Friday, January 31, 2014

Research Shows Which TV Ads Are Likely to Make Multitaskers Buy

Over the last few years, consumers have increased, not decreased, the time they spend watching television content. This might sound like good news for advertisers, save for two important caveats. First, while attention time dedicated to TV content has been rising, this is not the case for people actually paying attention to the ads on the screen. Second, when consumers are watching TV they are increasingly dividing their attention between the TV set and other devices, particularly tablets and other mobile devices. A 2011 Nielsen Co. survey showed that as much as 40% of time watching TV is spent on such media multitasking activities, and it’s likely that this behavior has accelerated over the past three years.
While many advertisers are rightly nervous about multitasking, there could be new opportunities to benefit from this trend. My recent working paper with researchers Jura Liaukonyte and Kenneth Wilbur tries to pinpoint what, exactly, these benefits might be – and how they can be achieved.
It turns out there’s both good news and bad news when it comes to the answers: Our research found that, among multitaskers, certain types of ads are more (or less) effective in terms of driving TV viewers online. And in one of our most surprising findings, we learned that there is no single ad type can accomplish both the tasks of increasing the number of visitations to the website and the number of online purchases.
To come to these, and other, conclusions, we constructed a massive dataset of television advertising in 2010 (the year tablet sales skyrocketed). We also focused on five industries that represented $4.2 billion in U.S. TV ad expenditures and accounted for most of the e-commerce that year: Apparel, telecom, travel, pizza, and online services and content. To measure the effect of TV ads on online behavior immediately after an ad was aired, we matched TV advertising data with the website visits and online purchases of 100,000 participants on a second-by-second basis.
We also classified ads into four types:
  • A direct-response ad with a product-focus, intended to showcase particular products and features
  • An action-focused ad, intended to induce an action such as search, visit, or buy
  • An imagery-focused ad, which makes use of stunning images and sensory stimulation
  • An emotion-focused ad that engages by evoking specific feelings
The results: Among multitaskers, we found that the imagery-focus ads are the least effective of all four ad types in terms of driving online purchases. They don’t increase the number of people that visit the brand’s website and actually reduce the likelihood that TV viewers will momentarily purchase any product. Of course, imagery-focus ads are known to be among the most traditionally effective types of TV ads because they are good at engaging viewers with strong visuals. But it is precisely this effect on engagement that makes viewers pay greater attention to the TV rather than switching attention to a lower and self-paced media such as the Internet.
Among the best ads to drive multitaskers to the brand’s website are action-focus ads. It turns out those ads that urge people to go online, versus those that do not, actually accomplish their goal to a great extent. The downside is these ads are not more persuasive than other ad types at getting people to actually make a purchase. For some brands, action-focus ads can indirectly increase sales in the short term, particularly if the website is designed to complement the TV ad. This is the case of a Target ad urging people to go online. Within two minutes of the ad appearing on TV, there was a 30% spike in direct website visits by those who typed “Target.com” and indirect visits by those who used a search engine.
Spike in Visits to Target.com
A significant portion of these incremental visitors made a purchase on the website during their visit.
Product- and emotion-focus ads carry similar impact, though emotion-focus ads are a bit more effective. Both types increase the number of purchases online, but also result in fewer total visits to the website. In other words, people who decide to visit the brand’s website are more inclined to purchase, but the ad itself does not increase a TV viewer’s desire to visit the website immediately. It turns out that a focus on product or brand can be persuasive when consumers eventually decide to shop, but it does not motivate multitaskers to act impulsively.
Importantly, no single ad type can accomplish both tasks of increasing the number of visitations to the website and the number of purchases.
So what does all this mean for advertisers? Well, like most things, it really depends on what product you are selling, your brand, your audience, and your strategic goals. If you sell online and have a reason to believe that you are advertising to a multitasking audience, then TV ads that were created to operate under high levels of attention, such as imagery-focus ads, will not work. This is the case for young viewers, as they multitask most of the time, and for older viewers, who multitask early in the morning and in the evening. In these cases, one should opt for action-focus ads regardless of the brand or industry.
The chart shows the impact of each type of ad on online sales for various brands studied. Brands such as Amazon and eHarmony, a dating website, have a stronger incentive to use particular types of ad content. For them, choosing the appropriate creative execution can mean the difference between higher or lower online sales. For brands in other industries, such as Papa John’s, a pizza delivery chain, the type of ad used doesn’t matter as much.
Types of Ads Chart
Importantly, advertisers can actually benefit from the increasing trend of consumers engaging in media multitasking by crafting more appropriate ads. Lower, or divided, attention is not necessarily bad news as long as advertisers target the most effective content to their audience, and use the TV ad as a springboard for consumers to engage with the brand online and ultimately make a pur

