The document discusses 10 media trends for 2016 according to Carat Australia. It covers trends like the rise of closed competing ecosystems like walled gardens (Snapchat Discover, Facebook Instant Articles), the development of artificial intelligence and actionable measurement, the rise of ad avoidance as consumers prefer ad-free subscription services, and the future of technologies like dynamic pricing, sentiment analysis and telepathy. The document provides analysis and implications of each trend for Australian brands.
Australian Media Consumption Trends 2015 - Created by Ryan Northover - Ninja Digital 2015.
How Are Australians consuming media in 2015? How is the media influencing buying behavior? How can brands get insight into the way we consume and are influenced by media in 2015? A report for brands in Western Australia and Australia.
Consumer Trends in Australia - Tony Hackett (www.mypublicbrand.com)Tony Hackett
This deck is an aggregation of interesting consumer behaviour data that I have been collecting.
Also, I blogged about the value of Slideshare and Earnings Calls' Q&A: http://www.mypublicbrand.com/2012/02/18/slideshare-and-earnings-calls-qa-a-unique-recipe-for-meeting-preparation/
For more, see:
www.mypublicbrand.com
www.http://tonyhackett.brandyourself.com/
We’re almost outnumbered. A recent report from Cisco stated that by the end of 2014, there will be more mobile-connected devices than there are people on earth. Mobile is no longer the next movement or coming soon. It’s in our hands. Right now. Consumers are quickly adapting to using their mobile device to consume content whenever and wherever they want.
Does your company provide customers the ability to quickly and easily access important information and services outside your office or their home? Can you engage with them anytime, anywhere? Most likely, your competition is on the road to becoming a mobile enterprise. Don’t be left in the dust.
This is the time to seize the mobile opportunity. Join our panel of experts and us to discuss:
=Overcoming mobile challenges
=Getting to know your mobile customers’
=Deciding whether apps or website optimization is the way
=Managing your mobile clients, information, services, processes, and team
Print and digital combined are increasing audiences for newspapers globally, but digital revenues are not keeping pace, posing a risk for newspaper businesses and the societies they serve, the annual World Press Trends survey released on June 9th 2014 by the World Association of Newspapers and News Publishers (WAN-IFRA) revealed. Print circulation increased +2 per cent globally in 2013 from a year earlier but declined by -2 per cent over five years. Around 2.5 billion people around the world read newspapers in print and 800 million on digital platforms. Print circulation continues to rise in countries with a growing middle class and relatively low broadband penetration, but long-term structural declines in print circulation continue in mature markets as audiences shift their focus from print to digital. Circulation rose +1.45 per cent in Asia in 2013 from a year earlier and +2.56 per cent in Latin America; it fell -5.29 per cent in North America, -9.94 per cent in Australia and Oceania, -5.20 percent in Europe and -1 per cent in the Middle East and Africa.
Australian Media Consumption Trends 2015 - Created by Ryan Northover - Ninja Digital 2015.
How Are Australians consuming media in 2015? How is the media influencing buying behavior? How can brands get insight into the way we consume and are influenced by media in 2015? A report for brands in Western Australia and Australia.
Consumer Trends in Australia - Tony Hackett (www.mypublicbrand.com)Tony Hackett
This deck is an aggregation of interesting consumer behaviour data that I have been collecting.
Also, I blogged about the value of Slideshare and Earnings Calls' Q&A: http://www.mypublicbrand.com/2012/02/18/slideshare-and-earnings-calls-qa-a-unique-recipe-for-meeting-preparation/
For more, see:
www.mypublicbrand.com
www.http://tonyhackett.brandyourself.com/
We’re almost outnumbered. A recent report from Cisco stated that by the end of 2014, there will be more mobile-connected devices than there are people on earth. Mobile is no longer the next movement or coming soon. It’s in our hands. Right now. Consumers are quickly adapting to using their mobile device to consume content whenever and wherever they want.
Does your company provide customers the ability to quickly and easily access important information and services outside your office or their home? Can you engage with them anytime, anywhere? Most likely, your competition is on the road to becoming a mobile enterprise. Don’t be left in the dust.
This is the time to seize the mobile opportunity. Join our panel of experts and us to discuss:
=Overcoming mobile challenges
=Getting to know your mobile customers’
=Deciding whether apps or website optimization is the way
=Managing your mobile clients, information, services, processes, and team
Print and digital combined are increasing audiences for newspapers globally, but digital revenues are not keeping pace, posing a risk for newspaper businesses and the societies they serve, the annual World Press Trends survey released on June 9th 2014 by the World Association of Newspapers and News Publishers (WAN-IFRA) revealed. Print circulation increased +2 per cent globally in 2013 from a year earlier but declined by -2 per cent over five years. Around 2.5 billion people around the world read newspapers in print and 800 million on digital platforms. Print circulation continues to rise in countries with a growing middle class and relatively low broadband penetration, but long-term structural declines in print circulation continue in mature markets as audiences shift their focus from print to digital. Circulation rose +1.45 per cent in Asia in 2013 from a year earlier and +2.56 per cent in Latin America; it fell -5.29 per cent in North America, -9.94 per cent in Australia and Oceania, -5.20 percent in Europe and -1 per cent in the Middle East and Africa.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
APAC Mobile First Insights Report - Opera MediaworksOperaMediaworks
The report is designed to help marketers navigate the fast-changing mobile environment and make strategic decisions that will drive real outcomes for the business.
The report found that Asia Pacific is a massive and growing market for app usage and app advertising. Here are the key findings:
- Gaming is the top mobile app category across most APAC countries
- In-app advertising is overtaking the mobile web channel across almost all APAC markets, by as much as 13 times in Singapore and Thailand
- Click-through rates on apps were found to be between 1.3 times to twice as high as mobile web-click through rates in all APAC markets
2015 Ad Blocking Report - The Cost of AdblockingPageFair
In the third annual ad blocking report, PageFair, with the help of Adobe, provides updated data on the scale and growth of ad blocking software usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape.
This year, the team at Activate has defined the 9 most important insights for tech and media in 2017. Key points:
*Super-serve the super-users and chase the attention unicorns
*Subscriptions will feed the world (or at least internet and media businesses)
*Learn to live with the discovery oligopoly
*The bot battles are about winning the great messaging war
*eSports is the next tech phenomenon
*You already know the new winners in Pay TV
*Video Streaming: The bundle is the future
*Audio: Smart Speakers, Gray Music
*Post-Household America: A new era of users
Apresentação da associação americana que regula mídia digital out of home, oferecida aqui pela ABDOOH. Dados para justificar um pouco do que acreditamos aqui na agência no que diz respeito à relação direta que existe entre PROXIMIDADE e RELEVÂNCIA, além da valorização do MOMENTO ao invés da mídia.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Facebook’s $19 billion purchase of WhatsApp solidified 2014 as a breakthrough year for messaging apps, but what role can brands and media owners play in the conversation? The answer lies in understanding a fragmented industry landscape dominated by a few key players with strikingly different philosophies, product offerings, and geographic and demographic strongholds. If you think apps are just a cheaper way to text, you’re missing their potential: they’re content portals enabling 1:1 interaction with friends and fans.
