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10 trends for 2015

dentsu
dentsu

Each year we produce a trends report to help us think about how the worlds of technology and media will change over the next few years. There are lots of things happening, and we hope we have chosen some the most interesting This year we look at: App Simplification & Integration Video Ads Connected TV Paying to go Ad-Free New News Sites Start-ups Going 'Full Stack' Voice Symbols & Emojis Virtual Reality Robots

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10 TRENDS FOR 2015 DECEMBER 2014
LONG TERM MEGATRENDS 
•There are several interconnected long term trends that have helped to define the media landscape: 
•The rise of mobile computing, giving internet access to more people in more places 
•The rise of online retail, making it possible to buy anything at any time, from anywhere 
•The digitisation of content, making it more easily accessible & transportable 
•The rise of subscription over ownership 
•The emergence of peer-to-peer commerce and services 
•We will now look at ten specific trends that we think will grow in 2015
10 TRENDS FOR 2015 
1.App Simplification & Integration 
2.Video Ads 
3.Connected TV 
4.Paying to go Ad-Free 
5.New News Sites 
6.Start-ups going ‘Full Stack’ 
7.Voice 
8.Symbols & Emojis 
9.Virtual Reality 
10.Robots
APP SIMPLIFICATION & INTEGRATION 
•According to Flurry, 86% of time spent on mobile is in apps, and just 14% on the mobile web 
•These apps are now becoming more simplified – brands like Facebook are breaking off key tasks like messaging into single purpose apps 
•At the same time it’s becoming possible for apps to integrate with other apps to share data and information, and to link to each other 
•This means that brands need to re-think what their apps are for, and what they should functionality they should offer
APP SIMPLIFICATION 
•Facebook’s main app has pretty much all the functionality of the site. However now it’s splitting some areas, like messages, groups & local search, into single purpose apps, and others are following the same strategy. 
•Foursquare split off its check-ins to a separate app, Swarm. When Instagram added the ability to make timelapse videos, it did so as a separate app, Hyperlapse 
•Rationale for this is being made easier because apps are now less self-contained – they can link to each other
APP INTEGRATION 
•Uber has allowed other apps to embed an Uber button – so that you can open Uber easily, for example a button in the Starbucks app to call a car to take you to your nearest coffee shop 
•Apple’s HealthKit in iOS8 lets a number of health and fitness apps share data, to get a fuller picture of the user’s activity levels 
•Ads within the Facebook app can deep link into other apps, for example YPlan’s events ads which deep link into precise events in the YPlan app
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10 trends for 2015

  • 1. 10 TRENDS FOR 2015 DECEMBER 2014
  • 2. LONG TERM MEGATRENDS •There are several interconnected long term trends that have helped to define the media landscape: •The rise of mobile computing, giving internet access to more people in more places •The rise of online retail, making it possible to buy anything at any time, from anywhere •The digitisation of content, making it more easily accessible & transportable •The rise of subscription over ownership •The emergence of peer-to-peer commerce and services •We will now look at ten specific trends that we think will grow in 2015
  • 3. 10 TRENDS FOR 2015 1.App Simplification & Integration 2.Video Ads 3.Connected TV 4.Paying to go Ad-Free 5.New News Sites 6.Start-ups going ‘Full Stack’ 7.Voice 8.Symbols & Emojis 9.Virtual Reality 10.Robots
  • 4. APP SIMPLIFICATION & INTEGRATION •According to Flurry, 86% of time spent on mobile is in apps, and just 14% on the mobile web •These apps are now becoming more simplified – brands like Facebook are breaking off key tasks like messaging into single purpose apps •At the same time it’s becoming possible for apps to integrate with other apps to share data and information, and to link to each other •This means that brands need to re-think what their apps are for, and what they should functionality they should offer
  • 5. APP SIMPLIFICATION •Facebook’s main app has pretty much all the functionality of the site. However now it’s splitting some areas, like messages, groups & local search, into single purpose apps, and others are following the same strategy. •Foursquare split off its check-ins to a separate app, Swarm. When Instagram added the ability to make timelapse videos, it did so as a separate app, Hyperlapse •Rationale for this is being made easier because apps are now less self-contained – they can link to each other
  • 6. APP INTEGRATION •Uber has allowed other apps to embed an Uber button – so that you can open Uber easily, for example a button in the Starbucks app to call a car to take you to your nearest coffee shop •Apple’s HealthKit in iOS8 lets a number of health and fitness apps share data, to get a fuller picture of the user’s activity levels •Ads within the Facebook app can deep link into other apps, for example YPlan’s events ads which deep link into precise events in the YPlan app
