Category: Tech Industry

Google has announced a change to its user consent policy which will affect website publishers using Google products and services, including Google AdSense, DoubleClick for Publishers and DoubleClick Ad Exchange, as well as whose sites or apps have visitors arriving from the European Union. Under the new policy, publishers will have to obtain EU end users’ consent before storing or accessing their data, says Google.

The change, which is in direct response to the EU’s cookie compliance regulations, follows the arrival of the Google-published website called CookieChoices, spotted earlier this month. That site was launched with the intention of helping digital publishers obtain tools and access other resources that will aid in their obligations to obtain user consent, Google noted at the time.

These tools include code that website publishers can use to inform visitors about their cookies, as well as those that can be used to directly obtain consent, like splash screens, notification bars, or one-time, pop-up alerts that can be used on mobile apps.

Says Jason Woloz, Google’s Security & Privacy Program Manager, Display and Video Ads, in a brief announcement posted today, “it has always been Google’s policy to comply with privacy laws, so we’ve agreed to make certain changes affecting our own products and partners using Google products.”

EU regulators have pushed for years for a variety of user protections when it comes to how web users’ data and information is tracked and made available online. One of its more-discussed rulings in recent months is related to the so-called “Right to be forgotten,” which legally requires that search engines like Google process individuals’ requests for the delisting of inaccurate, outdated and irrelevant data.

Meanwhile, the EU has had regulations related to cookie-related data collection for quite some time. But what’s notable is that Google is applying this to its own services, while also challenging publishers to comply with the updated policy by a September 30th, 2015 deadline, according to an email sent out about the change. In addition, this policy will also affect those with iOS or Android applications who will have to show a message to app users upon first launch.

While before, the EU’s cookie policy has been common for those sites based in the EU, Google’s policy change will affect a number of publishers, as any site on the web could potentially have EU-based traffic.

The effectiveness of cookie-related user consent notifications is questionable, however. According to a late 2014 study on the matter, the EU’s cookie-notification policy has cost billions of euros per year in terms of compliance costs for websites, but has offered few benefits to web users. That is to say, the implementations thus far have not changed user behavior, the report found.

Unfortunately, Google can’t offer a consent message that publishers can use, because a website or app’s consent message should say “will largely depend on your own uses of cookies and other information, and the third party services you work with,” says Google. But it does offer pointers on the Cookie Choices website to help publishers get started.

Google’s post also points to other resources beyond Cookie Choices, including a Help Center FAQ which details the answers to questions publishers may have, like which products are impacted, how to tell if a current policy is compliant, how the changes affect mobile websites, and more.

Here, Google also explains that the Article 29 Working Party, an umbrella body that comprises representatives of all EU data protection authorities, requested that changes were made to how site publishers request consent from end users. Google says it understands “these principles will be applied across the industry,” which is why it’s rolling out the change now.

Independent ad network InMobi is touting a new solution for developers to take advantage of gamers’ emotional states to produce high click-through rates on advertisements in their games. Along with tools for including interstitials that look like part of the game experience and ads that give you gameplay bonuses for watching videos, the company’s SDK now includes playable ads powered by TechCrunch Startup Battlefield alum Voxel‘s app virtualization tech.

To better take advantage of the different ad units available, InMobi decided to take a more in-depth look at how ad placement could be informed by gameplay. The company claims that its research shows (PDF) that using these different ads at different points in the gameplay experience can significantly boost engagement by playing off of their emotional state.

For instance, let’s say you’re playing a game like Flappy Bird. You die pretty regularly, which makes you pretty frustrated. Are you going to click on a banner ad that pops up, or will that only upset you more? Apparently 20 to 40 seconds playing something else — the approximate length of demos in InMobi’s playable ads — is a welcome respite when a game is wearing you down. According to InMobi, gamers in this state clicked on its playable ads 275 percent more than traditional banner ad units. 

The following graphic shows which ad unit works best based on what a player is going through:

Back in March, JungleCents co-founders Sameer Mehta and Nadir Hyder sold their startup’s assets to its primary investor, Mark Cuban, and announced a new venture: A lifestyle company called 12Society. The most important lesson the co-founders learned from JungleCents, they said at the time, was that the key to great marketing and high conversion rates is “smart, editorial-driven content.”

