Computing is quickly moving from the small screen in our hands, to the world around us. The camera, and advanced AI algorithms behind it, are making this possible.
This document discusses the growing trend of vertical video content consumption on mobile devices. It provides perspectives from executives at Ogilvy on the pros and cons of vertical video. While 98% of mobile usage is in portrait mode, vertical video is still a nascent format with limited distribution on desktop. Brands are experimenting with vertical video on platforms like Snapchat, seeing higher engagement rates. Overall, the experts recommend testing both vertical and horizontal video formats given different audience preferences and video purposes.
Two weeks ago we released an infographic showing the life of a normal person as we imagine it in 2025. The kinds of automated services illustrated in that graphic that will appear over the next decade are all enabled by the same piece of technology: the API. What APIs, or Application Programming Interfaces, do is provide programmers with a simple way of connecting their programming into the data and services of an existing program. Any websites that embed Google or Facebook logins are accessing an API provided by Google or Facebook to authenticate users' identities. Similarly, as personal data becomes stored in the cloud, companies with permission to access such data are increasingly plugged in to their consumers' changing status and needs.
Beyond just explaining how APIs are driving technological advancements across every industry, our latest Digital Lab Thought Piece provides useful tips for any business on navigating a world based on APIs - whether that means activating the APIs that are already out there, or building one of your own to create new revenue stream or make your services indispensable.
Facebook has re-released Atlas, the ad serving platform it purchased from Microsoft in 2013. What are the recent changes, and how will they impact advertisers? Learn more about it in this white paper.
Second screen advertising: Correlation between Television and Digital Landsca...MOCA Interactive
Vuoi ricevere i prossimi contenuti e slide? Iscriviti alla newsletter. È gratis. :) bit.ly/mocanewsletter
"Correlation between Television and Digital Landscape in Italy". The presentation presented by Marco Ziero (MOCA Interactive) during 2014 edition of iMetrics (Moscow, Russia). The topic is the second screen and the goal is to share some insights and best practices about how to get the most out of second screen phenomenon. MOCA presented some opportunities for companies through a research and a case study. The research want to answer the question "Do the brands that invest on TV know that they are talking to potential/acquired customers constantly running into the customer journey?". The case study is about a digital advertising campaign synchronized with television campaign. The key concept of the presentation is the customer journey. The suggestion is that all channels (online and offline) should work together. In the end, three trends: TV sync, audio fingerprinting/watermarking (e.g. Shazam), user account.
With CES 2015 around the corner, brands are giving increased attention to emerging technology. But how are brands to decipher which technologies are important and which are not? Furthermore, how do they find value in them? Find out in our latest thought paper.
Millward Brown: Digital Predictions 2014Brian Crotty
Millward Brown experts predict multi-screen marketing trends for 2014. They predict that consumers will consume video content across any available screen in a "screen agnostic" way. They also predict growth in short-form "micro-video" content on platforms like Vine and Instagram that is better optimized for sharing. Wearable technology is also predicted to break into the mainstream in 2014 with devices like smartwatches. Marketers are advised to understand how consumers use multiple screens to optimize cross-screen campaigns.
This document discusses the importance of mobile-first marketing. Some key points:
- Smartphones are an indispensable part of daily life for most people and are used in many contexts.
- Behavior on smartphones indicates intent to take action, like searching for local information or making purchases.
- Marketers need to understand audiences' mobile experiences and expectations in order to effectively engage customers on their preferred devices and channels.
- Companies should plan mobile email campaigns first and optimize the entire inbox experience for smartphones.
This document discusses how marketers are using second screens like smartphones and tablets to engage with viewers watching television. It provides 10 ways marketers are doing this: 1) Leveraging second screens during live events 2) Incentivizing ad engagement 3) Gamifying TV ads 4) Bridging TV and digital campaigns 5) Syncing e-commerce with TV 6) Sponsoring extra second-screen content 7) Engaging sports fans 8) Promoting hashtags 9) Enabling real-time interactivity 10) Creating transmedia experiences. It also provides background on new viewer behaviors and tools, and expert perspectives on opportunities for brands.
