IBM Corporation

The Financial Times Bets on New Ad Format: Brands Pay for Time, Not Pageviews or Clicks
May 22, 2015

For half a century or so, media advertising has been sold on the basis of "impressions" -- that is, the number of people who were theoretically exposed to an advertisement. Even after media started moving online, this practice continued, with many publishers and advertising companies measuring results by traffic or "unique visitors," or in some cases by clicks. Some media outlets are pushing for better metrics, however, and one of the newest candidates is the amount of time that a visitor is exposed to an advertisement.

The Financial Times is one of the media companies experimenting with this method

Should Brands Focus on Apple More than Android Mobile Readers?
February 9, 2015

Apple must be revelling in their success with 74.4 million iPhones sold in the three months to 27 December 2014, generating an annual revenue of $74.6 billion and achieving a record quarterly net profit of $18bn.

With Apple reporting figures like this it's tempting for developers to think that creating apps for Android devices aren't worth the time spent, especially with iPhone users spending on average four times more than their Android counterparts. So why should you spend the time and resource on creating your app for a whole bunch of Android devices

 

Why Native Advertising Won't Overtake Traditional Ads -- Yet
January 28, 2015

The chasm between editorial content and advertising is shrinking, but the waters aren't completely muddy yet. The New York Times' first foray into native print advertising in November through its elegant eight-page ad for Shell signifies a broader industry trend toward long-form native content. Traditionally, advertising has been siloed from editorial, with brands purchasing ad space alongside relevant content. That's the best brands could do with the limited number of marketing options available.

Now, with the rise of native, some brands are attempting to integrate their messages directly into content

What LinkedIn’s Marketing Prospects Look Like After Its Bizo Buy
August 18, 2014

Last weekend, Bloomberg News got ahold of what it claimed was an internalLinkedIn memo where the company envisioned a $1 billion business by 2017 as an "integrated marketing and sales platform" for business-to-business (B2B) marketers, fueled with its $175 million acquisition of Bizo. Business Insider posted the purporteddocument a few days later. Is this vision realistic? And what does it mean for digital marketing and advertising?

What Bizo does is what marketing automation phrase-makers call "multichannel nurturing." Most of that nurturing drives either email marketing or advertising re-targeting.

5 B2B Marketing Trends for 2015 That You Should Be Doing Right Now
July 11, 2014

We may have barely crossed into the second half of 2014, but if you want to have a big year in 2015, you should jump on your game plan now. As you lay the foundation of your 2015 marketing strategy, here are five marketing trends to give you a jumpstart on your big projects for the rest of this year and next.

The Inside Story of Flipboard, the App That Makes Digital Content Look Magazine Glossy
July 11, 2014

Mike McCue thought he was done. Two years after selling his startup Tellme Networks to Microsoft for a reported $800 million-plus, McCue essentially completed his efforts to integrate the company's innovative voice-recognition software into the Microsoft platform. So in mid-2009 he handed over the reins, turned in his resignation and set his sights on a life of leisure--maybe the occasional angel investment here, perhaps some philanthropy work there, a whole lot of family time in between.

Someone’s in the Kitchen With Watson
July 8, 2014

At SXSW this past year, IBM premiered its cognitive cooking collaboration with the Institute of Culinary Education. IBM's supercomputer Watson used its big data capabilities to generate lists of complementary ingredients, which ICE chefs like Michael Laiskonis and director of culinary development James Briscione then developed into full-fledged recipes. At SXSW, they handed out food-truck goodies like chocolate burritos and also treated guests to a sit-down dinner with dishes like the surprising beet salad.

Today IBM has announced that Watson can now generate recipes itself, and in partnership with Bon Appétit, the company is releasing

U.S. Paper Industry Gets an Unexpected Boost
March 11, 2014

For three generations, Mohawk Fine Papers Inc. ran a mill at the juncture of the Mohawk and Hudson rivers, selling paper to IBMIBM +0.13% Exxon Mobil, General Electric and other corporate giants for annual reports.

But as business moved online, company President Thomas D. O'Connor Jr. was left to rescue the firm his grandfather founded 83 years ago in a former Civil War-era ax-handle factory.

Update for Citygram, Austin’s Digital-Only City Magazine App
February 18, 2014

The Newsstand app Citygram, a tablet-only city magazine covering Austin, Texas, has been updated to add new subscriptions options. The iPad app was released last May and has received overwhelmingly positive reader reviews.

Citygram was one of the very first attempts are producing a city/regional magazine exclusively for the tablet platform.

BtoB Magazine's Lessons for the New Integrated Era
January 23, 2014

BtoB Magazine, the flagship publication for business-to-business marketers, became part of Ad Age on Jan. 1. As reported in Ad Age, "The move reflects the growing overlap between b-to-b and consumer strategies as both grow more focused on targeting and engaging specific customer groups." While convergence rules the day, there was once a notable divide between b-to-b and consumer advertising. Agencies tended to play on one side of the fence or the other.

In a stunning case of naivete, when I launched PJA Advertising in the 1990s to serve technology brands, I didn't even know that "business-to-business"