Eight Essential Questions for Every Corporate Innovator

One of the first, and most lasting, pieces of career advice I received came from Linda Bush, my first project manager when I was a wee pup working at McKinsey & Company. “Ask a lot of questions,” Linda advised me. “You might think you are being annoying, but it’s the only way you learn. And trust me, people will tell you when you have crossed the line.”
There’s nothing quite like asking a good question. Bush’s advice helped me in those early days to learn about technical tasks (the magic of pivot tables in Excel), the seeming banalities of the working world (the mysterious expense report), and the subtle nuances of a profession (“Why did you say that then?”). Research by Hal Gregersen and Jeffrey Dyer in fact shows that questioning is one of the behaviors that successful innovators share.
So I’ll pose a question now: What questions should corporate innovators use to increase their odds of success? There are some classics out there, such as Peter Drucker’s (“If we weren’t already doing it this way, is this the way we would start?”), Ted Levitt’s timeless contribution (“What business are we really in?”), and the question Andy Grove asked to transform Intel (“If the board brought in a new CEO, what do you think he would do?”).
Beyond those classics, consider using the following questions to help you crystalize the entire innovation process from beginning to end — by improving your ability to spot new growth opportunities, pinpoint disruptive threats, shape compelling offerings, and commercialize your ideas.
Identifying New Growth Opportunities
  • What problem is the customer struggling to solve? Steve Jobs famously said it is not the customer’s job to know what he wants. I agree. It is the innovator’s job. One of the clearest signs of an opportunity for innovation is someone demonstrating that a problem is important to her by spending time or money trying to solve it and expressing frustration (either vocally or visibly) because existing solutions fall short.
  • Which customers can’t participate in a market because they lack skills, wealth, or convenient access to existing solutions? A time-tested path to disruptive growth is to compete not against fierce competitors, but against what we call nonconsumption. Making it simpler, easier, and more affordable for people to do what they historically have been trying to do is a great way to create growth. Doing so for people who are locked out of a market is what made companies like eBay, Google, and Southwest Airlines the powerhouses they are today.
Identifying the Threat of Disruption
  • Where are we overshooting the market by providing features that users don’t care about and don’t want to pay for? One of the central tenets of disruptive innovation is that companies innovate faster than people’s needs change. People will always take better products, but when they can’t use or don’t want to pay for the premium features, it creates opportunities for simpler, cheaper solutions.
  • If you were going to disrupt your company, how would you do it? Despite the fact that the concept has been in the public domain for close to 20 years, disruption still seems to blindside far too many companies. What is particularly punishing is that the disruptors are almost always in plain sight but tend to be discounted by the market leaders. (As late as 2008, the CEO of Blockbuster said “I’ve been frankly confused by this fascination that everybody has with Netflix….Netflix doesn’t really have or do anything that we can’t or don’t already do ourselves.”) Asking this simple question – and looking for companies that are making headway with a disruptive model – may at least inoculate you to some degree against this threat.
Designing Compelling Offerings
  • Who has already solved the problem you are trying to address? You might think this question helps you drop an idea entirely, but it actually suggests the opposite. One mistake many innovators make is they think that they get extra credit just for doing something original or uniquely difficult. Innovation is something different, surely, but something different that creates value for a customer and the company. And you want to find the quickest path you can to value creation. Follow the advice of the great Spanish artist Pablo Picasso, “Good artists copy; great artists steal.” Odds are someone in the world has already solved the problem you’re seeking to address in some other context. Inspiration might come from a different industry, country, or company, but when you find it, applying that approach to your problem can short-circuit innovation development times dramatically.
  • What can you do that few other companies in the world can do? The ferocious pace of entrepreneurialism makes it increasingly difficult for companies to innovate at the same speed as the market in which they participate. Speed alone is insufficient. Companies should seek to innovate better than the market in which they participate — by taking advantage of a trusted brand, unique access to a distribution channel, or proprietary technological know-how. Zeroing in on what makes you unique maximizes the chances of creating a powerful and compelling offering.
Commercializing Your Idea
  • What assumption are you making that, if false, would blow your strategy up? Every idea is partially right and partially wrong. Promising ideas often fail to make it to market because the innovators cannot find out what part is wrong and make adjustments fast enough. To speed their way to market, good innovators adopt the scientific method. They clearly identify the biggest uncertainties behind their idea and rigorously design and execute experiments to test their assumptions. And like good scientists, they study unexpected outcomes as much as expected ones.
  • How can you learn more affordably and efficiently? Experiments need not be complicated and expensive. A phone call to an expert can shine light on a critical operational assumption. Showing customers a rough mockup of an idea can give you an early read on their interest. Making some effort to seek simple and resource effective ways to learn may make the difference between successfully getting to market and running out of money before you ever do.
“Don’t just do something, stand there.” It’s a phrase that young medical students might hear to remind them that sometimes doing nothing (immediately) is the best course of action. The rush to take action before a root cause of a symptom is clear can cause more harm than good. While innovation should no doubt be pursued actively, taking the time to consider these and related questions can be a great way to focus activities and tilt the odds of success in your favor.

