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Programmatic marketing maze? Here are 10 tips

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Programmatic buying is sometimes a complicated topic, but DR THOMAS OOSTHUIZEN, Global Consulting Director at Acceleration UK, breaks it down into ten easy to follow steps.

The most important issue when dealing with programmatic buying is to be aware of algorithm bias. As data sources and points grow, this problem will decrease. But in most statistical techniques, the most salient data points often dominate and will continue to do so. We have to design to avoid this.

Pure common sense will tell us that as long as some marketers have more resources than others, “average” algorithms will benefit the large and jeopardise the small. This means that, even in algorithms, creative thinking is important. One size will not fit all.

Here are some tips to ensure maximum benefit from data-based algorithmically driven buying:

1.      Know your product or service category
We need to understand whether our category is growing fast, maturing or declining? Different conditions and requirements come into being once a category develops from a fast-growing initial phase into a mature condition.

2.      Is the market saturated?
In a saturated market we need to look for niche segments that will enable wider expansion? To do so, we need to find out who these consumers are. Once we have done so, we need to understand how to expand the algorithm to enable us to identify and target them.

3.      If growing, differentiation is less important.
However, if the segment or category is not growing differentiation is key. We need to discover what are the signals that will enable the algorithm to detect these variations. Without this, our brand will simply fall into the trap of algorithm “same-ness”, where less is, in fact, less.

4.      Is our brand a leader or a challenger?
Leading brands can leverage all the economies they can access. However, smaller brands need to work far harder at being different.

5.      Is our brand properly differentiated?
If so, how? This may include features, benefits, emotions, personality types, symbols, words, statements, slogans, colours, iconography and communities. It’s clear that a small brand will have a vastly different profile than a smaller one. Hence, using the same algorithms a large brand uses is simply a waste of money. We then need to build in bias our differentiation “bias” so that it becomes a focused tool.

6.      Are results declining over time?
If so, why? Can a changed algorithm assist or does the problem lie outside of that? It’s always tempting to constantly adjust algorithms, but we need to be aware that the problem may be something completely unrelated. Keeping an open mind is crucial when working at a granular level.

7.      Can we segment algorithm groups?
If so, can we learn more about what separates algorithms that are greater or lesser predictors of sales results? Understanding how they explain a category is very useful, particularly when this is a significant factor in planning exposure.

8.      Can we build in “bias”?
Our algorithms need to contain enough granularity that we are able to fine-tune them to match whatever it is that differentiates us. By following trendsetters or up-weighting data from groups that demonstrate differences we can build this necessary “bias” into our algorithms.

9.      Can we test different options and assess results?
This is usually resource-dependent. The fewer resources we have, the more we will have to rely on testing to provide the data we need.

10.  Can we expand diversity?
If so, will the incrementally deeper and more creative messaging give us an above average return on investment?

This is by no means an exhaustive checklist, but by applying these tips we will be able to apply our programmatic buying algorithms more effectively.

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Acer gaming beast escapes

Acer this week unveiled two notebooks that take portable gaming to new extremes.

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Acer  unveiled two new Predator Helios gaming notebooks this week at the next@acer global press conference in New York. They include the powerful Predator Helios 500, featuring up to 8th Gen Intel Core i9+ processors, and the Predator Helios 300 Special Edition that includes upgraded specs from its predecessor and a distinctive white chassis. Both feature VR-Ready performance, advanced thermal technologies, and blazing-fast connectivity.

“We’ve expanded our Predator Helios gaming notebook line in response to popular demand from gamers seeking extreme performance on the go,” said Jerry Kao, President of IT Products Business, Acer. “The Predator Helios 500 and Helios 300 gaming notebooks feature Acer’s proprietary thermal technologies and powerful components that, coupled with our award-winning software, deliver unparalleled gaming experiences.”

“The 8th Gen Intel Core i9+ processor for gaming and creation laptops is the highest performance Intel has ever delivered for this class of devices; purpose built for enthusiasts who demand premium gaming experiences whether at home or on the go,” said Steve Long, Vice President and General Manager, Client Computing Group Sales and Marketing, Intel. “Intel and Acer’s long relationship has produced amazing products over the years, and the new Acer Predator Helios gaming notebooks are powerful examples of what’s possible with this unprecedented level of performance.”