After extensive research and first-hand experience launching a One Direction campaign on Kik, the IPG Lab has produced a comprehensive white paper to help marketers navigate the evolving messaging space. In this report, they’ll explore how the battle for messaging app dominance is likely to unfold, and take a closer look at the ecosystem, case studies, and best practices to understand what brands and media owners need to know to succeed in this new frontier of social media.
For more news about emerging media and technology head over to www.ipglab.com.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
APAC Mobile First Insights Report - Opera MediaworksOperaMediaworks
The report is designed to help marketers navigate the fast-changing mobile environment and make strategic decisions that will drive real outcomes for the business.
The report found that Asia Pacific is a massive and growing market for app usage and app advertising. Here are the key findings:
- Gaming is the top mobile app category across most APAC countries
- In-app advertising is overtaking the mobile web channel across almost all APAC markets, by as much as 13 times in Singapore and Thailand
- Click-through rates on apps were found to be between 1.3 times to twice as high as mobile web-click through rates in all APAC markets
2015 Ad Blocking Report - The Cost of AdblockingPageFair
In the third annual ad blocking report, PageFair, with the help of Adobe, provides updated data on the scale and growth of ad blocking software usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape.
This year, the team at Activate has defined the 9 most important insights for tech and media in 2017. Key points:
*Super-serve the super-users and chase the attention unicorns
*Subscriptions will feed the world (or at least internet and media businesses)
*Learn to live with the discovery oligopoly
*The bot battles are about winning the great messaging war
*eSports is the next tech phenomenon
*You already know the new winners in Pay TV
*Video Streaming: The bundle is the future
*Audio: Smart Speakers, Gray Music
*Post-Household America: A new era of users
Apresentação da associação americana que regula mídia digital out of home, oferecida aqui pela ABDOOH. Dados para justificar um pouco do que acreditamos aqui na agência no que diz respeito à relação direta que existe entre PROXIMIDADE e RELEVÂNCIA, além da valorização do MOMENTO ao invés da mídia.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Facebook’s $19 billion purchase of WhatsApp solidified 2014 as a breakthrough year for messaging apps, but what role can brands and media owners play in the conversation? The answer lies in understanding a fragmented industry landscape dominated by a few key players with strikingly different philosophies, product offerings, and geographic and demographic strongholds. If you think apps are just a cheaper way to text, you’re missing their potential: they’re content portals enabling 1:1 interaction with friends and fans.
After extensive research and first-hand experience launching a One Direction campaign on Kik, the IPG Lab has produced a comprehensive white paper to help marketers navigate the evolving messaging space. In this report, they’ll explore how the battle for messaging app dominance is likely to unfold, and take a closer look at the ecosystem, case studies, and best practices to understand what brands and media owners need to know to succeed in this new frontier of social media.
For more news about emerging media and technology head over to www.ipglab.com.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Leveraging Competitive Intelligence in Native AdvertisingWhatRunsWhere
Get an in-depth look at the growing opportunities in the native advertising channel. Discover tactics to optimize your strategy and understand how to leverage competitive intelligence to increase your ROI.
If you are a marketer, CEO, Entrepreneur and are planning to spend monies on traditional media. Then you better be aware of these basic terminologies. A comprehensive detailed guide on TRP, GRP and the science behind it.
For my Capstone at Flagler College, I conducted primary and secondary research to establish a marketing and public relations campaign to deter consumers from pirating Netflix Original content.
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
Strategy& consultants explore the trend of traditional media companies buying up new multichannel networks (MCNs) in pursuit of online audiences. To get the maximum advantage from these MCNs, they say, media companies will have to diversify and monetize them—and create new content without losing the unique edge that makes them popular with their audience. For more insights, visit www.strategy-business.com.
How to Identify Successful Content Strategiesfcrehan
A short presentation on how Forrester can help define a successful digital content strategy. Whether you are a Brand or Media, Telco or Retail company, the Forrester Content Strategy could be for you.
the presentation shows how the world is consuming media. This report compares all categories of media advertising including audio, digital, mobile and OOH . The report also shows region wise media consumtion
M&E Industry to Reach US$2.6 Trillion by 2025- Use Cases of Data Analytics in...SG Analytics
One positive development in what was generally a challenging year for the global entertainment and media sector was the rise in popularity of movie and television material streamed over the internet (also known as "over-the-top," or OTT).
According to a recent analysis from the global consulting firm PwC, the sector, which saw a decline in revenue due to the pandemic, is predicted to return quickly and rise by more than a quarter by 2025. https://us.sganalytics.com/blog/data-analytics-in-media
Httpool Digital Audio Advertising Report 2021Social Samosa
Httpool announces the launch of the ‘Tune into ‘Digital Audio’ in 2021. The paper is aimed at brands and marketers to streamline and improve digital audio advertising planning for 2021.
Carat has been producing trend reports for over 5 years, looking at new technologies that will become more important and relevant to clients.
The trends for 2016 are all growing in importance, and will all have implications for clients.
This year’s trends involve two big themes:
The rise of closed, competing ecosystems
The development of artificial intelligence and actionable measurement
Similar to Carat Australia: 10 Media Trends for 2016 (20)
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. 2 10 MEDIA TRENDS FOR 2016
hello
As we embark on another year, the only constant in the world of
marketing and communications seems to be that of change.
Here in Australia, 2015 saw the ‘official’ arrival of Netflix, a
telco outbid Foxtel for EPL rights, and two TV networks merged
to become a new force to be reckoned with.
In our 2015 Trends book, we predicted the rising importance
of trends such as emojis, entertainment on demand, ad-free
subscriptions and voice activated services.
This year’s trends involve two big themes:
• The rise of closed, competing ecosystems
• The development of artificial intelligence and actionable
measurement
I hope you find the trends we explore in this book both
interesting and thought provoking. Please feel free to discuss
any of the content with me or a member of the Carat team.
Warm Regards,
Sam Hegg
National Head of Product, Carat Australia
@samhegg
and thanks for taking the time to read our view on the
TOP 10 MEDIA TRENDS FOR 2016.
3. 310 MEDIA TRENDS FOR 2016
OUR CONTRIBUTORS
STAYING UP TO DATE
A big thanks from the team here in Australia goes out to
Dan Calladine, our Global Head of Media Futures, working out
of our Carat London office. His original 2016 trend predictions
are the foundation of this work. Be sure to follow him on Twitter
via @dancall.
Thanks also goes to Christine McKinnon, our Head of Insights
here in Australia, for her consumer-led approach to interrogating
the relevance and implications of these trends on our shores.
Finally, thanks to Tess Murphy, our Marketing Manager, for her
contribution to content, editing, and managing the contributions
of all involved.