Makes sense. Yet, when they announced that San Francisco Giants star pitcher Tim Lincecum was joining 12Society as a co-founder and that other celebrities and star athletes would soon follow, another lesson emerged. The (real) best way to ensure engagement and conversion? Convince big-time influencers to become the voices and brands behind your content. Brands will salivate.

12Society has been in stealth mode since March and has quietly built a star studded roster of co-founders, one that now includes LA Clippers Rookie Of The Year Blake Griffin, actor/comedian Nick Cannon, Tim Lincecum, former New York Giant Michael Strahan, Minnesota Timberwolves All Star Kevin Love, and rapper/actor superstar Nas.

Today, the startup is officially pulling back the curtain, launching an online lifestyle platform and product subscription service that aims to create a better way for brands to engage with the 18- to 35-year-old male demographic and get them talking about and sharing their products.

As to how it’s going to work: 12Society gives subscribers access to the lifestyles of these ballers for $39/month in the form of a box in the mail, containing four to six “premium products from tech, fashion, apparel, and athletics” — all of which have been “hand-picked” by the co-founders, or the “style board” as they’re being called.

Beyond this monthly care package of bro bait, 12Society will be leaning hard on its blog, where the co-founders have agreed to provide an inside and honest look at what “propels, inspires and engages them.”

In the big picture, when it comes to the “box of the month” model, 12Society has plenty of competition in the men’s department. There’s Bespoke Post and the design-focused Quarterly, and umpteen more.

Obviously, 12society has a different tack, but they’re similar in that each is attempting to bring users inspiring items from people they care about. It’s a good idea, and one that works, but, as always, the proof is in the pudding. It’s nice to think that we’ll get a real, honest look inside an athlete’s life, what motivates and inspires them.

But these are busy guys, and the opportunity for fluff is high. If they spend time creating their blog posts, etc., the more time guys like me will follow along and engage. But the 18 to 35-year-old demographic is highly sensitive to shilling. Yes, we secretly want to emulate our heroes, but that doesn’t mean I want to buy the brand of soft drink they like. Most guys (I hope) could give two *bleeps* about that, hence the swing-and-miss nature of 99 percent of modern advertising.

The JungleCents co-founders understand this, as do the co-founders. As long as they understand that by saying that 12society is introducing a new way for brands to gain attraction for fans, that really this is an old model, and that it’s a slippery slope, then 12society is going to be as big as the co-founders backing it.

I mean, collectively, the six co-founders have millions of Twitter followers and Facebook fans. That’s social reach that anyone and everyone would kill to be able to leverage to promote just about everything.

12society may not be an earth shatteringly disruptive model, but I’m still eager to see what the team produces. It will be interesting to watch.

The startup is currently backed by Groupon co-founders (and Lightbank founding partners) Eric Lefkofsky, Brad Keywell and Paul Lee (who is only a co-founder of the latter, by the way) as well as Diego Berdakin, the co-founder of venture-backed social commerce startup, BeachMint.

Salesforce has acquired MinHash, TechCrunch has learned. Salesforce confirmed to us that it has acquired the young startup based in Palo Alto co-founded by two data science engineers formerly with eBay and Avaya.

MinHash had developed an AI platform as well as a “personal assistant” called AILA to crawl to and from the many corners of the Internet, pull out relevant trends for marketers, and help them construct campaigns around those trends. Salesforce could be making this acquisition to build out its big-data analytics for marketers, but it isn’t sharing the details of what the MinHash team will be working on.

Financial terms of the deal are not being disclosed.

MinHash was a young company that had not raised more than a seed round — with its small group of investors including Raymie Stata, the ex-CTO of Yahoo, via the Start Smart Labs incubator co-founded by him, and Amit and Arihant Patni.

Still, with many marketers looking to tap into advances in big data analytics and machine learning to improve their work, MinHash was already working with five of the world’s largest online retailers to help them with marketing projects. A note on MinHash’s home page confirming the sale notes that customers will not be able to use the platform after January 21, 2016.

While the MinHash product may no longer work after that point, the company’s tech and team of four engineer employees — co-founders Jayesh Govindarajan and Naren Chittar, as well as Anuprit Kale and Edgar Velasco — are all coming over to Salesforce, where it looks like they may be rebuilding a version of the product to work there, as part of the company’s search and data science teams.

