Posts Tagged 'Advertising'

April 29, 2014

The Media Industry is Making the Move to Cloud

Rumor has it that at the entire rendering of James Cameron’s “Avatar” using 3DFusion required more than 1 petabyte of storage space. This is equivalent to 500 hard drives of 2 terabytes each, or a 32 year-long MP3 file! The computing power behind this would consist of about 34 racks, each with 4 chassis containing 32 machines. All of that adds up to roughly 40,000 processors and 104 terabytes of RAM.

High-res, long-form media files that can reach hundreds of gigabytes of storage are regular phenomena in the media industry. Whether it’s making the next “Avatar” or creating the next big, viral ad campaign, technology is fundamental to the media industry. But, the investment required to set these up is enough to boggle the mind and dissuade even the high risk-takers. So, why buy when you can rent?

Cloud allows you to rent, own, use, and return the infrastructure with no capex. That gives users access to unlimited compute power, including servers, network, storage, firewalls, and ancillary services, all available on demand, with pay-as-you-go billing offered hourly or monthly.

Cloud services are an increasingly viable avenue for the industry to leverage and support the performance needs of online media storage, as well as collaboration environment. The benefits of a customizable approach to the cloud include: digital archives, production support, broadcast facility resiliency, high-intensity processing, and derivatives manufacturing for transcoding and encrypting. An on-demand, scalable infrastructure is the next step toward reducing production and operations costs, simplifying data access, and delivering content faster to the end user.

This year at ad:tech asean, SoftLayer will present on how the media industry is utilizing cloud infrastructure. So, I thought this would be a good opportunity to share some interesting customer stories about media companies at the top of their games and successfully growing their businesses on the cloud. Here are two of those stories.

The Loft Group, an Australian creative digital agency, specializes in creating e-learning campaigns for global brands. The company won a contract with cosmetics giant L’Oreal but realized that in order to go big with their platform, they needed technology that provided their support team with the necessary analytics. The Loft Group selected SoftLayer as the cloud platform for its digital e-learning campaigns. Moving their services to the cloud helped the company achieve global scale, consistent performance across multiple countries and grow at a pace which slashed a 3- to 5-year transformation timeline down to just months.

According to eMarketer’s forecast, global e-commerce sales will top $1.2 trillion by 2016. That growth is projected to continue by 20 percent every year. Ad personalization is playing a larger part in maximizing e-commerce business. To keep up with the demands of real-time ad personalization, companies like Struq, an ad personalization platform, require an infrastructure that can process high volumes at high speeds.

Struq offers highly targeted ad campaigns across a range of promotional platforms. The company often handles more than 2 terabytes of raw event data every day, processing more than 95 percent of requests in fewer than 30 milliseconds. And when the company’s growing European customer base demanded immediate server allocation, Struq turned to SoftLayer for scalability. We were able to offer on-demand provisioning as well as the low latency their customers required. A detailed story of how Struq achieved the requisite scalability and success with SoftLayer is available here.

More stories to come, so stay tuned! In the meantime, you can hear more customer stories during the first leg of ad:tech asean, a prelim roadshow in Jakarta, Kuala Lumpur and Bangkok.

-@namrata_kapur

December 27, 2011

186,282.4 Miles Per Second

Let's say there are 2495 miles separating me and the world's foremost authority on orthopedics who lives in Vancouver, Canada. If I needed some medical advice for how to remove a screwdriver from the palm of my hand that was the result of a a Christmas toy with "some assembly required," I'd be pretty happy I live in the year 2011. Here are a few of the communication methods that I may have settled with in years past:

On Foot: The average human walks 3.5 mph sustainable. Using this method it would take a messenger 29.7 days to get a description of the problem and a drawing of the damage to that doctor if the messenger walked non-stop. Because the doctor in this theoretical scenario is the only person on the planet who knows how to perform the screwdriver removal surgery, the doctor would have to accompany the messenger back to Texas, and I am fairly sure by the time they arrived, they'd have to visit a grave with a terrible epitaph like "He got screwed," or they'd find me answering to a crass nickname like "Stumpy."

On Horseback: The average speed of a galloping horse is around 30 mph sustainable, so with the help of a couple equestrian friends, the message could reach the doctor in 3.5 days if the horse were to run the whole journey without stopping, the doctor could saddle up and hit the trail back to Houston, getting here in about 7 days. In that span of time, I'd only be able to wave to him with one hand, given the inevitable amputation.

Via High-Speed Rail: With an average speed of 101 mph, it would take a mere 24.7 hour to get from Houston to Vancouver, so if this means of communication were the only one used, I could have the doctor at my bedside in a little over 48 hours. That turnaround time might mean my hand would be saved, but the delay would still yield a terrible headache and a lot of embarrassment ... Seeing as how a screwdriver in your hand is relatively noticeable at Christmas parties.

