MITX & BIMA Explore: iPad Advertising Opps and Device Predictions

Posted by Katie Del Angel on Thu, May 27, 2010
Last night's MITX/BIMA event showcased Everything You Need to Know About iPad Advertising - up to 8:01 PM. Liberty Carras, the dynamic moderator of the evening, was sure to start the discussion off with a disclaimer: The panel didn't know everything, nor were they claiming to - they were sharing their perspectives, understandings, and predictions of the iPad only up to the moment; Upon leaving the event, any number of those points were likely to change, as this device has been so rapidly evolving.

Liberty Carras (SVP of Sales, CNNMoney.com) opened the event with an example of Vanity Fair's use of ads, and the 2 formats the app allowed: a side-by-side or single page format, which allows advertisers flexibility in the way their ad is viewed. Only 2 of the many options for advertisers to use in iPad ads, she then opened the panel up to share their thoughts on opinions they'd developed in their experiences, work they admired or disliked, and predictions they had about the device.

See Liberty's perception of the Good & the Bad on iPad ad development in the video clip below:

Miranda Cresswell - SVP Strategy & Operations, BBC.com

Personal Experience: Miranda showed examples of static banner ads that Oralce used in conjunction with BBC. In her experience, the click-thru rates proved the ads worked with the content of their app. She emphasized the fact that because users are so attached to the device already, consistent ad placement consideration was particularly important.
Recommendation: Remember that the iPad is extremely personal, so the bar is set particularly high. Pay attention to what the audience wants - start research there.

Adam Kasper - SVP/Director of Digital Innovation, Havas Digital
Personal Experinece: Adam delineated his habitual use of a particular travel site, and his admiration for their usually comprehensive usability. However, he noted that upon opening their iPad app, he found quite a let-down: they had simply taken their iPhone app and applied it on a larger page. His key take-away from this example: iPad ads will need to maximize the nativity of the device, such as the internal gyroscope.
Predictions: Unlike Kristin, Adam foresees the compression of the pricing market as the user numbers increase.

Kristin Mollerus - VP, Digital Associate Media Director, Hill Holliday

Personal experience: Kristin shared her experience in building interactive ads in very short time frames, and as she explained, creating non-traditional ads in immersive settings. She noted the Liberty Mutual ads in TIME as one of her first developments, in which usability was a main consideration. She lauded Korean Air for the especially personalized experiences their app allows for.
Predictions: She anticipates that advertisers will eventually be paying to keep the iPad space uncluttered.
Recommendation: The hype has come and gone; don't rush - do it right.

Chris Needham - VP, Interactive, Fidelity
Personal experience: Chris explained the difficulty he experienced in developing the first ads for iPad, particularly in integrating videos. He also noted that because print + TV ads ≠ iPad ads, the process is rough, and will continue to be as the device evolves - but early adopters of the device will be better off as they gain those experiences.
Predictions: Advertising on the device will become based around the concept that people really want to interact and engage with other people - it will ideally become what entertainment should be.

Stay tuned for full video coverage of the event!
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So what do you think - are iPad ads a must-have? What concerns do you have?? Share your thoughts below.




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MITX Interviews Sproxil on their Technology Awards Nomination

Posted by Katie Del Angel on Thu, May 27, 2010
Sproxil was just announced as a finalist in the 2010 MITX Technology Awards in the Mobile Infrastructure category! Their mobile infrastructure allows protection against counterfeiters and solutions for drug regulators, as well as market intelligence collection. This innovative technology is quite unique - find out more about it and their company in their interview below!

Sproxil finalist interview
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Get to know this New England company even better on their website, blog, or Twitter profile!
Share your questions and thoughts with us below. 
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Unica: Marketing / Customer Relationship Technology Finalists

Posted by Katie Del Angel on Thu, May 27, 2010
Unica's Marketing OnDemand software earned them a nomination in this year's MITX Technology Awards in the Marketing/Customer Relationship category. Check out their interview below for more info on who they are and what they do that makes this technology so innovative.
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Vertica 's Analytic Database Earns Technology Awards Nomination

Posted by Katie Del Angel on Wed, May 26, 2010
Vertica was just announced as a finalist in the 2010 MITX Technology Awards in the Analytics and Business Intelligence category! Learn more about their analytic database architecture, allowing companies access to detailed business intelligence, which earned them a nomination among some top tech providers and developers in New England for their innovation.
Vertica finalist interview
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Intrigued by Vertica's analytic database architecture? Find out more about what they do and who they are in the blog, website, our Twitter! Share your thoughts and questions below!
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Litl : 1 of 3 Technology Awards Nominations for Devices

Posted by Katie Del Angel on Wed, May 26, 2010
Litl was just announced as one of three finalists in the 2010 MITX Technology Awards Devices category! Learn more about their company and innovative webbook in the interview below!