That could include features like tracking user behavior and creating interest graphs for particular audiences; clustering algorithms to target “lookalike” audiences; and scanning of sources surfacing trending keywords and other signals automatically and doing it with continuity with a company’s existing (and other company’s existing) campaigns and what ever other information that you feed to it.

Perhaps most eye-catchingly, MinHash’s team designed the whole product around AILA, its own AI-based character who customized everything based on the person using it.

Video is the name of the game in social media these days, as Facebook and Instagram continue to ramp up features to grab users from Snapchat, and Twitter moves into 24-hour news broadcasting partnerships to push more engagement. Now a startup from Berlin, Germany hopes a focus on video will help it break open a new market for e-commerce: Generation Z.

Yeay (pronounced “yay”) is a new mobile app aimed at 12-18-year-olds (or 13-18 in the case of the U.S.) that provides a platform to buy and sell things for themselves or on behalf of other brands — using short Snapchat-style video stories as its main medium, and pushing entrepreneurship by tapping into what Yeay founder Melanie Mohr sees as a key hallmark of “Gen Z” consumers: “everyone wants to be a creator.”

Yeay has been in beta since last year and now, with 500,000 downloads and 100,000 registered users, it is announcing a seed round of $4.9 million.

The funding was led by German VC Grazia Equity and Mountain Partners. Also participating were René Obermann, the former CEO of Deutsche Telekom who is now a partner at Warburg Pincus; and two veteran executives from the world of consumer goods, Elio Leoni Sceti, former CEO both of frozen food company Iglo Group and EMI Music, and Erhard Schoewel, a board member of cosmetics company Coty.

The internet is awash with ways for individuals and businesses to sell things today. They include old stalwarts like Amazon, eBay and Craigslist; a newer generation of mobile upstarts like LetGo and OfferUp; and entities like Facebook, which has woven a gigantic social web and is leveraging that to build a locally focused marketplace. The list also includes a number of steps back: see the many attempts to build social selling and purchasing platforms on top of services like Twitter and Facebook, for example.

Yeay is among a newer wave of startups that are less interested in building direct competitors to any of these to eat into their customer bases as they are about creating new services that cater to the habits and interests of an entirely new group of consumers — similar to Snapchat, Musical ly and Houseparty.

Notably, none of the big e-commerce platforms are known as a go-to place for 12-18-year-olds, so Yeay wants to be the eBay for this same generation.

The startup is still young and small — App Annie ranks Yeay at only 787 across all shopping apps on iOS in the U.S., and at 61 in its home market of Germany.

And there are a lot of things that it has yet to really address when you compare it to the likes of Amazon or many other smaller efforts in the area of P2P marketplaces.

For example, any and all logistics for items that are sold are left up to the seller and buyer to sort out, without Yeay providing much support (yet).

And when it comes to payments, Yeay is still trying to figure out what the best route is for its target group. Right now, it’s based around PayPal, although the idea is to explore other options.

“Gen Z does not have a sense for currencies anymore,” Mohr said, “and the world of fintech hasn’t addressed how to serve this crowd with creative tools. Most don’t have credit cards or any payment systems set up to purchase items or receive payments. Many basically use the bank of mom and dad.” She added that Yeay is looking at potentially something like a prepay system or digital currencies.

And, for now, it’s completely free to list and sell and do anything on the site: Yeay is completely pre-revenue as it builds up users and use cases.

All of what Yeay is and hopes to become as a business ultimately will have to pass regulatory muster, which in many countries may be quite stringent because the target audience is under 18. (Marketing and selling as a minor is not forbidden per se. Facebook, for example, today allows under 18s, to “purchase using the Buy button feature [but] only with the involvement of your parent or guardian.”)

If Yeay can navigate all of this, though, it could be tapping into an interesting gap in the e-commerce world.

Mohr, who is also the CEO, said that the idea for Yeay came out of two influences. The first was her observation of popular home shopping channels, which have found it hard to move to mobile and grow their audiences because many segments can last for as long as 30 minutes.

The second was her two oldest children, teenagers aged 16 and 19, who are active on Snapchat and Musical ly. Putting two and two together, “I thought that there was an opening there, to create something like QVC or HSN, but for a younger audience,” she said. “Shorter, and more ‘Snapchatty.’ ”

Yeay takes its feature cues from these services. Users make quick videos to sell their used sneakers or clothes, and they embellish them with writing, lenses and other tweaks. They can then share and follow people on the app, or post the links elsewhere. The idea with Yeay is to make the whole sales pitch and purchase on its app, without linking users through to other websites or services to seal the deal.

