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Carat's 10 Trends for 2019

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Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.

Published in: Technology
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Carat's 10 Trends for 2019

  1. 1. TRENDS FOR 2019 We are in a world of overwhelming change, where we see content everywhere and can shop anywhere. Change is being driven by the speed of connection to our devices, the speed of processing of data, and the convergence between different activities like entertainment, information, communication and play. We produce trends reports regularly to ensure that our clients know about the latest developments and their implications. Here are ten trends for 2019, with their implications for brands. 2 T E N T R E N D S F O R 2 0 1 9 - C A R A T
  2. 2. 3 T E N T R E N D S F O R 2 0 1 9 - C A R A T 01 02 03 04 05 06 07 08 09 10 CONTEXTUAL COMMERCE EXPERIENTIAL ECOMMERCE GAMES IN MESSAGING LIFE AS A SERVICE ‘BY INVITATION’ SMART OUT OF HOME DESIGN FROM DATA TARGETING POST GDPR EXPANDING CONNECTIVITY DIGITAL DETOX
  3. 3. 01 eCommerce has traditionally been focussed around destination sites like Amazon that are purely focussed on shopping. The world may soon follow the example of China, where consumers are buying from apps like WeChat - services where people go to send messages, catch up with friends, and follow brands. More than 200m people in China have input their payment details into WeChat. 4 CONTEXTUAL COMMERCE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  4. 4. 01 Western apps like Depop and Poshmark already act as a cross between a social feed and a shopping app. Users scroll rather than search, looking for inspiration within a category rather than for specific items. 5 CONTEXTUAL COMMERCE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  5. 5. 01 Instagram first allowed sales through its platform in 2017, giving brands the option of tagging products in posts, including promoted posts. People who click on the tags can see pricing and product details, and then click through to buy on the brand’s site. Instagram is introducing new features to help people discover products, like ‘save to collection’ tags that let people bookmark items to a folder in the app to return to later – just a few steps away from a shopping basket. 6 CONTEXTUAL COMMERCE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  6. 6. IMPLICATIONS Contextual Commerce will allow brands to sell in places people go to be entertained. It will be most relevant for fashion & technology, especially low cost impulse purchases, and in particular with the inclusion of rapid delivery. Shopping will become more social – it will be easier for consumers to share notifications of a purchase, and even buy as a group. It will be easier to attach products to moments, targeting based on cultural events. The best influencers will become sellers. 7 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  7. 7. 02 eCommerce is becoming experiential. Features like augmented reality and image recognition are allowing merchants to become more playful and introduce experiences to shopping, especially on mobile. Shopping technology company Shopify lets retailers make videos for customers to explore in AR in their own homes. One example of this is the American bicycle company Pure Cycles. It is also being used to bring experiences to car show rooms, for example by General Motors. 8 EXPERIENTIAL ECOMMERCE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  8. 8. 02 Snapchat has started to allow commerce through its AR filters. Domino’s Pizza was the first to use this, with an AR pizza box that linked through to an ordering page. Domino’s has now build AR into its own app. Snapchat has also entered into a partnership with Amazon where users can shop for anything that they can take a photo of, using image recognition. Smart speakers like Amazon’s Echo are also making shopping more of an experience – and they are now trying to get more brands onto the platform. 9 EXPERIENTIAL ECOMMERCE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  9. 9. 02 ShopShops is a Chinese site in which influencers stream live from real stores, with their permission, making their own live shopping channels. Viewers can interact with the live streams, asking to buy products that are being demonstrated. 10 EXPERIENTIAL ECOMMERCE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  10. 10. Experiential eCommerce will allow brands to let customers try before they buy. It will be most relevant for products customers are less familiar with, and also products that can be personalised or configured. It can work well for expensive items. Influencers can become sellers, but there will be pressure on them to perform. Brands will also need to help the digitally disengaged learn to use the new buying technologies. Done well, experiential commerce will help less technically savvy people shop with more confidence. 11 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  11. 11. 03 Messaging is becoming more playful as messaging apps try to increase their power by adding more features and become more central to our lives. Games like Tetris and PacMan have existed within messaging apps for a couple of years, but augmented reality is bringing a new level of engagement. Apps like Facebook Messenger and Snapchat are increasing their focus on games, breaking down the boundaries between games and communication. At the same time messaging is entering other apps and games. 12 GAMES IN MESSAGING T E N T R E N D S F O R 2 0 1 9 - C A R A T
