The document discusses 5 digital predictions for 2012:
1. Gamification techniques used by big brands will become more sophisticated and social in nature, potentially through massive multiplayer games connecting multiple brands.
2. Mobile wallets using near field communication (NFC) will see widespread adoption, allowing users to make payments with their phones.
3. Social media will fuel an explosion of tools and platforms for interacting with TV shows and programs in real-time, and social data will influence viewing habits and program recommendations.
4. Online video will begin migrating to the living room through devices that bridge online content and the TV experience, though barriers remain around consumer demand, content agreements, and technology compatibility.
5
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Social Media Attribution - Havas Digital InsightsHavas Media
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Social Media Attribution - Havas Digital InsightsHavas Media
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
TV and the Second Screen: A Red Bee Media and Decipher white paperMIP Markets
Descriptif du whitepaper
Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
Havas Media - 8 Trends from CES for 2015Tom Goodwin
I co-authored this deck with Shaun Farrar, Kevin Hung and Greg James following CES 2015. It outlines some of the key trends we saw and how marketers can act on them.
A look at the top digital trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.
TV and the Second Screen: A Red Bee Media and Decipher white paperMIP Markets
Descriptif du whitepaper
Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
Havas Media - 8 Trends from CES for 2015Tom Goodwin
I co-authored this deck with Shaun Farrar, Kevin Hung and Greg James following CES 2015. It outlines some of the key trends we saw and how marketers can act on them.
A look at the top digital trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
FullSIGHTS is a wide view of the digital communications sector. A collection of what has to be taken into consideration and what we must lose.
Here you won't find prophecies, nor gurus or digital fortune-tellers...
Here you will only see what is happening today, wherever you look around.
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
CES Rewind
Fallon Creative Technologist Jacob Abernathy presents 10 trends you and your brands need to know about the gadgets revealed at this year's Consumer Electronic Show – ground zero for the future of consumer electronics and technology!
Jacob will put perspective on everything you missed in an engaging multimedia demonstration that details trends ranging from the rise of tablet computing, and gaming everywhere, to the explosion of car technologies powering our everyday driving.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
Wunderman Singapore's guide on handling digital communications for FMCG brands.
Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.
In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.
From Facebook to Apple to Snapchat and more, we’ve collected a whole year of Mindshare POV articles together to give you a complete picture of how the industry evolved in 2015. Consider this your media cheat sheet (well, book).
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
1. 12
FOR
2012
Top 12 digital predictions for 2012
Millward Brown’s Global Futures Group brings
you the hottest trends for the New Year
2. #01
Gamification Unlocked:
Big Brands become even
more playful
The idea of gamification is a simple one: to motivate Brands that create their own closed-badge systems are
and engage people by applying game design techniques likely to fail, as gamification is inherently social, either by
and mechanics to non-game situations. Points, level some element of competition or collaboration between
progression, badges, achievements, power-ups, virtual you and your social network friends and contacts. The true
currency, quests, puzzles, loss aversion – all of these game winner will be the first massive multi-player multi-brand
concepts are involved in this growing trend that spans multi-channel real-life game system, a “World of Purchase-
areas from education and work to keeping fit and green craft” where you and your friends will combine purchasing
actions to improved brand experience and loyalty schemes. habits to unlock branded benefits.
While the principle of gamification may be simple, effective Perhaps a program like Nectar, in the UK, will be the
execution is not, as people’s motivations and approaches pioneer? Soon enough I would unlock my Super Dad
vary so widely. The crudest forms of gamification such achievement for purchasing Pampers five weeks in a row
as Foursquare-style badges and points-based reward (earning me a 10% discount for life), get 50 bonus points
schemes have been subject to an intense backlash from each time my friends and I buy Special K in the same week
marketers and game designers alike. They tell us that this (worth 50 pence), and level to Master Environmentalist
is not gamification but mere “badgification”—a one-size- (giving me access to special green offers from selected
fits-all solution to a far more complex problem. partners) for reducing my car’s weekly mileage while
refuelling at BP.
Right now gamification in marketing is uneasily balanced
between hype and reality. 201 will see a lot of great
2 Jorge Alagon & Maarten Peschier
examples but also a broader understanding of its limits.
3. #02 Just Tap It!
Wide spread adoption
of the mobile wallet
Many of us take our cell phone everywhere; it never
leaves our side. It goes where we go – to the cinema,
a friend’s place, out to dinner, to the local gym. It’s become
a necessity that we carry with us, just like our wallets.
So what if we combined the two?
£ $
Over the years, the way we pay has changed from coins
to paper money to plastic cards. We’re now on the brink
of the next era—mobile payment systems. In 201 2,
we will see the rise of the “Mobile Wallet.”
There are currently several ways to pay on a mobile
phone, but one of the most exciting technology
developments is Near Field Communication (NFC).
