SXSW 2014 IPG Lab Recap

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Highlights from SXSW 2014 in Austin, including major trends, notes from panels, and meetings with some of the most intriguing startups.

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SXSW 2014 IPG Lab Recap

  1. 1. SXSW 2014 Recap March 13, 2014 Source:  IPG  Media  Lab  
  2. 2. © 2013 IPG Media Lab. Proprietary & Confidential 2 The Lab @ SXSW Each year the Lab sends a small team to SXSW with three primary objectives: •  Gather strategic insights on trends that affect the media and consumer behavior landscape •  Find new technologies that are relevant to marketers •  Create content that is useful to the IPG network, our clients and beyond
  3. 3. © 2013 IPG Media Lab. Proprietary & Confidential 3 Themes We Noticed This Year •  Anticipatory Computing: Media companies are striving to make content more accessible and relevant, with varying success. •  Notification Nation: New devices are helping people stay in touch and explore their world. •  Data Doing Good: Examples of this theme ranged from virtual conversations with Julian Assange and Edward Snowden to multiple panels on privacy, security, and the value that people derive from sharing data. •  Generation Y and Z:New messaging apps are flourishing, with more competitors trying to appeal to fickle, younger audiences.
  4. 4. © 2013 IPG Media Lab. Proprietary & Confidential 4 Twenty Interesting Technologies SXSW famously stars companies both big and small. Some have been around for generations and are trying to launch a new product, some companies are only a few days old. In curating technologies to watch, we apply two key filters to determine whether something is interesting enough to be on our radar: •  Is this technology relevant to marketers? •  Is this technology innovative in some way? The following slides contain our picks for the best of what we saw this year.
  5. 5. © 2013 IPG Media Lab. Proprietary & Confidential 5 End-to-end BLE (aka “iBeacon”) retail solution. Can be used like other BLE products for ambient awareness of location within a store triggering push notifications. Primary use though is for close- range NFC-like interactions. For instance, a user can hold their phone near the beacon and a coupon can be loaded onto their loyalty card via the store app. http://www.shelfbucks.com/ Shelfbucks Source: retailsolutionsonline.com
  6. 6. © 2013 IPG Media Lab. Proprietary & Confidential 6 A ring that can light up in up to 300 different colors and/or vibrate. A user can pair it with a mobile app to assign different colors to different contacts and applications. Brands can utilize this form of notification with their own apps to engage consumers in a fun and more subtle way than traditional mobile alerts. http://ringblingz.com/ Our Interview: http://labt.ag/1cTC4Cw Ringblingz Source: IPG Media Lab
  7. 7. © 2013 IPG Media Lab. Proprietary & Confidential 7 Developing modular wearable technology, starting with NEX Band aimed at tweens. Wristbands are composed of inexpensive modules that are collectible and tradable. The "mods" can blink and vibrate, and can connect with a mobile app, a beacon or each other. Marketers can launch branded mods with campaign-specific functionality. http://www.mightycast.com/ Our Interview: http://labt.ag/O3ZoY4 MightyCast Source: IPG Media Lab
  8. 8. © 2013 IPG Media Lab. Proprietary & Confidential 8 Glass frames that include an HD video camera. They pair to your mobile device and sport twice the battery life of Google Glass. The heads-up display is a simple colored LED light that flashes notifications. The price point is a fraction of Google Glass. Brands could potentially encourage owners of these glasses to submit user-generated videos that tie into their product experiences. http://www.epiphanyeyewear.com/ Epiphany Eyewear Source: IPG Media Lab
  9. 9. © 2013 IPG Media Lab. Proprietary & Confidential 9 Although this intriguing wearable technology is not yet released, it has already made a big splash with its hugely successful Kickstarter project. Ring has an accelerometer in it, and it pairs with a mobile app on your device. It can then translate the movement of your finger to actions on the device. It can launch an app, or even type something out as you spell it in the air. http://logbar.jp/ring/ Ring Source: IPG Media Lab
  10. 10. © 2013 IPG Media Lab. Proprietary & Confidential 10 A small piece of hardware that plugs into the headphone jack of your mobile device and emits a specific odor based on actions within an app. They can build single-scent devices, or make devices that accept a variety of cartridges. They partnered with Oscar Meyer to make a branded custom edition of their unit that reproduced the smell of bacon. http://www.scentee.com/ Scentee Source: IPG Media Lab
