CEO and PROFESSOR Chats With Positive Phil…1st Virtual Reality Ad Platform
As CEO and Chief Scientist at Snips, David leads a dedicated team in revolutionizing the digital advertising industry. His expertise in high-performance computing, data mining, and electronic design automation, has led to development of applications in semiconductor, defense, and aerospace. David earned his Ph.D. in Electrical and Computer Engineering in 2005 from Northwestern University, where he currently serves as an adjunct professor and lecturer.
David Zaretsky, PhD
CEO / Chief Scientist / Founder
1st Virtual Reality Ad Platform
Innovative and visionary entrepreneurial executive, technology adviser, accomplished engineer, data scientist, researcher, lecturer, and published author. A passion for growing business, with strong leadership, experience, and both professional and academic technological expertise in electronic design.
1st Virtual Reality Ad Platform
Sni.ps is the first ad network for social influencers. Sni.ps is changing the paradigm of digital media advertising by connecting brands with social influencers and their audiences through their social media network. Publishers and content creators are rewarded for the social value their content generates on the web via advertisement revenue. It is simply the most powerful tool for monetizing social media.
Snips connects brands and advertisers with audiences across all social media and digital platforms. What’s unique about this platform is that all campaigns are performance-driven. Meaning, advertisers only pay for real quantifiable results, and influencers earn based on real audience engagement.
Today, a brand’s target audiences can be anywhere, and so brands need to stay one step ahead to reach audiences across newer platforms that are attracting younger viewers and influencers. A large percentage of millennials have left Facebook for simpler platforms, like Instagram, Snapchat, and Vine. Snips is the only universal advertisement platform that allows brands to connect with audiences across any digital platform. One campaign can run across social media, websites, blogs, email, mobile apps, text messaging, and even the next generation platform that does not yet exist.
Snips delivers pre-roll advertisements before any content you share on any platform. When social followers click on a snipped link to any content – news, videos, articles, events – an advertisement is presented to the viewer before reaching the content shared. Influencers earn revenue from the advertisements shown to their social followers.
• Consumers’ attention span is the shortest it’s ever been—just 8 seconds—which is one second less than a goldfish.
• That means, brands, televisions shows, marketers and more have to connect immediately, or risk losing their audience forever.
• But how?
• Influencer marketing isn’t exactly new. Brands have been paying celebrities to promote their products for decades.
• But recently, the strategy has exploded as marketers have shifted dollars from traditional print to social and digital channels.
• It has become one of the most important digital marketing strategies, and is now more accessible for brands that are can contract with bloggers and online video stars on YouTube, Vine, Snapchat, and Instagram.
• In the world of social media, content is key and these stars rule the empire.
• But who did that celebrity tweet or Instagram post reach? And how much is that Facebook post or vine worth? Will millions of followers lead to dollars?
• That’s the challenge marketers now face—especially when research shows the rate of engagement by social followers is typically less than 1% for celebrities with a large social following.
• In other words, just because an influencer posted a tweet, it doesn’t mean that their audience saw it.
• The same industry that has embraced influencer marketing is now looking for validation. Quantifiable metrics that show conversions and business impact. And the ability for advertisers to tie influencer payments to real audience engagement.
• Beyond influencers, the next disruptive technology grasping for marketing budget is virtual reality (VR) due to its ability to truly capture audience attention. Not the amusement park rides or IMAX presentations; rather—coming soon to consumers will be VR content on demand.
• Some companies like Coca Cola, Volvo, AT&T, Nestlé and HBO already started developing their virtual experiences and creating marketing campaigns to stay ahead of the trends.
• Consumers are ready. In fact, by end of 2016, consumers are expected to purchase 16.8 million mobile VR devices.
• With consumers there, marketers need to step up. And the biggest obstacle brands face today in activating VR advertisements is the lack of technology standards across all browsers and devices. These inconsistencies are creating poor user experiences for viewers who need to consistently switch browsers, download special apps, or even change devices.
• At the moment, marketers are mostly producing VR content in their own apps and on YouTube’s #360Video channel. But with virtual reality movies, shows and stories coming soon, the question is what kind of ads, if any, will work on the platform. Marketers are struggling to figure out what kind of programming besides games will catch on in virtual reality to provide a place for that advertising.
• Snips is the first company to crack the code for a universal VR platform. They have produced the first responsive VR360 display and video advertisement platform, delivering a consistent user experience across all major web browsers, social media, mobile apps, and devices.
• The VR360 advertisements can run behind any content shared by influencers across any social media or digital platform, opening up the opportunity for brands to deliver a unified experience to all viewers. In these VR360 advertisements, viewers are able to look around in 360 degrees as they explore an interactive image or watch a video.
• On mobile devices, the gyros and compass act as navigation to allow you to move the camera around in 3D space.
Background and Industry Stats:
• 61% of US marketers increased influencer marketing budgets in 2015. (www.emarketer.com/Article/Influencer-Marketing-Rapidly-Gaining-Popularity-Among-Brand-Marketers/1013563). However brands still face issues in measuring the investment and understanding what quantifies as a successful influencer marketing campaign.
• Traditionally, brands would pay thousands of dollars to an influencer with millions of followers to push out a tweet or Facebook post. But what many brands fail to understand is that a large percentage of social followers are not real people. In fact, as many as 30-60% of followers are bots or software programs designed to scrape social media data. On top of that, the rate of engagement by social followers is typically less than 1% for celebrities with a large social following. In other words, just because an influencer posted a tweet, it doesn’t mean that their audience saw it. In the end, brands are paying a lot for very little in return. What they want to see is quantifiable metrics that show conversions on a call to action.
• In 2000, the average attention span for a human was about 12 seconds, but according to a new study from Microsoft Corp. (advertising.microsoft.com/en/WWDocs/User/display/cl/researchreport/31966/en/microsoft-attention-spans-research-report.pdf) , people now generally lose concentration after eight seconds. Compare that to average attention span of a goldfish clocked at nine seconds, this highlights the affects of an increasingly digitalized lifestyle on the brain. What’s more, is that it explains some of the trends in social media where younger audiences are moving to social platforms with short video segments, like Instagram, Vine, and Snapchat. Meanwhile, those brands that are still delivering 15-30 second advertisements are losing their audience focus and message in only the first few seconds because they haven’t adapted to this trend.
• Before the end of 2016, SuperData is expecting consumers to purchase 16.8 million mobile VR devices, estimating $3.7B in revenue and reaching over $40B by 2020.
Digital Advertising, Social Media Analytics
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