  • 7. APP INTEGRATION •Twitter and Facebook both have code & resources to help app makers produce apps that will have common elements that can integrate well •Twitter has ‘Fabric’, which offers a universal sign-in to apps, and access to Tweets and related tools, plus Twitter’s in-app ad service •Facebook has ‘Parse’ which cuts down the differences between developing for different mobile operating systems, and will also standardise more of the way that apps work, also making it easier for apps to talk to each other
  • 8. IMPLICATIONS FOR BRANDS •The changes will both strengthen apps’ role in how people access content and services from their mobile devices •Apps will be even more easy to use, and become inter-linked, like the web •Brands need to think about what their apps should be for – which services they should offer, as simply as possible, and what they could link to •If your app isn’t one that people will use every day, find ways of getting your app into one that is •Think about advertising your app, to both drive downloads and use •(If you don’t have an app, make sure the mobile web experience for the brand is as good as it can possibly be)
  • 9. VIDEO ADS •Online Video has been steadily growing as an ad medium, driven by connectivity, time spent on tablets and mobiles, and new ad formats •In the UK video ad spend grew by 59% in the first half of 2014 to break £200m, with mobile video being the fastest growing ad format •The rise of video ads has been driven by a rise in connectivity at faster speeds, the proliferation of mobile devices, the rise of programmatic buying, a commercial push from publishers like Facebook, and higher levels of engagement in video than standard banners
  • 10. VIDEO ADS •A year ago video ads were synonymous with YouTube, but now Facebook, Twitter, Tumblr and others have introduced in-stream video ads •Many newspapers show in-stream videos (rather than pre-rolls), and other services like Instagram have introduced video ads •The quality of video placements is increasing, for example with Google Preferred and Facebook Autoplay •Video is also becoming ‘shoppable’ – hover over or click through to buy products
  • 11. VIDEO ADS •Video ad spend is now the fastest rising part of digital ad spend. While it will not overtake banners in the short term, at some point it inevitably will •Video will also become a dominant format in mobile display •Served and targeted video ads are also spreading to TV screens, with some programmatic platforms now offering this as an option in the US, and through options like Sky AdSmart, and in smart TV EPGs
  • 12. IMPLICATIONS FOR BRANDS •Think about video as a medium before you think of screens - decide what to show, then think which platforms and screens will work best to your achieve goals •Online viewers are far less likely to watch the whole ad, so make videos as impactful and strongly branded as possible at the beginning •Assess the costs of different platforms for different audiences – online video may be more cost effective than TV for some audiences, especially younger ones •Develop a strategy for the timing of video between different platforms – for example you could use a film online before it is on TV, or use it to extend a campaign that is predominantly on TV •Think about the number of assets you need – if a brand is using video on Facebook heavily, for example, it might need 2-3 films a week to keep the audience engaged •Find the best ways to measure video, and the most appropriate KPIs to measure
  • 13. CONNECTED TV •Connected TV has quietly become very big business – there are now more than half a billion connected TV devices in use around the world, ranging from fully connected sets to cheap dongles like Google ChromeCast •The growth has been driven by the replacement schedules of TVs, and the availability of cheap streaming devices •Growth is also helped by the presence of lots of high quality online content to watch through services like Netflix, Amazon, Hulu, HBO and YouTube, and from new online programme makers like Vice and Maker Studios
  • 14. CONNECTED TV •Live TV viewing still dominates, but this is slowly changing •In the UK, connected Sky+ homes watch 33% more catch-up TV, and 3x more VoD than the unconnected Sky+ homes •Viewing is changing with age too, with younger viewers watching proportionally less live TV and more short clips •As connected TV grows, less ‘linear’ TV will be watched
  • 15. CONNECTED TV •Connected TV also brings new advertising opportunities •Several companies can now serve video ads into connected TV systems •Sky TV in the UK offers AdSmart, which lets advertisers target based on criteria like location, life stage, household composition and more •The YouTube app in Apple TV now supports ads •Other players include YuMe, and Adap.TV, who are both bringing targeting that’s possible in online ads to connected TVs
  • 16. IMPLICATIONS FOR BRANDS •TV is becoming more like the web, and the web is becoming more like TV •The absolute number of connected TV will continue to grow, changing the way people watch some of their TV programming •Connected TV offers programmatic buying options, including targeting especially for ‘long tail’ content •How would you use TV advertising if is had the interaction and targeting capability of online video?
