View profile

Learn how to tell a story with Pixar, a look at fraud and opaqueness in marketing and the return of privacy.

Riaz has spent 20 years in marketing tech - creating a global video advertising network, launching th
Learn how to tell a story with Pixar, a look at fraud and opaqueness in marketing and the return of privacy.
By Connected Paths (Riaz Kanani) • Issue #5 • View online
Riaz has spent 20 years in marketing tech - creating a global video advertising network, launching the first cinematic release of a movie online and scaling Silverpop’s marketing operations internationally. More here.
This week, the focus is on the challenges facing marketing with a lack of transparency in programmatic advertising and privacy the focus. It all ends well though thanks to Pixar :)

Transparency in Marketing
Lack of transparency in marketing has long been a problem with Facebook’s (in)ability to present its advertising numbers accurately not once but twice towards the end of last year and click fraud always being a problem
It is programmatic advertising’s turn this time though with ad vendors who each take a significant slice of the advertiser’s spend long before it ever reaches a publisher or platform. Mark Ritson looks at the latest speech from Proctor & Gamble’s Chief Brand Officer, Marc Pritchard, where he demands greater transparency and standardisation among ad vendors - even though he sets the bar so low that a two second half glimpsed video counts as a view. I suppose we have to start somewhere!
For the past decade or so, digital has ruled the roost when it comes to data backing up its ad performance (even if fraud can be an issue ;)) - Minority Report style advertising has been reported and reported for years now, but a less intrusive approach that uses similar eye-tracking tech to measure attention instead of tracking an individual still offers valuable data to the advertiser - theoretically without breaking privacy laws. That and a few other potential uses of eye tracking tech can be found here.
Not a presidential candidate yet.. (Source: Getty Images)
Not a presidential candidate yet.. (Source: Getty Images)
The topic of privacy has evolved dramatically over the years. We seemed to have moved on from then Google President, Eric Schmidt’s “Privacy is dead” and Mark Zuckerberg, CEO Facebook saying that people don’t have any expectation of privacy back in 2010.
In a recent letter though, he seems to have moved on a bit saying “the most important thing we at Facebook can do is develop the social infrastructure to give people the power to build a global community that works for all of us.” Facebook’s power here remains enormous though - focusing on building communities usually involves people running those communities and so how it balances distributing that power with the needs of the individual could mean the difference between an Orwellian World and something else.
When it comes to privacy of Transport for London’s customers though - it seems to have gone out of its way to do things the right way - not that you had much choice in the matter. It announced towards the end of the year that it would run a pilot for a month to track the WIFI signal of travellers to “improve services, provide better travel information and help prioritise investment”. The results of that pilot are now out and you can see where the data adds real value to Transport for London’s operations - and of course gives them the ability to deliver higher value advertising as well. Gizmodo has all the detail
Finally, whether you are launching a new product or a new business, storytelling is as critical as ever to cutting through the noise. A great story connects like no other and is the best way to introduce your product/self. So why not learn from the best - Pixar has released lessons in storytelling for free here.
Those who have loved Philip Pullman’s His Dark Materials will be thrilled to know that there is a new trilogy being released. The first coming in October - more here.
Finally given the topic this week and the increase in fake news - I’m getting tired of that term already, “Trust me, I’m lying” seems to fit the bill nicely. A book written by Ryan Holiday, former Director of Marketing for American Apparel.
Did you enjoy this issue?
Connected Paths (Riaz Kanani)

A 3-5 minute read (or more if you click on the links to dig deeper) on #disruption #marketing #tech #business #innovation delivered every Sunday.

If you don't want these updates anymore, please unsubscribe here.
If you were forwarded this newsletter and you like it, you can subscribe here.
Powered by Revue