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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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SXSW Recap: Panels, Concerts and Showcases

SXSW has become an increasingly important event for the media and entertainment industry. The numbers themselves are telling—the show has had five+ years of double digit growth, and organizers said there was a 40 percent increase in registrations for the interactive portion this year compared to 2010.  On the music and film side, organizers said that last week, the city of Austin, TX saw 2,000 bands perform on 92 stages, and there were more than 275 film screenings.

While the conference and festival’s increased prominence brings more eyeballs, it also means it’s harder to stand out from the crowd. Brands need a strong online presence to create interest and drive audiences to their physical events.

Not only did we participate in the conference portion of the festival, but Cisco Eos powered the sites behind Atlantic Records’ SXSW events, driving interest and real value over the course of this much anticipated event. These turned out to be some of the highlights of SXSW: Read More »

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Cisco @ SXSW: Revolutionizing Social Media with You

South by Southwest officially kicks off this weekend, and the Cisco Media Solutions Group is busy getting ready for this year’s festivities. If you missed our previous blog posts, you can read up on all of the events in which CMSG will be participating, including the hottest show at SXSW, Killers, Lasers, Papers.

If you’re a media exec in charge of marketing a content brand, or a technologist tasked with developing cutting-edge online experiences for your portfolio, then you’re probably at SXSW to discuss the social revolution taking place in the business of and the experience with entertainment content.

Over the last couple of years, executives and entertainers alike have begun to harness the power of “social.” Artists have flocked to Twitter and Facebook to launch projects and connect with fans. Media companies have incorporated social into their promotion campaigns and built communities of fans around their content. All of this is great, but questions remain around the long-term value of these efforts:

  • How do you convert social engagement to new revenue streams?
  • How do you turn a social snacking experience into a long-term relationship between consumers and your branded content?
  • What’s the right mix of social components for your brand, and how do you get them to achieve the objectives you have? (Or more fundamentally, what IS your strategy for how you’re using social technologies?)
  • How can you scale the successes you’ve had with one site/artist/brand to an entire portfolio of brands? Read More »

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