CES (Consumer Electronics Show) is the annual trade show organised by the Consumer Technology Association, held in January in Las Vegas, United States, and has served as the proving ground for innovators and breakthrough technologies for 50 years. Every year, the IPG Media Lab ventures to CES to scout out new startups and trends, and this year was
You’re either totally sick of Pokémon GO at this point, or you’re planning out how to catch a Charizard. The augmented reality (AR) game has become a phenomenon in less than two weeks, more popular than Twitter and more engaging than Facebook. You either love it or hate it, and if you’re an advertiser, most likely you love it. The game offers several chances for hopping into the action and luring people to your location to catch Pokémon. Media people have suddenly become Pokémon advisors, and many admit it’s a fun change of direction, as well as a great stride forward for AR, which has held promise for years but never fully delivered. Adam Simon, Director of Strategy for The IPG Media Lab, talks to Media Life about advertising through Pokémon, the appeal of AR, and why Google Glass was no Pokémon.
Jess Halter, senior research analyst, and Kara Manatt, VP of Consumer Research Strategy in IPG Media Lab, did a study on branded content. They interviewed 14,780 people to decipher how it is perceived the branded content around the world, how to implement and factors to take into account the time of its creation. They worked
A week ago, when Cadreon’s Erica Schmidt spoke at the Interactive Advertising Bureau programmatic event, I was interested in what she had to say on the science behind the Media Rating Council (MRC) viewability standards (available here). The IPG Media Lab partnered with Integral Ad Science and Cadreon to conduct the study, which had the
Kara Manatt, Vice President Consumer Research Strategy for IPG Media Lab, is in the epicenter of advertising receptivity research at the agency. Her department, which is the creative technology arm of IPG Mediabrands, conducted research for 74 brands globally, representing over 20 studies and covering 749,000-plus interviews. “I fell into research,” she confides. “It was