  • 17. PAYING TO GO AD-FREE •People have tried to avoid ads since the start of the internet •Now many services are offering an ad-free experience at a price •Spotify have been pioneers in this; 25% of their 50m monthly active users pay a subscription •Google (& YouTube) are now also experimenting •Other services like WhatsApp have pledged to stay ad-free
  • 18. PAYING TO GO AD-FREE •Music is an obvious area for ad-free subscriptions, and Google has just announced a paid ‘YouTube Music Key’ streaming service •Google has also just launched an experiment called Contributor for other sites •Testers pay a monthly voluntary fee, ranging from $1 - $3 •Google uses its tracking technology to record how often these people visit the sites taking part in the test, and will give them a share of the money based on how many visits they get •Another service called Flattr has been doing something similar since 2010, but Google has much greater reach and potential to generate revenues •(Imagine how valuable the details of people who are paying to avoid ads will be)
  • 19. PAYING TO GO AD-FREE •Elsewhere other sites & services are getting bolder about asking for funds from users •The forum Metafilter appealed to users to help when its ad revenue started to fall, and has now more than 3,500 users funding it voluntarily, including over 2,000 who pay a monthly amount •Clearly many (95%) of the web’s 3bn users will be unable or unwilling to pay for content in this way, so the ad model will survive, but some areas of the web could become funded in this way •It’s important to note that it isn’t a paywall, but a voluntary choice
  • 20. IMPLICATIONS FOR BRANDS •Are your customers the sort of people who would voluntarily pay for a premium ad- free media? •Think about how to communicate to people blocking ads, including using engaging content marketing that won’t be seen as ads •Can you partner with media owners and content providers to become part of their output, through sponsorship, product placement and more
  • 21. NEW NEWS SERVICES •A range of new news services has emerged to challenge the existing providers, operating in a leaner, and more intuitive way •The economics of many parts of the news business have changed, from gathering news to distributing content •New services like Buzzfeed, Vox, Vice and Medium are growing quickly, without the traditional cost bases of older organisations
  • 22. NEW NEWS SERVICES •Buzzfeed has over 150 million monthly readers, which is higher than many newspapers, and has offices in the US, UK, Australia, Brazil, and China. It covers both serious and non-serious items, and is increasingly focussing on video •Vice started online and as a magazine, but is breaking new ground with video services including reporting from warzones and more •Medium is a blogging platform that gets a lot of traffic from posting opinion pieces
  • 23. NEW NEWS SERVICES •These sites often provide the most-shared content in social media and have introduced features that have been copied by other, more established operators, for example the ‘native advertising’ style of advertorial •Many are likely to be acquired and incorporated into larger media companies over the next five years, as Huffington Post was by AOL •However there are also likely to be a lot of new launches from younger entrepreneurs again disrupting the system
  • 24. IMPLICATIONS FOR BRANDS •The new sites typify how whole sectors can be transformed by a small number of people with good ideas and new technology •Journalist has become freelance, and access to journalists can be negotiated directly, rather than necessarily through the media owner •Learn to use the new advertising and content formats •Are their lessons from their business models that can be applied to your own business?
