Measuring Attention And Intention, With The New York Times

Digital advertising was born on the promise of intention; an user action (usually a click) that is a proxy for intent to purchase. With the rise of video and native advertising, combined with social distribution, digital advertising has blossomed into a method to capture attention. Attention is to brand what intention is to commerce – and therefore the unquestionable ability of digital to capture attention heralds an unprecedented interest on the part of CMOs to invest in digital content.

This migration of digital advertising from the bottom of the purchase funnel to the top demands innovation in storytelling, social marketing and is giving rise to a rethinking of metrics that matter. The New York Times is innovating across all these dimensions and will share key learnings from one year’s worth of brand storytelling as well as a peek into emerging techniques designed to capture and measure attention.

On Tuesday February 24, hear Michael Zimbalist, SVP of R&D and Ad Tech products lead a discussion with a top marketer and innovator who is capturing attention leveraging these innovative techniques and tools.

Marketers who use content to win consumers’ attention will have a distinct advantage when the moment of intention arrives for those same consumers to take action. Your investment in content marketing is therefore is a long-term investment to move brand sentiment in the direction of purchase.

New York’s Selfie.com Gets Ahead Of The Curve

What’s in a name? If your name is Pilot Inspektor, hopefully not much. But for Selfie.com, it means a lot of media attention.

As reported on Uncubed, New York’s Selfie is an iOS app that allows users to have asynchronous video conversations with anyone – complete strangers, close friends, experts, or celebrities – posting 24-second video clips and replying to those clips with new videos.

The app officially launched in September, but the startup’s first coup was in securing the domain Selfie.com long before the term had burrowed its way into the English language or onto ABC’s primetime lineup.

“We saw a hole in the social media space where all the cool stuff that goes along with face-to-face communication was missing,” CEO and cofounder Alex Lasky told us. “As we were iterating on the project, we were out one night and some girls were taking a picture and they used the term ‘selfie’ and that really resonated for us.”

That was in 2012. Within a year the word “selfie” had become ubiquitous, and people wanted to know who was behind the mysterious splash page at Selfie.com.

“In early investor meetings we had to explain what selfies were,” CTO and technical cofounder T.C. Meggs said. “So when the media started wondering who’s behind this, it was really exciting.”