  11. 11. © 2013 IPG Media Lab. Proprietary & Confidential 11 FDA-approved thermometer plugs into headphone jack of iOS or Android device. Transmits health info and location to cloud without PII. Platform can then get a sense of the overall health situation of a given geographic area. Willing to co-brand devices with the right marketing partner. Ad inventory is also available within the app. https://www.kinsahealth.com/ Our Interview: http://labt.ag/N7FPgK Kinsa Smart Thermometer Source: IPG Media Lab
  12. 12. © 2013 IPG Media Lab. Proprietary & Confidential 12 Networked devices that sense the air quality, temperature, humidity, and other environmental factors in a given room and relay them to a mobile app. Brands focused on better-living could explore co-branding opportunities or incorporate user data into their campaigns in creative ways. http://cubesensors.com/ Our Interview: http://labt.ag/1gd8VGZ CubeSensors Source: IPG Media Lab
  13. 13. © 2013 IPG Media Lab. Proprietary & Confidential 13 Their core competency is the printing of playing cards, but in recent years they have expanded into special cards that can trigger interaction when placed on an iPad by simulating multi-touch. Brands could make their apps come to life using this printing technology. Animal Planet recently launched a game where physical collectable cards spawned virtual animals when placed on an iPad. http://www.cartamundi.com/en Cartamundi Source: IPG Media Lab
  14. 14. © 2013 IPG Media Lab. Proprietary & Confidential 14 An iPad app that lets you craft handwritten messages inside greeting cards. These then get printed, stuffed, stamped and mailed for you. Looking for brands to partner with on special life event verticals. Brand could offer this service either as an incentive for larger basket size or reward for loyalty. http://feltapp.com/ Our Interview: http://labt.ag/N7GdMp Felt Source: IPG Media Lab
  15. 15. © 2013 IPG Media Lab. Proprietary & Confidential 15 Technology that “touch-enables” video. Their cloud service takes uploaded video and auto-identifies possible hot spots. Publishers can then identify what each hot spot links to (e.g. product). As users touch things they like in the video, they build a shareable “boutique” along the lines of a Pinterest board – but shoppable. http://cinematique.com/ Our Interview: http://labt.ag/1gd6Pad Cinematique Source: IPG Media Lab
  16. 16. © 2013 IPG Media Lab. Proprietary & Confidential 16 A social aggregation hub that pulls together user generated content from different sources into one master view based on applicable hashtags. Brands can integrate this service into their web properties, mobile apps, or even digital signage at events. http://fliptu.com/ Our Interview: http://labt.ag/1cTBUeE Fliptu Source: IPG Media Lab
  17. 17. © 2013 IPG Media Lab. Proprietary & Confidential 17 Algorithm analyzes online video content and creates a collage of the most interesting stills, replacing the traditional single-image thumbnail. They are white-listed for Twitter cards, and thus can drive more traffic to tweeted videos. Part of the collage can be a native ad quadrant linking off to a specific product. http://www.cinemacraft.tv/ Our Interview: http://labt.ag/1cTCfxI Cinemacraft Source: IPG Media Lab
  18. 18. © 2013 IPG Media Lab. Proprietary & Confidential 18 Mobile web app that facilitates the collection of real-time reactions from survey participants. Can be deployed at scale to gather a large set of data points. Brands could use this platform to test ad creative, or it could be used as part of a second-screen experience wherein viewer sentiment is reflected in a live broadcast. http://www.reactlabs.com Our Interview: http://labt.ag/N7GCOX React Labs Source: IPG Media Lab
  19. 19. © 2013 IPG Media Lab. Proprietary & Confidential 19 Webcam-based emotion- recognition technology that can be used to test and optimize ads at scale. Cloud-based platform can analyze uploaded video collected from user surveys. http://eyeristechnologies.com/ Our Interview: http://labt.ag/N7GKOe Eyeris Source: IPG Media Lab
  20. 20. © 2013 IPG Media Lab. Proprietary & Confidential 20 Native ad platform for mobile apps with social feeds. They can take your existing Facebook ad creative and automatically re-format it to look like native content in a wide range of other apps. They have an SDK making it easy for publishers to integrate their technology on the client side. http://www.namomedia.com/ Our Interview: http://labt.ag/1gd784P Namo Media Source: IPG Media Lab