Predator Helios 500 is a gaming beast featuring overclocking, 4K 144 Hz panels

Designed for extreme gamers, the Predator Helios 500 is a gaming beast. It features up to overclockable 8th Gen Intel Core i9+ processors and overclockable GeForce GTX 1070 graphics. Intel Optane memory increases responsiveness and load times, while ultra-fast NVMePCIe SSDs, Killer DoubleShot Pro networking, and up to 64GB of memory keep the action going, making the Helios 500 the ideal gaming notebook for graphic-intensive AAA titles and live streaming.

Top-notch visuals are delivered on bright, vibrant 4K UHD or FHD IPS 17.3-inch displays with 144Hz refresh rates for blur- and tear-free gameplay. NVIDIA G-SYNC technology is supported on both the built-in display and external monitors, allowing for buttery-smooth imagery without tearing or stuttering. For those looking for maximum gaming immersion, dual Thunderbolt 3 ports, and display and HDMI 2.0 ports support up to three external monitors. Two speakers, a subwoofer, and Acer TrueHarmony and Waves MAXXAudio technology deliver incredible sound and hyper-realistic 3D audio using Waves Nx.

The Helios 500 stays cool with two of Acer’s proprietary AeroBlade 3D metal fans, and five heat pipes that distribute cool air to the machine’s key components while simultaneously releasing hot air. Fan speed can be controlled and customized through the PredatorSense app.

A backlit RGB keyboard offers four lighting zones with support for up to 16.8 million colors. Anti-ghosting technology provides the ultimate control for executing complex commands and combos, which can be set up via five dedicated programmable keys.

Acer’s PredatorSense app can be used to control and monitor the notebook’s vitals from one central interface, including overclocking, lighting, hotkeys, temperature, and fan control.

Predator Helios 300 Special Edition brings a sophisticated design twist to gaming notebooks

Acer’s budget-friendly Helios 300 gaming line sees the addition of a Special Edition model featuring an all-white aluminum chassis accented with gold trim, an unusually chic design for gaming notebooks.

The Helios 300 Special Edition (PH315-51) allows for ultra-smooth gameplay via its 15.6-inch FHD IPS display with an upgraded 144Hz refresh rate. The rapid refresh rate shortens frame rendering time and lowers input lag to give gamers an excellent in-game experience. It’s powered by up to an 8th Gen Intel Core i7+ processor, overclockable GeForce GTX 1060 graphics, up to a 512 GB PCIe Gen 3 NVMe solid state drive, and up to a 2 TB hard disk drive.

The Helios 300 Special Edition also comes equipped with up to 16 GB of DDR4 memory, and is upgradable to 32GB. Intel Optane memory speeds up load times of games and applications, access to information and improves overall system responsiveness. In addition, Gigabit Ethernet provides fast wired connections, while Gigabit Wi-Fi is provided by the latest Intel Wireless-AC 9560 that delivers up to 1.73Gbps throughput when using 160 MHz channels (2×2 802.11ac, dual-band 2.4GHz and 5GHz).

The Helios 300 Special Edition also includes two of Acer’s ultrathin (0.1 mm) all-metal AeroBlade 3D fans designed with advanced aerodynamics and superior airflow to keep the system cool. They can be controlled with Acer’s PredatorSense app, which offers three usage modes:

1. Coolboost mode:

For heavy loading games, rendering, streaming, and extended video consumption

2. Normal mode:

For productivity tools like Microsoft Office

3. Silent mode:

For web browsing and online chatting

Price and Availability

Predator Helios 500 will be available in South Africa in June starting at R34 999.00

Helios 300 Special Edition will be available in South Africa in August 2018. Exact Price will be communicated closer to the time.

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LG G7 arrives in SA

LG this week introduced South Africa to its latest premium smartphone, the LG G7 ThinQ, focused on bringing useful and convenient AI features to the smartphone experience.

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Powered by the latest Qualcomm Snapdragon 845 Mobile Platform, the LG G7 ThinQ offers 4GB of RAM and 64GB of internal storage to run demanding tasks and apps with. It is equipped with a 6.1-inch Super Bright Display, but the LG G7 ThinQ remains compact enough to use with one hand.