Tuesday, January 28, 2014

40 Small Bedrooms Ideas To Make Your Home Look Bigger

bedroom small 40 Small Bedrooms Ideas To Make Your Home Look Bigger
If you are looking for inspiration on how to decorate a small bedroom, prepare to be overwhelmed with fantastic ideas. After publishing these contemporary bedroom design ideas guaranteed to “rock your world”, these charming Swedish modern bedrooms and these holiday-inspiring ocean-view bedrooms, it is time to have a look at practical solutions for small homes. For today we gathered 40 photos of small bedroom interiors, each of them displaying a clever layout.
small bedrooms 40 Small Bedrooms Ideas To Make Your Home Look Bigger
So take your time and go through each and every photo from the list below, analyzing details and slowly configuring your dream bedroom. Keep in mind that light colors are a lot more efficient than dark hues in enhancing the feeling of space. As appealing as it might seem, a super-large bed will take up a lot of space, so a good plan is to reduce the size of the bed and fill the void with practical furniture accessories. And bring in as many mirrors as you can! These being said, we invite you to feast on the display of colors and textures below! Enjoy making your bedroom as cozy and as functional as possible and when you can spare some time, drop by and tell us how your project is doing!
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Monday, January 27, 2014

Home Best Of 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage

31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage

mezzanine architecture interior design ideas 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Best displayed under soaring ceilings, mezzanines are versatile, functional spaces that help better lit up and ventilate a home and extend visual reach, creating inviting social spaces. This intermediate floor can help add a certain vibe to the space, illuminating it or defining a new purpose for a different portion of the same space.
Small rooms can be adorned with mezzanines that solve space issues – this platform can serve as a second bedroom, a home office, a library or it can be the perfect solution for a double-heigh social area with the living space upstairs, so it can benefit from expansive views of the surroundings.
Modern Mezzanine Design 1 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
The Algarrobos House by Jose Maria Saez and Daniel Moreno Flores provokes our imagination with a wooden mezzanine built under the skylight. Above the kitchen and dining space, this platform made of equal beams is flooded with natural light via glass panes.
Modern Mezzanine Design 7 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
The Cowshed House by Carter Williamson Architects boasts high clerestory windows unveiling the beauty of an open floor plan under natural daylight. Within this bright social space, the bedroom mezzanine sits snugged under the long steep roof plane.
Modern Mezzanine Design 2 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
This small, 29 square meter apartment in Poland incorporates a mezzanine in its design, extending the living spaces with a large bed area. 3XA architects imagined a semi-mezzanine under the 3,7m ceiling and built it above the bathroom and hallway, solving the space issue with style.
Modern Mezzanine Design 3 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
The Oriental Warehouse Loft renovation in San Francisco includes re-imagining its mezzanine level, replacing the opaque guardrails with transparent glass rails and thus creating a visual connection to the living space below. Local architecture team Edmonds & Lee imagined this platform as a sleeping mezzanine complete with a shower and a library. Modern Mezzanine Design 4 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Part of the Unité d’Habitation ( or Cité Radieuse) in Marseille, France, this apartment paying homage to Le Corbusier’s influence on mid-century modern in the US was kindly photographed by the Living Agency. Dark walls under a white ceiling split by a mezzanine showcasing a large wooden rail compose a sleek and elegant design match.
Modern Mezzanine Design 5 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
This Italian House Studio by Studioata defines a contemporary perspective on mezzanine design. Defined by wooden insertions throughout, this apartment was ingeniously adorned with a volumetric desk reached via a floating staircase. Creativity abounds in this functional home office mezzanine design, doesn’t it? Modern Mezzanine Design 6 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
This stunning mezzanine bath is part of Dutch architects Leijh, Kappelhof, Seckel, van den Dobbelsteen‘s portfolio. Under those soaring ceilings, religious songs used to bounce off the walls. You see, what was once a historical Dutch church was re-designed into a unique loft with inspiring details.
