RSSAll Entries in the "Essays" Category

What AR means for marketers

What AR means for marketers

By Samuel Snider-Held, AR & VR creative technologist, MediaMonks The idea of augmented reality has been around since the 1960s. Since then several types of technologies have built on this idea, but it’s really been science fiction that fleshed out the concept. Sci-fi fans remember the first time they watched Luke see Princess Leia’s blue hologram, or […]

Using technology to measure media habits

Using technology to measure media habits

Ipsos’ content and research director Gareth Deere explains how digital technology can be used to track traditional media To inform business decisions about the allocation of budgets to invest on behalf of brands in media and communication, decision makers require facts about their target audiences: where they can be reached and how receptive they are […]

Smart cities and out-of-home

Smart cities and out-of-home

Posterscope’s Federica Fattorusso examines how our urban environments can connect to the messages we see on the streets As we enter what is being called the fourth industrial revolution, which sees the increasing connection of people to things through the internet, companies are reviewing and repositioning their offering in order to meet this ever-growing social […]

Which ad-tech company will take its place beside Google and Facebook?

Which ad-tech company will take its place beside Google and Facebook?

By Imad Sarrouf, commercial and technology director at DMS “Ad technology” and “marketing technology” are two hot topics doing the rounds in business circles these days. They are also hot enough to make the entire bubble burst. With the proliferation of more and more brands, agencies and publishers are adopting new technologies to keep up […]

Is there such a thing as digital retail?

Is there such a thing as digital retail?

Martin Oisterschek, director of innovation at Serviceplan Group Middle East, looks at where the code meets the road in the future of shopping Hear me out before you turn that page, because chances are, digital retail may not be what you think it is. It certainly goes beyond simply replacing a point of sale poster […]

Marketing in the IoT era will be about collaborative ecosystems

Marketing in the IoT era will be about collaborative ecosystems

Brands need to create and be part of systems that enhance the value they provide, says Sony Mobile’s Gita Ghaemmaghami As connectivity becomes more pervasive, going from large systems to devices to wearables and items of everyday use, it will transform everyday objects into smart gadgets that communicate with each other automatically. From smart homes […]

The future of programmatic

The future of programmatic

The most talked about aspect of ad tech is now moving beyond the buzz, says Nourah al Fayez, DoubleClick agency head at Google The global programmatic market has grown from $5bn in 2012 to $40bn in 2016 – an average growth rate of 71 per cent a year, according to Zenith. In MENA, however, between 2013 […]

'Phygital' is making online-offline experiences seamless

‘Phygital’ is making online-offline experiences seamless

By Tom Roy, chief innovations officer at MCN There’s that joke about non-stop flights. How can you get off, ever, if the flight actually doesn’t stop? When I hear about ‘digital’ I am equally confused. How can you experience anything that’s digital without being in the physical realm? You see what’s on screen, you listen […]

Influencing Iran: why content is the only way to reach the Islamic Republic's social media users

Influencing Iran: why content is the only way to reach the Islamic Republic’s social media users

By Alex Malouf, vice chair, EMENA, for the International Association of Business Communicators Let me ask you a question: what do you know of Iran? The country has a population of almost 80 million, 68 per cent of whom are online. Sixty per cent of Iranians are under the age of 30, and 73 per […]

Brands make a stand in the first post-Trump Super Bowl

Brands make a stand in the first post-Trump Super Bowl

This year’s Super Bowl commercial breaks didn’t just showcase the biggest ads in the US; brands made a stand against the current political situation, writes Tonic’s Joao Camacho Let’s address the big orange elephant in the room and look at the ‘post-Trump’ Super Bowl, the first since the US elections last November. The American football match […]