Y
NFC enables the transfer of data between two devices
in very close proximity.
Imagine a simple trip to the grocery store. After rummaging
the aisles and filling your basket, you want to check out,
fast. Rather than fumbling with cash or trying to get the
machine to read your damaged magnetic-card-strip,
you simply pull out your phone, tap it on to the payment
reader and you’re ready to go.
What does this mean for brands and marketers? The rise
of mobile payment systems is one of many indications
the mobile phone will become “the hub and center” of
our busy lives. Not only is it a social enabler – bringing us
text, calls, email, and Facebook – it enables practicality.
Payment systems are just the beginning. In a couple of
years we’ll be using phones as identification – license,
passport, office pass - as keys to unlock our car and
apartment, as boarding passes and subway tickets
– all from a simple tap.
For this reason, brands and marketers need to pay
more attention to mobile and continue to leverage
the medium to connect with consumers in a
compelling and meaningful way.
Marie Ng
4. “Virtual Togetherness”
#03
TV and Social Media will fuel an
explosion in tools, technologies &
platforms for interaction and research
RECIPE
F OR SOCIA
L TV
One TV
One backs
tage blog
A pinch o
f Twitter
One hand
ful of hash
-tags
Two inter
active App
s
Social tools, technologies and platforms that enable people all the ingredients to put TV on social steroids. Not only
to interact with TV programs will explode in 201 We will
2. will social media allow users to interact with TV shows as
see innovations that allow people to engage with shows they never have before, but TV producers and networks
in ways we haven’t even thought of yet. will use this data for ideas and inspiration.
To some degree, TV has always been a sociable activity, Will our TV viewing and discovery habits increasingly
whether it’s family and friends gathering to watch a be influenced by what our friends are watching, leading
program or colleagues gathering around the water cooler to the rise of the “social program guide”? And with the
at work to discuss last night’s episode. However, with the emergence of services such as Bluefin Labs/GetGlue,
explosion of social media, TV will become an even bigger will traditional TV ratings start to be complemented by
echo-chamber for interaction and engagement for both “social ratings”? They could well be, since advertisers
viewers and TV networks. will no doubt be keen to understand how well a show
is travelling beyond the TV viewing audience itself.
Throw in a bit of Twitter, a backstage blog, a handful of
hash-tags and an interactive app or two, and you have David Barrowcliff
5. #04
Online Video
invades the living room
Barring global Armageddon, technological change will continue.
Gadgetry such as smart phones and tablets have brought about
a major shift in media consumption; as they take advantage
of the convergence of enhanced hardware and affordable
broadband, these devices give their users a new lane on the
Internet highway. Video is surely along for the ride.
In 201 the consumption of video will begin to take on
2,
evolved forms in new contexts. As the adoption of increasingly
consumer-centric, multi-faceted home entertainment
technology catches on, video that had previously been
consumed online, including YouTube videos, webisodes, and
even professionally curated content by established media
companies will begin to “reverse-migrate” to the living room.
The underlying concept is not exactly new: Slingbox, Roku,
Boxee, Apple TV, and Google TV are all attempting to bridge
the capabilities of the Internet and the sacred living room
experience. However, only a few of these have begun to
scratch the surface of a truly dynamic and immersive
multimedia experience. Major barriers to widespread
adoption remain, including lackluster consumer demand,
powerful incumbent interests, technology compatibilities,
and licensing/content agreements.
It will take a formidable company to shift the massive inertia
that exists, but the convergent forces that are reshaping
personal computing in recent years have already begun to
change the landscape for video too. Apple has succeeded in
changing consumer behavior before and it may just have the
vision, consumer insight, resources, and reputation needed
to complete the push into the living room. Amazon, with its
eye on the future and its massive clout, powering its new
media tablet, also has the potential to grab market share.
As companies like these continue to pursue innovation
toward creating the quintessential multimedia hub,
you can bet that content agreements, distribution
channels, and strategic partnerships are being
created behind the scenes to supply the hardware
and software that consumers will find appealing.
201 is just the beginning.
2
Christopher Bian
6. Mobile Marketing
#05
will become more social & local
than ever before
The future of mobile marketing will be intertwined marketing with companies like Placecast. Social buying
with social and location-based marketing (SoLoMo: companies like Groupon and Living Social will become
Social Local Mobile). The most successful marketing more app-focused and provide push content and alerts
messages will combine relevance and location with the on real-time local deals. Brands will create more of their
right timing. Today, 28 percent of U.S. mobile phone own apps that tap into both geo-location services and
owners (55 percent of smartphone owners) rely on their social networking. Brands will also continue to increase
phones for directions or recommendations that are based the relevance of their messaging in traditional mobile ads
on their current location. These numbers will grow rapidly. by using more location targeting and embedding social
It’s obvious that mobile, by nature, allows brands to content and shareability. Improvements in technology and
talk to the right people at the right times in the right richer mobile ads will help facilitate these approaches.
places, and brands will start to use the platform more We’ll start to see less purely mobile marketing in exchange
effectively in the next year. for more SoLoMo strategies.
