KEY DIGITAL TERMINOLOGIES

2015

PROGRAMMATIC MEDIA BUYING

HOW IT WORKS

Programmatic' s large-scale automation allows marketers to use customer data to better create, optimize, and target cross-channel ads

Companies like Mondelez International in the U.K. - which markets snack brands like Trident, Tang, and Oreo - are already using programmatic to place all video ads, in this case with the help of video ad software company TubeMogul

How it works: https://www.youtube.com/watch?v=Bh7wQKiS_B8

REAL-TIME MARKETING

HOW IT WORKS

Real-time marketing ranges from mobile advertising that uses GPS and beacon technology to deliver location-based ads to customizing campaigns based on what's trending for a brand's audience

It requires marketing organizations to evolve and accelerate editorial and message approval practices

The crux of it is to stay relevant and strike the right tone

Examples: Fun Mango employs real-time marketing: https://www.youtube.com/watch?v=pl7wHkIJ16Y

Oreo’s Big Super Bowl Real-Time Ad Moment: https://www.youtube.com/watch?v=WQ42PJgu104

INTERACTIVE NATIVE ADVERTISING

HOW IT WORKS

Native advertising, when combined with interactive features which enables user to interact with the ad, results in a powerful tool for communicating the message

It has a high recall value due to interaction with user

Example: M&M’s Find Red Campaign: https://www.youtube.com/watch?v=_pXX277TKzw

AUGMENTED REALITY & WEARABLE TECHNOLOGY

HOW IT WORKS

Augmented reality bridges the gap between the online and offline experience

Wearable technology, especially when plugged in with augmented reality, will create a completely new kind of environment with which the user can interact

Example: Ikea’s catalogue uses augmented reality:

https://www.youtube.com/watch?v=vDNzTasuYEw

Thermal Touch is a vision of the future which plugs in wearable technology: https://www.youtube.com/watch?v=t1HmYNqp8NM

NEAR FIELD COMMUNICATION & RADIO FREQUENCY

IDENTIFICATION

HOW IT WORKS

NFC is a set of ideas and technology that enables smartphones and other devices to establish radio communication with each other by touching them together or bringing them into proximity, typically a distance of 10 cm or less

RFID is wireless use of electromagnetic fields to transfer data, for the purposes of automatically identifying and tracking tags attached to objects. The tags contain electronically stored information

Example: Hotels connect Facebook with tech wrist bands:

https://www.youtube.com/watch?v=iPnktJ0lKKE

BIG DATA

HOW IT WORKS

Big Data is an all-encompassing term for any collection of data sets so large or complex that it becomes difficult to process using traditional data processing applications. The challenges include analysis, capture, curation, search, sharing, storage, transfer, visualization, and privacy violations

Example: Big data use in finance sector: https://www.youtube.com/watch?v=wmuG3nU9fiY

HYPERLOCAL

HOW IT WORKS

Hyperlocal = local community

A very specific area, very close to home (or, your place of business.) Examples include: the people in your office, local park, driving down main street, and everyone else within walking or driving distance to a particular destination, or, that are united somehow into one identifiable community.

Example: Hyperlocal apps: Tinder, Uber, Zomato

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