AdweekFebruary 20, 2017的目錄

As stress levels rise and attention spans shrink, consumers are increasingly using technology to tap into zen. Approximately 18 million Americans practice meditation, according to the U.S. Department of Health and Human Services, and, much like yoga, meditation apps are exploding in the marketplace. Apps like Calm, Headspace and The Mindfulness App offer both monthly and yearly subscriptions. Meditation sessions, which can be customized by length and according to mood, are dedicated to improving physical and emotional well-being, increasing focus, managing stress and getting a better night’s sleep. Meditation is based on principles of Buddhism and has been practiced for thousands of years, but its current popularity is due, in part, to decreased stigmas around discussing mental health, said Alex Tew, co-founder and co-CEO of Calm, which averaged 30,000 new…

If you’re looking to find growth opportunities for mobile advertising, your focus should be on emerging market countries. Nations like India, Indonesia, Brazil and Mexico—where there is high gross domestic product growth, low GDP per capita and large total GDP—promise to be hotbeds of technological growth over the coming years. By 2020, these economies will have 2.5 billion smartphone users, many of whom are using their devices to get online for the first time. But you can’t simply use your existing mobile advertising strategy in these countries. Tactics that work effectively in the U.S. won’t be effective targeting the billions of emerging nation consumers. At Jana, we recommend that brands fully understand what makes emerging market countries different—culturally and technologically, as we shared in a recent report: Limited coverage and…

Fidji Simo DIRECTOR OF PRODUCT FACEBOOK AGE: 31 FAST FACT: 1.74 billion mobile users If Simo wrote a book, any modern marketer would be a fool not to read it. When she started at Facebook in 2011, her employer had no mobile advertising game to speak of. Now the digital media giant is bringing in a mind-boggling amount of mobile revenue every quarter, accruing $7.3 billion in Q4 of last year alone. That kind of figure forever changed how Wall Street looked at investing in social startups. To wit, Snap Inc.—now planning its IPO on the exploding popularity of Snapchat—ought to personally shake Simo’s hand for laying the groundwork. “From the moment she started at Facebook, Fidji’s brilliance was apparent to all who worked with her,” says Chris Cox, chief…

For Carter Jensen, installing cameras into ceilings and drilling digital displays into the walls of Minneapolis-based agency Periscope to test prototypes of new mobile and emerging technology is just a typical day at work. As Periscope’s senior emerging media and platform innovation strategist, Jensen is the agency’s go-to guy responsible for understanding future-looking innovations like location-based mobile beacons and platforms including Snapchat and Instagram, and finding ways to make them work for clients such as Trolli and Target. “I’m the one who’s doing my best to not start a fire on my desk as I’m soldering different things together,” said Jensen, 27. “Yeah, there are times where I get in trouble [and] I hope that I’m forgiven eventually. Being the person who is looking to discover all these things, I…

Advertising agencies and tech companies are increasingly getting into the shark tank game. As competition heats up for gaining and retaining consumer attention on mobile devices, a growing number of agencies are betting on—and buying into—startups focused on emerging technology. With more major tech companies, consultancies and PR firms getting into the mix, following the money could help forecast trends for this coming year. Earlier this month, R/GA and its parent, Interpublic Group, announced a partnership with Snap Inc. to create an incubator for companies focused on building mobile and social platforms related to artificial intelligence, content creation and analytics. The program’s news arrived right on the heels of Facebook’s announcement in January that it would open a startup hub in Paris for data-driven companies. “Brands and agencies, when they…

‘It’s a really innovative thing to merge the real and the virtual reward for visiting the physical store.’ IT took less than eight weeks last summer for Pokemon Go to attract 500 million users (called “trainers,” in the game’s parlance), representing a scale that Facebook took six years to achieve. Despite such astonishing growth, many people wondered if the frenzy was simply a digital fad for the ages. But then researcher Sensor Network estimated this month that the augmented-reality game had already made $1 billion—in its first seven months. Some fad. Now the blogosphere is abuzz about 80 new monsters in Pokemon Go’s second version, which went live last week. “Players in the Philippines, Germany, Russia, China, Korea, Japan and the United States are connected online and playing the game…

THE APPS Apple’s App Store has over 850,000 apps specifically designed for the iPad. Regardless of the app, everything looks better on the Pro’s 12.9-inch “epic” screen. THE FINISH Apple made its iPads from recyclable aluminum from the start, but the Pro line comes in finishes like this “space gray,” as well as gold and rose gold. THE SCREEN The smaller iPad Pro screen (9.7 inches) is the same size that the original 2010 iPad had, but the resolution is better: 264 pixels per square inch. What this device does is extraordinary,” Steve Jobs intoned to a packed house at San Francisco’s Moscone Convention Center. The date was Jan. 27, 2010 and Jobs, dressed in his standard attire of faded jeans and a black turtleneck, settled into a Le Corbusier…

Adweek (USPS 458870, ISSN 1549-9553) is published weekly, 37 times a year with 2 issues in July, August and December; 3 issues in January, February, March, June and November; and 4 issues in April, May, September and October. Publisher is ADWEEK, LLC, 825 Eighth Avenue, 29th floor, New York, NY 10019, (212) 493-4100. Subscriptions are $249 for one year, $449 for two years. Canadian subscriptions are $299 per year. All other foreign subscriptions are $349 (using air mail). Subscription inquiries: (844)-674-8161; outside the U.S.: (845) 267-3007. Registered as newspaper at the British Post Office. Canadian Publication Mail Agreement No. 41450540. Return undeliverable Canadian addresses to: MSI, PO BOX 2600, Mississauga, On L4T OA8. Periodicals postage is paid in New York, NY, and additional mailing offices. Postmaster: Send all UAA to…