To keep up to date on what you need to know in the world of marketing,
communications and technology, stay in touch via any of the following platforms:
Follow us at
@CaratAUNZ
Listed as
Carat Australia
Visit
www.carat.com.au
To receive our fortnightly
e-newsletter, email
marley.wirz@carat.com
4. 10 TRENDS
WALLED GARDENS 7
THE RISE OF AD AVOIDANCE 11
THE EVOLUTION OF SEARCH 15
MESSAGING & NOTIFICATIONS 19
ALGORITHMS VS. CURATION 23
1
2
3
4
5
7. 7 10 MEDIA TRENDS FOR 2016
WALLEDGARDENS1
Consumers are confronted with an overwhelming (and exponentially increasing)
amount of content every day, particularly in the online space. The authors of
that content – brands, publishers, their friends – are all battling for a slice of that
consumer’s finite amount of attention.
Distraction is everywhere, and dwell time is rapidly dwindling. In response to this,
we are witnessing a resurgence of the ‘walled garden’ online. Walled gardens
are closed online eco-systems where the publisher has complete control over all
applications, content, and media. They are also able to restrict access to non-
approved applications or content.
Examples of walled gardens include Snapchat Discover, Facebook Instant Articles,
Twitter Moments, and the ‘YouTube for Kids’ app. Walled gardens often occur within
apps based on the ease and speed of use.
The incentive for publishers to implement walled gardens is two pronged:
firstly, and most simply, the ability to keep their audience in one place for longer,
given they can browse third-party content without ever leaving the platform.
This minimises potential for distraction, and maximises the publisher’s share of
engagement and time spent, enhancing their ability to monetise their content.
Secondly is the ability to gather valuable consumer data. Consumers within a
walled garden have a persistent and unique ID in the form of a pixel that allows
the publisher or platform owner to track, engage, and better monetise the user in
their content consumption.
Perhaps the best example of this is Facebook. Their requirement for users to log in
across all devices in order to access the platform means they know exactly who their
users are, the content they consume, and on what device.
The benefit to the consumer is a more relevant and seamless experience, as
seen with Facebook’s highly targeted, contextually relevant advertising. The level
of publisher control also means that advertising must adhere to set standards
that are highly mindful of the user experience. As a result, native advertising
tends to dominate.
WALLED GARDENS
1
8. 8 10 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
STATUS IN AUSTRALIA
Facebook’s Instant Articles landed in Australia mid-2015, with key publishers
Buzzfeed and The Guardian securing launch partnerships with the platform as
a step towards a smarter content distribution strategy.
Uptake of Twitter Moments has been slow due to the current cost to advertisers;
currently this is being pioneered by key players in the film and entertainment space.
We have seen strong uptake of Snapchat Discover locally with NewsLifeMedia,
CNN, MTV, Daily Mail and VICE as partners. In addition, brands like KFC,
Telstra, Westpac, CommBank, and Mondelez-owned Sour Patch Kids are already
using this platform to share stories and create conversation with their audiences.
• Walled Gardens are here to stay: Walled gardens are likely to continue
to proliferate at the expense of the open web. Brands will need to choose
major partners and work with them to create deeper and richer solutions
that will likely favour a bespoke native content approach for each.
• Be prepared to adapt your programmatic approach: The return of walled
gardens also has ramifications for programmatic advertising. Bespoke
formats mean that programmatic advertising will become more challenging,
and data-tracking delivery and performance more siloed. In response to
this, Carat and Amnet are currently collaborating with publishers to resolve
limitations and test native programmatic.
• Leverage opportunities to evade ad blocking: The threat of ad blocking
could also be seen as an incentive for publishers to move to walled gardens.
On the open web, it’s easier to identify and block ads; within walled gardens,
publishers have more control over how ads appear, making them more
difficult to block with ad blocking technology.
9. 910 MEDIA TRENDS FOR 2016
ALL WITHIN THE WALLS OF SNAPCHAT
Some interesting Snapchat stats that show why marketers
‘want inside that walled garden’:
19% of American teens
believe Snapchat to be the most
important social network – that’s
more than Facebook!
3m viewers per day
— the average number for
Cosmopolitan on Snapchat Discover
4b video views a day
That’s the same number as Facebook!
340m impressions
generated by iHeartRadio via
Snapchat during its two-day music
festival in mid-September
Source: AdWeek, October 2015
10.
11. 11 10 MEDIA TRENDS FOR 2016
THE RISE OF AD AVOIDANCE
THERISEOFADAVOIDANCE2
2
Every day, people weigh up the perceived value exchange between consuming
ads and getting free content. Whether it’s FTA TV ads, a pre-roll video on YouTube,
or an ad interrupting their favourite Spotify playlist, they have to decide whether
or not the incentive of accessing that content free of charge justifies the investment
of their attention in your ad.
Up until now, the balance of power has tended to favour advertisers as the ‘gatekeepers’
of that content; the toll that needs to be paid to access the content ‘freeway’.
However, the tables are starting to turn.
The recent proliferation of cost-effective content subscription services – online radio,
video on demand, music-streaming – means that advertisers are quickly losing their
bargaining power. The lure of ad-free environments for a nominal cost – not to
mention access to exclusive content e.g. Netflix Originals – is becoming a far more
attractive proposition.
Put simply, consumers are opting to pay the ‘toll’ in dollars, in order to make
savings in the currencies of time and attention – our most valuable commodities
in this ‘attention economy’.
Even for those not willing to part with monthly subscription fees, the rise in
popularity and accessibility of ad blocking technology means advertisers are still
not on easy street.
These changes in the local landscape are challenging advertisers to work harder
and get more creative in determining the value they are able to add to the equation.
12. 12 10 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
STATUS IN AUSTRALIA
The penetration of ad blocking technologies in Australia is estimated to be
approximately 18%; that’s 3.7million people currently using these services.1
Traditionally, ad blocking software was largely the domain of the desktop but is
now far more prevalent across mobile devices. Further illustrating this point, the
day immediately following the launch of iOS 9, Apple’s latest operating system,
two content blockers – ‘Peace’ and ‘Purify’ – entered the Top 20 app charts in
both the US and the UK, with Peace even taking the number one spot in the US.2
Music streaming services, like Spotify and the recently-launched Apple Music,
continue to aggressively promote their subscription services. Spotify estimates
that approximately 30% of Australian subscribers pay for their premium service –
notably higher than the global average of 25%.3
Global streaming giant Netflix, which now has over 69 million paying subscribers
worldwide4
, popularised the idea of paying for ad-free video content rather than
getting it for free, subsidised by advertising. 2015 saw the introduction of Netflix
to Australia; having reached over 968,0005
homes already, it has far outpaced
local competitors Stan and Presto. The average (global) subscriber household
now watches a staggering two hours of ad-free content per day.6
With the introduction of new player, YouTube Red, to Australia in the not-too-
distant future, this will throw yet another VoD option into the mix, creating an
even more competitive and difficult-to-sustain market.
• Remove reliance on standardised ad formats
Publishers are placing increasing emphasis on ad formats undetectable to ad
blockers. Native advertising & sponsorships, executed well, will ensure brands
are able to continue their conversation. Alongside this brands should consider
using their own products as vehicles to deliver additional content (think Coca-
Cola’s #colouryoursummer campaign).