Modern Mezzanine Design 8 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Maxim Zhukov of To Taste designed this industrial bachelor loft for himself, choosing to have the office space levitating above the bed. A set of floating stairs lead up to the simple platform with a desk/railing oriented towards the window. Clever use of space, right?
Modern Mezzanine Design 9 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Le Couvent Loft is, as you might have guessed, a former convent. Created in 1750 by Napoleon’s wife, Josephine, this 25 square meter loft in Val d’Oise (only 15 km north of Paris) displays a chic living space mezzanine above the hallway, kitchen and dining space.
Modern Mezzanine Design 10 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
As Buildall Construction re-designed the Wrigley Loft inside the converted Wrigley Building in Leslieville, Toronto, they imagined a mezzanine level as the bedroom. Placed behind translucent doors in the volume under the bed area mezzanine, the home office can be either hidden or open, changing the vibe of the spacious living area.
Modern Mezzanine Design 11 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Balancing dark floors and a sunken white oak platform, this modern New York Urban Retreat by Paul Rudolph displays a floating staircase leading up to the living area mezzanine. Little intervention was necessary to update the 1960s home, one of which is the glass railing that keeps the design fresh and the visual connection at maximum.
Modern Mezzanine Design 12 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Needless to say, this luxurious mezzanine occupied by a bathtub looks like a heavenly place to spend the evenings, then just come down for a relaxing sleep. Dramatic in design, boasting double height wall paneling rising up to meet the startling ceiling, this private space in House Little Venice by Wells Mackereth was perfectly adorned with the mezzanine bathtub and a cast yellow and white glass 1960s chandelier.
Modern Mezzanine Design 13 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Simple and elegant, tucked safely under the sloping roof, this mezzanine home office is perfect for those who work from home and also want to be visually connected with the living environment around them. Slim mezzanine railings keep the floor plan visually open while encouraging simplicity in design and plenty of natural light fills the interiors.
Modern Mezzanine Design 14 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage Extensive use of glass looks almost futuristic, especially when you combine it with sleek design lines and white details. At night, blinds come down over the enclosure shaping the rounded glass walls. During the day, riverside views of Chelsea Embankment and the River Thames flood the room. This Riverside Penthouse in London by Foster & Partners displays a creative way of guiding natural light inside, pass the glass railing on the mezzanine, penetrating deep into the home.
Modern Mezzanine Design 15 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage White spaces draw in daylight and easily makes your favorite color stand out. Combine it with an open floor plan and a modern perspective on privacy and you got yourself a mezzanine bedroom area. In the case of the Tyresö Brevik Vacation House, interiors were decorated with a modern selection of furniture items to compose a breezy atmosphere.
Modern Mezzanine Design 16 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
And when the mezzanine is the terraced platform from where panoramas start unrolling in front of your eyes, you know the mezzanine level was totally worth building. Keeping these views accessible, a glass panel was installed as railing.  Modern Mezzanine Design 18 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
You see how transparency is always met with a modern solution for mezzanine levels that need to stay bright – the recurring glass railings. Especially when you renovate buildings meant for other purposes, like the glass and stone modern residence remodeled from a 15th century barn. Here, the mezzanine is the actual living space placed above the kitchen and dining space on the first level.
Modern Mezzanine Design 17 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage Combining the warmth of wood with the cheerfulness of greenery, a mezzanine can also become part of a split level architecture. This example above conveys comfort and soothes the eye with a pleasant, natural color palette. If a living wall is not an option, then hanging plants could add that organic dimension the space needs.
Modern Mezzanine Design 19 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Small, tall spaces can greatly benefit from the existence of a mezzanine level – like this Gothenburg apartment showcasing another way of creating that extra bedroom area you need. Placed above the light-flooded living space, this small mezzanine is accessible via a steep staircase. Books from the floor-to-ceiling bookcase and the TV fight for the owner’s attention every night.