Via Commercial Flight: If the message was taken by plane and the doctor returned by plane, the round trip would be around 12.4 hours at an average rate of 400 mph ... I'd only have to endure half a day of mockery.

Via E-mail: With the multimedia capabilities of email, the doctor could be sent a picture of the damage instantly and a surgeon in Houston could be instructed on how to best save my hand. There would be little delay, but there are no guarantees that the stand-in surgeon would be able to correctly execute on the instructions given by this theoretical world's only orthopedic surgeon.

Via Video Chat: In milliseconds, a video connection could be made between the stand-in surgeon and the orthopedic specialist. The specialist could watch and instruct the stand-in surgeon on how to complete the surgery, and I'd be using both hands again by Christmas morning. Technology is also getting to a point where the specialist could perform parts of the surgery remotely ... Let's just hope they use a good network connection on both end since any latency would be pretty significant.

I started thinking about the amazing speed with which we access information when I met with CTO Duke Skarda. He gave a few examples of our customers that piqued his interested, given to the innovative nature of their business, and one in particular made me realize how far we've come when I considered the availability and speed of our access to information:

The company facilitated advertisements on the Internet by customizing the advertising experience to each visitor by auctioning off ad space to companies that fit that particular visitor's profile. In the simplest sense, a website has a blank area for an advertisment, the site sends non-sensitive information about the visitor to an advertising network. The advertising network then distributes that information to multiple advertisers who process it, generate targeted ads and place a bid to "purchase" the space for that visitor. The winner of the auction is determined, and the winner's ad would be populated on the website.

All of this is done in under a second, before the visitor even knows the process took place.

We live in a time of instant access. We are only limited by the speed of light, a blazing 186,282.4 miles/second. That means you could, theoretically, send a message around the world in .03 milliseconds. Businesses use this speed to create and market products and services to the global market, I can't wait to see what tomorrow holds ... Maybe some kind of technology that prevents screwdrivers from piercing hands?

-Clayton

Categories: 
March 22, 2010

Oatmeal is Good for YOU!

Have you seen the commercials for Quaker Oats oatmeal? In recent years they have changed their traditional marketing message to appeal to a specific customer profile. The ads new message is that by eating oatmeal every day for breakfast for 30 days, you will lower your blood cholesterol levels. Pretty slick! Eat our oatmeal and you drop your cholesterol and participate in a healthy lifestyle. Net result, you are healthier, live longer, better quality of life, Yada, Yada, Yada….All this from the simple, inexpensive miracle food… oatmeal. Hey, no need for that expensive prescription medication to control your HDL or LDL, just eat a bowl of oatmeal every day!!

Now, you’re probably asking, what the heck is the point to this blog? Well, glad you asked! I want to share a story with you. This past weekend, I went on a hunting excursion to Central Texas to hunt wild hogs. There are a number of interesting tales to share about the actual hunting, and I’ll post those at a later date! This story takes place in a small town I passed thru (or tried to anyway) on the way to the hunting lease. Flying down Hwy 29, we were passing thru a small, one stop light town named Bertram. Big signs all over town advertise the fact (Proudly) that Bertram is the Oatmeal Capital of Texas. They even have an Oatmeal Festival! My buddy was in a truck ahead of me, and made it thru the light, but I was caught and had to stop. My buddy really wanted to get to the lease and kept truckin’, leaving me to apply a heavy foot to the accelerator (thank God I don’t have a Toyota) to catch up. Next thing you know Jed’s a millionaire, and I have the bubble gum lights going off behind me on the local law enforcement vehicle (their one and only). For those of you not familiar with small town Texas law enforcement, Big Brother Bubba looooves to pull over city slickers from the big city. We represent a steady, easy revenue stream for the local coffers. To contest any citation, you are required to show up in person, usually in the middle of the week, usually late in the day or in the evening. Hence, most people will just pay the fine and go on down the road. I digress, back to my story! Well, Officer Bubba, looking just like Sheriff Buford T Justice from Smoky and the Bandit fame (short stature, big belly hanging over his gun belt, cowboy boots and straw hat) ambles up to the window and goes thru the standard drill. I think he was disappointed because I had pulled over immediately and had license and registration waiting for him! I quickly realized from his demeanor I had zero chance to talk my way out of the ticket, but gave it the old college try of “hey, I’m following my buddy, he made the light and blew ahead, and I’m just trying to catch up so I don’t get lost” explanation, but no good… Oh well! So, after a short wait, Officer Bubba ambles back up to the window and hands me my ticket with a big ol’ friendly country smile, that featured three missing top teeth, one barely hanging on by a slim part of the root, discolored by years of copious Redman, Skoal and or unfiltered cigarette use. Ugh!! But good news for Quaker Oats, I’m sending them an idea for a new ad… you got it... Officer Bubba in the Oatmeal Capital of Texas extolling the virtues of daily consumption of oatmeal to help “preserve” those few precious teeth that small town law enforcement officers are so fond of!!! Whadaya think?

Categories: 
Subscribe to advertising