This document discusses the growing trend of vertical video content consumption on mobile devices. It provides perspectives from executives at Ogilvy on the pros and cons of vertical video. While 98% of mobile usage is in portrait mode, vertical video is still a nascent format with limited distribution on desktop. Brands are experimenting with vertical video on platforms like Snapchat, seeing higher engagement rates. Overall, the experts recommend testing both vertical and horizontal video formats given different audience preferences and video purposes.
Two weeks ago we released an infographic showing the life of a normal person as we imagine it in 2025. The kinds of automated services illustrated in that graphic that will appear over the next decade are all enabled by the same piece of technology: the API. What APIs, or Application Programming Interfaces, do is provide programmers with a simple way of connecting their programming into the data and services of an existing program. Any websites that embed Google or Facebook logins are accessing an API provided by Google or Facebook to authenticate users' identities. Similarly, as personal data becomes stored in the cloud, companies with permission to access such data are increasingly plugged in to their consumers' changing status and needs.
Beyond just explaining how APIs are driving technological advancements across every industry, our latest Digital Lab Thought Piece provides useful tips for any business on navigating a world based on APIs - whether that means activating the APIs that are already out there, or building one of your own to create new revenue stream or make your services indispensable.
Facebook has re-released Atlas, the ad serving platform it purchased from Microsoft in 2013. What are the recent changes, and how will they impact advertisers? Learn more about it in this white paper.
Second screen advertising: Correlation between Television and Digital Landsca...MOCA Interactive
Vuoi ricevere i prossimi contenuti e slide? Iscriviti alla newsletter. È gratis. :) bit.ly/mocanewsletter
"Correlation between Television and Digital Landscape in Italy". The presentation presented by Marco Ziero (MOCA Interactive) during 2014 edition of iMetrics (Moscow, Russia). The topic is the second screen and the goal is to share some insights and best practices about how to get the most out of second screen phenomenon. MOCA presented some opportunities for companies through a research and a case study. The research want to answer the question "Do the brands that invest on TV know that they are talking to potential/acquired customers constantly running into the customer journey?". The case study is about a digital advertising campaign synchronized with television campaign. The key concept of the presentation is the customer journey. The suggestion is that all channels (online and offline) should work together. In the end, three trends: TV sync, audio fingerprinting/watermarking (e.g. Shazam), user account.
With CES 2015 around the corner, brands are giving increased attention to emerging technology. But how are brands to decipher which technologies are important and which are not? Furthermore, how do they find value in them? Find out in our latest thought paper.
Millward Brown: Digital Predictions 2014Brian Crotty
Millward Brown experts predict multi-screen marketing trends for 2014. They predict that consumers will consume video content across any available screen in a "screen agnostic" way. They also predict growth in short-form "micro-video" content on platforms like Vine and Instagram that is better optimized for sharing. Wearable technology is also predicted to break into the mainstream in 2014 with devices like smartwatches. Marketers are advised to understand how consumers use multiple screens to optimize cross-screen campaigns.
This document discusses the importance of mobile-first marketing. Some key points:
- Smartphones are an indispensable part of daily life for most people and are used in many contexts.
- Behavior on smartphones indicates intent to take action, like searching for local information or making purchases.
- Marketers need to understand audiences' mobile experiences and expectations in order to effectively engage customers on their preferred devices and channels.
- Companies should plan mobile email campaigns first and optimize the entire inbox experience for smartphones.
This document discusses how marketers are using second screens like smartphones and tablets to engage with viewers watching television. It provides 10 ways marketers are doing this: 1) Leveraging second screens during live events 2) Incentivizing ad engagement 3) Gamifying TV ads 4) Bridging TV and digital campaigns 5) Syncing e-commerce with TV 6) Sponsoring extra second-screen content 7) Engaging sports fans 8) Promoting hashtags 9) Enabling real-time interactivity 10) Creating transmedia experiences. It also provides background on new viewer behaviors and tools, and expert perspectives on opportunities for brands.