Sporting a new design aesthetic for the G series, the polished metal rim gives the LG G7 ThinQ a sleeker, more refined look, complemented by Gorilla Glass 5 on both the front and the back for enhanced durability. Rated IP68 for dust and water resistance, the LG G7 ThinQ is also awarded MIL-STD 810 c certification, having been subjected to a range of extreme temperature and environment tests designed by the United States military.

The LG G7 ThinQ has an 8MP camera up front, rendering clear and natural selfies, with two 16MP cameras at the back that deliver higher resolution photos with more detail, as well as a Super Wide Angle configuration.

As with other leading brands, LG has evolved its signature camera by including AI functionality. The AI CAM offers 19 shooting modes for intelligence-optimised shots. Users can also improve their photos by choosing from an additional three effect options should the AI CAM recommendation not suit their taste.

The new Super Bright Camera captures images that are up to four times brighter than typical photos shot in dim light. Through the combination of pixel binning and software processing, the AI algorithm adjusts the camera settings automatically when shooting in low light.

Live Photo Mode records one second before and after the shutter is pressed for snippets of unexpected moments or expressions that would normally be missed. Stickers uses face recognition to generate fun 2D and 3D overlays, such as sunglasses and headbands, that can be viewed directly on the display.

New to the G series is Portrait Mode, which generates professional-looking shots with out-of-focus backgrounds. This effect can be generated using both front and rear standard lenses as well as the rear Super Wide Angle lens.

LG G7 ThinQ offers further AI functionality with the inclusion of Google Lens features. Google Lens is a new way to search using the AI and computer vision. Google Assistant and Google Photos allow users to access more information on objects such as landmarks, plants, animals, and books. It can identify text or visit websites, add business cards to contacts, events to the calendar or look up an item on a restaurant menu.

A button just below the volume keys launches the AI functionality. A single tap of this button launches the Google Assistant, while two quick taps launches Google Lens. Users can also hold down the button to start talking to the Google Assistant without the repetition of the OK Google command.

With Super Far Field Voice Recognition (SFFVR) and the highly-sensitive G7ThinQ microphone, the Google Assistant can recognise voice commands from up to five meters away. SFFVR is able to separate commands from background noise, making the LG G7 ThinQ an alternative to a home AI speaker, even when the TV is on. Commands for the Google Assistant have been increased in the LG G7 ThinQ so users can get more done with their voice alone.

“The LG G7 ThinQ is strongly focused on the fundamentals and its launch marks a new chapter for our company,” said Deon Prinsloo, General Manager for Mobile Communication, LG Electronics S.A Pty Ltd. “Through the combination of personalised and useful AI functionalities with meaningful smartphone features, this is LG’s most convenient and in the moment smartphone yet.”

Key Specifications

  • Mobile Platform: Qualcomm Snapdragon 845 Mobile Platform
  • Display: 6.1-inch QHD+ 19.5:9 FullVision Super Bright Display (3120 x 1440 / 564ppi)
  • Memory:
    • LG G7 ThinQ: 4GB LPDDR4x RAM / 64GB UFS 2.1 ROM / MicroSD (up to 2TB)
  • Camera:
    • Rear Dual: 16MP Super Wide Angle (F1.9 / 107°) / 16MP Standard Angle (F1.6 / 71°)
    • Front: 8MP Wide Angle (F1.9 / 80°)
  • Battery: 3000mAh
  • OS: Android 8.0 Oreo
  • Size: 153.2 x 71.9 x 7.9mm
  • Weight: 162g
  • Connectivity: Wi-Fi 802.11 a, b, g, n, ac / Bluetooth 5.0 BLE / NFC / USB Type-C 2.0 (3.1 compatible)
  • Colours: New Aurora Black
  • Others: Super Bright Display / New Second Screen / AI CAM / Super Bright Camera / Super Far Field Voice Recognition / Boombox Speaker / Google Lens / AI Haptic / Hi-Fi Quad DAC / DTS:X 3D Surround Sound / IP68 Water and Dust Resistance / HDR10 / Google Assistant Key / Face Recognition / Fingerprint Sensor / Qualcomm Quick Charge 3.0 Technology / Wireless Charging / MIL-STD 810G Compliant / FM Radio
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