We will see increased SoLoMo marketing prevail in existing Jennifer Okula
geo-social apps like Foursquare, Shopkick and Yelp.
Retailers will experiment more with geo-fenced mobile
BUY
NOW
7. Growth:
#06
The only App trend that
really matters
6’0”
5’0”
4’0”
3’0”
The usual suspects have already booked their slots at the ‘In-App’ ads will also be richer, with increasing
top of the app charts and they’re likely to be difficult to opportunities for video, and a blurring of the boundaries
depose. Developers and marketers should look beyond between mobile, online and TV. At the same time HTML5
Apple’s app store if they want to ride the next Angry Bird. will continue to drive down the cost of cross platform
Expect to see cross-media app promotion and clever use development as well as allowing apps to be downloaded
of the social echo chamber to create the next blockbuster. directly from publishers, freeing them from the restrictions
of iTunes.
Sales of the iPhone continue to break records whilst
Android activations accelerate. Every new device sold either Expect to see apps used more consistently across devices;
creates a new app or frees up a second hand smart phone not just mobiles and tablets but desktops and TVs too.
that could be re-cycled into an emerging market. So even The app story is by no means over - it is simply moving
though app usage will consolidate around those at the up to the next level.
top of the charts, there will be a tsunami of demand from
first-time smart phone users exploring their new device. Andy Lees
A rising tide lifts all ships, and in-app ad spend will continue
to explode with the key beneficiaries being the mobile ad
exchanges and enabling platforms.
8. #07
Social CPG e-commerce:
Tiptoeing between engagement
and marketing leads us back to
traditional marketing vehicles
Currently contributing to less than 5% of all consumer
packaged goods (CPG) sales, CPG eCommerce is poised
for continued growth as online grocery shopping becomes
more main stream.
Firstly we are likely to see an increase in paid media
which raises awareness and knowledge about the benefits
of CPG ecommerce, and more CPG ads on shopping
sites such as walmart.com. In addition, CPG brands
will cautiously experiment with using social media to
drum up ecommerce.
“Social commerce” needs to be approached with
caution because fans primarily want to enjoy a genuine
relationship and a sense of community with others like
them. Marketers therefore need to be careful not to tip
the balance of engagement toward marketing. There
is no “dislike” button but if there is too much focus on
selling instead of delivering an experience with the brand,
consumers can vote with their wallets or even worse
negatively influence others in a very fast and powerful way.
We have all seen how quickly bad experiences can morph
into a bad situation for a company, quickly eroding the
equity that has been carefully built up over time.
That said, CPG marketers can and should push the
technological boundaries to deliver the least obtrusive
but most e-commerce vehicles. Social media can be
used to kick start conversations, build awareness and trial;
sampling and couponing have tremendous popularity
within fan pages while sneak previews/special offers can
spur sales for new products online before they even reach
traditional shelves.
Christophe Moerman
9. The Social Graph
#08
will generate meaningful data
for brand measurement
Facebook now definitively owns our social graph. With Mining those platforms for explicit, implicit, and analytic
over 750 million users (and growing), our real-life social consumer data will become a core measurement
networks, personal and professional, have been mapped. approach for brands.
Nearly every social platform now takes advantage of
Facebook Connect, to bolster user experience and As adoption of social media becomes more widespread in
adoption and to create more value for the service and the general population, marketers will also simultaneously
its users. And users constantly generate a stream of data increase the role of social media in their broader media
that gives us a higher level of insight into their habits and mix. Social media will function as a more accurate
attitudes than we’ve ever had before. This is the age of Big barometer of consumer opinion. As consumers react to
Data, and brands will grow even more eager capitalize on it. the mix of messages in the marketplace, it will become
even more necessary for us, as researchers, to be able
With the Facebook identity so thoroughly enmeshed to identify key points of significance within social data
in the development of new applications and platforms, that can serve as surrogates for the larger survey data set.
it facilitates aggregation of that data, while Twitter’s From there, we will be able to extrapolate more broadly
functionality as an information-sharing platform means to measure the impact of that media on a brand.
it also captures a wide variety of additional data.
Anne Czernek
This unified social graph will give rise to new brand value
generation across many categories and many platforms.
10. #09
Regulators narrow their focus
as consumers pay the real price
for ‘free’ access
With mobile and digital out-of-home allowing for
ubiquitous media engagement and interactions, consumers
will be confronted with the prospect of paying to manage
the way data about their online activities is shared.
Their options might include paying for applications that
will manage their identity information, paying to access
content that would otherwise be free of charge, or they
might simply have to disconnect from networks where
information sharing is the cost of entry.