Carat Global 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 2017 are all growing in importance, and will all have implications for clients.
Read Carat's Top 10 Trends Report for Media, Tech & Advertising.
27 digital marketing trends predictions 2015Fresh Egg UK
In this presentation Fresh Egg’s digital experts look back at their predictions from last year, and let you in on the key trends you should be looking out for in 2015.
This document summarizes 10 technology trends that are expected to become more important for marketers in 2016, focusing on the rise of closed ecosystems and the development of artificial intelligence. The trends involve the growth of "walled gardens" like Snapchat Discover and Facebook Instant Articles, new challenges for advertising from services like Netflix and ad blocking, the evolution of personalized search on mobile and through virtual assistants, the increasing role of messaging apps in sharing content and integrating other services, and the application of artificial intelligence to areas like maps, image recognition, sentiment analysis, and dynamic pricing. Marketers will need to adapt by working within these closed ecosystems, focusing on native content formats, and exploring how to provide customer service through new messaging platforms.
7 Lessons from Established Online Video Viewers Ogilvy
This document discusses key findings from a survey of nearly 2,400 established online video viewers about their consumption habits. Some of the main findings include:
- Most respondents expect online streaming to be their sole source of video within a few years and they see traditional TV as becoming obsolete.
- Session viewing, where viewers engage with online videos for extended periods of 30+ minutes multiple times a week, dominates online behavior rather than single video views.
- Session viewing is common across all age groups, not just young viewers. Most viewing sessions occur in the evening prime time hours that compete with television.
- Irrelevant or poorly placed advertising is a major reason viewers abandon viewing sessions, undermining the monetization abilities of
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
The 2016 CES Report: The Trend Behind the Trend360i
Hot off the press, we’re bringing you our annual CES recap report. Our team scoured the showroom floor, and explored the week's hottest topics in social media, to bring you the best of the 2016 International Consumer Electronics & Technology Show.
Mobile spending is expected to hit $18 billion in 2014 and reach $41.9 billion by 2017. Various digital, mobile, and social media predictions are provided. It is predicted that mobile devices, advertising, and industries will continue to grow substantially in 2014, with an increasing focus on areas like mobile video, wearables, data analytics, and personalized cross-channel experiences.
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
Mobile apps have surpassed desktop internet usage, with over 50% of digital time now spent on mobile apps. Close to 1800 new iOS apps are launched daily on iTunes alone. In 2016, mobile marketers will focus on promoting apps through other apps, social media platforms like Instagram and Facebook that allow app installs, geo-targeting using smartphone sensors, and video which is increasingly consumed within apps rather than mobile websites. Tactics like push notifications, in-app discovery of other pages and features, and incentivized downloads through brand partnerships will continue to be important for acquiring and retaining mobile users.
Shouldn’t all marketing be relevant? Brands have access to more data than ever, especially in digital, so there is increasing potential to create more personalized experiences. But consumers are savvy and do not want to feel stalked by advertising. Brands now need to demonstrate value to the consumer at every single touchpoint. Here, we will review the opportunities and obstacles for personalized marketing and present a way forward.
This document discusses trends in internet usage and how marketers can better reach mobile users. It finds that mobile internet usage now surpasses desktop, with people spending most of their online time on phones. However, most marketing still focuses on print and desktop. To connect with mobile users, the document recommends using authentic photos in marketing, as people frequently take and share photos online with their smartphones. Marketers need to understand mobile behaviors like photo sharing in order to effectively engage mobile-addicted audiences.
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
This document discusses 8 digital trends that will shape Asia Pacific in 2016:
1. Marketers will measure campaigns based on business objectives and ROI rather than just media KPIs.
2. Brands will need to harness "dark social" content sharing on private messaging apps to directly engage with fans.
3. Content will need to be optimized for individual platforms as consumers spend more time within "walled gardens" like Facebook.