  21. 21. © 2013 IPG Media Lab. Proprietary & Confidential 21 A social media app with audio as the centerpiece. Users can record up to 10 minutes of sound. They select a thumbnail, a caption (optionally with hashtags) and geotag their post. The posts of others they follow appear in a feed, not unlike Instagram. Brands could use this tool in a manner similar to other user- generated content apps. Fan engagement and contests are two examples. http://eevzdrop.com Our Interview: http://labt.ag/1qrrrQk Eevzdrop Source: IPG Media Lab
  22. 22. © 2013 IPG Media Lab. Proprietary & Confidential 22 Mobile app that allows friends to seamlessly combine photos taken around the same time at the same place. Albums are auto-created based on timestamp, GPS and phone contacts, with strict privacy controls in place. Sponsored photos could be contributed by brands either within the album feed or possibly within albums. http://www.shoto.com/ Shoto Source: IPG Media Lab
  23. 23. © 2013 IPG Media Lab. Proprietary & Confidential 23 Video messaging mobile app that records the reaction of the person to whom the video is sent, and transmits a video clip of it back to the sender. They aim to fill the gap between What’s App and Vine. They are reporting high user engagement and have been approached by a media owner for the possible enhancement of a reality show. http://www.samba.me/ Our Interview: http://labt.ag/1cTBFQw Samba Source: IPG Media Lab
  24. 24. © 2013 IPG Media Lab. Proprietary & Confidential 24 Mobile device charging stations that offer the user the opportunity to side-load free or paid content into their devices while they are charging. If the user chooses to load the content onto their phone, they can be shown ads while the file transfer is taking place. They already have units out in the field as part of a deal with Live Nation venues. http://coolnerdkiosk.com/ Cool Nerd Kiosk Source: IPG Media Lab
  25. 25. © 2013 IPG Media Lab. Proprietary & Confidential 25 Major brands are now appearing at SXSW, showing that interest in the startup mindset has reached even the largest corporations. Both Apple and Samsung were promoting their music services: Apple held the iTunes Music Festival, while Samsung launched a new free radio service, Milk. The latter will be only available to newer Galaxy device owners and will be ad-free. Ostensibly this means they are absorbing royalty costs as a way to incentivize device purchase. Brand Activations Source: IPG Media Lab
  26. 26. © 2013 IPG Media Lab. Proprietary & Confidential 26 Futuristic food was another major attraction: IBM’s Watson served up recommendations for unusual ingredient pairings, resulting in surprising dishes like “Austrian Chocolate Burrito,” while Oreo 3D- printed flavored cookies based on trending Twitter topics. And of course, no festival related to technology would be complete without cats: Grumpy Cat had her own showboat to greet adoring fans while promoting Friskies. Brand Activations Source:  IPG  Media  Lab  
  27. 27. © 2013 IPG Media Lab. Proprietary & Confidential 27 Looking Back at Our Outlook Earlier this year, we published our 2014 Outlook. You can download it here: http://labt.ag/1cTD9dK We’ve seen some of these themes play out as we traversed SXSW and discovered interesting technologies. In fact, many of the ones we’ve highlighted in earlier slides can be directly mapped to our Outlook.
  28. 28. © 2013 IPG Media Lab. Proprietary & Confidential 28 Looking Back at Our Outlook Anticipatory Computing More intuitive, less intrusive technologies are making it easier for people to interact with devices and access just what they want e.g. Shelfbucks, Cinemacraft, Ring, Samsung Milk Music Notification Nation Inventive solutions are alerting people to access the information they need in unexpected ways e.g. MightyCast, RIngBlingz, Scentee
  29. 29. © 2013 IPG Media Lab. Proprietary & Confidential 29 Looking Back at Our Outlook Data Doing Good Everyday activities can become opportunities to monitor, learn and improve performance with “smart” devices. e.g. Kinsa, CubeSensors, Cinematique, ESPN, NFL Generation Z Clever apps and devices appeal to younger audiences’ desire for novelty and experimentation. e.g. Samba, Felt, Eevzdrop
  30. 30. © 2013 IPG Media Lab. Proprietary & Confidential 30 Besides gathering insights and scouting interesting technologies, the Lab also produced compelling content while in Austin. You can catch up on all our blog posts here: http://labt.ag/1iAVCDG and our video content here: http://labt.ag/1iAWmst Learn More Source: IPG Media Lab
  31. 31. © 2013 IPG Media Lab. Proprietary & Confidential 31 Thanks For any questions or more CES information, please visit http://ipglab.com or get in touch: info@ipglab.com @ipglab

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