• Brands to become publishers
Purposeful content will become the currency of the attention economy.
Brands can’t rely solely on traditional media outlets to generate this,
but instead should invest creating or curating it themselves. Don’t
underestimate the role consumers can play in this process either.
13. 1310 MEDIA TRENDS FOR 2016
THE PENETRATION
OF AD BLOCKING
TECHNOLOGIES
IN AUSTRALIA IS
APPROXIMATELY
18% OR 3.7MILLION
1 PageFair, August 2015
2 The Guardian, September 2015
3 Mediaweek, August 2015
4 Huffington Post: Tech, October 2015
5 Roy Morgan, October 2015
6 BTIG Research, April 2015
14.
15. 15 10 MEDIA TRENDS FOR 2016
THEEVOLUTIONOFSEARCH3
Search is rapidly evolving, becoming more sophisticated (and admittedly, more
complex) every day. This should be music to the ears of users, who will be
increasingly able to reap the benefits of search functionality that is both more
platform-specific and user-specific, offering unprecedented levels of personalisation.
Given the proliferation of connected devices, it should come as no surprise that
more Google searches now take place on mobile devices than on computers in
ten countries, including the US and Japan.1
This change in device preference has a broader ‘ripple effect’ on the search
industry. More search on mobile means more voice search via the likes of Google
Now or Cortana, more visual search via Blippar or Pinterest, and more location-
based search via Yelp or LonelyPlanet for example. All this creates not only a wealth
of opportunities for personalisation, but also innovation.
For yet another example of the impact of users’ love of mobile search, look no
further than the fact it is now possible to search content within mobile applications,
rather than being ‘limited’ to the web alone. This will soon start to roll out across
wearable devices and augmented reality, becoming increasingly user-friendly and
further engrained in our everyday lives.
The rise in popularity of personal assistant apps will also have an impact on the
way we search. Rather than waiting to be told what a user is searching for, personal
assistant apps – such as Facebook’s mysterious ‘M’, Google Assistant, or the
beloved ‘Siri’ – will specialise in anticipating user needs and providing prompts.
With the hotly anticipated mainstream arrival of artificial intelligence, the predictive
abilities of these ‘PAs’ will only be further enhanced. Imagine a world where after
missing a flight, all it takes is a voice driven query to your PA to have them shop for
and buy new flights and accommodation (based on your brand, price, and historical
preferences), cancel meetings and apologise to the family.
Not quite as exciting as that prospect, but still important, is the continuing trend
towards understanding how search works with other digital and offline channel via
attribution. Paid search especially, is too-often looked at in silo, invariably inflating
and/or deflating its collective contribution to effectiveness.
3
THE EVOLUTION OF SEARCH
1 Google Inside AdWords, 2015
16. 16 10 MEDIA TRENDS FOR 2016
STATUS IN AUSTRALIA
In this bold new world, search or app optimisation will no longer be for the sole
purpose of gaining a higher ranking in web or app store SERPs as a way of
driving more prospects to your owned assets.
Instead, advertisers will be going out to proactively find consumers, wherever they
might be. Advertisers’ products, brand information, and pricing data will all need
to be flexible enough to reach users anywhere – whether via smartphone, social
media, wearable device, gaming console, Occulus Rift etc. The best among
them will do so intuitively, before the need even is realised.
TECHCRUNCH.COM DEMONSTRATES THE NOT-SO-
DISTANT FUTURE OF SEARCH — The Car Repair Scenario
Future search bot: Hey Dan, your car is reporting that your brake pads need
replacement. Would you like me to schedule a service appointment?
Future Dan: Good call. Please do.
Search bot: Sure thing, Dan. There are five mechanics within a 2.5km radius
of your house that have good reputations. Shall I get you quotes from them?
Dan: Sure.
Search bot: Looks like Jay’s Auto will be the most affordable option, but they
don’t have available appointments until Thursday at 3:30pm next week. Jim’s
Garage is $30 more, but can take you tomorrow at 11:00am or 2:30pm.
Do you have a preference?
Dan: Let’s go with Jim’s at 11am tomorrow.
Search bot: I’ve booked you at Jim’s Garage at 11am. I’ll let you know
tomorrow morning when it’s time to leave.
Source: Techcrunch, September 2015
17. 1710 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
Cross-platform functionality is mandatory: Ensure that your brands are visible
to as many technologies as possible, with a seamless user experience across all.
Invest in advertising and marketing technology: Technology that understands
path to conversion online and offline, de-duplicated across search, digital media,
social, apps, and direct traffic is essential. Think Doubleclick Search, Google
Analytics, and Google’s Mobile SDK.
Invest in forward-thinking marketers and agency partners: Don’t limit yourself
to a single discipline – look for learnings from a range of agency partners across
multiple disciplines such as data, technology, creative and analytics.
Paid search prices will rise: As organic search becomes more complex, paid
search prices for generic keywords is likely to rise. It’s also likely to be harder for
new brands to cut through, which will be an issue if their strategies are driven
solely by search – diversification is essential.
18.
19. 19 10 MEDIA TRENDS FOR 2016
MESSAGING&NOTIFICATIONS4
4
MESSAGING &
NOTIFICATIONS
The way people communicate has changed dramatically in the last
decade, driven predominantly by the ubiquity and immediacy of smartphones.
This shift in behaviour has seen the popularity and uptake of instant
messaging services skyrocket.
In 2015, more messages were sent than emails, according to Juniper Research1
.
In addition to the big global players such as WhatsApp (900m monthly active
users), WeChat (650m), Facebook Messenger (800m), and Viber (236m), a number
of newer messaging services have emerged to cater to massive consumer demand.2
New battle lines being are being drawn as newcomers including iMessage, Kik,
Line, and Jott make their mark on the category. At their core, these apps offer
simple text messaging services, however they are rapidly evolving in response to
changes in user behaviour. For example, messaging apps are now becoming far
more visual, allowing users to share everything from images to videos, reflecting
broader shifts in the way we communicate via technology.
The evolution of messaging apps has also created another layer of functionality
– integration with other service providers. For example, in China you can use
WeChat (their most popular messaging service) to book a cab with the Didi
Kuaidi taxi company. They have also integrated with online payment provider,
AliPlay, to make paying for your cab as quick and easy as calling one.
WeChat is now even powering communication in some towns in China, enabling
users to use the app to book doctor’s appointments and flights, or even report
incidents to the police.
Facebook has been testing its new digital personal assistant service – ‘M’ – within
Messenger, which can complete tasks and find information on your behalf. It can
purchase items, get gifts delivered to your loved ones, book restaurants or travel
arrangements, make appointments and more.
