Archive | September 26, 2015

Technology of the Week: Programmatic Marketing vs. People-based Marketing

DoubleClick vs Atlas

Information technology has a huge influence on electronic marketplace transformation. Electronic market integrates multiple functions such as advertising, product ordering, product delivery, payment system and after-sale service.

Online advertising, one element of electronic market has drawn increasing attention in the modern society. In 2014, the costs of global digital advertising reached to $146.42 billion (Statista, 2014). For advertisers, the online advertising spending is cost-efficient only when the ads are served to the target audience; however, according to the data provided by Nielsen, only 60% of online ads are successfully reach to the target audience. DoubleClick and Facebook Atlas Solutions are two ad serving companies which provide different intelligent automated technologies to search the right customers for advertisers.



The disruptive technology used by DoubleClick is called programmatic advertising. This technique utilizes the cookies from banner ads for tracking each user’s online behavior and building a profile of a user from these data. According to the cookie-based data, advertisers are able to deliver online ads in the right context, monitor their performance and further maximize the return on investment for a certain online advertising campaign.


Facebook Atlas

Facebook Atlas Atlas uses real-time data and Facebook’s knowledge of user preference, demographic and browsing history to guide advertisers to promote and deliver their products to the right audience. Moreover, Atlas monitors and traces people’s online activity through multiple device platforms to deliver real-world data which has a strong impact on both online and offline world. With Atlas, advertisers can deliver cross-device ads to the target audience more efficiently and create more value for the business.



Both DoubleClick and Facebook Atlas offer a way for helping advertisers deliver the product ads to the target consumers on the electronic market and auction market. However, they use different technologies for tracking and measuring online people browsing history. Instead of cookie-based technology which applied by Google, Atlas measures the behavior of real users and counts the number of ads each individuals has actually been exposed to.


Future Perspectives

DoubleClick is in the process of rolling out their programmatic marketing model to television screens and placing ads in online streaming and video on demand TV content across various interlinked devices. When this comes out it will be a one of its kind platforms for brands to advertise in online TV content. This might also prove to be very effective since the choice of TV content itself will give brands a good start to pinpoint on their target market.

On the other hand, Instagram and WhatsApp together accumulate 1.3 Billion users (Rany, 2015). With this quantity of users at disposal, it is only a matter of time that the people-based marketing of Atlas would soon hit these popular social platforms. Moreover, with Facebook integration the efficiency of their marketing would be strengthened to greater lengths as they will have much more background information for targeting consumers.



Statista. (2014). Digital advertising spending worldwide from 2012 to 2018.

Nielsen. (2012, 2 21). Measure the true audience for online ads campaigns.

Rany Ng, A. K. (2015, 3). Evolution of TV: The Promise of Programmatic TV. Retrieved from Think with Google:


Team 25

437457aj        Amogh Jain

437682et       Ewa Tulodziecka

429370gk      Gaurav Kumar

367347hl       Hanzi Li

441728zh       Zsofia Hajnik


YouTube vs. Vimeo

YouTube and Vimeo are part of the electronic market of online video hosting. They operate in the same market and offer the same services, albeit at different levels of quality and at different prices. The cost structures are very similar, as are their distribution channels. But why is YouTube so much bigger then Vimeo, if their business models are so similar? First, both companies will be introduced, thereafter we will explain the differences in performance.

YouTube is a video sharing platform, primarily based on user-generated content. Since its foundation in early 2005, it has grown into the largest online video streaming service in the world, with a staggering 71.5% market share – measured in terms of unique users – in June 2015 (Statista, 2015). Today, YouTube accounts for billions of views by millions of users daily (YouTube Press, 2015). YouTube was taken over by Google in 2006.

Vimeo, founded in 2004 and bought by IAC in 2006, situates itself as a video sharing website, rather than a hosting website. Its focus is on sharing creative work and personal moments with a supportive community (Vimeo, 2015a).  With a US market share of 0.9% (Statista, 2015) Vimeo satisfies a small niche market, compared to larger competitors such as YouTube.