The Necessity of Mobile App Marketing by App PromoPutra Utama
The document summarizes the findings of a survey conducted with 102 mobile app developers. It found that most developers focus on iPhone, iPad, and Android, develop multiple apps, and price apps free or $0.99. Only 20% of developers make $5,000-$50,000 in revenue, and 68% make $5,000 or less. However, the 12% of "top earners" who spend more time and money on marketing average over $50,000 in revenue per app. The document provides a checklist for app marketing strategies and concludes that dedicated marketing is necessary for app success.
The document summarizes Somo's top 7 mobile tech trends for 2017.
1. Conversational UI and voice search will redefine engagement through advances in speech recognition and increased consumer adoption of voice assistants.
2. Everyday accessible proactive assistants will see companies focus on integrating services within voice assistants and new players may launch their own assistants.
3. Messaging apps will become an important new social marketing channel as brands experiment with chatbots and advertising within popular apps like WhatsApp and Facebook Messenger.
4. Instant apps have the potential to revamp progressive web ambitions by improving discoverability, onboarding and monetization for transactional apps.
5. The Internet of Things
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
This document discusses emerging digital marketing trends for 2016. It finds that the top trend is the rise of video across digital platforms, as consumers are increasingly consuming video content on websites, social media, and in online ads. It also discusses other trends like influencer marketing, increased "buy now" functionality on social media, using social listening to inform brand decisions, and mapping cross-device consumer journeys. The overarching theme is that all of these trends are focused on putting consumers at the center of marketing strategies. Brands will need to respond by soliciting consumer input and feedback to better understand and meet consumer needs.
Digital in 2016: The Year of Consumer-Led Communications MarketingEdelman
Edelman’s digital marketing forecast predicts that consumers will become the priority central marketing function in 2016. This year marks the rise of the Consumer Marketing Director.
Posterscope 2016 out of-home predictionsPosterscope
Outdoor advertising is evolving faster than ever before. Never before has new technology been driving such massive change, not only in how we display ads, but also in how we plan OOH campaigns. Here are Posterscope’s predictions for what 2016 holds in store for the out-of-home industry...
Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptxSudhakararaoDevanabo1
Godigital Academy, is the one the Digital Marketing Training Institute with 100% Job Placement Guarantee in Ongole, Andhra Pradesh, who maintains the quality of training at very high level with 100% Job Placement Guarantee.
Meta Keyword: 100% Job Placement Guarantee Course | Godigital Academy
This document discusses how technology intersects with people and consumer behavior. It emphasizes understanding consumer needs and contexts over focusing on specific technologies. Key ideas include anticipating new demand patterns, embracing consumer behaviors, and enhancing experiences rather than trying to change behaviors. The goal is to use technology to create value for people through utility, relevance, immediacy and other factors.
Carat Global 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 2017 are all growing in importance, and will all have implications for clients.
Read Carat's Top 10 Trends Report for Media, Tech & Advertising.
27 digital marketing trends predictions 2015Fresh Egg UK
In this presentation Fresh Egg’s digital experts look back at their predictions from last year, and let you in on the key trends you should be looking out for in 2015.
This document summarizes 10 technology trends that are expected to become more important for marketers in 2016, focusing on the rise of closed ecosystems and the development of artificial intelligence. The trends involve the growth of "walled gardens" like Snapchat Discover and Facebook Instant Articles, new challenges for advertising from services like Netflix and ad blocking, the evolution of personalized search on mobile and through virtual assistants, the increasing role of messaging apps in sharing content and integrating other services, and the application of artificial intelligence to areas like maps, image recognition, sentiment analysis, and dynamic pricing. Marketers will need to adapt by working within these closed ecosystems, focusing on native content formats, and exploring how to provide customer service through new messaging platforms.