Modern Mezzanine Design 20 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Luring romanticism with the open nature of a living space featuring a floating bed, one could indulge in lazy afternoons flooded by daylight and regret would surely never appear when thinking about the decision to build a mezzanine bed – it’s just too comfortable and offers a different perspective on things while maximizing the space. Modern Mezzanine Design 21 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Another version of the glass railing on a mezzanine can be seen in the photo above depicting the social spaces of a Madrid residence created by Spanish designer Luis Puerta. Lining the stairs and mezzanine, glass railings fabricate a light corridor that helps further enlarge the space. This is a great way to add square footage to your home and connect different zones and levels. Modern Mezzanine Design 22 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage This interior balcony is an attractive visual element that speaks about elegance and natural materials. The converted historic chapel in Wiltshire, England, was the way Jonathan Tuckey Design imagined a contemporary renovation fitted to the needs of its inhabitants’ modern lifestyle. The former hall was converted into an open-plan kitchen and living room, with a mezzanine gallery above. Modern Mezzanine Design 23 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage Minimalist house design often plays with perception and space. House in Kyobate by designer Naoko Horibe is a collection of versatile, functional spaces relying on the ideal of simplicity. The mezzanine is cut to shape two interior balconies framing different views of the social space below.
Modern Mezzanine Design 24 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Ingeniously partitioned, this narrow, tall residential space displays a subtly industrial elegance in white finish. The mezzanine becomes a platform uniting the lower floor to the upstairs without robbing the kitchen and dining area of natural light.
Modern Mezzanine Design 25 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
Bright orange details in a white space alongside metal elements compose a vivid, modern and sleek design. When applied to small spaces, the need for compact space arrangement hints to a stylish solution: the mezzanine. Connected with a spiral staircase to the social area downstairs, the bedroom platform is nicely tucked above the kitchenette, hallway and bathroom in this youthful little apartment.
Modern Mezzanine Design 26 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
House Like Village by Marc Koehler Architects is set in a renovated old harbor cantina on Amsterdam’s KNSM island. Dutch people are known for their open nature and love for bright spaces, so a mezzanine seemed the perfect way to combine volumetric functions downstairs with a platform for dining and cooking upstairs, accessible via the bookcase stairs.
Modern Mezzanine Design 27 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage Indoor volumes masking different functional spaces can easily become mezzanines and extend usable living space. This House in Yoro is a warehouse converted by Airside Design Office and shelters the bedroom and bathroom in the white volume, exploring a different use of space within a modern interior design.
Modern Mezzanine Design 28 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage
A modern Gothenburg apartment showcases how a mezzanine and carefully planned design can add a few meters of space to the floor plan, just enough for a small home office. 10-foot high windows bring in plenty of natural light making its way in the kitchen, as allowed by the mezzanine level, where the bedroom is located. Modern Mezzanine Design 29 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage Duality and romance are two sides of a black and white bedroom. This example above provokes our minds with a visual appeal shaped by simple elegance and a mezzanine level hugging the tall walls. Floating stairs and a column supporting the mezzanine complete the dreamy bedroom design.
Modern Mezzanine Design 30 31 Inspiring Mezzanines to Uplift Your Spirit and Increase Square Footage Finishing off our list is an example of how modern Swedish design combines the warmth of wood with the functional white design in this Stockholm apartment spotted on Skeppsholmen. This is where the mezzanine was the perfect solution for creating more space under the sloping ceiling.
So you see, there are countless ways in which a mezzanine level can help you gain more space inside the home: glass railings, bed areas, even elevated home offices can be encompasses in your home with the right mezzanine design.