Marketing Newsletter Issue 87

Our free Trend Preview features five creative micro-trends from a variety of categories. The latest issue of the Trendreport is available now and contains even more exciting innovations for your perusal.

DYNAMIC INTEGRATION OF ADVERTISING INTO VIDEOS
The Hamburg-based company Produktkraft is now enabling dynamic integration of advertising space on moving objects in videos. This technique sees the creation of so-called “Dynamic Ad-Areas” within films, which can be digitally filled with advertising during the post-production process. These place holders can be booked by advertisers in the same way as for normal posters. When the video is complete, it’s possible to insert the advertising afterwards onto the moving objects. The illusion is so realistic that viewers cannot notice that the integration was done retrospectively.

FREE MORTGAGES THANKS TO HOUSE ADVERTISING
The advertising agency Adzookie is giving home owners the chance to turn their houses into giant billboards in return for free mortgages. Apart from the roof, windows and doors, the entire front of the house is painted in bright colours and displays advertising. The inhabitants benefit by Adzookie paying their monthly mortgage costs for as long as the house remains painted with the message. The minimum period of time for taking part is three months. Once the campaign is over, Adzookie arranges for the house to be repainted in its original colours.

MOBILE COMMUNITY FOR BRANDS AND EVENTS
The American start-up GroupMe has just added a new feature to its mobile messaging service called “Featured Groups”. This gives companies the chance to create their own groups based on a brand, an event or a product, and thereby set up their own mobile communities. The app is mainly intended for companies in the entertainment business, who wish to offer their communities more news and information about upcoming events and appearances. “Featured Groups” is already being used by Bon Jovi, MTV’s America’s Best Dance Crew and Oxygen’s Bad Girls Club.

SENDING GIFT CARDS BY SMARTPHONE
GiftRocket has recently come with the idea of enabling people to send personalised gift cards that can be redeemed by a single click on the smartphone. This location-based gift service works when the person offering the gift selects a location on the company’s website, personalises the gift card, sets its value, which he pays using a credit card, and then sends it online. The person receiving the gift then gets a message via e-mail, and he can redeem the card as soon as he enters the chosen store with a GPS-enabled smartphone. He will see that the money has been transferred to his PayPal account.

MAGISTO MAKES VIDEOS MORE INTERESTING
“Magisto” is a service from the Israeli company SightEra Technologies, which automatically make users’ videos more enjoyable and exciting. The software behind this online service recognises the most important parts of the videos from the movements, behaviour analysis and camera work, and then re-edits them independently. It’s possible to work with raw material of up to 600 megabytes. Many different file formats are supported, whether they are videos taken on smartphones or digital cameras. This gives users the chance to choose their own background music and enjoy the perfect holiday video at the touch of a button.

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