7 Lessons from Established Online Video Viewers Ogilvy
This document discusses key findings from a survey of nearly 2,400 established online video viewers about their consumption habits. Some of the main findings include:
- Most respondents expect online streaming to be their sole source of video within a few years and they see traditional TV as becoming obsolete.
- Session viewing, where viewers engage with online videos for extended periods of 30+ minutes multiple times a week, dominates online behavior rather than single video views.
- Session viewing is common across all age groups, not just young viewers. Most viewing sessions occur in the evening prime time hours that compete with television.
- Irrelevant or poorly placed advertising is a major reason viewers abandon viewing sessions, undermining the monetization abilities of
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
The 2016 CES Report: The Trend Behind the Trend360i
Hot off the press, we’re bringing you our annual CES recap report. Our team scoured the showroom floor, and explored the week's hottest topics in social media, to bring you the best of the 2016 International Consumer Electronics & Technology Show.
Mobile spending is expected to hit $18 billion in 2014 and reach $41.9 billion by 2017. Various digital, mobile, and social media predictions are provided. It is predicted that mobile devices, advertising, and industries will continue to grow substantially in 2014, with an increasing focus on areas like mobile video, wearables, data analytics, and personalized cross-channel experiences.
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
Mobile apps have surpassed desktop internet usage, with over 50% of digital time now spent on mobile apps. Close to 1800 new iOS apps are launched daily on iTunes alone. In 2016, mobile marketers will focus on promoting apps through other apps, social media platforms like Instagram and Facebook that allow app installs, geo-targeting using smartphone sensors, and video which is increasingly consumed within apps rather than mobile websites. Tactics like push notifications, in-app discovery of other pages and features, and incentivized downloads through brand partnerships will continue to be important for acquiring and retaining mobile users.
Shouldn’t all marketing be relevant? Brands have access to more data than ever, especially in digital, so there is increasing potential to create more personalized experiences. But consumers are savvy and do not want to feel stalked by advertising. Brands now need to demonstrate value to the consumer at every single touchpoint. Here, we will review the opportunities and obstacles for personalized marketing and present a way forward.
This document discusses trends in internet usage and how marketers can better reach mobile users. It finds that mobile internet usage now surpasses desktop, with people spending most of their online time on phones. However, most marketing still focuses on print and desktop. To connect with mobile users, the document recommends using authentic photos in marketing, as people frequently take and share photos online with their smartphones. Marketers need to understand mobile behaviors like photo sharing in order to effectively engage mobile-addicted audiences.
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
This document discusses 8 digital trends that will shape Asia Pacific in 2016:
1. Marketers will measure campaigns based on business objectives and ROI rather than just media KPIs.
2. Brands will need to harness "dark social" content sharing on private messaging apps to directly engage with fans.
3. Content will need to be optimized for individual platforms as consumers spend more time within "walled gardens" like Facebook.
The Necessity of Mobile App Marketing by App PromoPutra Utama
The document summarizes the findings of a survey conducted with 102 mobile app developers. It found that most developers focus on iPhone, iPad, and Android, develop multiple apps, and price apps free or $0.99. Only 20% of developers make $5,000-$50,000 in revenue, and 68% make $5,000 or less. However, the 12% of "top earners" who spend more time and money on marketing average over $50,000 in revenue per app. The document provides a checklist for app marketing strategies and concludes that dedicated marketing is necessary for app success.
The document summarizes Somo's top 7 mobile tech trends for 2017.
1. Conversational UI and voice search will redefine engagement through advances in speech recognition and increased consumer adoption of voice assistants.
2. Everyday accessible proactive assistants will see companies focus on integrating services within voice assistants and new players may launch their own assistants.
3. Messaging apps will become an important new social marketing channel as brands experiment with chatbots and advertising within popular apps like WhatsApp and Facebook Messenger.
4. Instant apps have the potential to revamp progressive web ambitions by improving discoverability, onboarding and monetization for transactional apps.
