This post is by Will DeGirolamo
Near Field Communication (NFC) is a technology touted by tech savant Google for its potential in driving mobile payments. Additionally, some particularly savvy advertisers are looking beyond just payments, thinking long-term about near field.
Rick Gardinier, chief digital officer at advertising agency Brunner, discussed the potential of NFC for use in delivering ad content directly to one’s mobile device at OMMA Global earlier this month. Gardinier contends that NFC is invaluable to what the mobile experience will become and can develop deep, lasting experiences for consumers. See what other NFC insights Gardinier had to share:
Do you think NFC will change the way content is delivered to mobile devices or is it useful only in mobile payment situations?
Brunner was in full-force on the ground at SXSW. DGC not only had the chance to talk with Executive Creative Director Rob Schapiro about his experience, but also we got a hold of an interesting commentary by strategist Michelle Latta on decision making. Take a look to read and hear more:
Ninety-five percent of our decision making is unconscious. At SXSW, I took a fascinating journey into the brain. A panel featuring A.K. Pradeep, Brian Clark, Derek Halpern and Roger Dooley took the room through the unconscious responses that people make on the internet. They discussed psychological studies that identified how we react to text, imagery, and the reasons we use social media. I’ll share three important learnings.
The first insight (but really no insight at all) was that the visual of an attractive woman “makes a man impatient and short-term oriented,” says Dooley. On a video-game website enrollment form three designs were tested among men. The first version was plain and had no women. The second design featured a headshot of a women and the third showed cleavage. The version with the female had 65% more enrollment than the first and the boobs attributed to a 95% increase in enrollment from version one. In fact, the title of this article may have just jettisoned the readership of my blog way over that of my colleagues. So this isn’t really news with Paris Hilton’s Carl’s Jr. car wash ad and the antics of GoDaddy, but it is a reminder, that at the end of the day, stereotypes aside, we are hardwired a certain way.
Below is Rob’s take on SXSW, plus some odds and ends about Brunner best practices and talent recruitment:
At OMMA Behavioral yesterday, DGC‘s Kendra Peavy had a chance to see Moderator Ken Johns, SVP, Digital and 1:1 Strategy at Brunner, in action leading a panel of experts from TrueAction, Netmining, Criteo, RAPP and Neo@Ogilvy on the topic of Targeting the Retargeters.
Although the practice hasn’t changed significantly over the last year, there are changes on the horizon. Ken took a few minutes to sit with her and share his thoughts on the panel, as well as the future of retargeting:
Consumer Knowledge and Best Practices
The Future of Retargeting