Most consumers will not accept these options. Therefore,
regulators will need to take a closer look at the actual
conflicts in the marketplace as they continue to define the
permissions paradigm for digital data sharing. While the
model of ad-supported content promotes ever-increasing
data flows worldwide, the detailed digital dossiers on
consumers generated in the process will be a concern.
Chief among monitored practices will be the ability to use
an individual’s digital footprints to assign a commercial
score that can be used to evaluate that individual’s eligibility
for certain products and services. Most developed markets
have rules that either prohibit or control such trading
practices generally; however, framing online data-sharing
practices under traditional terms will prove difficult to do.
This may strain consumers’ trust of brands that are seen
as having used data in a way that consumers would not
have expected or approved.
George Pappachen
11. #10
The arrival of
Seamless Sharing
Social networks have established themselves as an better understand how information travels. Views of
integral part of today’s online experience. Tomorrow’s certain content will eventually be measured alongside
successful social networks will be those that allow users its shareable power to determine its impact.
to overcome barriers that separate them from others;
online traffic will be content-driven, not platform-defined. While Google+ will not merge with Facebook anytime
soon, sharing seamlessly to either network (and from
We see the beginnings of this trend in the “sharing” one to the other) is starting and will establish itself sooner
buttons that are on many web pages. It is estimated that rather than later. Shareability will open up an interesting
50% of the world’s 10,000 largest websites now include opportunity for brands: those that create the most
such links, leaving the other half to realize that the real innovative and engaging pieces of content will ride the
power of the web is in sharing. While “shareability” is shareable wave and reap the benefits above competition.
a relatively new concept, ideas like virality - a natural
consequence of sharing - have been an established Juan Manuel Hernandez
measure of online success for some time.
Providing the necessary conditions for shareability will
become a basic prerequisite for any successful online
outlet; it is in everyone’s interest that sharing is made easy.
The ability to measure shareability will establish itself as
a useful way to determine levels of influence and to
12. China will see ‘One Stop Shop’
#11
convergence of micro-blogging,
social networks & information portals
The explosive growth in social media has had undoubted and video facilities and enough character spaces (1 to40)
world-wide repercussions, least not in the world’s most give substantive feedback. Layouts are basic, easy to follow
populous country, China. Though Facebook is officially and users can split interfaces into different categories,
delisted, social media thrives under the umbrella of local themes and threads.
alternatives like Ren Ren and Kaixin, both overwhelmingly
used by locals. With a keen desire to broadcast and The allure of Social Network Sites is now, from this angle,
share opinions, bloggers (over half of Internet users statistically on the wane. According to CNNIC, in 20 0 the
1
were purportedly active bloggers according to the China penetration rate of Social Network Sites amongst Chinese
Network Information Center (CNNIC) in 2009) migrated Internet-goers was 5 and in 201 this has fallen to 47%.
1% 1
towards the user-friendly environment of the Social From December 20 0 to the end of June 201 Weibo
1 1,
Network Sites in which to provide personal musings. usage has grown 200%. Weibo is fast usurping other Social
Network Sites as the place to broadcast. 20 2 will bring about
1
That tide, however, is turning fast- as is ever the case the effects of integration and how to manage consumer
in China- with the advent of micro-blogging (the most expectations on news, communication and information
popular being Sina.com’s Weibo). Weibo is fundamentally sharing. Portals (who want a piece of the action), micro-blogs
different from Twitter and offers multi-functions that and Social Network Sites will converge under one umbrella
essentially make it a simplified version of a Social Network to offer users an integrated one-stop shop.
Sites. In China, where recreational time is a premium, this is
critical. Weibo, for instance, offers visual, audio Chris Maier
13. #12
Online Advertising:
Real-time decision making
takes centre stage
There will be an increased demand for real-time campaign
insight, fuelling the emergence of intelligent automated
decision-making processes for campaign optimization.
If 201 was the year that real-time bidding emerged in Europe and
1
took hold of online advertising in North America, then 201 will be
2
the year when the impact is felt across the industry. Media buyers
will invest heavily in their demand-side platforms and become
accustomed to responding to real-time analytics. Industry players
such as market researchers and creative agencies will rise to the
challenge laid down by real-time purchasing of media, and create
solutions that can provide a) real-time ad evaluation and b) real-
time creative recalibration.
The nature of real time will permeate online advertising
throughout 201 and the successful players will be those who
2,
learn to merge real-time data from media plans with insight,
analytics, and creative evaluation into a holistic approach to
truly optimize their online advertising on the move.
There will be an increased demand for immediate actionable
insight as the time between campaign measurement and
response is reduced. Intelligent demand-side engines that can
collate real-time media plans, brand insight, direct response
analytics, and creative recalibration will emerge and drive decision-
making on the who, what, when, and where of online advertising.
Martin Ash