1 Juniper Research, September 2015
2 Statista Statistics Portal, September 2015
20. 20 10 MEDIA TRENDS FOR 2016
NOTIFICATIONS
Notifications are predicted to be the starting point for all
interactions on smart phones
60 notifications
per day
— the average number for Android
users, currently increasing at an
unprecedented rate
5.5 messaging apps
— the average number of
messaging apps a user interacts
with on a weekly basis
60% of
notifications
are social messages
(almost 40 per day)
Facebook &
WhatsApp
represent an astounding 79%
of all messaging by volume
Source: Techcrunch, April 2015
21. 2110 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
STATUS IN AUSTRALIA
While Eastern countries are leading the charge in frequency of usage
(almost double that of Western users)1
and service bundling, there are
significant differences in the way the East and West use messaging services.
Australia’s favourite messaging apps (Viber currently has the top spot with
a unique mobile audience of 2.348m)2
are used for just that – messaging;
our local market leaders all offer communication as their core functionality.
While the local market is beginning to test the waters with additional
functionality, which is expected to lead to incremental increases in average
sessions per user, it is unlikely we will reach the scale of functionality seen
in Eastern countries.
The mass uptake and evolution of messaging services has major implications
for brands if they want to continue to have a presence in consumers’ digital
conversations.
Evolve your customer support offering: At a practical level, brands should look
to evolve their customer support offerings beyond existing channels to include
new messaging platforms. They will also need to ensure their content fits into
the new world of messaging, from enabling ‘share’ functionality to extend to
these apps, to exploring full integration of content within the apps themselves.
Take note of your surroundings: It is not just a case of producing content
that works on different mobile operating systems; it has to work with the
ecosystems and protocols of different app platforms to reflect the changing
way people communicate.
1 App Annie, December 2015
2 Nielsen, 2015
22.
23. 23 10 MEDIA TRENDS FOR 2016
ALGORITHMSVS.CURATION5
Every single minute, 400 hours of new video is uploaded to YouTube1
, Facebook
users share nearly 2.5 million pieces of content, 347,222 new Tweets are sent,
and nearly 220,000 new Instagram photos are posted2
.
Users naturally need help navigating this veritable avalanche of new information.
Algorithms have emerged as a popular and efficient way to do so, surfacing
content – songs, news, videos, shopping, and more – that, based on their
previous online behaviour, should be of interest to them.
Algorithms are getting smarter and more finely tuned every day, making
newsfeeds ever more nuanced and contextually relevant.
A smart algorithm should be able to predict new areas of interest based on
previous behaviours. A poorly executed algorithm, however, can limit the scope
of discovery considerably; tightening the sphere of focus by serving up ‘more
of the same’.
What even the best algorithms lack however, is the human element; the ability to
overlay a filter of context or taste. An algorithm can recommend you something
new based on your previous interests or what is broadly popular at the time, but
it is not a ‘taste-maker’. It doesn’t drive the agenda, it responds to it.
This is where curation comes in. In instances where advocacy, expert opinion,
and advice are important i.e. music discovery, commerce, and news, there is
now a feeling that curation can be a more effective solution.
5
ALGORITHMS VS. CURATION
1 Reelse, July 2015
2 DOMO, August 2015
24. 24 10 MEDIA TRENDS FOR 2016
STATUS IN AUSTRALIA
Algorithms are currently being used to varying degrees of success by most,
if not all major publishers in Australia. Some of the most effective algorithms
in this market however, are those being used by Facebook and eBay. The focus
for most publishers moving forward will be finely tuning their existing algorithms
to improve output.
Curators, on the other hand, are experiencing a resurgence in popularity since
being initially dethroned by automation.
Twitter Moments, for examples, relies on human curators to serve up the best
pictures, highlights, and headlines from any given ‘moment’ or major event,
hand-picked to tell the most compelling story.
Apple’s Beats 1 online radio station relies on a team of world-class DJ’s and
music experts to help listeners discover new music. This is determined purely
by taste, rather than factors such as ‘most-played’ or genre-matching.
Pinterest even has a curated store within the app, with taste-makers selecting
the most interesting products on the platform, rather than serving up a
collection of the most ‘liked’ or ‘pinned’. It would appear that even in the era
of automation, the human element and the idea of expert endorsement is still
hugely important to consumers.
Rather than either method being superior, curation actually works most effectively
when used in combination with algorithms.
Take Spotify for example. Users are able to have music suggested based on
what they’ve listened to previously (automation based on algorithms), and can
also follow music experts and artists for their recommendations and curated
playlists (curation).
25. 2510 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
• Get to know the algorithms out there: Brands will need to develop an
understanding of platform specific algorithms to ensure the content that
they create and publish is optimised to work within its constraints.
• Learn to work with curators: Curators are becoming increasingly important
for bringing attention to new products. Brands need to learn to work with
curators in creative new ways – for example, you can see this as a new
alternative to SEO for gaining popularity and traction.
• Make sure you pick the right one: Curation makes trust and authenticity
even more important – picking the right curator is essential. The skill involved
in curation costs money, so there will be opportunities to advertise in, or
sponsor curated content.
400 hours
of new video are
uploaded to Youtube
2.5m
pieces of content are
shared to Facebook
300,000
new Tweets
are sent
220,000
new Instagram
photos are posted
EVERY SINGLE MINUTE...
Source: DOMO, August 2015
26.
27. 27 10 MEDIA TRENDS FOR 2016
MAPS&LOCATIONS6
As the world becomes more mobile, location – and by default, maps – are
becoming increasingly important. One of the key drivers behind this trend, apart
from the desire to find our way around quickly and easily, is the increasing emphasis
placed on localisation.
General information is rarely of any use these days, particularly for commercial
products and services. Customers don’t want to know where all your stores are;
they just want to be shown the one closest to their location. Online dating app
users don’t want to be connected to love interests on the other side of the city, let
alone the country; they want someone in their local area. Busy commuters don’t
want to book just any cab; they want to be shown the one closest to them and track
its progress on their smartphone.
As time continues to cement its place as our most valuable (and scarce) commodity,
we are always looking for the shortest distance from A to B, literally and figuratively.
It comes as no surprise then, that maps are considered the future of localised
search. With Google and Apple Maps dominating mobile devices, alongside
innovations such as in-built navigation within cars and watches, people are using
maps more than ever before.
To meet the needs of an increasingly time-poor user, real-time map features are
continually being developed. Google Maps now shows when a business is busiest,
so people can time their trip to avoid lines. Google and Apple maps both provide
transit directions alongside predictive travel times and traffic congestion measures.
In fact, maps can and should be seen as their own ecosystems, rich in opportunities
to power innovative location-based experiences for their consumers.
For example, iFit in the US integrated Google Maps technology into their stationary
fitness equipment to allow people to pick a virtual route and see their progress on
the map as they run or cycle. Using StreetView and an elevation API, they have
successfully created an immersive real life experience.
6
MAPS & LOCATIONS
28. 28 10 MEDIA TRENDS FOR 2016
STATUS IN AUSTRALIA
In addition to just plotting pins on a map through strong SEO and keeping their
business details up to date, Australian brands across a multitude of categories
are using maps for diverse applications.
Carsguide recently introduced a new Trip Planner tool that uses location-based
search through Google Maps to enable would-be car buyers to plot a route to
see all their selected cars in a single day.
