IAB Digital Video Center of Excellence

| May 23, 2018

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In early 2018 at the IAB Annual Leadership Meeting, IAB announced a paradigm-shifting thesis to capture, explain and understand an “enduring shift in the way the consumer economy operates”, a shift from a century old “indirect brand economy” to a “direct brand economy” characterized by data-driven, digitally native, and customer experience-obsessed upstart brands with direct connections to consumers. They are disrupting the legacy business model of marketing and driving the growth of a new consumer economy.

Spotlight

David&Goliath

David&Goliath is dedicated to helping challenger brands outsmart and outperform the competition. Being a challenger brand is about a mindset, not a market position. It's the same mindset that drives us to be more observant, innovative and brave. It’s why we dig deeper to find and identify consumer behaviors that others overlook. It’s why our strategic and creative ideas are more compelling and more human. It’s also why we offer integrated creative capabilities that enable us to be nimble enough to move and adapt at the speed of the market. And, lastly, it’s why we’re brave enough to question the status quo rather than follow the lead of others.

OTHER ARTICLES

Spaceman: An Astronaut's Guide to Quarantine and Social Distancing

Article | April 16, 2020

As a veteran of two NASA space flights, no one knows more about social distancing than Mike Massimino (pictured at top). It's something he experienced first-hand and well before it became a societal requirement. Massimino, the first person to tweet from space and author of SPACEMAN: An Astronaut's Unlikely Journey to Unlock the Secrets of the Universe, is just one of the many esteemed names appearing in the Science Channel special Hubble: Thirty Years Of Discovery airing this weekend, a celebration of the thirtieth anniversary of NASA's groundbreaking Hubble telescope.

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Brands from Heinz to Netflix are donating to COVID-19 relief. How you can join them

Article | March 21, 2020

A global pandemic isn’t exactly the best marketing opportunity for any brand. As the coronavirus crisis continues, brands are navigating uncharted territory, where business is anything but usual and the line between legitimate advertising and crass opportunism is thinner than ever in the eyes of the general public. Smart brands have found a way to adapt, tapping into their wide cultural reach, supply chains, and more to remind us that there are humans behind those logos. Ford, for example, dropped two ongoing ads that had been planned for March Madness and instead created two new ads around providing Ford Credit customers some breathing room around their car payments. LVMH was one of the first large brand operations to adapt its production line to make hand sanitizer for local hospitals and communities.

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How BlockChain Technology Is Benefiting Digital Marketing & Advertising Industries

Article | February 18, 2020

Blockchain, the technology that supports Bitcoin and numerous other innovative uses, can be defined as an unalterable, decentralized and distributed ledger or digital record of transactions in the participant’s network. Another definition from Ledger SAS describes a blockchain as “a distributed ledger similar to a database, but rather than being controlled by a central authority (i.e., a firm like Google, small company, or individual) the ledger is dispersed across multiple computers, which can be located all over the world and run by anyone with an Internet connection.” Under pre-defined rules, the Blockchain ledger entries are governed and validated by a peer-to-peer (P2P) network of participants. The ledger can either be public like the Bitcoin or can also be private, with all Blockchain entries having selected participants who are all “peers” in the network and serve as equal validators of the state of the ledger.

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Is customer experience enhanced by branding e-commerce shipping boxes?

Article | February 21, 2020

While an entire marketing industry exists around the concept of experiential packaging and its impact on the customer experience, the focus has been mostly on inner boxes. The Wall Street Journal reports retailers are attempting to offset shipping costs by selling ad space via package inserts that are placed on the inside of boxes, but printing on the outside of shipping boxes still remains a largely untapped market. While the outside of corrugated shipper boxes has been largely ignored, that seems to be changing. Some retail giants, such as Amazon, are driving the trend of branding shipping boxes. It has been more than four years now since Amazon made headlines by plastering its shipping boxes with advertisements for the movie Minions. Amazon has continued to use its shipping boxes to promote its own products.

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Spotlight

David&Goliath

David&Goliath is dedicated to helping challenger brands outsmart and outperform the competition. Being a challenger brand is about a mindset, not a market position. It's the same mindset that drives us to be more observant, innovative and brave. It’s why we dig deeper to find and identify consumer behaviors that others overlook. It’s why our strategic and creative ideas are more compelling and more human. It’s also why we offer integrated creative capabilities that enable us to be nimble enough to move and adapt at the speed of the market. And, lastly, it’s why we’re brave enough to question the status quo rather than follow the lead of others.

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