Check us out if you are interested to learn more about emerging trends in digital advertising and how marketers can seize these new engaging opportunities.
2. How can we help you?
• Highlight three emerging technology trends
which will have a direct impact on marketing
and advertising strategies:
– Omnichannel
– Singularity
– Multiscreen behaviours
6. Learning Outcomes
• Recognise the many ways of reaching people,
and how they are using growing technology to
change their purchasing habits
• Understand the importance of transparency –
how it gives credibility and authenticity
7. The Singularity
Definition according to futurist
Ray Kurzweil:
“The singularity is a
technological-evolutionary
jump. Technology is
progressing atsuch a rate that
it will intersect and surpass the
processing power of the
human brain.”
8. • First coined by Kevin Ashton in 1999
• Now more mainstream use of technologies such
as RFID which connects physical ‘things and stuff’
to the web
• 2012 was also arguably the year of ‘big data’ –
interest in linking data between people, the web
and things increased
Internet of Things
10. Learning outcomes
• Understand what ‘The Singularity’ is and what
it means for marketers in 2013
• Why it is an important trend to follow this year
• Learn what ‘Internet of Things’ and M2M
means for marketers
14. 27% Bought a product or
service
24% Spoken to
friends/family about I
product I saw advertised
14
Mobile gets a high rate of attention but ads seen on different
screens drive quite different behaviours
QD3C In the past 3 months which of the following have you done as a result of seeing an ad on each of the following devices? n= 485-2049
16% Posted about a
product / service online
55% Searched online for
a product / service
49% Learned more about
a product / service
46% Found out about a
new product of service
39% Clicked through an
online ad
Nothing
significant
% of people who have
‘clicked through’:
45%
Different actions from seeing ads on
different screens
% of people who have
‘clicked through’:
53%
% of people who have
‘clicked through’:
65%
15. Multi-Screen
• Understand development of Multi-Screen
trend
• Establish what viewers are doing while they
multi-screen
• Learn about connected TV ecosystems
• Take risks with narrative – new technologies
are opening many doors so owning the living
room is still up for grabs
16. Want more?
– 13 June 8 - 10.30am Sky Venue, Sky Tower
– Niall McKinney, Founder and CEO of trends platform
12ahead + panel of senior marketers
– Key digital marketing trends of the future. Following
this, our panel of experts will discuss how these trends will
impact the role of marketers and the skills they will need.
You can find more details of the event below.
17. Thank you!
• The Interactive Advertising Bureau (IAB) Limited is
the peak trade association for online and mobile
advertising in Australia.
• Our main objective is to increase the share of
advertising and marketing dollars that interactive
media captures in the marketplace.
• We work with our members and the broader
advertising and marketing industry to assist
marketers to identify how best to employ online
as part of their marketing strategy.
• We are one of over 40 IABs around the world.
Notas del editor
Preview of what we’ll be sharing with our members on 13 June.
Omni-channel experiences thanks to always connected, leads rise to research as well as socialThis diagram depicts the difference in the move between multi and omni channel experiences. Thanks to smartphones, the local and social elements are all combined to one overall reachable experience.Smartphones in our pockets mean we are always connected not just to the internet but to social networks too, so we can check recommendations. It’s imperative that you try and take advantage of this connectivity.Data intelligence firm Experian spoke to us about predictions for 2013, Jon Buss, Experian’s Marketing Services manager made clear the importance of marketers adopting an omnichannel approach. More people globally have a smartphone than a toothbrush, read more about it on 12ahead.Savvy marketers need to make use of real-time analytics and the abundance of touch-points, in order to be able to influence the customer feedback loop. Because interestingly people don’t realise they are interacting over so many different channels. They will make use of mobile as a shopping aide.
Seen as a bridge to connect virtual and real worlds of commerce. Chinese retailer Yihaodian has announced plans to launch over 1,000 virtual supermarkets in empty urban spaces.The scheme is being dubbed Unlimited Yihaodian and will see spaces in some of China’s busiest areas transformed into retail opportunities. Shoppers will only be able to see the items through their smartphone, however, as these virtual stores will be fuelled by augmented reality technology.Yihaodian wants to promote the convenience and innovation of online shopping by tethering 1000 3D virtual stores to offline landmarks and outside competitor bricks and mortar stores.
Marketers are having to re-establish their attitude towards pricing products in order to better reach people and sell more.Dynamic pricing. Merchants alter the prices of products in order to stay competitive, this keeps them on the top pages of search engine results. Mercent Corp., the company that provides the software used by Cookie's, says it changes the price of two million products an hour. Mercent says it makes price decision based on a variety of factors such as competitors' prices, competitors' shipping prices, manufacturer price restrictions and seasonal sales, all to help the products stay relevant and appealing to people. Consumer demand is also impacting dynamic pricing, so the more people who are interested in a product will affect the price, simple supply and demand model.These Name-your-price modelsempower the consumer, leading to proactive consumption.
Kurzweil predicts this to happen around 2045It is relevant for marketers now to understand this cross between technology, automation and humans now because the context is:People and computers merge as oneInternet of thingsMachine to machine
Internet of Things is a key pillar to The Singularity. The term itself was first coined over 10 years ago but the fact that certain technologies such as RFID are becoming mainstream means it is more pertinent to marketers now.Essentially the Internet Of Things represents the connectedness of everything, particularly physical things. The internet is no longer websites talking to websites – it’s connected to real objects and physical goods, creating a internet of ‘things or stuff’.
Strongbow Start Cap by WorkClub.The development blog – start-cap.com is a great resource to see how the agency is working on this.As you can see in the top right corner, the startcap is powered by RFID chips that start a real world or digital experience via the opening of a bottle. The idea being that you ‘start something’ by opening a bottle of Strongbow… literally. An early test in Budapest saw a whole bar rigged with experiences such as light turning on and off, glitter cannons, music playing… as well as the bottles being linked to social sites and online actions.
Much research has been done into the fact that people DO multi-screen, but we’re interested in WHY people do it.For marketers is obviously means more screens = more touchpoints