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Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
Innhold levert av Sandy Gould. Alt podcastinnhold, inkludert episoder, grafikk og podcastbeskrivelser, lastes opp og leveres direkte av Sandy Gould eller deres podcastplattformpartner. Hvis du tror at noen bruker det opphavsrettsbeskyttede verket ditt uten din tillatelse, kan du følge prosessen skissert her https://no.player.fm/legal.
A podcast for Mobile and Ubiquitous Computing covering course materials, readings and other discussions.
Innhold levert av Sandy Gould. Alt podcastinnhold, inkludert episoder, grafikk og podcastbeskrivelser, lastes opp og leveres direkte av Sandy Gould eller deres podcastplattformpartner. Hvis du tror at noen bruker det opphavsrettsbeskyttede verket ditt uten din tillatelse, kan du følge prosessen skissert her https://no.player.fm/legal.
A podcast for Mobile and Ubiquitous Computing covering course materials, readings and other discussions.
This is a reading of Cecchinato et al.'s short paper "Smartwatches: the good, the bad and the ugly?" The full text of this paper is available at: https://doi.org/10.1145/2702613.2732837
This week we are introducing the concept of wearable computing. We will cover some of the challenges of developing wearables from technical and non-technical perspective. We'll also talk a little about 'Wear OS by Google' (which is Google's rebranded 'Android Wear'). Smartwatches in particular were predicted to have had an explosion in use; they've not disappeared by any means, but they've not become the next 'must have' that everyone keeps with them all the time. Why is this?…
Back in Week 2 we talked about the challenges of interaction in mobile and ubiquitous computing contexts. And this week we're coming back to it in a different way – gestures. Gestures are often thought of as being a natural part of communication. Could they be a good fit for contexts were a keyboard and mouse is not really appropriate? This week we'll be covering some of the conceptual aspects surrounding gesture-based computing as well as some of the technical challenges involved.…
This is a reading of John Krumm's "A survey of computational location privacy" paper from Personal and Ubiquitous Computing. It's quite old now, but I think it still gives a really good introduction to privacy concerns surround location-based services and reviews a variety of computational techniques for reducing the chances of data leakage. Full paper: https://link.springer.com/content/pdf/10.1007/s00779-008-0212-5.pdf…
One of the biggest and most important topics in mobile and ubiquitous computing is privacy and security. Having lots of devices transmitting huge amounts of telemetry all over the world comes with a number of privacy and security challenges. We'll start off by considering a 'local' or on-person threat to privacy in the form of RFID cards. Then we'll cover a little on cloud-based computing and the privacy and security challenges there. We'll finish by thinking about user perspectives on security and how these can be represented in preferences.…
This week we're focusing on telemetry. Telemetry is a really critical part of ubiquitous computing systems; it's the label for how we collect, transport and store data collected both through sensors and from people. Telemetry supports context building, which can improve the awareness of particular applications. But there are limitations to telemetry too – we have to make sure that what we can measure is a reliable proxy for what we want to understand. We also have to be attuned to the massive privacy implications of mass automated telemetry collection.…
By Ferreira, Kostakos and Dey, this paper introduces the AWARE framework for building context-aware systems and conducting in situ sensor-based research.
By Cecchinato, Gould and Pitts. This article is about telemtry-based workplace tracking and its implications for the wellbeing of workers. It reviews previous literature from sociological and HCI traditions and ends with thoughts on how workers might be able to collectively bargain over data collection in a way that evens the power imbalance common in workplace 'bossware'.…
This is a classic contribution by Steve Benford and colleagues. The article is about the deployment of a complex location-based game platform. The focus of this paper is specifically on the breakdowns experienced by players and how this influenced playing styles and perspectives on the game. It is critical for us because it is a demonstration of the idea of seamfulness; sometimes you can't fix all the issues and you need to instead focus on designing around them.…
This week we're going to be covering one of the most salient aspects of context-aware computing: location. We're going to start off by discussing existing location-sensing technologies, such as GPS (and related services) as well as less well-known technologies from the history of ubiquitous computing. We're also going to cover aspects of Android location sensing and privacy and security implications of location-sensing technologies.…
This is a reading of Fisher et al.'s oft-cited paper on the timing and workload of mobile notifications. The full paper is available in the ACM Digital Library: https://dl.acm.org/doi/abs/10.1145/2037373.2037402
We get lots of notifications on our mobile devices from all kinds of services. Sometimes we suffer from 'notification overload'. Why do notifications disrupt us in this way? In this podcast we'll be learning how psychological theory can help us to understand the sources of notification overload. We'll also discuss how notifications can be made more user friendly, whether through smart management systems or careful design.…
In this podcast I read Anind Dey's 'Context-aware Computing' chapter from John Krumm's Ubiquitous Computing Fundamentals. Although this reading is quite long (over an hour), Dey provides a lot of detail on the history of context-aware computing as well as discussing practical aspects of developing context-aware systems.…
This week we're covering two slightly separate topics. First, we will cover context-awareness in ubiquitous computing. Context-awareness is a tricky thing to define, but we're still going to think about the kinds of properties a context aware system should have. In the second part of this podcast we're going to be focusing on web-based APIs and why we use them. We'll cover REST, Webhooks and API-First design along the way.…
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