The initial focus of both companies differs: YouTube is focusing on the viewers, by providing them with as much content as possible. The focus of Vimeo is different: they focus on the uploaders and constructive feedback for them. This difference may explain why Vimeo is charging their uploaders, while YouTube does not. This focus of Vimeo led to a higher quality of video’s on Vimeo’s platform. Despite this, the price-sensitivity of the consumer makes YouTube more attractive, as shown in the market shares (71.5% vs. 0.9%).

Another difference between the companies is the corporate structure. YouTube is a part of Google and can therefore rely on the deep pockets of the parent company. The parent company of Vimeo is IAC, which is much smaller than Google.

While YouTube and Vimeo have access to the same distribution channels, the usage is ultimately dependent on their users and uploaders. With YouTube enjoying a larger market share, the company has a stronger brand awareness and will be used most often by the users through those distribution channels, despite the fact that Vimeo is available too.

Taking into account these fundamental differences, we believe that YouTube has a distinct advantage over Vimeo, despite the fact YouTube’s operations are not profitable. We believe that in the long term, YouTube will continue to grow and erode the profitability of competitors through their predatory pricing, supporting further growth and the conquering of additional market share. Vimeo may be able to satisfy the long tail of the market for another while, backed by increased network effects and electronic brokerage effects, stronger brand awareness and increasing price sensitivity, YouTube will inevitably steal away Vimeo’s users in time.

Group 28

Euclid Haralambidis (313081eh)
Joey Kortram (344951jk)
Ivar van der Lugt (418691il)
Arjan de Winter (372092jw)


Statista. (2015). Statista. Opgeroepen op September 20, 2015, van Statista:

Vimeo. (2015a). Vimeo. Opgeroepen op September 22, 2015, van Vimeo:

YouTube Press. (2015). YouTube Statistics. Opgeroepen op September 20, 2015, van YouTube:

How to beat the text-neck

The problem

As BIMers, we 1are more IT-Savvy than most of the population. But do you ever think about the consequences of sitting hours in front of your computer every day? We spend most of our time with writing assignments, reading blogs, watching YouTube videos and gaming, while sitting in an unnatural position. Just take a moment right now and observe your posture while you are reading this article. Even if we are out of the house, we stare at our smartphone screen while waiting for the tram etc. Have you ever heard of the “text neck”? “Text neck is the term used to describe the injuries and pain sustained from looking down at wireless devices for too long.” (Walsh 2014) Bad posture can cause back and neck pain, metabolic issues, depression, heart disease, neurological issues and decreased lung capacity. All these consequences can affect our comfort, health, safety and quality of life as we get older.


The eas2y solution- Wearables

But before you start to worry too much, remember, IT will always find a way to solve any kind of a problem. Besides doing yoga, exercising and changing your lifestyle, there are some cool wearables that promise you to improve your health. The two most popular are Lumo Lift (99 dollars) and Prana (150 dollars). Let’s have a closer look of what they do.

Lumo Lift

Lumo Lift3 is a smart peanut sized magnet that you clip on your shirt and it tracks your posture and gives you signals whenever you slouch your back. The data is synced to your IPhone app where after creating an account, you can see how “well” you maintained a good posture throughout the day. You can set how strict your Lumoshould be and it also has a coach functionality to train you how to sit right.


Prana is a very similar device. You clip a small disc on your waist and it measures your body’s breathing patterns. Whenever it detects irregularities or stressed breathing, you probably have a bad posture and a push notification will alarm you. Just like Lumo, Prana also has an active mode, which provides you training sessions. The app has a library with all kinds of breathing exercises organized by their effect (wake-up, de-stress, energy boost).

