Advertising Week New York is one of the leading events for advertising, marketing and media professionals in the US. In the lead up to the event, which kicks off on 28 September, xAd reached out to some of the speakers and attendees to find out what we can expect from the event.
Jacob Goldstein, associate director of partnerships at the Federation of Internet Alerts (FIA), an organisation dedicated to using the power of advertising technology for emergency alerting, will be joining us for our MMA SM2 Innovation Workshop.
In the session, xAd, FIA and the National Center for Missing and Exploited Children (NCMEC) will discuss how the advertising and media industry can partner to support causes outside of marketing.
We asked Jacob to share his perspective on the role of mobile and location for FIA and how the ad industry can better use its resources for good.
What are you most excited about presenting at Advertising Week?
I’m passionate about innovation. I love being in a room with other people who are equally passionate about how new products, processes and people can change the status quo of the industry and technology.
The summit will be a fantastic way not just to share the story of FIA and our partnership with xAd, but to connect with other individuals who are also interested in using their technologies to support different causes.
What has been your proudest moment with FIA?
In our FIA strategy meetings, we often talk about what’s next. It isn’t too often that we have a chance to sit and reflect on how far FIA has come, let alone the advancements FIA has made by repurposing online ad technology to help provide assistance to alerting authorities.
Each time we have the opportunity work with members of government agencies we help, we’re reminded about the bigger picture. My proudest moments for FIA are when we achieve a new advancement to help alerting authorities provide individuals with information that can save lives.
What barriers did FIA face in the past that mobile technology has helped with?
Emergencies can happen while we are anywhere: in our homes, at our offices, while in our cars or out and about. Mobile technology is crucial in helping to send alerts to devices when people may not be in front of their desktops. For Amber Alerts and tornado warnings alike, the information being disseminated is time- and location-sensitive.
Working with companies such as xAd, which has premium mobile geo-targeted content, alerting authorities gain new access to local mobile inventory, to spread awareness of a crisis or natural disaster.
What’s most impressive is the interactivity with consumers. xAd recently published a study that showed a 2,160% increase in mobile display engagement for the Amber Alert impressions. The more awareness we are able to spread about emergency situations, the better chance we have of finding a missing child or getting individuals to take shelter during a natural disaster.
What do you see for the future of mobile and location-based technology when it comes to emergency communications across the globe?
For the past few years, FIA has engaged with Oasis and The World Meteorological Organization (WMO) on initiatives to create a set of international standards for emergency alerting, and constructed the most robust and scalable free aggregator and disseminator for use around the world.
At present, many localities and countries have different practices in how they provide information to the public during times of crisis. We are seeking to standardise how information will be processed and provide the technology solution for free through FIA’s new Alert Hub.
FIA’s new Alert Hub aggregates Common Alerting Protocol (CAP), a relatively new uniform alerting standard format, so it can be used by devices and the internet of things to respond to emergencies within milliseconds. This hub aggregates emergency information from around the world and disseminates alerts in real-time to international subscribers. It provides a whole new opportunity for innovation across communities and it does anywhere in the world.
Find out more about the MMA SM2 Innovation Summit Workshop here
xAd is a corporate sponsor of Advertising Week, presenting the Location Summit on Monday 28 September and serving as the official mobile app sponsor, enabling attendees to connect to people nearby and trending places.
To find out more about the potential of location marketing, get in touch with the xAd team at contactus@xad.com
This advertisement feature is brought to you by xAd, sponsors of the Guardian Media Network’s Future of advertising hub.
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