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OpinionCategory

Why digital GRPs are inevitable

by Adam Kleinberg

Why digital GRPs are inevitable

Last week, I was one of 35 marketing professionals invited to the San Francisco Videonomics event up high on the 32nd floor of the Westin Sf. Francis. There were microphones at every seat, a nice touch that made the session a true collaborative summit and made every attendee part of the conversation.

Nielsen presented and shared how it was deriving their new version of digital GRPs. The speaker made the point that big budget marketers were "the customer"when it came to buying media and that's why it was necessary to have a digital GRP. 

If you're familiar with this argument, you'll think it obvious that there was quite a bit of disagreement from the crowd. 

Nielsen has a point, however...

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Trading Places: Brand or Commodity?

by Adam Kleinberg

Trading Places: Brand or Commodity?

Which are you?

In the past decade, two massive shifts have reshaped marketing.

1) For the first time, we're able to measure the effectiveness of our marketing

2) Relentless financial superpressure from the turbulent economy

The result is that there has been a relentless focus on measuring ROI in marketing. Unfortunately, that has led to an unfortunate trend:

Brands are becoming commodities.

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The SXSW files: Agile Experience Design

by Adam Kleinberg

The SXSW files: Agile Experience Design

Yesterday, I shuffled over to the Radisson to catch one last session at SXSW put on by our pals over at ThoughtWorks. Rather than make us sit in front of another yet panel of speaker, the ThoughtWorkers came up with a great exercise to make their case for using an agile over a waterfall approach to experience design.

We built a zoo.

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Does ubiquity lead to obsolescence?

by Theo Fanning

Does ubiquity lead to obsolescence?

History proves that everything must come to an end—that is just the nature of things. It's a universal constant. Species go extinct, tools become obsolete and empires fall. Though until the last hundred years, successful technologies traditionally had a much longer lifespan.

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