If you are interested in the topic, you should also take a look at the following devices:

Of course, if you are not ready to spend this amount of money on wearables, there are some stretching videos on YouTube that help you in case you experience the symptoms of the text neck. Additionally, Yoga and an active lifestyle is probably the best way to go to maintain your health in the long run.

Never miss a discount

We probably all know the situation that we would like to buy a new product, but we cannot afford it (yet). You really would like to buy a new camera or laptop, but the price is way too high.

As we could read in the article consumer informedness and firm information strategy (Li et al,2014), some consumers show trading down behavior in the process of product shopping. Trading down behavior is the behavior that involves the purchase of least expensive offering. This week a new application is launched, which will help those consumers in the process of product shopping.

Since almost all products drop in price over time, some consumers are willing to wait to get a better deal. Pricepin is an application that will help those consumers. With this new Dutch application, users are able to ‘pin’ their favorite products in the Pricepin application. Pricepin will send you a notification when the price goes down. So if you are not in a rush to buy the product, Pricepin can help you save money on you purchases.

Several price comparison websites, like or, already exist. However, those websites compare the product to different web shops in order to offer the lowest price.

So how does Pricepin work? For instance, you would like to buy a new camera. After some research, you have decided to buy the Canon PowerShot S120. At the moment, the price is €449 and you cannot afford to buy this. Since you are not in rush of buying it and you have some patients for possible price drops, you pin the product to the Pricepin application. In order to pin the product to the app, you should use the ‘share function’ of a webshop. After pinning the product, you will get notified every time the price changes. Users are able to monitor items with graphs, and they are able to see how the prices develop over time.


Figure 1. Overview of Pricepin Canon Powershot S120

Ting Li et al, 2014. Consumer Informedness and Firm Information Strategy. Pp. 345-363.

“New coating cools and increases efficiency solar cells”

A lot of new school buildings seem to have problems with a bad inner climate. Bad airquality and high temperatures during the summer are the most frequent complaints. These symptoms are often contested by ad hoc solutions which are very energy-inefficient (Prendergas & Erdtsieck, 2007). Heat can cause health issues, especially for eldery, chronically ill people and people with overweight. Research has shown that in The Netherlands each year there are extra deaths during periods of ongoing heat (GGD, 2015).

While searching on the Internet, I came across an article about scientists who have developed a technique which could be the solution for the new school buildings, as well for the groups mentioned above, to control the heat during summer.

Scientists of Stanford have developed a transparant coating which cools solar cells. The transparent thin layer is made of silicium. A unique pattern in this layer causes heat being reflected, while sunlight is getting through.

The scientist have applied the coating on a solar cell and conducted an experiment on the roof of the University of Stanford. Because of the coating the solar cell was over more than 30 degrees cooler. A standard solar cell has an efficiency of approximately twenty procent. The decrease of 30 degrees could increase the absolute efficiency of the solar cell with one procent.

The scientists state that the coating works the best at dry, cloudless areas. This is also the place where most solar panels are placed. Beyond this technique, the scientists think there will be more new techniques in the near future to make the solar panels more efficient.

An interesting thing, the coating could also be used for cars. Suppose you would like to buy a black car, but at the same time you would like to have a cool (cool in the sense of temperature) car, this coating is the ideal solution. (Kraaijvanger, 2015)

  • What do you think of this upcoming technique?
  • Are there any cons?
  • For what purposes would you like to make use of this new technique? / Where would you like to see this technique?

Kind regards,

Fabian Overschie, 375226


GGD (2015). ‘Veelgestelde vragen’ [online] Available at: [Accessed: 26-09-2015]

Prendergas, E., Erdtsieck, M. (2007). ‘Binnenklimaatproblemen in nieuwbouwscholen door ondeskundigheid in ontwerpteams’ [online] Available at: [Accessed: 26-09-2015]

Kraaijvanger, T. (2015). ‘Nieuwe coating koelt zonnecellen en verhoogt efficientie’ [online] Available at: [Accessed: 26-09-2015]