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Razorfish Outlook Report Unveils Emerging Trends in Media, Creativity and Technology

  •     Ad exchanges are quickly becoming an industry standard. The channel has several advantages such as superior targeting and outstanding ROI.
  •     No more uncertainty around paid social media ads. Facebook, having jumped from a top 200 partner in 2008 to one of Razorfish’s top five in 2011, has demonstrated that paid media on social networks is helping brands meet their business goals.
  •     Mobile continues to make extensive gains. Media spend for mobile has nearly doubled in the last year alone. This growth is due to the explosion of tablet adoption, increases in m-commerce and the phenomenon of the “always-on” phone.

In addition to the annual media analysis, the Razorfish Outlook Report includes several editorials that provide actionable insight on topics ranging from game mechanics to cloud computing to a study Razorfish co-sponsored with Yahoo! on consumer multitasking behavior.

Game Mechanics

In this chapter, Razorfish sister agency Denuo breaks down the idea of “gamification” –applying gaming principles and mechanics to non-gaming applications – and its profound effect on marketing. The report provides insights on the five key factors of gamification (challenge, recognition, tracking, competition and cooperation) and the very real human benefits they provide.

“Game mechanics can be found in everything we do as human beings, from education to careers to relationships,” said Dan Buczaczer, Denuo’s Managing Director. “With the right guidance, marketers can impact their brands by creating authentic, fun, and challenging experiences that reward people just like games do.”

How the Social Cloud can Accelerate Brand Interactions

In the social cloud chapter, Razorfish Chief Technology Officer Ray Velez shares valuable thinking on the three core areas that make up social APIs (authentication, conversion and sharing, and social graph).

Velez writes that from March 2010 to March 2011, visits to Facebook increased 69%, while overall web traffic was down 9%.

“This dichotomy proves the importance for brands to take the conversation to where the consumers already are,” says Velez. “They can do this by utilizing social cloud services to connect their web content to Facebook, Twitter, LinkedIn and other communities.”

Forget Mobile, Think Multiscreen

The proprietary study conducted by Yahoo! and Razorfish reveals the largely untapped potential of “media multitasking.” Because advertisers have over-focused on mobile as a stand-alone medium, opportunities abound for brands that learn to embrace simultaneous cross-channel planning. The findings include:

  •     Nearly 80% of respondents multitask on their mobile device while watching TV at home. In fact, 15% of that group will stay on their device for the duration of the show.
  •     38% of respondents are actively searching for more information about the products they are seeing on TV. Clearly, this is an opportunity for advertisers to more closely align their television advertisers to their mobile offerings.
  • “This study reveals countless prospects for brands in the mobile and tablet market, by recognizing this emerging consumer behavior of ‘media multi-tasking’ and putting it to work for them by creating true cross-screen campaigns,” said Edwin Wong, Director of Market Research, Yahoo! “We are pleased to be able to partner with Razorfish to provide this kind of valuable insight to the marketplace.”

    The Importance of Agency Collaboration

    Most brands have several agencies working to meet the needs of the always-on consumer, and any disconnect between the agencies can create problems for the brand.

    “Coordination between agencies is not enough. You need to aggressively move toward collaboration for the brand to be the most successful,” said Frederic Bonn, Executive Creative Director at Razorfish.

    Bonn, along with Pete Stein, President of the East Region at Razorfish, identified the five major barriers to agency collaboration, and best practices brands can put into place to avoid them.
    “Setting up clear processes, demanding creative collaboration and planning for the unplanned creates a solid foundation that will go a long way in ensuring your agencies produce exceptional creative experiences for your brand,” said Bonn.

    This year’s Razorfish Outlook Report can be viewed in online at Follow the conversation on Twitter using the hashtag #orv10.

    About Razorfish
    Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, Spain, Singapore and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, McDonald’s and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe’s (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit for more information. Follow Razorfish on Twitter at @razorfish.


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