5. The Internet of Things
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
This document discusses emerging digital marketing trends for 2016. It finds that the top trend is the rise of video across digital platforms, as consumers are increasingly consuming video content on websites, social media, and in online ads. It also discusses other trends like influencer marketing, increased "buy now" functionality on social media, using social listening to inform brand decisions, and mapping cross-device consumer journeys. The overarching theme is that all of these trends are focused on putting consumers at the center of marketing strategies. Brands will need to respond by soliciting consumer input and feedback to better understand and meet consumer needs.
Digital in 2016: The Year of Consumer-Led Communications MarketingEdelman
Edelman’s digital marketing forecast predicts that consumers will become the priority central marketing function in 2016. This year marks the rise of the Consumer Marketing Director.
Posterscope 2016 out of-home predictionsPosterscope
Outdoor advertising is evolving faster than ever before. Never before has new technology been driving such massive change, not only in how we display ads, but also in how we plan OOH campaigns. Here are Posterscope’s predictions for what 2016 holds in store for the out-of-home industry...
Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptxSudhakararaoDevanabo1
Godigital Academy, is the one the Digital Marketing Training Institute with 100% Job Placement Guarantee in Ongole, Andhra Pradesh, who maintains the quality of training at very high level with 100% Job Placement Guarantee.
Meta Keyword: 100% Job Placement Guarantee Course | Godigital Academy
This document discusses how technology intersects with people and consumer behavior. It emphasizes understanding consumer needs and contexts over focusing on specific technologies. Key ideas include anticipating new demand patterns, embracing consumer behaviors, and enhancing experiences rather than trying to change behaviors. The goal is to use technology to create value for people through utility, relevance, immediacy and other factors.
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.
New platform updates and shifting consumer view points are shaping how brands and consumers interact with each other. Check our 60-minute power session exploring the ins and outs of the latest trends in social media.
The costomer behaviour is evolving and changing and brands should understand those changes.
Those digital trends will help brands adapt their digital marketing strategies and meet the customer's new needs.
This document outlines 10 social media trends that will impact brands in 2017:
1. Facebook's feed will primarily consist of video by 2021, so brands need to embrace video content.
2. Instagram continues to be the best platform for brand engagement, so brands should focus on visual storytelling there.
3. Personalized GIFs and emojis are rising in popularity as a way for users to express themselves, so brands should consider how to enable this form of self-expression.
Advanced Digital Marketing Training Institute in Ongole | Hyderabad | Bangalorehariharish9177
Godigital Academy, is the one the Digital Marketing Training Institute in Ongole, Andhra Pradesh, who maintains the quality of training at very high level.
This document discusses 10 emerging digital marketing trends for 2018 according to social listening and industry experts: 1) Driving word-of-mouth through advocacy marketing, 2) Using personification to deliver targeted campaigns without exposing individual identities, 3) Enabling immersive shopping experiences through rich media formats, 4) Optimizing content for voice assistants, 5) More creators developing video "shows", 6) Issues around ad fraud and fake news putting pressure on platforms, 7) Augmented reality ads on social media, 8) Using chatbots to build tailored customer experiences, 9) AI promising more contextual content but adoption takes time, and 10) Connecting with buyers faster through real-time marketing automation and analytics.
Brands are increasingly integrating social commerce features directly into social media platforms, allowing consumers to browse, purchase, and checkout without leaving the platform. Some examples mentioned include Facebook's shopping ads and checkout on Instagram. As this trend grows, content will increasingly lead directly to purchases in a natural way. Advancements in technologies like augmented reality are also blurring the lines between online and offline commerce experiences. Looking ahead, personalized recommendations and a more seamless omnichannel experience across devices are areas that will continue to develop.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
Brands are increasingly integrating social commerce features directly into social media platforms, allowing consumers to browse, purchase, and checkout without leaving the platform. Some examples mentioned include Facebook's shopping ads and checkout on Instagram. As this trend grows, content will increasingly lead directly to purchases in a natural way. Advances in technologies like augmented reality are also blurring the lines between online and offline commerce experiences. Looking ahead, personalized recommendations and a more seamless purchasing experience across devices and platforms are expected to further drive the rise of social commerce.
