Posts tagged challenges

Live-streaming presents opportunities, challenges for advertisers

As video becomes an integral part of the social web, live-streaming has fast become one of the hottest trends.

Spurred by the early success of Meerkat and Periscope, in April, Facebook launched Live, its own live-streaming feature.

Reportedly, Facebook CEO Mark Zuckerberg is “obsessed” with live-streaming and believes Live is critical to his company’s future.

With that in mind, it’s probably not a coincidence that he personally announced Live’s launch, writing, “Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. When you interact live, you feel connected in a more personal way. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.”

While Facebook’s billion-user plus audience gives any new product it launches a good shot at success, Facebook didn’t want to leave anything to chance, and has reportedly. invested tens of millions of dollars luring publishers and celebrities to Live.


Now that it has some traction, it’s no surprise that Facebook has started testing mid-roll ads in Live streams. Per AdAge:

The ads are eligible to appear five minutes into a broadcast, and they last up to 15 seconds or shorter, according to one agency executive, who has discussed the ads with Facebook.

Facebook told advertisers that the video ads would be drawn from among promoted video campaigns already running on the platform, but some brands could opt out of having their ads appear during live broadcasts, the source said. “We wanted to opt out immediately, because there was no reporting on how well it does and you don’t have control over where the commercial shows up,” the agency executive said.

Facebook isn’t alone in trying to capitalize on live-streaming. Its rival, Twitter, is taking a slightly different approach by purchasing the rights to live stream professional sporting events. Its deal with the NFL to stream Thursday night football games is said to have the potential to generate more than $50 million in ad revenue.

Real-time challenges

Live-streaming in all of its forms offers advertisers new ways to reach consumers through engaging, impactful video content that many consumers seem to be enamored by.

But there are numerous challenges to building a robust live-streaming ad ecosystem.

The nature of live-streaming means that advertisers won’t necessarily have as much control over the type of content their brands are being associated with. Recently, Facebook Live made headlines when it was used to broadcast high-profile police shootings.

To prevent advertisers from finding their ads on live-streams like this, Facebook can limit Live ads to specific streams created by specific publishers and individuals, but there’s still an element of unpredictability that will always exist with live-streaming and it will be difficult for advertisers to scale their use of Live for marketing purposes if Facebook severely restricts where ads are displayed.

Furthermore, as Twitter’s NFL ad packages demonstrate, advertisers are probably going to be asked to pay a premium for live-streaming ads, particularly those that are associated with professional sporting events and the like.

So advertisers will have to determine if live-streaming’s television-like ad prices deliver, at a minimum, television-like reach and results.

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What are the challenges of ideation in IoT?

Pressing gear icon, Elements of this image furnished by NASA

Manufacturers of products across the consumer spectrum have by and large read the writing on the wall by now: go IoT, or go home.

In the near future, pretty much everything more complicated than a paper clip will assume the prefix of ‘smart’, and join the ranks of connected, communicative, hitherto inanimate objects.

As this process continues to unfold and products are overhauled to stay relevant in an IoT world, it will behoove companies to remember that a product ceases to be smart if manufacturers don’t plan, or ideate, with certain elements of usability in mind. Sure, you can call anything “smart” by slapping it with sensors and a Bluetooth module. But is it actually smart for your company and your consumers?

There is a difference between being connected – and being smart. Smart product design and development involve several key factors on the user-facing side of things which must be taken into consideration.

 The overarching principle when considering usability of your smartened product is not maximizing the amount of platforms to which it is compatible, or even how seamlessly it syncs with the internet in general. Chief on your list of concerns should be how operational aspects will affect and engage the end user. Unintuitive? Perhaps, but to prove this we can look to any tech gadget of the last 20 years, well before IoT took over. Products that succeeded – and of course I’m looking mostly at Apple here – were those whose tech advances were surpassed only by their intuitive and easy usability.  

Usability features are critical

Great care should then be taken when considering these usability features. The location, shape, material, and placement of electrical components can greatly affect overall design, and subsequent consumer reception. Similarly, manufacturers must have a deep understanding of smart component pricing so as to build a cost-effective IoT product and keep prices reasonable for customers. Integrating the world’s most premium electrical components can add a competitive edge to your brand, but an unaffordable final product will defeat the entire purpose.  

Finally, before moving on to production, you must experience the smart capabilities of your new product and iteratively operate, test, re-evaluate, and optimize all components – placement, electronics, behaviors, and performance – until you are positive that your dream product is coming to life as expected. Naturally, this step entails a working prototype of your smart product.

IoT-adaptation is a fascinating science of equipping the tools of yesterday with the intelligence of tomorrow, and this leaves plenty of opportunity for creative functionality overhaul. By making the right decisions in usability, components, and design, manufacturers can steer their products into the coveted zone of global consumer ubiquity.

The author co-founded Seebo in 2012 and serves as the CEO. Previously he successfully launched and managed Playfect with his brother Liran, delivering value to investors, employees and the market. His innate understanding of complex technical issues combined with an ability to analyze markets has allowed him to intuit “where the ball is going” – especially in the rapidly changing field of IoT.

The post What are the challenges of ideation in IoT? appeared first on ReadWrite.

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SearchCap: Google My Business API, challenges faced by agencies & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google My Business API, challenges faced by agencies & more appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

View full post on Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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