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Apps, apps, everywhere – should you care?

Oct 24, 2011 by Robert Davis

According to GSMA projections, by 2020 there will be in excess of 24 billion networked devices in the world. Pacemakers, microwave ovens, cars – even umbrellas – will all be connected, intelligent, and able to respond to changes in our context or preferences. It's easy to think of these devices as risky long-term product development plays. Doing so would be a mistake, and here are a couple reasons why:

  • It's time to start thinking of every connected device not just as a physical product, but also as a platform. Increasingly devices are architected to grab apps over a connection and run it on top of the core device OS. Smartphones, tablets and e-readers are great examples, but the app model is rapidly extending to connected devices everywhere. All-in-one office printers can now have their capabilities extended with easily-downloaded apps. You can buy a $99 BluRay player that runs a selection of apps enabling a range of capabilities. And a smart soda machine Coke debuted at the Beijing Olympics is now being rolled out in quantity in the US with an "app zone" that can be updated via the Coke Digital Network. In addition to running apps including games, the machine can integrate with other nearby connected "digital endpoints," such as digital billboards and transit advertising.
  • HTML5 is rapidly expanding its reach as a "develop once, publish many times" app platform. While there is no de facto standard in place, HTML5 has a lot of momentum as an open, multi-platform, browser-based app platform. HTML CE is taking off for apps in TVs and other home entertainment devices. Many highly-functional services delivered to multiple platforms such as Pandora and LinkedIn are now built with HTML5. The coming finalization of the HTML5 standard in 2014 will accelerate this acceptance.

Takeaways for marketers: First of all, nearly everything will be able run apps soon, presenting opportunities for brands to extend their branded utilities into new devices and user contexts. Keep in mind, Millenial workforce entrants are driving the rapid consumerization of workplace IT, and in an app culture, no one will need IT approval to download an app onto a device. And second, investments in pushing the boundaries of functionality built in HMTL5 are likely to pay off, as they don't face the sort of limits posed by proprietary app development platforms.

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Brother International Taps PJA Advertising + Marketing As Agency of Record for Printer Business 2

August 1, 2011, Boston, MA

PJA Advertising + Marketing (PJA) has been named agency of record for Brother International's Business Machines Group's Printers and All-in-Ones. Brother International is a premier provider of products for the home and office, according to agency President, Mike O'Toole. The Bridgewater, N.J.-based account, was won after a national review of agencies.

Working with Brother's Vice President, Marketing, John Wandishin, PJA will be responsible for on and off line advertising and marketing efforts as well as media strategy, planning and buying. Commenting on the selection of PJA, Mr. Wandishin said, "We've been aware of PJA for quite sometime and selected the agency not only because they were the right partner, but because of the strategic and creative innovation they bring to their clients brands"

President of PJA, Mike O'Toole said of the appointment, "We're very pleased to be working with Brother. The company makes top-rated products, and people who own Brother's products love them. We're excited to launch a campaign that gets Brother the credit it deserves.".

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PJA Advertising + Marketing Unveils Latest Interactive Ad Campaign Creative for Limelight Networks®

July 6, 2011, Boston, MA

PJA Advertising + Marketing (PJA) today announced the launch of the newest interactive ad campaign for Limelight Networks (NASDAQ: LLNW, "Limelight"). The creative, targeted at senior marketing professionals and creative and media agency teams, are currently running on trade sites including eMarketer.com, MarketingProfs.com and Mashable.com.

"We developed our interactive ad campaign to deliver a strong message to advertisers about the importance of using the most effective technologies to target the most relevant audiences at the right times and in the right places," said Paul Alfieri, VP Corporate Marketing and Communications, Limelight Networks. "In fact, to deliver this ad campaign we used our own best practices and technologies from Limelight EyeWonder Interactive Advertising services—in essence we're practicing what we're preaching.

The visual centerpiece of the campaign is a series of attention-getting "Stop Faking It" instant-play video banners, the first of which features a faux magician complete with pencil mustache pretending to open a garage door as if by magic.

"The point behind this fake demonstration of prowess and the entire campaign is to communicate how Limelight can help marketing and advertising professionals use new digital marketing technology not just for the sake of it, but to achieve real, measurable results," according to Janet Carlisle, Vice President, Client Services at PJA Advertising + Marketing. "We worked closely with Limelight to illustrate that concept in a fun and engaging way."

Users can engage with the ad units to instantly download a "Quick Tip" to increase engagement, or click through to the Limelight resource center to register for a more in-depth report covering online advertising, mobile and video trends and best practices.

Demos of the ad units can be seen here and here.

These interactive ad units are part of a larger integrated Limelight demand generation campaign utilizing other marketing channels such as email, content syndication programs, database marketing, mobile advertising, social media and SEM.

The first phase of the online ad campaign promotes Limelight EyeWonder Interactive Advertising services, while later phases will promote Limelight's technology offerings that allow marketers to easily and effectively capitalize on the use of video and mobile in their marketing programs.

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Phil's Small Agency Diary

When It's Bursting at the Seams, an Agency's True Colors Show

Feb 07, 2012 by Phil Johnson

When it feels as if the wheels are about to come off an agency, it is a moment of truth. It's when an agency learns whether its people have the resiliency and imagination to outgrow its problems or whether they stay stuck in the present. Succeed and you emerge a stronger, maybe bigger agency. Fail and the agency shrinks back to its natural level of comfort.

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The Secret Life of the Life Scientist

Pharma companies, meet the automakers

Dec 14, 2011 by Hugh Kennedy

There was a long stretch of history, of course, when the last people you'd want to turn to for advice on productivity improvements was the auto companies. Depending on whether you were talking about Dodge or Ferrari, their approaches were either too generic or too personalized. Fast-forward a few decades, and that's exactly who drug [...]

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This Week in Digital Media

The Mobile Unfair Advantage

Dec 08, 2011

Guest: Matt Magee, VP, Digital Strategy Mobile offers smaller brands a few ways to gain an unfair advantage over their bigger, better funded competitors. While some of these are temporary opportunities that exist at this time because of where mobile marketing is on the maturity curve, others come from unique characteristics of the mobile device experience. Join Mike O’Toole with guest Matt Magee, VP, Digital Strategy, PJA as they discuss the these issues and why brands should act now to take advantage of the benefits of mobile.

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