The ISS has a unique perspective on the world and now you can appreciate it, as well as learn about its various modules and technical equipment.
Google Street View gave flat-Earth truthers another reason to doubt their beliefs by opening up the airlocked doors to the International Space Station. Now anyone with access to the navigational tool can explore the layout of one of mankind’s greatest achievements from the comfort of your own home.
Street View is typically used to help people find their way to a particular destination, or explore remote parts of the world which they may not otherwise have access to. This latest update really embodies that second use, though it is not technically part of the world but is in our orbit.
Made up of a collection of images of everything from the station, to the cupola Earth-viewpoint module, space fans can now explore every inch of the ISS to get a better look at what the last 16 years of construction have achieved. There are modules for science and engineering, sleeping quarters and a series of windows with a unique view of the world, all available for anyone to look at.
Taking the opportunity to educate virtual visitors to the space station, NASA has provided a number of descriptions of specific modules and equipment within them. There is a whole paragraph on the WHC, or waste and hygiene compartment, which deals with much of the solid and liquid waste from the astronauts aboard the station. That is just one of the many detailed descriptions you can dig into though.
Be prepared to drag around your view a little more than a standard Street View session because, without the confines of gravity to hold back design, the ISS sprawls in all sorts of directions. You will find interesting information and views from above and below, just as much as you would to the sides.
The timing of the images taken aboard the ISS is of particular interest too, as it happened to be when one of Space X’s Dragon capsules was docked with it, according to TechCrunch. That means you can get a unique view of the cargo capsule from the space station and appreciate what it must be like to see the cargo arriving.
Alongside this new Street View experience, you can also see how Google and the astronauts crafted it in the header video above.
Watch the Newest Ads on TV From Amazon, Honda, Google and More
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs. The ads here ran on national TV for the first time yesterday.
A few highlights: Honda promotes the advantages of a plug-in hybrid—”the end of your battery charge isn’t the end of the world”—in a commercial for the 2018 Honda Clarity. Amazon plays up the fact that its Fire TV device can integrate with its Alexa digital assistant in case you’ve got any questions you want answered while watching TV. And Google hypes “The Last Jedi” AR stickers that are available exclusively on the Google Pixel camera.
Today’s TV Ad Highlights
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
TV Impressions – Total TV ad impressions delivered for the brand or spot.
Est. TV Spend – Amount spent on TV airings for the brand’s spots.
Attention Score – Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index – Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Martin Agency Taps MullenLowe's Kristen Cavallo as CEO
Less than two weeks after the departure of Martin Agency Chief Creative Officer Joe Alexander, which followed an internal investigation into an allegation of sexual harassment, the Interpublic Group agency has named MullenLowe‘s Kristen Cavallo as CEO.
Cavallo, most recently U.S. chief strategy and growth officer at MullenLowe, will succeed current CEO Matt Williams, effective immediately. Whether or not Williams is leaving the company or shifting to a new role was not clear. The agency referred inquiries about Williams to Interpublic. A spokesman for the holding company said it’s in the process of working through a transition process and can’t comment furhter.
Before joining MullenLowe seven years ago, Cavallo spent 13 years at IPG sibling shop The Martin agency, where she rose through the ranks from a strategic planning director to senior VP of business development.
“This is an important moment. I want people to feel the possibilities that exist for this agency. They are talking about us, but soon I hope they are rooting for us. As a strategist, I love opportunities for transformation, and feel fortunate to play a part, with the full support of Interpublic and its leadership, to help re-write the ending of this chapter,” Cavallo said in a statement.
“Obviously, there is a need for a new direction, and the culture has to evolve,” she continued. “To be the first female CEO of this agency, in this year, under these circumstances—the weight of this isn’t lost on me. It’s going to be hard, but we can do hard things. As a mom, I want my kids to see that, and to set an example that resilience and possibility matter.”
Last Thursday, Williams and Martin Agency President Beth Riley-Kelley sent an email to staff saying that Alexander’s behavior was “inexcusable” and his exit was the agency’s decision.
In addition to outlining what the email referred to as “the basics,” such as unconscious bias training, to help keep employees within The Martin Agency safe, the note stated that the shop will put Tiny Pulse, an anonymous feedback platform, in place in January.
Google AdWords Adds Targeting by Phone Number, Mailing Address
Google has expanded the consumer-targeting capabilities of its AdWords platform to let marketers use phone numbers and mailing addresses to reach their right people.
Previously, AdWords campaigns only allowed advertisers to upload anonymized email addresses as well as set broader targets around demographics and interests.
Google’s new targeting tools will likely be more effective than email addresses, as phone numbers and mailing addresses often prove to be more reliable, says Kevin Lee, co-founder of Didit, a full-service digital agency that specializes in search.
“This new feature allows for a higher audience match rate, particularly for marketers who either do not have email addresses for their entire customer file, or the email address that the marketer has is different than the addresses that Google has for the individual,” says Lee. “Postal mail eliminates that ambiguity and gets higher overall match rates, particularly when used in combination.”
“A higher match rate by including postal means more flexibility in scaling the campaign,” adds Lee. “This is a great way to get marketers to confidently expand their budgets on Google by creating larger customer match audiences.”
The move itself seems long overdue from Google, as targeting users using their phone number or address is commonplace in the marketing world. However, in Google’s case, the delay was likely due to high levels of scrutiny by regulators, Lee says.
There could be downsides. Google’s terms and conditions say marketers can only use their own data to create an audience to target, not use third-party data they bought elsewhere. But letting phone numbers and mailing addresses come into play could increase the temptation for direct-response marketers, for example, to go get the information they need to take advantage, Lee says.
But it’s also a pretty standard capability, according to Praneet Sharma, chief technology officer at Method Media, an audit and media consulting company. “Marketers use addresses that are captured through sweepstakes or on websites that ask the user to input phone numbers, email addresses,” Sharma says. “Many of them might share that information with a data management platform. For Google, and the amount of data they have, you could say they are exposing more user information, but again, what they’re doing is common in the industry.”
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