Porter Novelli

PNConnect New York Digital Digest for 1/22/16

Every week here in the Porter Novelli New York office, where our PN Connect digital team creates and executes content strategy for healthcare clients including Cardinal Health and Johnson & Johnson, financial institutions like Sammons, and consumer goods like Bel Brands and HP Inc, our team gets together to share research, product and platform developments and content marketing best practices. It’s kind of a digital show and tell, and it allows us to step outside of our inboxes and apply some critical thinking to what’s happening in the content marketplace. And in turn, we’d like to share them with our digital colleagues across the PN Connect global network and our clients.

HANS LARSEN

Hans specializes in balancing collaborative creative passion and writing experience with digital content curation and social media marketing. He is keen on connecting his expertise with the latest industry trends in order to introduce fresh social strategies and content campaigns that push the boundaries of digital’s role in both health care and consumer PR.

NYC’s New Pay Phones Will Provide Super-Fast WiFi- And Super Smart Ads

By July 2016, if all goes according to plan, there will be a new fixture on streets of New York: hundreds (400+) of slim aluminum pillars, each providing free internet which can reach speeds up to 10x that of the average American home internet connection (which now sits at 31 Mbps). One unique thing about the pillars is how they tie together interactions across three types of screens: one public, one private, and one somewhere in between. That is, the screen beaming ads from the pillar, the screen on your phone or laptop, and the touchscreen you use on the pillar itself. Beyond the valuable real estate they occupy, the Link ads will be unprecedentedly sophisticated. The plan, as ever, is to use technology to make them more relevant, more engaging, more contextually-driven. A particular kiosk could change the ad it’s displaying based on what time of day it is, for example, or what events are happening nearby, or even potentially what sorts of people are walking by it, at least in a broad demographic sense. Whether it’s a product launch or blowing out a big event, Link ad space presents a new way to think about how we roll out activations for our NY-based clients.

Link Key Features:

  1. Connect your personal device to LinkNYC’s free Wi-Fi (supposedly 250 people within a radius of 150 feet can access without the speed dipping)
  2. Use the Link tablet to browse the web and access city services, maps and directions (Given the kiosks will have a tactile keypad, advocates already imagine a scenario where you could walk by a Link and answer a few questions about an issue in your neighborhood)
  3. Make free phone calls to anywhere in the U.S. using the Vonage app on the tablet or the tactile keypad and microphone. Plug in your personal headphones for more privacy.
  4. Use the dedicated red 911 button in the event of an emergency
  5. Two power-only USB ports for citizen to charge their devices

**View public service announcements and more relevant advertising on two 55” HD displays released for Android last month) could only view an area of the map offline. Now, they can get turn-by-turn driving directions, search for specific destinations, and find useful information about places, like hours of operation, contact information, or ratings.

Additional updates:

  1. iOS users can now see the busiest times of the week at millions of places and businesses around the world directly in Google Maps. Yep, this is being added just in time for the holidays.
  2. iOS users can now check out gas prices directly in Google Maps

LinkNYC-Features

JAMES O’MALLEY

James leads Porter Novelli’s analytics team in helping clients and internal teams use data to uncover audience insights, shape communications plans and evaluate the effectiveness of public relations across multiple sectors, including consumer brands, food and nutrition, government, healthcare and technology.

Ad Fraud Will Cost $7.2 Billion in 2016, ANA Says, Up Nearly $1 Billion

The Association of National Advertisers (ANA) projects that $7.2 billion in digital advertising spend will be wasted by advertisers in 2016 due to activity from automated software programs (bots). Bot traffic makes advertisements show to non-human website visitors and counts against advertisers’ spend as if a human viewed it. Publishers currently lack a reliable way to control for bot traffic, meaning a lot of money is being spent to advertise to software programs. Between bot traffic and the increased media attention and usage of ad blockers, it’s clear brands need more engaging ways to reach their target audience than 300×250 banner ads.