Users are today posting videos of their own things for sale — some $2 million in merchandise is up for sale on Yeay right now, Mohr said — but this is only one way that the app is being used. The other is as a channel for viral marketing, using Yeay’s army of teen users’ desire to make videos and share them.

“It was a revenue stream we hadn’t thought of in the beginning, allowing people to make user-generated content for brands through brand challenges. Now we are starting to work with more brands to develop this,” Mohr said.

Yeay’s version of viral marketing has been propelled by other, much more massive video sites like YouTube. The Google-owned video platform has developed into a substantial repository of marketing videos, made by YouTube stars and those who hope to become YouTube stars, on behalf of brands as part of larger campaigns.

Search for “Pringles challenge” on YouTube and you get a long list of videos made by mostly regular people who are hoping their own versions of eating the snacks will be catchy enough to go viral to get thousands of views and followers.

Yeay’s ambition is to create a more organic kind of platform for Yeay’s users to tap into opportunities to make videos for products they like.

“Influencer marketing is broken. It worked for millennials but not Gen Z.” Yeay’s research found that some 80 percent of teenagers today do not trust brands on social media, “so it’s time for a new way. Messaging needs to come from influencers who are excited about brands and are creating content themselves, not from brands reaching out.” 

Gen Z may be wary of old marketing ways, but old marketers seem to be on to them: Mohr said that multiple large agencies have been in touch, and Yeay is responding with open arms.

Google announced today a number of new tools and updates designed help app developers better promote their applications across Google’s own network, as well as measure ad performance across a broader set of networks and grow their revenue.

One new product, called Universal Ad Campaigns, is being specifically aimed at smaller developers or those who are new to advertising with Google. This allows developers a simplified way to set up an app promotion that runs across all of Google, including Search, Google Play, AdMob, the Google Display Network and YouTube.

The move is meant to leverage Google’s scale to challenge competitors, like Facebook and Twitter, which also offer app install ads that can be targeted to reach particular demographic or interest groups.

With a simplified setup option that will be available in both AdWords, as well as directly in the Google Play Developer Console which is where app developers manage their apps, campaigns can be quickly created without requiring that developers input a lot of information.

As Google product manager for Google Play Ellie Powers told us, Google wants to make it as easy as possible for developers to say “here is my money and this is what I want to pay per user,” and then let Google handle things for them.

Using Google’s new analytics reports for Play, developers will now also be able to see where their traffic is coming from, analytics from their app listing place in the Google Play store and other metrics in one place to see how well their campaigns are working.

Typically, it takes a lot of work to create the campaigns, but now, developers only need to enter details about how much they want to spend, the audience they want to reach, and what the ad will say. Google then handles ad creation and bidding in order to maximize the ad’s performance across all of these networks.

Universal Ad Campaigns will launch in the “coming months,” Google said, but didn’t provide an exact timeframe.

This new tool was pre-announced at this morning’s Google I/O developer conference, marking the first time Google has ever made a mobile ads announcement during its keynote at the event. This highlights mobile’s growing importance to Google as it continues to shift its core business to better serve the needs of native app developers in a world where consumers are increasingly spending time using apps instead of browsing the web.

Media Partnerships

In addition, Google also said it’s making it easier for established developers to measure ad performance through partnerships with over 20 ad networks, including inMobi and Millennial Media. With another forthcoming tool, Mobile App Install Campaign Attribution, Google Analytics for Apps customers will have more ways to see how well their ads are working and which networks are providing the best value.

Previously, Google Analytics customers could track the performance of mobile app install campaigns and get information about the lifetime value of an app’s users on both Android and iOS (which is now out of beta). Today’s news regarding data integrations with the ad network partners will allow developers to see metrics, including lifetime value and retention across more networks, and will soon offer the ability to “postback” conversions to referring ad networks to better optimize traffic, says Google.

Google also announced the ability to integrate app install and event data from third-party measurement partners into AdWords, including Adjust, Appsflyer, Apsalar, Kochava, and Tune — a change that Google says will increase measurement accuracy between different AdWords trackers.