Brands are increasingly integrating social commerce features directly into social media platforms, allowing consumers to browse, purchase, and checkout without leaving the platform. Some examples mentioned include Facebook's shopping ads and checkout on Instagram. As social commerce grows, content will increasingly be used to add value and lead consumers to purchase in a natural way. The rise of social commerce and more immersive experiences shows that content is evolving to provide a more seamless shopping experience across platforms and devices.
The document provides an overview of Mindshare's Point of View (POV) articles from 2015-2016. It includes summaries of key industry topics from each month as well as trends to watch in 2016, such as immediacy of services, rise of artificial intelligence, intimacy of technology, and programmatic advertising proliferation. The POV articles analyze significant events and implications in digital media and marketing.
12 technology trends from major developer announcements from the largest companies in tech and evolving consumer habits that have dominated the first half of 2019.
We filter these trends through the framework of Empower, Exponential and Enhanced.
Every year, the IPG Media Lab attends SXSW in Austin, Texas, to meet promising startups and attend interesting panels in order to monitor developing media trends. This year, we noticed two key themes: personalization and immersion, both led by the proliferation of mobile devices and aided by other emerging interfaces. And brands can leverage these trends into a deeper connection with their audience, but only if they know how.
Epsilon Agency will be attending CES in January. Check out our show guide to understand what we believe are the most worthwhile speakers, booths and entertainment.
Google announced new hardware products including the Pixel 2 smartphone, Google Home Mini and Max smart speakers, Pixel Buds headphones, and Google Clips camera. The Pixel 2 enhances the Google Assistant with features like visual search with Lens and augmented reality. Voice Match on the Google Home allows for personalized Assistant responses based on individual voices. Pixel Buds seamlessly integrate the Assistant for touchless control and real-time language translation. Google Clips is a camera that uses machine learning to automatically take short video clips of people and pets.
This Tuesday, Apple revealed some great new products including an LTE capable Apple Watch and a few new iPhone models. Check out Epsilon's recap of the event below and the implications this hardware will have for marketers.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
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Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
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Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
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People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
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Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
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Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
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Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
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“An Outlook of the Ongoing and Future Relationship between Blockchain Technologies and Process-aware Information Systems.” Invited talk at the joint workshop on Blockchain for Information Systems (BC4IS) and Blockchain for Trusted Data Sharing (B4TDS), co-located with with the 36th International Conference on Advanced Information Systems Engineering (CAiSE), 3 June 2024, Limassol, Cyprus.
2. INTRODUCTIONS
2Copyright @ 2017, Epsilon. All rights reserved.
Over the last few years, we at Epsilon Agency have consistently
talked about the camera as a platform – a way for marketers to
enable the creation of content and contextualize the world in
ways not before possible. Today, combined with advanced AI
algorithms, the camera is playing a leading role in shaping the
next generation of user experiences.
Our updated framework, placing the camera as a macro trend,
will help to contextualize the various use cases and provide
direct implications for brands and marketers.
Communicate: How the camera has changed the paradigm of
communication and virtual presence.
Enhance: How computer vision and AI can play a role in digital
engagement and what that means for consumers.
Augment: How AR is enabling new experiences and utility
through the camera.
As we move from a world of mobile computing, to spatial
computing, the camera will play an integral role. This framework
will dive into the building blocks, setting the stage for future
modes of interaction.
ENHANCEAUGMENT
COMMUNICATE
4. THE RISE OF STORIES
4Copyright @ 2017, Epsilon. All rights reserved.
Individuals and brands alike are using stories to paint a relevant & timely narrative.