  12. 12. 03 This is entertainment as conversation. Snapchat’s Snappables are games that are played within the app using the camera and lenses. Dunkin Donuts is one brand that has advertised in these games. Snapchat is rumoured to be increasing its focus on gaming, possibly driven by its part- owner Tencent. Facebook has created multiplayer games for its Messenger video chat - including 'Don't Blink', which challenges people to keep a straight face. These are designed to liven up chats, but are not ad supported (yet). 13 GAMES IN MESSAGING T E N T R E N D S F O R 2 0 1 9 - C A R A T
  13. 13. The inclusion of gaming into messaging will make messaging much stronger as a channel, commanding more of people’s time. As a medium, it will be most relevant to brands with a ‘playful’ persona. Advertising is less intrusive as part of a game than as an interruptive message within a chat. The more AR there is to play with, the more people will become familiar with the technology, which should lead to more opportunities for brands. 14 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  14. 14. 04 More consumer brands are following the lead of Netflix, Spotify, Harry’s and others in trying to encourage customers to see them as ‘a service to subscribe to’ as well as a product to buy. There is a distinction between the purely digital services and the physical brands creating a virtual service but both types are trying to introduce more touchpoints and create a stronger relationship with the buyer. Over the past six months we have seen this model extend into previously unexpected categories. 15 LIFE AS A SERVICE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  15. 15. 04 Xbox has introduced an ‘All Access’ subscription programme. A single monthly payment gives users an Xbox console, Xbox Live, and access to streaming games. Nespresso has introduced a similar model for its coffee machines and pods – by paying a minimal amount for the machine and commiting to membership and a subscription for coffee pods, customers are moving from buying a machine to buying a lifestyle. 16 LIFE AS A SERVICE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  16. 16. 04 Uber and Lyft are both testing or introducing subscription models in the US, encouraging people to pay a monthly amount for a number of short rides, or even to protect them from paying surge pricing. 17 LIFE AS A SERVICE T E N T R E N D S F O R 2 0 1 9 - C A R A T
  17. 17. LaaS should be deployed carefully, depending on factors like the value proposition and frequency of purchase, to build service into the offering. Brands selling physical products should try to keep the experience special – use one-offs, birthday deliveries, and layers of membership to personalise the offering. It may be better to partner with an existing service, or find a complimentary service than establish your own programme, depending on the role the brand is trying to play in its customers’ lives Lots of data will be created – how can this be used? 18 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  18. 18. 05 Brands are encouraging their biggest fans to become even more involved by inviting them to have a deeper connection, through their own apps, or private social media communities. Nike’s House of Innovation store in New York allows Nike+ members to call up and reserve stock, to be collected from special lockers. It’s free to join Nike+, but it separates the people who use their Nikes for fitness, rather than for everyday wear. 19 ‘BY INVITATION’ T E N T R E N D S F O R 2 0 1 9 - C A R A T
  19. 19. 05 Other brands are experimenting with private forums and ‘secret’ Instagram accounts to give their keenest consumers a chance to get more. Luxury brand Everlane has a second Instagram account for fans (if they can find out about it) where they tease new looks. Peloton Cycling has a very active Facebook group with over 110,000 members, and over 170 posts a day. New members need to be approved by administrators. 20 ‘BY INVITATION’ T E N T R E N D S F O R 2 0 1 9 - C A R A T
  20. 20. The creation of a self-selecting ‘by invitation’ community is most relevant to brands that are desirable, niche, cult, or used by early adopters. It is particularly appropriate for luxury brands, who are able to create a sense of scarcity and privilege. It is one way to turn fans into a channel – and become advocates for the brand. Once brands have found a small group of passionate fans, it is easier to offer benefits like personalisation for them than for a larger group. 21 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  21. 21. 06 Out of home advertising is being revolutionised by digital screens. In 2018 digital accounted for more than 50% of OOH ad spend in the UK for the first time; globally it is projected to be just under 40%. Digital’s biggest advantage is being able to change the ad content rapidly - taking cues from the weather and other live data. The Route was a Cannes-winning idea that allowed ambulance drivers in Sao Paolo to warn other road users on the route to the incident to make way for emergency vehicles by clearing the left lane. 22 SMART OUT OF HOME T E N T R E N D S F O R 2 0 1 9 - C A R A T
