changing the face of retail business as we know it. Specifically looking at mobile retail and advertising the patterns are undeniable, we as mobile retail consumers are doing things differently and happy to engage and be engaged in new ways.

◦    Remember the coupon cutting days…well mobile coupons are starting to become the norm…recent research among mobile users shows significant numbers redeemed mobile coupons… 41% at grocery stores, 41% at department stores, and 39% @ clothing stores (source: Business Insider 2014) Read More »

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IoE Takes to the Highway (and not how you think!) to Transform Marketing

You’ve heard us talk a lot about the major value at stake – or increased revenue and reduced business costs – around the Internet of Everything (IoE) for the public sector and various industries including retail, healthcare and manufacturing. But what about the one nearest and dearest to my heart — the marketing and advertising industry?

Cisco has identified a $1.95T value at stake for advertising and marketing organizations that harness the potential of the IoE.  Companies will realize this value by becoming more connected with their customers and delivering individually targeted messages and offers to them on any device, at any time and at any location.

And today Cisco is becoming more connected with its customers and showcasing IoE in a way we never have before by launching our first ever billboard…connected to the Internet.

Cisco’s connected billboard responds to real time traffic by displaying content that changes based on traffic conditions.  When the freeway is wide open – think evenings and weekends – the billboard will deliver a short message about the Internet of Everything.  As traffic slows – think commute hours – the billboard will reveal that it is responding to real time traffic, and drivers will receive a longer message depending on how slow they are going.

The billboard – located on highway 101 just south of Whipple Avenue in Redwood City, CA – replaces one that was digital, but had no interactive capabilities.  With Cisco’s help and access to road sensor API traffic data, this billboard has woken up and joined the Internet of Everything.

This new billboard is truly an example of “connecting the previously unconnected” and it’s one that will disrupt the advertising space and help brands respond to and tailor marketing messages to audiences in real time.

If something as simple as a highway billboard can be reinvented through simply connecting it to the Internet, imagine what else is possible with the Internet of Everything.

ConnectedBillboard copy

 

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