Tourism Victoria worked with the Google Street View Trekker to map out beautiful
and remote locations accessible by foot. The images taken were stitched into
panoramic digital renderings and published on Google Maps, allowing interstate
and international tourists to take a virtual trip to Victoria in order to better plan
their trip to the state.
Insights garnered from Google Maps are also being used to help companies
improve service delivery. An Australian cancer service provider uses Google
Maps to connect patients with their closest support groups and cancer services.
They also recently used it to research distances patients had to travel to
access essential healthcare, information which then helped them advocate for
improvements in treatment and support.
Then there are the simple but effective mandatories; retail advertisers BWS and
Big W use dynamic mobile display units and geo-location technology to integrate
maps within ad units showing users the distance to the nearest store. Facebook
has also integrated geo-location ads into their offering for local stores.
29. 2910 MEDIA TRENDS FOR 2016
AMONG THE TOTAL MOBILE POPULATION...
IMPLICATIONS FOR BRANDS
Get Creative: Brainstorm new ways to use maps for business planning, real-time
intelligence and customer engagement.
Make sure your SEO is in order: The number of consumers going online to find
a local business continues to grow every day. With this hyper-local digital trend
reshaping business, companies of all shapes and sizes must have a strong SEO
presence that drives traffic online and instore.
View the journey as an opportunity: Consumers look at maps when planning
shopping trips and experiences – brands should see journey planning as part of a
communications strategy.
1 IN 4
ARE INTERESTED IN LOCATION
BASED MARKETING
Source: Nielsen, September 2015
30.
31. 31 10 MEDIA TRENDS FOR 2016
ARTIFICIALINTELLIGENCEANDRECOGNITION7
Sci-fi fans rejoice; Artificial Intelligence (AI) is one step closer to mainstream.
A super computer named Eugene Goostman has successfully fooled a human
judging panel into thinking it was a thirteen year old boy, becoming the first
machine in history to pass the iconic Turing Test.
The 65 year-old Turing Test evaluates a machine’s ability to exhibit intelligent
behaviour equivalent to, or indistinguishable from, that of a human. Eugene’s
success is both a ground-breaking and controversial milestone in the field of
Artificial Intelligence.
AI is now being applied to allow people and objects to be recognised, both in
broad ways such as gender and approximate age, but also in ever more precise
and complex ways.
As part of its extensive machine vision research to improve facial recognition,
Facebook has developed a new algorithm that can recognise people based on
attributes like hair, personal style, and body shape.
While still in its infancy, Google Photos boasts that it lets you “search by what
you remember about a photo, no description needed”, using search criteria such
as ‘find the photo of me at the beach’.
Visual discovery app, Blippar – which uses image recognition to deliver content
and information on items in the physical world – can now recognise branded items
using attributes beyond the logo alone.
At the simpler end of the spectrum, Pinterest has introduced visual search to help
users find ‘visually similar results’ to a particular image.
Key industry players are investing heavily in AI as a mechanic to help users sort
through and categorise the deluge of content out there; the ability of these
‘intelligent systems’ to recognise and distinguish between objects in an image is
absolutely integral to their success.
7
ARTIFICIAL INTELLIGENCE
AND RECOGNITION
32. 32 10 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
STATUS IN AUSTRALIA
Locally, Shazam has partnered with Digimarc, Universal Pictures, Southern
Cross Austereo and Warner Bros to launch its visual recognition functionality,
able to transform static images into ‘dynamic pieces of content’ via the Shazam
app. This functionality enables brands to deliver content that supplements
above-the-line (ATL) activity to add an engagement and response-led layer
to brand campaigns.
Outside of the advertising space, we see AI being applied to make a positive
difference. For example, Marita Cheng, 2012’s Young Australian of the Year,
has developed ‘Aipoly’ – an app that uses AI to help the blind to ‘see’. The
apps uses ‘convolutional neural networks’ to deconstruct images, analyse them,
and then describe them verbally.
• Image is everything: It is now more important than ever for brands to ensure
that all associated imagery and assets (i.e. design, packaging and logo) are
as distinctive as possible.
• Do what you can now to prepare for the future: To make way for the
developments set to be delivered by AI, such as the ability to predict and
service consumer wants and needs, brands can leverage existing capabilities
afforded by data and targeting to demonstrate relevance.
33. 3310 MEDIA TRENDS FOR 2016
AI HAS REACHED THE POINT THAT A
‘SUPER COMPUTER’
HAS BEEN ABLE TO FOOL
HUMANS INTO THINKING IT
WAS A THIRTEEN YEAR OLD
BOY TO PASS THE ICONIC
TURING TEST.
IN THE FIELD OF ARTIFICIAL
INTELLIGENCE, THERE IS
NO MORE ICONIC AND
CONTROVERSIAL A MILESTONE
Prof. Kevin Warwick, The University of Reading
“ “
34.
35. 35 10 MEDIA TRENDS FOR 2016
SENTIMENT8
The world of social media is all about self-expression; in this space, we have
an unlimited capacity to share our emotions through a variety of channels and
mechanics. However, this wealth of information lies largely untapped due to the
limited ability of the platforms that house it, such as Facebook, to interpret the
meaning behind what’s being shared.
Sentiment, much like images, has always been a difficult thing to interpret. While
automated tools such as Radian 6 and Sysomos have made progress towards a
better understanding of sentiment, they continue to struggle with understanding
integral elements such as context, tone, slang, and double negatives.
In 2015, we saw a variety of changes implemented in major social platforms to
allow users to express their emotions more explicitly, in a manner that can be –
to a degree – quantified.
There is no better example than Facebook’s new reaction test, which allows users
to show their reaction with more than just the standard ‘Like’. The six emoji
reactions are ‘Love’, ‘Haha’, ‘Yay’, ‘Wow’, ‘Sad’, and ‘Angry’, and should make it
easier to interpret the sentiment behind the ‘Like’.
Scary as it may be, Emojis are actually our best (or rather, simplest) hope in the
struggle to accurately interpret sentiment. For example, users can now search for
Emojis in Instagram captions and the text descriptions of YouTube videos, using
them as rudimentary classifications of content tone.
The most exciting aspect of this development for brands is that it will further allow
brands and platforms to gauge how consumers feel about them, their products
and their ads, and ideally adapt accordingly.
8
SENTIMENT
36. 36 10 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
STATUS IN AUSTRALIA
In 2015, we saw a partnership between News Corp and social video ad platform,
Unruly, to bring emotional programmatic targeting to Australia (they were later
acquired by them globally).
Emotional programmatic targets the consumers most likely to experience a
strong emotional connection to a specific video, the intent being that videos
will only be served to ‘prime targets’ – those most likely to emotionally engage
with the content – as determined by the Unruly Share Rank. Interestingly this
kind of sentiment analysis is also being utilised by stock traders to understand
whether or not there is positive or negative sentiment around a particular stock.
While this notion isn’t entirely new, the continued development of the mechanics
of expression and analysis will help make this information more valuable and
ideally more viable in the future.