  22. 22. 06 Brands are starting to buy space for longer, knowing that they can easily change the messages on the screens. Diageo’s current UK poster campaign features five brands, and can use a different message based on the weather and time of the day. Retailers are using digital screens to promote products with high inventory, changing the copy when stocks run low. 23 SMART OUT OF HOME T E N T R E N D S F O R 2 0 1 9 - C A R A T
  23. 23. 06 Digital out of home will start to have more synergy with other media, particularly mobile. Combining location-based data, campaigns could target on two screens across the day, based on the phone’s user’s journey history. New start-ups are proliferating - Grabb-It is experimenting with ads that run on the rear windows of Ubers as they drive between jobs. 24 SMART OUT OF HOME T E N T R E N D S F O R 2 0 1 9 - C A R A T
  24. 24. Smart out of home brings lots of synergies with mobile – both are advertising media that are location-based. The new capabilities in out of home will be a big opportunity for clients with a large portfolio of brands, but also for small, niche brands who will be able to use OOH tactically for the first time. A brand could potentially make a small buy for the precise location and time when its messages will be most effective, including synergy with retail, including live offers. It is also perfect for testing new marketing messages and strategies. 25 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  25. 25. 07 New products and services are being created and modified as a result of data being processed and analysed at scale. Data is not just being used to optimise the campaign – but to create the product! Amazon’s 4-Star Store in New York features products curated from a list of items that have got four star reviews on Amazon, guaranteeing that they are popular and of high quality. Amazon is using their own data to create their own take on a department store. 26 DESIGN FROM DATA T E N T R E N D S F O R 2 0 1 9 - C A R A T
  26. 26. 07 Metallica uses Spotify data to modify set lists when it tours. The band can see which songs are the most popular in each city, and make sure that they include them when they play. Metallica is using this data with Spotify’s full permission. 27 DESIGN FROM DATA T E N T R E N D S F O R 2 0 1 9 - C A R A T
  27. 27. 07 Choosy, an American-Chinese fast fashion start-up, mines Instagram trends to take inspiration for its designs. By seeing which celebrity looks are the most popular (and get the most comments like ‘Where can I buy this?’) they can quickly create highly sought after pieces. Choosy is using this data without Instagram’s permission, but only using data that is in the public domain. 28 DESIGN FROM DATA T E N T R E N D S F O R 2 0 1 9 - C A R A T
  28. 28. Design from Data is likely to bring biggest benefits to established brands with a large amount of data, or access to partner data. It will also benefit brands with the most control over their own production processes, and sales channels. It will speed up concept testing and trials. But - brands must be careful not to let these benefits remove serendipity; there will still be a need for human curation. Brands will also be able to generate new revenues by selling their own data. 29 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  29. 29. 08 GDPR has brought new challenges in how marketers use data to target customers with advertising, and has driven new ways of thinking. Media owners and ad technology companies are putting more focus on the context of the page on which the ad appears. Others are innovating around the content of the ads – making ads more relevant to the moments they are seen. Advertisers need to assess the value of context compared to the value of audiences. 30 TARGETING POST GDPR T E N T R E N D S F O R 2 0 1 9 - C A R A T
  30. 30. 08 The New York Times, ESPN, and USA Today have created a way of analysing a page’s content based on the emotion that a page is likely to trigger. They can then place ads that will work best when people are feeling those emotions. Illuma is a start-up that finds ‘lookalike pages’ (rather than lookalike audiences). If it knows an ad has performed well on a certain page, it can find other pages within the same publisher or network that share the same attributes, and puts ads on those pages. 31 TARGETING POST GDPR T E N T R E N D S F O R 2 0 1 9 - C A R A T
  31. 31. 08 Great advances are being made developing messages personalised to the moment that they are seen, in search, banners and video ads. Companies like Spirable, A Million Ads and Ad-Lib make ads that can address users based on factors including location, time of day, and weather. A typical campaign could have millions of variants, and can even include personal attributes about individuals if they are legally available. 32 TARGETING POST GDPR T E N T R E N D S F O R 2 0 1 9 - C A R A T