  • 25. START-UPS GOING ‘FULL STACK’ •Some of the strongest digital brands from the social age are pushing into new areas, including Airbnb moving into broader travel services, and Uber pushing into transportation and delivery. Venture Capitalist Andreessen Horowitz calls these ‘Full- Stack’ companies •These brands have established themselves globally in a very small space of time, and are now following the lead of an earlier generation of pioneers like Google, Facebook and Amazon by pushing their brands into new areas that still capitalise on their expertise •It’s not like a brand like Virgin diversifying to follow an audience, it’s diversifying to follow an expertise
  • 26. START-UPS GOING ‘FULL STACK’ •Airbnb is expending into other travel services, looking at providing concierges and cleaners, and also city guides. •It will also be more of an ‘Airbnb for X’ company, moving to reclaim some of the ground taken by competitors who have used their business model to become ‘the Airbnb for boats’ and more •Uber is now offering deliveries in some cities in the US, capitalising on its network of drivers and its ability to connect them with customers •Snapchat has launched ‘Stories’ – short collections of pictures – and has launched person-to-person payments with Square
  • 27. START-UPS GOING ‘FULL STACK’ •What will the newest set of hot companies diversify into? •Tinder is very good at letting people make choices between a range of thing •IFTTT is very good at connecting different apps and services •Pinterest is good at providing inspiration when people don’t know exactly what they want
  • 28. IMPLICATIONS FOR BRANDS •See the bigger picture with the new companies – their ambitions are very big, and they could be strong future allies or future threats •What aspects of your own company’s core strengths could you extend to other marketplaces? •These companies are likely to increase the competition in their chosen categories – just as with ‘bricks and mortar’ retailers, traditional companies will learn from the new entrants and fight back
  • 29. VOICE •The spoken word is becoming more important as people use more voice search, use speech to control objects, and expect voice as part of messaging platforms •The rise of interest in voice is driven by increased reliability of voice recognition, and communication apps taking the logical next step
  • 30. VOICE •In the US 55% of teens with smartphones use voice search every day •Voice is going to become more significant as cars get more technology – voice is the easiest way to interact •Amazon’s new ‘Echo’ device lets people ask for weather information, news and also use voice to add items to their Amazon baskets •WhatsApp has revealed that voice messaging will soon be integrated, catching up with other messaging apps like WeChat and Line •Even podcasts are back in fashion, with Serial receiving over 1m downloads per week
  • 31. VOICE •The next step is for it to become more normal to use voice input for services like Facebook, Twitter and more •Search is likely to become more fragmented through voice search, with Apple and Facebook competing more effectively with Google •Live (or near-live) voice translation also seems nearer; Microsoft demoed a version within Skype earlier this year
  • 32. IMPLICATIONS FOR BRANDS •If everything is spoken, are your brands easier of harder to pronounce than competitors’? •Develop systems that can respond to spoken customer queries and even commerce •Can products themselves be spoken to?
  • 33. SYMBOLS & EMOJIS •Currently 55% of the web’s content is in English – but most of the web’s users don’t have English as their first or second language, and many do not use standard Western characters in written speech •As communication becomes more instinctive and less driven by language, the web and communication will become even more visual •This includes photos, but also stickers, and ‘emojis’ •As a result universal symbols – first smileys, now emojis – have developed so that people can easily express themselves in a universal way
  • 34. SYMBOLS & EMOJIS •Many messenger apps now have stickers – little pics that can be sent as messages, with many also offering sponsored ones from brands like Pixar, LEGO and Peanuts. •Oreo used emojis for a campaign on WeChat in China, letting parents play together with their kids •MTV used emojis to launch a new season of the TV show Scream •Twitter has now made a library of 873 emojis available as open source to developers •Emojis are now reportedly used more often on Twitter than the hyhen symbol or the number 5
  • 35. SYMBOLS & EMOJIS •Brands will use emojis far more frequently •Brands may start to have emoji versions of logos – imagine if the emoji for Starbucks became the generic global symbol for ‘fancy a coffee?’
  • 36. IMPLICATIONS FOR BRANDS •Think of emojis and symbols as nouns for popular things like food, drink, and entertainment •Learn to use a move visual language •Create your own stickers, symbols and emojis, before someone else does •Can you own a certain symbol and make your brand synonymous with something?