Litl finalist interview
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Learn more about what makes this device developing company so unique on their site, blog, or Twitter! Ask any questions or share your thoughts below.
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MITX Interviews Episend: Rich Media Finalists in the Tech Awards

Posted by Katie Del Angel on Wed, May 26, 2010
Episend is one of six innovative New England finalists for the 2010 MITX Technology Awards in the Rich Media category! Learn more about this truly impressive one-man show in the interview below, in which Richard DiBona shares a little about the company and how it feels to be a finalist for the rich media sharing platform.
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Fashion Playtes: E-Commerce / Alternative Retail Tech Awards Finalist

Posted by Katie Del Angel on Tue, May 25, 2010
FashionPlaytes was just announced as a finalist in the 2010 MITX Technology Awards in the E-Commerce/Alternative Retail category! Learn more about their unique retail site, why it's innovative, and how they feel about being a MITX Technology Awards finalist!
Fashion Playtes finalist interview
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If you want to know more about Fashion Playtes, visit their website, check out their blog, or follow them on Twitter! Feel free to comment or ask your questions below!
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JitterJam's Social Marketing Software Gains Technology Awards Nomination

Posted by Katie Del Angel on Tue, May 25, 2010
JitterJam was just announced as a finalist in the 2010 MITX Technology Awards in the Marketing/Customer Relationships category! Learn more about the innovative social marketing software that gained them recognition within Boston's technology arena, and what makes their company so unique, in the interview below!
JitterJam finalist interview
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If JitterJam intrigues you, find out morein their blog, on their Twitter feed, or on their website. Ask any questions or share your thoughts below!
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Springpad Shares with MITX on Being a Technology Enabler Finalist

Posted by Katie Del Angel on Tue, May 25, 2010
Springpad was just announced as a finalist in the 2010 MITX Technology Awards in the Technology Enablers category! Learn more about them from the interview below where they shared a little about their company and how it feels to be recognized as an innovative leader in the Boston technology space.
Springpad finalist interview
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If Springpad interests you as much as they do us, check out their Twitter profile, blog, or website! And of course, share your comments and questions below - we want to hear from you!
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Great Partners Matter

Posted by Gus Weber on Tue, May 25, 2010
When we opened the Microsoft New England Research & Development Centerin September of 2007, we knew this would be the first of many steps in our journey to build a world class R&D center right here in Massachusetts. 

Frankly, it's hard to become a world class center for R&D if you're not a contributing member of the community, so to ensure that we never forgot where we came from we put at the core of our charter, our commitment to being a great partner to the local tech ecosystem.    

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Gotuit on Being a Rich Media Finalist in the Tech Awards

Posted by Katie Del Angel on Mon, May 24, 2010
Gotuit, providers of a video metadata management system platform, was just announced as a finalist in the 2010 MITX Technology Awards in the Rich Media category for their innovative software! Learn more about them from the interview below where they shared a little about being a technology leader in New England, and how it feels to be a finalist!
Gotuit Finalist Interview
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If you're still curious about Gotuit, feel free to post your questions here, check out their blog, follow them on twitter, or visit their website!
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Technology Awards E-Commerce Finalist : Daily Grommet

Posted by Katie Del Angel on Mon, May 24, 2010
Daily Grommet was just announced as a finalist in the 2010 MITX Technology Awards E-Commerce/Alternative Retail category! Watch the video to learn the "Grommet Story" and check out their interview  to hear more about the company and how it feels to be a finalist for their innovative site!

Daily Grommet finalist interview
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Want to know more about Daily Grommet? You can post your questions here, check out their blog, follow them on twitter, or visit their website!
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Build a Better Team: Employee Acquisition & Retention with Company Branding

Posted by Katie Del Angel on Fri, May 21, 2010
Are resumes pouring into your company from talented, passionate individuals? Do you often have trouble deciding between a handful of highly-qualified professionals that you just know would fit right in with the team?

If not, this morning's event provided some food for thought on why the applicant pool may seem a bit dry. Chris Colbert of Holland-Mark opened the event by asking the panelists what company branding means to each of them. Kim Wachter of Hollister shared that she won't send her best candidates, or any candidates for that matter, to companies she knows they won't want to work with; she emphasized that companies must remember they are selling to people and they are selling to candidates as well.