  32. 32. New targeting technologies should help all brands to ensure that their messages reach the right people at the best time. Brands will need to revise their measurement and attribution modelling to understand the effect of new parameters like emotion, in comparison to audience targeting alone, and the benefits generated compared to the potential increase in price that context may bring. Advances in AI and speed of processing will accelerate these benefits. 33 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  33. 33. 09 We are becoming used to fast connectivity. 4G, only introduced in 2010, now accounts for more than 50% of connections in developed markets. Global mobile data consumption has grown from 0.3 exabytes in 2010 to over 17 exabytes in 2018, and is projected to reach 49 exabytes in 2021. (One exabyte is one billion gigabytes). Connectivity is one factor behind a lot of shifts in technology use, and the popularity of new content formats like Stories. 34 EXPANDING CONNECTIVITY T E N T R E N D S F O R 2 0 1 9 - C A R A T
  34. 34. 09 Faster connectivity is turning the world to video. More than 400m Instagram users watch or create stories each day. A percentage of these are video, and video is also being incorporated into messaging apps, including group calling. The hot new app of 2018 is TikTok, a video sharing app from China. Facebook has now developed its own version, called Lasso. 35 EXPANDING CONNECTIVITY T E N T R E N D S F O R 2 0 1 9 - C A R A T
  35. 35. 09 5G will be many times faster than 4G, and is coming soon. Many cities are trialling now, or trialling in 2019, before launch in 2020. 5G connectivity will give people the ability to stream high quality video, virtual reality experiences and more without any latency or buffering. 5G will also increase the amount of meaningful data being collected from sensors in wearable devices, in cars, and around cities. 36 EXPANDING CONNECTIVITY T E N T R E N D S F O R 2 0 1 9 - C A R A T
  36. 36. Faster connectivity will mean even more content, even more choice, and even more competition for attention. User experience will become even more important, as people will skip more often. Brands will be able to monitor more data from more devices, and include this in more of their decisions. Physical branches will be under even more threat as online and virtual connection becomes easier and faster. 37 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  37. 37. 10 Technology is becoming overwhelming, with content and commerce everywhere. People are trying to cut down on their screen time, especially their social media use, over concerns about health and wellbeing. Global Web Index found that 19% of those surveyed in the UK and US had been on a digital detox, and 70% had tried to cut down on screen time. Concert halls, restaurants and bars are experimenting with banning phones, to encourage people to enjoy the moment, not live life through their screens. 38 DIGITAL DETOX T E N T R E N D S F O R 2 0 1 9 - C A R A T
  38. 38. 10 Apple’s iOS 12 operating system shows users how much time they spend with their screen each week, broken into apps and categories of apps. Facebook, Instagram and YouTube are introducing tools to let people be more aware of the time they spend with the services. These tools allow you to see time spent, and also set alerts to remind you to put your phone down. 39 DIGITAL DETOX T E N T R E N D S F O R 2 0 1 9 - C A R A T
  39. 39. 10 Hold is a new app, currently live in the Nordics and the UK, which gives people points for not using their phones. These points can be swapped for goods from partners – for example free popcorn in the cinema – or donated to charity. It is a practical way to encourage people to be more mindful of their productivity and screen time. 40 DIGITAL DETOX T E N T R E N D S F O R 2 0 1 9 - C A R A T
  40. 40. If screen time falls, consumers will become more selective over the services they use, the content they consume and the brands they engage with. Brands may even need to incentivise customers to pay attention. Brands need to help their customers have more meaningful connections with their peers. This is especially relevant to brands with an interest in wellbeing, like FMCGs, and even socialising, like alcohol companies. ‘Detoxing’ will increasingly be a creative route – ‘see real life, not a filter’. 41 IMPLICATIONS T E N T R E N D S F O R 2 0 1 9 - C A R A T
