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Creative Links

Location-based advertising: the opportunity behind the hype




Global leader in IT and networking, Cisco predicts that by 2020, there will be 5.5 billion mobile users, representing 70 percent of the global population. This presents a massive opportunity for brands and advertisers to target consumers based on their location data derived directly from their mobile device.

But despite the mass potential offered by location data to target consumers in new and more personal ways, there is still a degree of uncertainty among marketers about what it all means. The quality of location data has improved over the years – but who can marketers trust when it comes to deriving accurate location data from a consumer’s device? And how can they build on the insights gained from the data to enhance consumer profiles based on their real-time behaviours?

For Greg Grimmer, chief operating officer at Fetch, location-based advertising has reached its tipping point. “In the old days, an advertiser might have made three commercials a year. This has now reached around 20,000 in a year. Every opportunity provides a big problem in terms of how we deliver it, but I think that’s where the opportunity is - knowing exactly who someone is and delivering the right message to that person at the right time,” he says.

Ian James, general manager international at Verve, points out: “The data market is maturing, so it’s becoming increasingly important that we understand where the data has come from, which in turn requires us to upgrade how we derive location data.”


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Listening to happy music may enhance divergent creativity
Listening to happy music may help generate more, innovative solutions compared to listening to silence, according to a study published September 6, 2017 in the open-access journal PLOS ONE by Simone Ritter from Radboud University, The Netherlands and Sam Ferguson from the University of Technology Sydney, Australia.

Creative industries need to start trusting their remote employees
Troy Wade, co-founder of Brown&Co, The Brand Collective, has often wondered how much more productive we might be if we were managed by people who enabled, rather than coerced us; who trusted our innate ambition to succeed, and gave us the freedom to work in ways that individually suited us.

Inside Google’s quest to reinvent chat with machine learning
With Allo, a mobile messaging app launched by Google in 2016 and a finalist in Fast Company’s 2017 Innovation By Design Awards, Google faces one of its greatest design challenges: making chat more useful and expressive.

MuirMcNeil generates 8,000 unique covers for Eye magazine
London graphic design studio MuirMcNeil has used a systematic set of rules to create 8,000 unique front covers for the annual Typography Special of Eye magazine.

The role of AI in creative industries
Artificial Intelligence (AI) has fast grown to prominence in recent years across the technology sector. Accenture expect the innovation to double the annual economic growth rates of 12 of the largest developed countries by 2035. It’s potential has in some sectors been overhyped, but in Robert Berkeley’s view, it is set to play a crucial role in creative disciplines.

The story of Japanese photobooks, from 1912-1990
“Photography came late to Japan – and all ‘raw materials’ needed to be imported,” says Heiting. “When the few Japanese photographers and architects returned from studying at the Bauhaus, they brought those ideas home. These photographers adopted many ideas and started making some very interesting photobooks.”

The dying art of courtroom illustration
Detailed, illustrative drawings of courtrooms date back at least as far as the 17th century. Each often serves as a guide to the court standards and mores of the place and time in which it was made. And now the days of courtroom illustration may be numbered. “It’s a matter of time. I always thought it was.”

Five Mind bending experiments that show where creativity is headed next
Every year, the Association for Computing Machinery hosts a conference called Siggraph where artists, researchers, designers, and developers show off their work on computer graphics. Since the 1970s, the conference has offered an annual glimpse at the latest techniques and tools for creativity in the digital world. This year’s conference shows how rapidly creative technology is evolving today.

Steve Jobs systematically cultivated his creativity. You can too.
A company that fails to continuously innovate will quickly become obsolete. Creativity is essential for entrepreneurs to guard against disruption and maintain relevance. Here are three methods that Steve Jobs used to enhance his creativity that you can immediately implement to increase your problem solving abilities and innovative thinking.

Augmented reality graffiti will lead to advertising ambush wars
A new app, called Skrite, lets users write messages or post photos onto the sky. Anyone who has installed the app can then point their phone skyward to see what other users have left there. “The sky’s not the limit, in fact, it is a barrier that must be broken,” the company wrote in a press release.

The meaning of ‘creativity’ is lost in corporate culture
Creativity is a term thrown about the workplace all too often. It bounces off the walls, flying over the heads of employees, and often fizzles out in a corner, without always having made the desired impact. It’s no wonder then, many employees switch off as soon as they hear the word.

A flood of (bad) advertising is coming for your Snapchat—and that might be ok
Two minutes. That's all the time it takes to make a Snapchat ad with the company's new tool released this week. It used to take months, and for good reason. One of the beauties of advertising on Snapchat, since its debut in early 2015, has been a high bar for quality because the format—mobile, vertical, 10 seconds—was so new and the ad itself was so expensive.

Standards body unveils plan to crack down on sexist advertisements
Advertisements that perpetuate sexist stereotypes, from men bungling housework to girls being less academic than boys, will be banned under rules being proposed by the industry watchdog. The crackdown by the Advertising Standards Authority (ASA) will toughen rules on ads that are deemed to present activities as only appropriate for one gender or another, or that mock those who do not conform to stereotypical gender roles.

Research as Art
Research is the lifeblood of modern universities, but there are very few ways for those behind the academic output to show the real creativity and emotion that underpins it. The story of the research is lost – the many failures that led to the results, the often tortuous process, or the ecstatic highs of successes and the serendipitous path that changes the researcher’s career all fall by the wayside.

The photography market isn’t just about names
In a world awash with photos from 2bn smartphones, a picture may still tell a thousand words. But is it still worth a thousand pounds? The market for photography has changed dramatically in the digital era—especially for photojournalists, commercial photographers, studio photographers and the like. But the market for fine-art photography is still going strong.

Leading by creativity
For many of us, creativity was stifled during childhood and at school. This is a tremendous shame, as the power of creativity and the benefits it can have on society are endless. But there’s good news…

Instagram encroaches on Snapchat's turf of social media influencers, winning their hearts, minds and
In a recent study, social media marketing firm Mediakix looked at 12 top influencers who maintain a dual presence on Instagram and Snapchat. The firm found that over a 30-day period, those accounts overwhelmingly preferred Instagram Stories to Snapchat, posting 25 percent more on the former than the latter.

No, the Inflight Magazine isn't dead
Since they first started appearing in cabins 60 years ago, the inflight magazine has become an essential part of the flying experience for millions of passengers. But nowadays we have smartphones and Wi-Fi increasingly creeping onto planes. And with their emergence, many people are asking if the inflight magazine is going to disappear forever.

Why the advertising industry should cheer new rules on gender stereotypes
Britain’s advertising watchdog is introducing tough new standards, which could ban adverts which feature potentially harmful gender stereotypes. This could not have come at a better time for the industry. Companies have failed to see the evidence that’s been staring them in the face – and this ruling will push them down a path that should already be well worn.

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