Ginny Churchill mentioned that internal brand is extremely important and must come from the top, and then turn outward. For example, Communispace saw a huge influx of resumes once they revamped their external brand. By starting their company with strong values, Diane Hessan (their CEO) was able to instill a vibrant company culture from the get-go, which enabled them all to represent their true brand to the world in an organic, genuine way that applicants are drawn to.

Steve Mooney explained that internal and external brands don't have to be married, though - they can be cousins, but in reality all you have control over is your internal brand. The internal brand serves as a guide for what people perceive as your brand, but only a guide, since perceptions will change frequently. He diagrammed his point that external brand is guided by experiences people have with the brand - somewhat like this:

which sparked the question from Chris: Can you make a bad brand good? Bridget Diorio automatically said yes, and Ginny elaborated that it MUST be done from the top, needs to be consistent, and have total commitment from the team. Bridget also noted that surveys are a useful method to gauge satisfaction within the company, and find areas of improvement.

When asked by an audience member about what can be done to deal with increased transparency, on the web specifically -- such as GlassDoor -- Ginny shared a mantra of Communispace's: " We are what we say we are". By remaining true to their outter image, the company maintains internal relationships and ultimately counters any would-be negative reviews from employees and customers alike. Steve summarized, to put it simply, get more positive stuff out there.

The topic of interviewing eventually came up, which Steve blatantly says most people suck at. But as Ginny pointed out, building a great team means you need to truly make sure it's a good match between skills and responsibilities, so it's very important. Steve then clarified that making sure to really listen is the main way to do so, which can be done best by having multiple people interview the candidates. Kim's comment that having a well-written job description is critical to get those candidates through the door especially resonated.

On retaining employees, the panel had a few best practices. Ginny noted focusing on the culture rather than policies was key; people will get work done, just allow them flexibility. As Steve mentioned, productive people will be productive regardless of social media. In Bridget's experience, she explained that Gen Y-ers love feedback often, and recognition for their work. One final point that Steve made was being sure to ask people how they want to be recognized, which can go a long way.

If you missed the event, you can watch each of the panelists explain their key take-aways and branding perspectives in their interview clips here.


So what does branding mean in your company? How do you tie together your internal and external brands?
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DataXu: Online Advertising Finalists in the 2010 Technology Awards

Posted by Katie Del Angel on Thu, May 20, 2010
DataXu, a real-time ad optimization platform, was just announced as a finalist in the 2010 MITX Technology Awards Online Advertising category! DataXu launched last September at the TechCrunch 50 and in just about 8 months, they have secured two rounds of funding totaling over $15 Million, closed a strategic partnership with Havas, managed campaigns for clients of 4 of the world's 6 largest agency holding companies, and more than doubled their staff. MITX took a moment to see how DataXu feels about their nomination in the Online Advertising finalist line-up!
DataXu finalist interview
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Want to know more about DataXu? You can post your questions here, check out their blog, follow them on twitter @dataxuinc, or visit their website!
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MITX Interviews Lifetime Achievement Award Honoree - Bill Bulkeley

Posted by Gena Folts on Thu, May 20, 2010

MITX congratulates Bill Bulkeley, who will receive a Lifetime Achievement Award at the 7th Annual MITX Technology Awards ceremony on June 2nd in Boston, MA.

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BuySellAds.com: Online Advertising Finalists in the Technology Awards

Posted by Katie Del Angel on Thu, May 20, 2010
BuySellAds.com was just announced as a finalist in the 2010 MITX Technology Awards Online Advertising category! Learn more about them and how they are helping online advertisers and publishers buy and sell ads from the interview below where they shared a little about their company and how it feels to be a finalist!
BuySellAds.com finalist interview
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Want to know more about BuySellAds.com? You can post your questions here, visit their blog, follow them on twitter, or visit their website!
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CashStar Shares - Being a Finalist in the Technology Awards

Posted by Katie Del Angel on Wed, May 19, 2010
CashStar was just announced as a finalist in the 2010 MITX Technology Awards E-Commerce/Alternative Retail category! Their innovative Consumer eGift Application provides a richer experience for both the purchaser and the recipient of digital gifting through the added personalization, customization and focus on the consumer experience. Learn more about them from the interview below where they shared a little about their company and how it feels to be a finalist!
CashStar finalist interview
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Want to know more about CashStar? You can post your questions here, follow them on twitter @CashStar_Inc, or visit their website!
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RAMP (Formerly EveryZing) on Their Third Tech Awards Nomination