  41. 41. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 1 Contextual Commerce Selling on WeChat https://www.techinasia.com/talk/started-profitable-side- business-selling-wechat Payment cards linked to WeChat https://skift.com/2017/07/07/chinese-travelers-turn-to- messaging-apps-to-make-payments/ Depop and commerce https://www.glossy.co/fashion/how-depop-is-catering-to- gen-z-and-millennials-to-get-an-edge-over-resale- competitors Poshmark and commerce https://www.retaildive.com/news/how-poshmark-made- 1b-off-the-social-mall/529343/ More ways to shop on Instagram https://instagram- press.com/blog/2018/11/15/introducing-more-ways-to- shop-on-instagram/ 42 LINKS Experiential Commerce AR on Shopify https://www.shopify.co.uk/blog/shopify-ar GM selling with AR showrooms https://www.thedrum.com/news/2017/08/29/general- motors-launches-mixed-reality-showroom-with-dentsu- aegis-network Domino’s & AR https://www.mobilemarketer.com/news/dominos- delivers-pizza-with-snapchat-ar/528872/ https://newsroom.dominos.com.au/home/2018/11/7/do minos-launches-worlds-first-augmented-reality-ar-pizza- chef Snapchat & visual search on Amazon https://techcrunch.com/2018/09/24/snapchat-amazon- visual-search/ Amazon is trying to get brands to sell on Alexa https://www.pymnts.com/amazon-alexa/2018/amazon- brands-alexa-ad-campaign/ ShopShops https://fashionista.com/2017/07/shop-shops-chinese-app
  42. 42. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 1 Games in Messaging Snapchat’s Snappables https://techcrunch.com/2018/04/25/snappables- snapchat-games/ Games in Facebook Messenger https://newsroom.fb.com/news/2018/08/get-your-game- on-challenge-your-friends-with-video-chat-ar-games-in- messenger/ 43 LINKS Life As A Service Xbox All Access https://www.thesixthaxis.com/2018/09/03/is-the-xbox-all- access-subscription-the-future-of-gaming/ Nespresso https://www.nespresso.com/uk/en/subscription Uber & membership https://www.pymnts.com/news/ridesharing/2018/uber- membership-program-ride-pass/ Lyft & membership https://www.pymnts.com/news/ridesharing/2018/lyft-all- access-monthly-subscription-plan-ridehailing/
  43. 43. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 1 ‘By Invitation’ Nike’s House of Innovation https://www.retaildive.com/news/inside-nikes-house-of- innovation-flagship-on-5th-ave/542349/ Everlane’s private Instagram https://digiday.com/marketing/everlanes-new-private- instagram-account-will-test-lab-new-products/ Peloton members on Facebook https://www.facebook.com/groups/pelotonmembers/ Starbucks’ Leaf Rakers Society https://www.facebook.com/groups/LeafRakersSociety/ 44 LINKS Smart Out of Home ‘The Route’ https://www.youtube.com/watch?v=8HHHmRwKIm8 Diageo’s smart posters http://www.posterscope.com/content/diageo- continues-out-of-home-innovation-launching-the- mediums-most-sophisticated-portfolio-campaign/ Grabb-it https://grabb.io/
  44. 44. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 1 Design From Data Amazon’s 4-Star Store https://www.bbc.co.uk/news/technology-45666282 Metallica & Spotify https://www.digitalmusicnews.com/2018/07/26/metallica- setlist-spotify-data/ Choosy https://www.pymnts.com/news/retail/2018/choosy- fashion-instagram-social-media-ecommerce/ 45 LINKS Targeting Post GDPR NYT and Project Feels https://www.nextbigwhat.com/data-science-the-new- york-times-recipe-to-predict-readers-emotions-297/ Illuma https://www.weareilluma.com/ Spirable https://www.spirable.com/
  45. 45. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 1 Expanding Connectivity Estimates for global mobile traffic https://www.statista.com/statistics/219037/global-mobile- traffic-per-year-since-2010/ https://www.statista.com/statistics/271405/global-mobile- data-traffic-forecast/ The rise of TikTok https://www.theguardian.com/technology/2018/nov/21/t iktok-lip-synching-app-jimmy-fallon 5G https://advanced-television.com/2018/11/21/5g- predicted-to-double-internet-speeds-for-uk-homes/ 46 LINKS Digital Detox GWI’s data on detoxers https://blog.globalwebindex.com/chart-of-the-week/1- in-5-consumers-are-taking-a-digital-detox/ Phones banned in French Schools https://www.theguardian.com/world/2018/sep/07/screen -break-how-are-french-schoolchildren-coping-with- phones-ban Apple’s Screen Time https://support.apple.com/en-gb/HT208982 Facebook’s ‘time spent’ feature https://www.theverge.com/2018/11/20/18104979/facebo ok-dashboard-time-on-site-app-spent-rolling-out YouTube’s time watched feature https://mashable.com/article/youtube-time-watched/ The Hold App https://www.hold.app/
  46. 46. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 2 The Convergence of Ecommerce And Retail This year eCommerce and Retail have converged like never before. We’ve seen several DTC (direct to consumer) brands like Casper open stores (200 in Casper’s case), and Shopify opened a store. Amazon continued to open stores including six cashier-less ‘Go’ stores, and two ‘4 Star’ stores (where all products rate 4* or more on Amazon. Meanwhile traditional retailers got more involved in eCommerce, including Walmart, who bought FlipKart in India, and H&M who invested $20m in Klarna, a fintech company. 47 2018 TRENDS REVISITED Loyalty & Rewards Brands including Nike, J Crew and luxury brands like Sephora put more focus into their loyalty programmes, as a way of adding extra value for customers buying directly rather than third party retailers. We’re seeing ‘membership’ as a key trend for this year, which builds on the idea of loyalty – rather than just liking a brand, joining a brand. One of our most speculative ideas was brands creating their own cryptocurrencies (as Burger King had done in 2017), and we saw some brands like Red Bull and Swarovski experiment with this, and Starbucks talk about it, but perhaps as a result of Bitcoin prices falling it has not happened to any large degree.