  • 37. VIRTUAL REALITY •2015 will (probably) see the launch of Oculus Rift gaming headset devices for consumers to buy, and virtual and augmented reality are being used in more ways •Interest is primarily driven by developments in Oculus, now owned by Facebook, and its increasing use for demonstrations, but we’re also seeing other projects like Sony’s Project Morpheus
  • 38. VIRTUAL REALITY •Oculus Rift has been used for a few marketing campaigns in 2014, including exhibition demos by Nissan, and in-store activity from brands like Topshop and Tesco. •A site ‘Eyes In Space’ was produced to give special experiences to Oculus Rift users, and Volvo has it’s own ‘Volvo Reality’ site •Augmented reality has moved outdoor, with engaging experiences like Pepsi Max’s takeover of a London bus stop in the summer
  • 39. VIRTUAL REALITY •Once released Oculus Rift has a chance to become a new platform for a number of activities in addition to gaming, including communications (think family phone calls), and shopping (imagine a personalised landing page seen through virtual reality) •Facebook will almost certainly have the best experiences in the short term, through it’s ownership of Oculus
  • 40. IMPLICATIONS FOR BRANDS •Be ready for the world of Oculus Rift – it’s not just going to be a gaming machine •Investigate virtual interfaces for websites, stores & showrooms •Be aware of the size and demographic of the audience in the short and medium term – it might make a splash, but will it deliver measurable results? •Beware the hype – if you can replace the words ‘Oculus Rift’ in a proposal with ‘Second Life’ without keeping a straight face it’s probably not an original idea
  • 41. ROBOTS •Robots are being used more and more, in everything from online ad trading to self- driving cars •Improvements in machine learning and artificial intelligence have made it possible for robots to do more than before, and the drive for efficiency has let to them being used more than ever before
  • 42. ROBOTS •The LA Times has an automated ‘journalist’ that can write news stories from give facts – this was used in March to file a story about a story about a 4.7 magnitude earthquake, and is also used to write up basic crime stories •Orchard Supply hardware store in the US has trialled robot store staff to help direct customers to specific products •Amazon’s new Echo device responds to in-home queries about the weather and information (& can add items to an Amazon basket) •Google is testing self-driving cars, clocking up over 1m km of driverless miles; autonomous cars are legal in 4 states in the US
  • 43. ROBOTS •Acceptance of automation will grow, and it will spread into many industries to cover routine tasks •However as with cookery, where we don’t all want to prepare food quickly in microwave ovens, there will be a counter movement for things like craft and motoring, where human skill is valued and enjoyable
  • 44. IMPLICATIONS FOR BRANDS •Robots are coming – think about how their use they can benefit you •How could they interact with customers? Remember the recent popularity of vending machines in creative stunts •Automation affect media consumption will affect media consumption in the medium to long term – e.g. in driverless cars allowing people to watch TV when travelling to work
  • 45. APPENDIX 1 - LINKS •App Simplification & Integration •http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VIWCNjGsXAs •http://bits.blogs.nytimes.com/2014/04/15/facebook-forces-users-to-install-separate-messaging-app/?_r=0 •http://techcrunch.com/2014/05/01/foursquare-splits-into-two-apps-but-will-either-be-strong-enough-to-survive/ •http://blog.instagram.com/post/95829278497/hyperlapse-from-instagram •http://blog.uber.com/api •http://mobihealthnews.com/36870/23-health-and-wellness-apps-that-connect-to-apples-healthkit/ •https://developers.facebook.com/docs/showcase/yplan/ •https://blog.twitter.com/2014/introducing-fabric •https://www.parse.com/facebook •Video Ads •http://www.iabuk.net/about/press/archive/iab-pwc-study-mobile-video-adspend-triples •http://adage.com/article/btob/facebook-launches-stream-video-ad-program/290870/ •http://techcrunch.com/2014/07/02/facebook-liverail/ •https://blog.twitter.com/2014/introducing-promoted-video-on-twitter •http://techcrunch.com/2014/10/28/tumblr-rolls-out-auto-playing-video-ads-to-users-dashboards/ •http://www.adweek.com/news/technology/instagrams-video-ads-are-live-big-brands-board-161081 •http://www.getelastic.com/shoppable-video-hit-or-miss/ •http://www.thevideoink.com/news/youtubes-apple-tv-app-now-features-ads/#.VIm0OTGsXAt •http://www.skymedia.co.uk/sky-adsmart/ •http://www.yume.com/products/brands •Connected TV •http://advanced-television.com/2014/10/03/connected-tv-devices-hit-half-a-billion/ •http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr14/2014_UK_CMR.pdf •http://www.theguardian.com/media/2014/nov/25/teenagers-watch-tv-half-adults-ofcom-report •http://www.adap.tv/products •Paying to go Ad-Free •http://digital-stats.blogspot.co.uk/2014/11/spotify-has-50m-active-users-125m.html •http://www.bbc.co.uk/news/technology-30024427 •https://www.google.com/contributor/welcome/ •http://en.wikipedia.org/wiki/Flattr •https://login.metafilter.com/funding.mefi