Try not to fixate on achieving (only) positive feedback: Whilst increased
expressiveness will allow brands to better gauge consumer sentiment, it also
presents itself as a red herring in that brands may become fixated on achieving
‘positive’ feedback. With this in mind, it’s recommended brands do not set rigid KPIs
around sentiment and instead look for richer insights in the information gathered.
The days of day-part targeting could be numbered: While advertisers were
previously able to hypothesise mood and emotional state based on the time
of day i.e. more optimistic in the morning or seeking distraction in the afternoon
slump, sentiment analysis could potentially make this more of an exact science
in the future.
Emotional programmatic is here to stay: Ad targeting based on desired
emotional response is expected to become more prevalent in the future,
delivering not only in emotional engagement metrics, but also core business
KPIs such as recall and purchase intent.
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RIGHT MINDSET, RIGHT MOMENT:
TELEFONICA RESEARCH HAS PUBLISHED
A REPORT SHOWING RESEARCHERS
ARE ABLE TELL FROM A SMARTPHONE
USERS’ MOBILE ACTIVITY WHETHER OR
NOT THE USER IS BORED, WITH AN 83%
ACCURACY RATE.
PARTICIPANTS WERE THEN SENT
NOTIFICATIONS RECOMMENDING
CONTENT ON BUZZFEED. THOSE USERS
THAT HAD BEEN IDENTIFIED AS BEING
IN A ‘BORED’ STATE WERE MORE LIKELY
TO READ THE SUGGESTED CONTENT.
Source: Trend Watching, 2016
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DYNAMICPRICING9
The pricing of goods and services is becoming increasingly flexible and dynamic
thanks to the advances made in real time data use. While it’s largely considered
to have had its start in the airline industry, dynamic pricing has since permeated
a range of other industries.
Uber certainly helped pave the way by employing real-time pricing based on
supply and demand for their ride service. Since then, dynamic pricing has moved
on to take the retail industry by storm, making big waves particularly in the
e-commerce category.
‘Repricing automation’ – automatic pricing updates based on matching or
under-cutting competitor price points – has until now typically been a luxury
reserved for big-name retailers only, however it is now becoming more accessible
to online retailers of all sizes.
Online retail is the ideal industry for dynamic pricing given its fast-paced and
adaptable nature. It is far easier for online retailers to update their prices –
all it takes is the click of a button – than it is for bricks and mortar retailers.
There is also the added benefit of consumer data and tracking. Online retailers
are able to see a great deal more information about a shopper, such as purchase
history, location, operating system etc – and should ideally be able to leverage this
data to offer more personalised pricing, promotions, and incentives.
Industries such as airlines, hotels and event-based booking companies are all
experts at leveraging consumer data to become more profitable. Furthermore,
they have evolved their use of data to develop strategies to hone in on specific
needs across customer segments.
9
DYNAMIC PRICING
40. 40 10 MEDIA TRENDS FOR 2016
STATUS IN AUSTRALIA
The airline industry continues to be a leader in dynamic pricing practice,
applying multiple strategies to ensure they stay competitive. These include
pricing determined by customer segments, peak times for travel and peak times
for booking.
Retail giants Amazon and eBay both utilise dynamic pricing to help sellers be
as profitable as possible, while providing a quick and easy solution for buyers
The popularity of Uber is also on the rise, as is the price of every trip; a surge
in demand translates to a surge in fee charged. By leveraging the changes in
supply and demand, Uber has been able to alter its pricing on a daily, if not
hourly basis. Generally these higher rates are applied during peak times on
weekends, holidays, big events, and in inclement weather.
This price surge can:
• Reduce demand for cars (less people wanting to pay a higher premium);
• Create a new supply (more incentive for new drivers to hit the road);
• Or shift supply (drivers) to areas of higher demand.
41. 4110 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
• Competition will increase beyond e-commerce: As real time data systems
evolve and improve, so too will the diversity of applications for dynamic
pricing outside e-commerce alone. Innovations such as the introduction
of electronic shelf labels, for example, will also help level the playing field
for bricks and mortar retailers, enabling them to better compete with
e-commerce sites.
• Pressure will increase on all aspects of the consumer journey: The concept
of dynamic pricing will increase pressure on the other service elements within
the retail experience, including customer service, shipping speed, return
policies, etc. It is important that the full user experience is evaluated and the
competition in this space also understood.
• Data needs to be up to date: Brands need to make sure they are in a position
to measure and act on the most relevant customer and external data.
STRATEGIC DYNAMIC PRICING
In retail, strategic dynamic pricing is based on multiple market signals:
COMPETITOR PRICES
BRAND PERCEPTION
SUPPLY & DEMAND
PRICE ELASTICITY
DATE, TIME OF DAY
CUSTOMER LOCATION
Source: Marketyze, June 2015
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TELEPATHY10
Facebook founder, Mark Zuckerberg famously said that the future of communication
is telepathy; that technology will one day become so advanced that people will be
able to send thoughts to their friends.
While at face value the concept might seem unfathomable, it is actually not beyond
the realms of possibility. Advances in the field of artificial intelligence, such as those
we touched on in our AI and Recognition section, mean the capacity of technology
to interpret non-traditional cues – those outside written or spoken commands – is
improving every day.
Two years ago, scientists at the University of Washington even managed to
harness the brain signal from one person and use it to stimulate the motor cortex
of another, inducing them to press the fire button on a computer game. Cue
‘singularity’ theorists.
In actual fact, there is already assistive technology available in market that allows
communication in the absence of written or spoken commands, such as the
equipment used by Dr Steven Hawking.
On a simpler scale, wearable devices like smart watches and brain activity trackers
are already collecting a great deal of the required data to power this new frontier.
The future could very well be interaction via brain signals or the reading of
physiological signs like your heart rate.
Consider the opportunity that lies in something like recent Kickstarter success,
Emotiv Insight. Emotiv Insight is a wireless headset that measures brainwaves and
translates them into meaningful data, tracking attention, focus, engagement,
interest, excitement, affinity, relaxation and stress levels.
The opportunity for brands (and humanity, of course) is unprecedented. The
next logical step though – and perhaps the most challenging – is the accurate
interpretation and application of this data.
10
TELEPATHY
44. 44 10 MEDIA TRENDS FOR 2016
IMPLICATIONS FOR BRANDS
STATUS IN AUSTRALIA
Telepathic technology first made its way to our shores via Uniqlo’s ‘UMood’
offering in its Sydney store that analyses customers’ brain signals to suggest the
perfect t-shirt to suit their mood. Developed by Isobar Australia, ‘UMood’ aims
to improve the customer experience and drive increased purchase intent through
profound and proactive personalisation.
Across the globe, a hands-free Tinder app has been created for the Apple
Watch; it relies on heartbeat to determine a left or right swipe – after all, the
heart doesn’t lie.
Researchers at Telefonica (one of the largest private telecommunications
companies in the world) have even been able to identify when customers were
bored or stressed, based on phone activity such as frequency of opening apps
and intensity of use.
