Was it Erik the Red that said, “the times they are a changin’ so let’s go see if we can find us some Green/Iceland?”
No. I just wanted to make that reference in my blog to win a bet. Now, here is what bloomfield knoble (bk) has been studying the last few months, as we gauged where we need to direct client spending and our internal resources to focus on new technologies for advertising initiatives in 2016:
Foremost, search engine marketing (SEM) is going to get even more complicated. Surprised? Of course your not. For too long everyone has sat on their haunches placing buys on Google and calling it media planning and placement. Not that that was a bad thing, it just was too easy and not always effective. Through our efforts over the last two years, and our unique relationships with the folks at Facebook, Baidu, Twitter and other key market drivers, we have been at the front of the trend with our buys this past year. (Ahem. . . Our good friend, T-Bone, over at Google, notwithstanding.)
On the Western Front, it seems that our key strategist, Thomas J Thompson, has proven some of his theories that he started to muse upon in 2014. That “study hard” intensity, along with some intense training with IBM’s Watson and other analytical tools, has caused bk to tie in with the offerings of unique players including, but not limited to, Pandora and other app-based platforms. Of course, the one leads the other, not the other way around. Strong analytical research, data points and matching it to the right opportunities is what wins the day. But in my book, it’s the imaginative approach, hard work and curiosity that puts bk out in front when it comes to spotting and taking advantage of opportunities others wait to hear about in industry publications.
I teased you with the Oculus Rift (OR) headline, as if it is going to interrupt the advertising marketplace in 2015. Well, it won’t. However, it is pretty interesting and we are beginning to view it as a future opportunity that we need to gain real-time (yes, a pun) experience in the coming year and beyond. There are all types of scenarios being floated around, so if you have time, do a little more than reading my little blog. Let’s just say that product placement, unique experiential “commercials” and in-game, in-movie ads are going to get a crazy lift as that application platform grows. (Kind of scares me, what with my 1980’s upbringing, what OR is going to bring. I’m just glad I have much smarter folks around to explain it to me — very, very slowly.)
Next on the list? The big data opportunities seem to have no end now that humans are “self-tagging” themselves with every kind of device they can wear. That is why Watson and other new tools that make it possible to sift through the data make so much sense for our strategic teams to gain expertise in applying. The more that consumers “tag” themselves with watch/wrist devices, clothing, shoes, etc. that have the native apps built right into their daily lives, tracking everything consumers do from bathroom breaks to how much water they consume in a day makes sifting through it that much harder, but that much more rewarding.
Please don’t be afraid of those invasive tracking devices. (They scare me shitless, but I’m not a millennial.) In fact, it should be the opposite for those of you that are not paranoid like me. If I was not afraid of Big Brother, it would be nice when I go window shopping online. You see, I don’t like commercials or retargeting ads that I are not relevant to me. So, it is going to be so much better when all I see are ads for fishing adventures, vacations and college tuition coupons (I wish) because my apps know my habits and needs and only deliver advertising that is relevant to my life.
By the way, those new “digitally active” shirts and shorts slated for 2018 releases are going to really blow everyone’s mind. How will that become part of bk’s targeting algorithms? Well, you’ll need to check back for my 2017 blog, unless it gets pushed back to 2022. (I have heard that is a real possibility. The shirts and shorts, I mean.)
Of course, there will still be growth opportunities for SnapChat, Ello and Wanelo, but everyone knows that. Right?
This was just a reminder that bk knows more than we should, but not near as much as we will in a year. We don’t wait for someone to tell us about it because our clients trust us to get them in front of trends so they can reach their target audience in the most effective, economical and righteous way possible.
I don’t plan to let them down on my watch. Need an agency that is forward thinking, has nearly 20 years of success with Fortune 100s, takes everything personal and lives to succeed? Call me today and let me see if we are a right fit.
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Eric J. Hirschhorn is a principal at bloomfield knoble. For 17 years he has helped lead the Dallas-based advertising agency from start up to becoming a premier, full-service agency whose clients include some of the most influential companies in America. Eric lives to spend time with his family, to work and to travel the world in search of unique fishing adventures.