Aiming To Be A Cross-Platform Solution

Combined, the idea with the new releases and updates is to make Google a more complete solution for an app developer’s business, and follow on previous announcements focused on helping developers acquire and engage app users. Yesterday, Google said that Search will now also feature content from iOS applications in addition to Android, allowing consumers to surface information from apps and even open them directly from Google Search.

As Google’s Jason Titus told us earlier this week, the company also wants to use this year’s I/O to stress its support for cross-platform development and today’s announcements are a good example for this. “We think there may have been a misconception that we weren’t supporting iOS that much,” he said. “We are trying to make sure that is clear and that it’s easy for developers to incorporate everything from analytics to AdMob into their iOS apps. We want to be a cross-platform solutions for folks.”

Today’s announcements about app ads come at a pivotal time for Google’s business. Google’s share of the worldwide mobile ad market fell to 38.2 percent in 2014, says eMarketer, down from 46 percent the year prior. Meanwhile, Facebook increased its share from 16.4 percent to 17.4 percent last year as global mobile ad market expanded more than 50 percent to $42.63 billion in 2014.

App.io, a startup offering tools that allow iOS applications to run in the browser for testing or demo purposes, has now taken the next logical step: it’s bringing its technology the world of mobile advertising. With the company’s newly launched mobile ad product, developers can create ad units that are basically functional copies of their mobile app or game that consumers can play for a set amount of time, before having to download the native application in order to continue.

The company, previously called Kickfolio and backed by over a million in seed funding, has been developing its technology over the past 18 months, and today has more than 15,000 developers using its desktop browser product. Its service is reminiscent of an earlier Facebook acquisition called Pieceable, but instead of rendering apps in the browser using Flash, App.io uses HTML5 technology.

To date, App.io’s developer customers have run over 2 million interactive demo sessions via the desktop browser, and while the company declined to comment on revenue figures or growth, the company’s head of Biz Dev David Truong notes that its customer base has included “Fortune 500 companies and billion dollar startups.” (Those customers are under NDA, so he wouldn’t provide names, however.)

Before publicly launching the mobile app ad product, App.io worked with a few early clients to test the technology, and has now seen over 200,000 impressions of its interactive ad units. Conversion rates, so far, have been high – reportedly 3 to 5 times higher than similar ad units (meaning rich media or video ads, also run on App.io’s partner ad networks.)

Developers interested in testing the technology for themselves upload their simulator build to App.io, and optimize it for the mobile ad experience by removing things like login screens or tutorials, for example. App.io will then vet the ad and approve it, and it will then begin to run on the partner ad networks (also still under NDA, but there are several networks involved.)

The company is still exploring how to charge developers, and is considering a number of models, including CPI (cost per install), CPM (cost per thousand), CPCV (cost per converted viewer) and even possibly a new model based on the LTV (lifetime value) of the user.

“The cost is very similar to video ads – cost per completed demo,” Truong explains. “We’re essentially creating the industry standard, so are still experimenting with ad unit costs. We’ve had a lot of interest to charge CPI, but based on the high quality of the users (lifetime value),” he continues.

“Due to our infrastructure and economics, we’re able to cost our ads at a very similar – and sometimes the same – as current ad offerings like video or standard CPI campaigns. A good industry standard CPI cost for high quality users could be between $2-$3 per install,” says Truong.

The ads are both HTML5 and MRAID complaint, meaning they can technically run on any MRAID complaint ad network – those that are capable of running rich media mobile apps, in case you’re not well-versed in all the ad network lingo here.

For consumers, the ad experience begins as either a banner or interstitial which, when tapped, launches into a full-screen playable game. Users can then play the game for a set amount of time, then a full-screen conversion button appears prompting the user to download the app from the App Store to keep playing. If they want to buy the game, they can tap that screen to go to the App Store and install the app to their mobile device.

App.io says it tracks the entire ad funnel from the impression, first tap, length of interaction, tap to the App Store, device install, and in the future, the Day 1, 7 and 30 retention metrics and cohort LTV.

The mobile ads are iOS-only for now and are optimized for iPhones and iPads, Truong says. But they could easily be run on Android in the future, since they’re HTML5 streaming technology. “It would be as simple as changing the App Store link to the Google Play link,” he notes.