While there may still be a long way to go with telepathic technology, we will
continue to see new innovations and ways of connecting with brands in this
space in the coming years as access to the technology improves.
Telepathy can create deeper and more unique brand experiences:
Together with image and sentiment recognition and dynamic pricing, telepathy
demonstrates how AI is starting to be used to remove conscious human
instructions, and provide an unconscious understanding between technology
and people.
Telepathy can give you a better understanding of your consumers:
Telepathic technology can help brands determine a more holistic view of
consumers, including reactions that they’re not able to articulate, enabling
the creation of richer relationships.
45. 4510 MEDIA TRENDS FOR 2016
DR. MICHIO KAKU, PROFESSOR OF THEORETICAL PHYSICS
AT THE CITY UNIVERSITY OF NEW YORK AND AUTHOR OF
"THE FUTURE OF THE MIND” TALKS ABOUT THE INCREDIBLE
IMPACT OF TELEPATHY:
In the next 10 years, we will see the gradual transition
from an Internet to a brain-net, in which thoughts,
emotions, feelings, and memories might be transmitted
instantly across the planet. Scientists can now hook the
brain to a computer and begin to decode some of our
memories and thoughts.
This might eventually revolutionise communication
and even entertainment. The movies of the future will
be able to convey emotions and feelings, not just images
on a silver screen. (Teenagers will go crazy on social
media, sending memories and sensations from their
senior prom, their first date, etc.). Historians and writers
will be able to record events not just digitally, but also
emotionally as well.
Perhaps even tensions between people will diminish, as
people begin to feel and experience the pain of others.
Source: Huffington Post, May 2015
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WALLED GARDENS
AdNews, ‘KFC Ventures into Snapchat Marketing’, June 2015
AdNews, ‘Snapchat Eyes Brand Dollars’, August 2014
AdNews, ‘CommBank Joins Snapchat’s Growing List of Brand Users’, August 2015
AdWeek, ‘Here are 6 New Snapchat Stats that Show Why Marketers Want Inside that Walled Garden’, October 2015
Forbes, ‘3 Things about Walled Gardens That Drive Publishers Up the Wall’, October 2015
THE RISE OF AD AVOIDANCE
ADWEEK, ‘Users Revolt Against Pre-Roll’, April 2015
BTIG Research, ‘Netflix is Eating TV’s Dinner’, April 2015
Huffington Post: Tech, ‘Netflix Gained 3.6 Million More Subscribers in 3 Months’, October 2015
Mediaweek, ‘Spotify Australia and NZ MD Kate Vale on Where Australia Sits in the Global Market’, August 2015
PageFair, ‘The 2015 Ad Blocking Report’, August 2015
Roy Morgan, ‘Netflix Now in Over 1 in 10 Homes, Reaching 2.63million Australians Aged 14 and Over’, October
2015
TIME, ‘Here’s How Apple Could Change the Web Forever’, September 2015
The Guardian, ‘iOS 9 Adblocker Apps Shoot to the Top of Charts on Day One’, September 2015
THE EVOLUTION OF SEARCH
Google Inside AdWords, ‘Building for the Next Moment’, May 2015
Techcrunch, ‘Facebook’s Messenger and the Challenge to Google’s Search Dominance’, September 2015
Wired, ‘Search Today and Beyond: Optimizing for the Semantic Web’, 2014
MESSAGING & NOTIFICATIONS
App Annie ‘Top App Predictions of 2016’, December 2015
Juniper Research ‘Mobile and Online Messaging’, September 2015
Nielsen ‘Mobile Ratings Report’ 2015
Statista Statistics Portal, September 2015
Techcrunch, ‘Notifications are the Next Platform’, April 2015
Tencent Holdings ‘Third Quarter Results’, November 2015
ALGORITHMS VS CURATION
Chaos Theory, ‘Man vs. Machine: Are Algorithms or Human Curation the Answer?’, December 2015
DOMO, ‘Data Never Sleeps 3.0’, August 2015
Fortune, ‘Would You Rather Have Apple’s Human Editors Filtering Your News or Facebook’s Algorithms?’, June 2015
Huffington Post, ‘When It Comes To Reputation, Judgement Trumps Algorithms’, December 2015
Reelse ‘Vidcon 2015 Haul: Trends, Strategic Insights, Critical Data, and Tactical Advice’, July 2015
Tubefilter, ‘YouTube Now Gets Over 400 Hours of Content Uploaded Every Minute’, July 2015
REFERENCES
47. 4710 MEDIA TRENDS FOR 2016
MAPS & LOCATIONS
Cloud Sherpas, ‘Case Study: CarsGuide.com.au Drives Improved Consumer Experience with Google Maps for
Work’, 2015
CarsGuide, ‘Find the Right Car for You with the News Carsguide.com.au App’, May 2015
Forbes, Google’s Map Features Find Their Way into More Cars’, September 2015
See Further, ‘Drive Customer Acquisition, from Digital to Personal’, 2015
Tech Crunch, ‘Google Search Now Shows You When Local Businesses Are Busiest’, July 2015
Tech Insider, ‘Nine Ways to get The Most out of Google Maps’, December 2015
Nielsen, ‘The Telstra Smartphone & Tablet Index’, September 2015
ARTIFICIAL INTELLIGENCE & RECOGNITION
CMO, ‘Shazam Launches Visual Recognition Content Offering for Brands’, May 2015
CNET, ‘The Surreal Dreams of Google’s Image Recognition Software’, June 2015
Mumbrella, ‘Shazam launches visual recognition function‘, May 2015
MYOB, ‘Artificial Intelligence Changing the Future of Business’, September 2015
Social Media Today, ‘Why is Facebook so Keen to Develop its AI Capabilities?’, November 2015
University of Reading, ‘Turing Test Success Marks Milestone in Computing History’, June 2014
SENTIMENT
AdNews, ‘Unruly and Newscorp Bring Emotional Programmatic Targeting To Australia’, December 2015
The Australian: Business Review, ‘Tapping Twitter to Gauge Stock Sentiment’, July 2015
Trend Watching, ‘5 Consumer Trends for 2016’, 2015
DYNAMIC PRICING
CPC Strategy, ‘How Dynamic Pricing is Disrupting Online Retail in 2015’, April 2015
TotalRetail, ‘Why Dynamic Pricing is the New Standard in E-Commerce’, January 2015
TELEPATHY
Business Insider, ‘This New Apple Watch App Uses Your Heartbeat to Decide Who Your Match is on Tinder’, July 2015
Digital Trends, ‘Facebook’s Future is Telepathy, Mark Zuckerberg Says’, July 2015
Emotiv, ‘Emotiv Insight: Brain Activity Tracker’
Luxury Society, ‘The Secret to Luxury Online for Millennials’, September 2015
Huffington Post, ‘7 Top Futurists Make Some Pretty Surprising Predictions About What the Next Decade Will
Bring’, May 2015
PC World, ‘Clothing Retailer Uniqlo Uses Brainwaves to Match Customers with T-Shirts, October 2015