Posted by Katie Del Angel on Wed, May 19, 2010
RAMP, the company formerly known as EveryZing, was just announced as a finalist in the 2010 MITX Technology Awards Rich Media category! As you'll find out from the interview below, this is the third time they have received this honor for their innovative contextual advertising and content optimization technology. These seasoned veterans generously shared a little about their company, their product, and what it feels like to be a finalist (again)!
Ramp finalist interview
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Want to know more? Visit the RAMP website or leave your questions/comments below!
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myBrainshark - A Rich Media Finalist in the MITX Technology Awards

Posted by Katie Del Angel on Tue, May 18, 2010
myBrainshark, a company based in New England that specializes in providing a platform for rich business content and presentations, is one of six forward-thinking companies that made the finalist cut in the Rich Media category for the 2010 MITX Technology Awards. If you're like us, you want to know more about What's Next - so check out this quick Q&A session:
myBrainshark finalist interview
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If you have more questions or comments about myBrainshark, drop us a line below! 
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Viewfinity - 2010 MITX Technology Awards Cloud Computing Finalist

Posted by Katie Del Angel on Tue, May 18, 2010
Viewfinity, one of five finalists in this year's MITX Technology Awards competition in the Cloud Computing category, took a moment to answer some questions for us. View their slideshow below to find out what this innovative New England tech company is all about!
Viewfinity finalist interview
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Still wondering what they're all about? Leave your comments and questions here!
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Searchandise Commerce - Q&A with a MITX Technology Awards Finalist

Posted by Katie Del Angel on Tue, May 18, 2010
Searchandise Commerce was just announced as a finalist in the 2010 MITX Technology Awards Online Advertising category! Learn more about them from the interview below where they shared a little about their company, their product HitList, and how it feels to be a finalist!
Searchandise finalist interview
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Want to know more? Post your questions here.
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HubSpot : A Company Branding Success Story

Posted by Katie Del Angel on Mon, May 17, 2010
Do you know what your company looks like to job-seekers? This Friday, MITX and Hollister are teaming up to bring you T he Necessity of Branding for Talent Acquisition and Retention to delve into just how critical it is to create a distinctive and attractive company brand to obtain fresh talent in the competitive Boston job market.



MITX member, HubSpot, while acclaimed for their superb inbound-marketing tools, has also become pretty well-known in the industry for their strong company culture and brand. It's no secret that HubSpot's been thriving - Inbound marketer Rebecca Corliss takes a moment out of her busy day to share with us her insight on the role branding has played in the exponential growth of their talented company.

MITX: What 3 words would you use to describe the culture at HubSpot?

R.C: Energetic, intelligent and fun!

MITX: What got that culture going/where did it come from? How is it perpetuated?
R.C: The culture stems from the personalities of the folks who started the company, and it's perpetuated by those who come on board. One HubSpot statistic that I love is " Everyone's #1 favorite thing about HubSpot is the other HubSpotters." When you like each other (and play ping pong with each other), you work harder too!

MITX: What role has the HubSpot brand played in making the company a success? (in terms of attracting fresh talent, or building and shaping dynamic teams)
R.C: The best of the best talent want to work in a place that is fun and where hard work is rewarded. For example. HubSpot's "no policy" vacation policy is a unique privilege that catches the eye of some of the best engineers, sales reps and marketers. When a talented person has three offers on the table, we want them to pick HubSpot.

MITX: What would you like to hear discussed at the event?
R.C: I'd love to hear about more techniques companies have used to differentiate themselves and bring in great talent!
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Special thanks to Rebecca for providing us some food for thought. Be sure to check out her blog!

Do you have company branding pointers you'd like to share? Leave us your comments!

Questions on how your company can brand itself even better? Attend the discussion this Friday!



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LineSider Technologies: Q&A with a 2010 MITX Technology Awards Finalist

Posted by Gena Folts on Mon, May 17, 2010

LineSider Technologies, founded in 2005 and headquartered in Danvers, MA, was recently announced as a finalist in the 2010 MITX Technology Awards Cloud Computing category! This well-deserving finalist took some time from their schedule to share with us a little about their company and their product, as well as their feelings about making it to the final round!

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Innovation Hall of Fame: Interview with 2010 Inductee, Jeremy Allaire

Posted by Gena Folts on Thu, May 6, 2010

Congratulations to Jeremy Allaire, CEO of Brightcove and 2010 inductee to the Innovation Hall of Fame!

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Q1 - 2010: A Step in the Right Direction

Posted by Keith Cline on Tue, May 4, 2010

I was honored and humbled to be asked by MITX to contribute a quarterly blog post that recaps some of the trending activity happening in Boston's tech community.  So, each quarter we will review the following:

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