Archive for the Applications Category

Mobile applications turn static comms into engaging experiences

Posted in Applications, content, POE with tags , , , on July 26, 2011 by Joanna Lyall

Technology provides the vehicle that turns paid advertising into owned and earned value.   Autonomy, a UK search technology company developed application called Aurasma that allows a user to point their iPhone or iPad at a static image and generate a video.  essentially this allows you to bring a print ad to life and creates a richer more engaging brand experience for the consumer.  This type of technology falls under the augmented reality category and Google offers a similar tool in it Goggles application.  I think we will see more of this integrated advertising made possible through the growth of smart phones.  The FT recently used this technology in a partnership with Wally Yachts, it turned a still image into a film of boat racing.  http://www.brandrepublic.com/news/1075744/Ad-recognition-app-feature-FT-super-yacht-campaign

Falling angels

Posted in Applications, Ideas you love to share with tags , , , , on March 17, 2011 by Joanna Lyall

Great use of augmented reality  to bring the new Lynx campaign idea to life.  Currently at 869k views on youtube.  Good example of owned content driving earned media value.

No Place for advertisers

Posted in Applications, Platform with tags , , , , on August 24, 2010 by Joanna Lyall

The industry seems excited about Facebook Places launch and so they should be to a point…  Facebook places will certainly make it harder for the smaller players to compete given they have a ready-made network just waiting to update us on where they are.  The application of places adds genuine value to a social network.  The problem for me is that the majority of requirements to ‘check in’ will be on-the-go, out-and-about and currently Facebook don’t allow any commercial messages on the mobile platform, so it seems advertisers will have to look elsewhere for there LBA opportunities.

The Sunday papers got me thinking

Posted in Applications, content with tags , , , , on June 22, 2010 by Joanna Lyall

I enjoyed reading The Sunday Times this weekend, I sat in the sun with a glass of champagne and some strawberries, all sounds normal (maybe not the champagne bit, I was on holiday) but this week it was on my iPad. I really like the new format as I have talked about before and it works brilliantly on the iPad.

Worth noting that as a non paper buyer The Times have gained me as a new reader, certainly for now until they start charging me.

As I was browsing I was thinking the app and wondering that with such a strong web experience why would I bother paying another £9.99 for the app?  Surely the information is the same just presented in a different format.   I assume it can be accessed offline which is a bonus but potentially not one worth paying for in my opinion.  I think that apps developed for iPad will have to offer something very compelling for a user to not just use web based content that they know and love especially as increasingly websites will be updated and developed with mobile access in mind.  It is different on the iphone because of the screen size and apps make the content more digestible.

iAd no idea where they got their prices from

Posted in Applications, Media with tags , , on June 11, 2010 by Joanna Lyall

There is no doubt in my mind that ads will look stunning on the iPad it will probably be the publishers that will take a lead on this platform. For the iphone which is comparatively mass the ad model will be closer to what we see on wap and web. It will work to some extent but at what cost. The iAd model is an interesting one charging for displaying a basic banner and then slapping on another charge for a click. Banner ads on mobile don’t look great, they are small and fairly intrusive albeit necessary to direct users to a better experience. However, digital buyers know what a banner is worth and it is no where close to the iAd proposed cpm. IAd will get initial take up but will struggle to scale with that model. Cool brands will want to be using these innovative new platforms and may pay the initial price but they will also then move on to the next cool thing, the ad model needs to cater for the advertisers with the money. Apple can be arrogant when it comes to their beautiful products and most of us will forgive them but they cannot afford the same attitude when it comes banner ads on apps.

Anything you can imagine and more

Posted in Applications with tags , , on February 2, 2010 by Joanna Lyall

Everyday it seems that someone tells me about or shows me a new iphone app.  Today Tim Mitchell showed me Acrossair and Nearest tube, both are augemented reality type apps and they really are very cool.  Nearest tube shows you the options laid out geographically and then allows you to click through to a map with directions.    Acrossair pulls in a number of feeds including restaurants  which again get displayed geographically on the screen.  So simple and smart.  Check them out.

App-itite

Posted in Applications, Brand utility with tags , , on July 16, 2009 by Joanna Lyall

I do love apps, well iPhone ones anyway.  I am currently loving the Ocado App.  Very clever and simple.   Upmarket food shoppers who love waitrose probably also have a good chance of owning an iPhone so Ocado have made it even easier to order your groceries on the go.  The App is fast and simple and will get your groceries to door by the next day.  Now that last 5 mins of down time has been filled.  Thank you Ocado this is branded utility at its best.