  • 46. APPENDIX 1 - LINKS •New News Sites •http://www.nytimes.com/2014/08/11/technology/a-move-to-go-beyond-lists-for-content-at-buzzfeed.html •https://medium.com/matter/buzzfeeds-jonah-peretti-goes-long-e98cf13160e7 •http://advanced-television.com/2014/09/04/vice-media-further-500m-funding/ •http://recode.net/2014/08/20/next-up-on-mediums-list-a-music-magazine/ •http://en.wikipedia.org/wiki/The_Huffington_Post#Investment •‘Full Stack’ Start-ups •http://cdixon.org/2014/08/10/buzzfeed/ •http://www.theguardian.com/media/2014/nov/17/airbnb-launch-magazine-pineapple •http://www.bbc.co.uk/news/technology-28869386 •http://blog.snapchat.com/post/62975810329/surprise •https://my.news.yahoo.com/video/snapchat-teams-square-money-transfer-190016685.html •Voice •http://www.mobilemarketer.com/cms/news/search/18923.html •http://www.amazon.com/oc/echo •http://gizmodo.com/voice-calling-spotted-in-the-latest-version-of-whatsapp-1634763542 •http://www.theguardian.com/technology/2014/nov/18/serial-podcast-itunes-apple-downloads-streams •http://www.psfk.com/2014/11/microsoft-skype-translator-real-time-communication.html
  • 47. APPENDIX 1 - LINKS •Symbols & Emojis •http://qz.com/292364/why-you-probably-wont-understand-the-web-of-the-future/ •http://thenextweb.com/facebook/2013/12/19/facebooks-latest-stickers-let-you-express-yourself-with-legos-beloved-minifigures/ •http://www.mobilemarketer.com/cms/news/strategy/17910.html •http://lostremote.com/how-mtv-plotted-its-emoji-filled-announcement-of-scream-return_b47269 •https://blog.twitter.com/2014/open-sourcing-twitter-emoji-for-everyone •http://nymag.com/daily/intelligencer/2014/11/emojis-rapid-evolution.html •Virtual Reality •https://www.oculus.com/ •http://www.techradar.com/reviews/gaming/project-morpheus-1235379/review •http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/examples-marketing-facebooks-oculus-rift/ •http://www.eyesinspace.com/ •http://www.volvocars.com/us/about/our-stories/google-cardboard •https://www.youtube.com/watch?v=Go9rf9GmYpM •Robots •http://en.wikipedia.org/wiki/Google_driverless_car •http://www.bbc.co.uk/news/technology-26614051 •http://www.mercurynews.com/business/ci_26815593/robots-helping-customers-at-san-jose-orchard-supply
  • 48. APPENDIX 2 – 2014 TRENDS REVISITED •Smart Devices •2014 saw Apple launch the AppleWatch, health bands from Microsoft, smart home devices from Xiaomi, and Google’s purchase of Nest, the in-home tech company, and then integrated other apps including Jawbone & Mercedes •Push Notifications •Yo!, the app that only sends push notifications launched; Android made it possible to do actions within the push notification, and not open the app at all •Bluetooth Beacons •Following trials Macy’s and others have rolled out beacons into more stores, and published case studies; a network of beacons has been set up in New York phone boxes, and Samsung has developed their own rival •Frictionless Payments •Apple launched ApplePay, Twitter now has a buy button, Facebook is reportedly putting payment into WhatsApp, and Snapchat lets people send money to friends •Location & Local •Facebook introduced location-based targeting, and also a ‘Places’ local directory; Heineken launched a local discovery app, and Foursquare split its app into two
  • 49. APPENDIX – 2014 TRENDS REVISITED •Deliveries •Uber started offering delivery in some cities, Amazon experimented with taxi deliveries, Google launched Shopping Express, and Alibaba signed a deal with China Post to offer 24 hour delivery anywhere in China •Health •Health was a major part of Apple’s new operating system, allowing apps to share data, Google and Microsoft launched products, and Facebook is reportedly looking at healthcare •Actionable Intelligence •Insights are being taken from anything from selfies (are brands in shot?), Facebook started delivering ads to individuals across devices, not cookies, and Jawbone was able to show how the Napa earthquake affected sleep patterns •Polarisation •Brands continued to unveil epic ads – for example Sainsbury’s Christmas ad – but also to use shorter and cheaper formats – adidas prepared thousands of images and videos for different eventualities during the world cup games •Borrowed Formats •Brands continued to use formats from other media, including Honda’s Heist film for the Civic R-Type, to Wren’s ‘social experiment’ film