  47. 47. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 2 Chinese Influence Asia’s power in technology and media has increased. TikTok, from the same company as Musical.ly, is the hot app of 2018 with over 500m active monthly users, overtaking YouTube and Instagram in some download charts. It is an app for short-form video, and we’d expect it to continue to grow and attract lots of imitators in 2019. Chinese AI is also getting more powerful, evidenced through the Chinese government’s ability to use facial recognition to catch criminals, and they can now even recognise citizens through the way they walk. Self-driving technology is also getting better, and Volvo has recently chosen Baidu as its technical partner for autonomous driving. 48 2018 TRENDS REVISITED Niches Companies continued to try to identify and exploit valuable niches. Airbnb introduced a more up-market version, against the threat of brands like Plum Guide. StitchFix, the AI-driven outfit recommendation service started catering for kids. Amazon started producing versions of Echo and Alexa for the hospitality sector, and for kids. And finally, DonalDaters is a dating service to help fans of the 45th US president find love.
  48. 48. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 2 Voice Voice was everywhere, and almost (but not quite) looked like it was finding sustainable business models. Several companies are working on games, including Volley, who make daily trivia games. Brands are also testing ways to let people shop using voice on either phones or smart speakers, including ASOS, Dunkin Donuts and Target. 49 2018 TRENDS REVISITED Partnerships We saw more partnerships than ever this year, including strategic tie-ups between Amazon and Snap that let Snapchat users shop on Amazon for anything they could photograph, and both Google and Alibaba partnering with (different) car companies for connectivity and operating systems. Technology is getting so advanced, and services are getting so specific that partnering rather than creating is making more and more sense.
  49. 49. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 2 Shared Experiences In a World Cup year it was not surprising that more and more collective digital experiences were being created. The World Cup itself showed that people still loved to watch TV together, but it was also the first tournament for reaction videos that often seemed to be enjoyed by almost as many as the games themselves. Facebook introduced ‘Watch’, its video channels, with the option to create ‘Watch Parties’ and watch together. HQ Trivia continued to grow, getting over 2m simultaneous players for some games in the US, including specials with Nike and film companies. 50 2018 TRENDS REVISITED Augmented Maps We did not see as much location-based augmented reality as we expected, but there will be still lots of examples of brands testing this. Walking Dead, Ghostbusters and Jurassic World all created their own ‘Pokemon GO’-style games. Snapchat produced location-specific lenses and experiences for venues like Disney and Universal theme parks. It’s still something that is generally professionally created rather than user- created (like a review), but we still think that it will happen.
  50. 50. T E N T R E N D S F O R 2 0 1 9 - C A R A T APPENDIX 2 Smart Cities As we get to the final two trends, we need to point out that these were the most future facing, and that we weren’t predicting huge leaps in 2018. We did however see lots happening around the idea of smart cities, including lots of innovations in governmental technology, including papers on car sharing and mobility in various parts of the world. In the private sector things are being gradually joined together, including new subscription schemes for both Lyft and Uber in the US. Subscription models are designed to make the ride hailing services more useful to people with regular trips around their cities. 51 2018 TRENDS REVISITED Blockchain Blockchain is also a technology that has only partially arrived. If anything it was less of a buzzword in 2018 than 2017, but lots of companies are testing or announcing tests in areas including food provenance (we have a pack of blockchain tracked coffee!), and in advertising. In common with many agencies we have completed some tests, and are planning others. Blockchain may be talked about less than a year ago, but it’s better understood, and we now know a lot more about how we could use if to bring transparency to media trading and delivery.
  51. 51. T E N T R E N D S F O R 2 0 1 9 - C A R A T52 Contact Dan Calladine Head of Media Futures dan.calladine@carat.com

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