Snap is unlocking a new revenue stream while giving you something to do between chats and Stories. Today Snapchat debuts its Snap Games platform that lets you play real-time, multiplayer games while texting and talking with your friends. The platform is based on Snap’s secret late-2017 acquisition of PrettyGreat, an Australian game studio with talent from HalfBrick (which built Fruit Ninja). That team built Bitmoji Party, a Mario Party-style mini-game fest, to show off the platform that includes five games from developers like Zynga and ZeptoLab. The games are rolling out worldwide on iOS and Android starting today.

To monetize the platform, Snapchat will let users opt in to watching six-second unskippable commercials that reward them with a power up or bonus in-game currency. Snapchat will share revenue from the ads with developers, though it refused to specify the split. It could be a little weird watching ads to more easily beat your friends. But down the line it’s easy to imagine Snapchat selling cosmetic upgrades via in-app purchases akin to Fortnite.

Snap announced the new Snap Games platform at its first-ever press event, the Snap Partner Summit in Los Angeles, where it also announced an augmented reality utility platform called Scan, an ads network and a way to put its Stories in other apps. “We wanted to build something that makes us feel like we’re playing a board game with a family of over a long holiday weekend. Something that makes us feel like we’re sitting with friends, controllers in hand, looking at the same screen,” says Snap’s head of gaming, Will Wu. The Information’s Tom Dotan and Amir Efrati first reported Snap was building a gaming platform and Cheddar’s Alex Heath reported it would end up launching today.

Snap Games could be considered a real-time spin on Facebook Messenger’s Instant Games platform, which has focused on porting to HTML5 well-known asynchronous games like Pac-Man and other arcade titles. Similarly, Snap Games don’t have to be downloaded separately, as they’re piped in from the web. Users can browse available games by tapping a new rocket ship button in the chat bar.

With Bitmoji Party, your avatar competes with up to seven friends simultaneously in a series of mini games where you have to stay balanced on a giant record as a DJ scratches it, or avoid getting knocked in the pool. You also can have another 24 friends spectate and rotate in. Winners earn coins they can use to buy dances to stunt on their competition. And with an ever-present chat bar, users can use text or voice to talk trash.

Rather than port in known IP, Snap recruited developers to build games exclusively for its vertical, real-time multiplayer format. These include:

• Alphabear Hustle from SpryFox – a fast-paced word puzzler
• C.A.T.S. (Crash Arena Turbo Stars) Drift Race from ZeptoLab – a cutesy racing game
• Snake Squad from Game Closure – a reimagining of the classic Snake game set in outer space
• Tiny Royale from Zynga – a top-down battle royale shooter game that feels like a Game Boy version of Fortnite  top-down battle royale game
• Zombie Rescue Squad from PikPok – a zombie shooter

Snapchat’s partner games (from left): Tiny Royale, Snake Squad, C.A.T.S. Drift Race

Snap’s game platform has huge potential to boost time spent in the app and the ads views that generates because gaming is perfect for its demographic. “In the United States, Snapchat now reaches nearly 75 percent of all 13 to 34-year-olds, and we reach 90 percent of 13 to 24-year-olds. In fact, we reach more 13 to 24-year-olds than Facebook or Instagram in the United States, the U.K., France, Canada and Australia,” Snap CEO Evan Spiegel revealed today. This is the age group with the free time and dense social graphs to make use of multiplayer real-time games.

The big question is whether Snap’s reward-incentivized video ad views will generate enough cash to keep developers coming to the platform. If not, a limited line of titles could get old quick. Snap has entirely avoided in-app purchases since shutting down its Lens Store in early 2016. There’s understandable concern that kids could rack up huge bills on their parents’ credit cards. But given how Fortnite has normalized paying for no-utility cosmetic upgrades for this same demographic, with the right controls Snapchat could do the same to make itself and its partners a lot more money. And given you’re always playing with your friends, not strangers, there’s an even deeper urge to buy funny costumes and dances to impress them.

Snapchat’s overarching strategy right now is to build an orbit of time-wasters surrounding chat. What began with Stories now includes Discover publications, premium Shows, augmented reality toys and now games. It may never become a favorite with the 35+ age group. But since messaging is the top mobile behavior, Snap can use it to keep people coming back and then distract them while they’re waiting for a reply or need a social alternative to small talk.

Pac Man, bubble wrap, a concert, popcorn, a fashion runway…these are only a handful of audiovisual concepts behind Apple’s new animation campaign for the iPhone5C (dubbed isee5) custom color series. (more…)