In its essence, social media is merely a window into someone else’s life – their
hobbies, adventures, beliefs, friends and family. Over the past decade, social
media companies have worked to expand that window as much as possible,
giving users a more holistic world view. What we’ve landed on, thanks in part to
Snapchat, is the story feature, a comprehensive view of an individual or
business’s life at all points in time.
Since 2016, the creation and consumption of stories is up 842 percent, according
to consulting firm Block Party. This is due in part to a broader movement, placing
a central focus on the camera. The camera is an entry point into a user’s virtual
world, and advancements in technology have allowed us to empower consumers
with tools to better capture, create and share that world. Whether it’s Snapchat,
Instagram or Facebook, the camera is increasingly being placed front and center,
reducing the friction involved in accessing it.
Implications
All the major social media companies have ad products designed specifically for
stories, and if that’s where the majority of eyeballs are at, it’s also where your
product or service should be. However, integrating with stories is not simply
about disrupting a consumer’s content reel, but rather providing them with a
value that can help to enhance what they’re currently doing. Are you giving them
tools to create? Are you offering compelling content to consume? Or are you
simply asking them to swipe up to unlock a special offer?
Additionally, how are you telling your own story? It’s incredibly important to
ensure that your message is relevant, timely, and paints a picture of how you
want your brand to be perceived. Always answer these questions with the end
consumer in mind.
Instagram Story usage
rose above Snapchat at
the end of 2017 with
almost 250M daily
active users compared
to Snaps 170M. Brands
like Starbucks are
using stories to
communicate their
message, run
promotions and have
direct interaction with
their consumers.
5. EVERYONE'S GOING LIVE
5Copyright @ 2017, Epsilon. All rights reserved.
Implications
As technology platforms make way for more live content streaming, it will be important for
brands to come prepared with a live streaming strategy. Seventy eight percent of brands
surveyed on what the top benefit of live streaming agreed that they were trying to achieve
deeper interaction with their audience. As part of this strategy, you’ll need to determine
where your audience is most active, what content they find relevant, and how you’re going
to deliver that content.
It doesn’t just stop at social media platforms, as live streaming capabilities are increasingly
being pushed externally into more and more use cases.
Along with the rise of stories, we’ve also
seen another shift in the consumption of
content, propelled by the ubiquity of the
mobile camera. Consumers are increasingly
being compelled to watch more and more
live streaming content from their favorite
online personalities and brands. So much so
that it’s estimated that live video is being
consumed eight times longer than on-
demand video.
The use cases for live video are wide
ranging and will continue to expand. Of
course, it makes a fantastic vehicle to
engage with a customer through storytelling,
but it’s also being successfully used as a
means of connecting employees,
broadcasting live events, product
demonstrations, and more.
Live video for e-commerce sales is another
trend that has gained traction in this space.
Consumer’s propensity to buy online and
their willingness to watch live video makes
this extension a natural fit, as companies
have increasingly experimented with live
commerce events that effectively expand this
medium directly into the sales funnel.
Individuals and brands alike are using stories to paint a relevant & timely narrative.
HydroFlask used a custom Live Video site
as well as Facebook Live to share their
brand story, interact with consumers, drop
new products and content. Their first live
broadcast brought in the highest digital
engagement rates of any channel and
proved that it was a tactic that had some
serious legs to it.
6. THE YOUTUBE GENERATION
6Copyright @ 2017, Epsilon. All rights reserved.
Implications
YouTube as a platform has given rise to many of today’s celebrities and will continue
to play a major role in how news and entertainment is consumed by younger
demographics. As a brand, it’s important to identify what role this platform can have in
spreading your message. Whether it’s aligning yourself with relevant creators or
increasing the footprint of your channel, if your product or service is aligned towards a
younger audience, it’s incredibly important to view YouTube as an integral part of your
digital strategy.
Sixty percent of YouTube subscribers get advice on what to buy from their favorite
creator. This represents a huge opportunity for brands, and one that will not be going
away anytime soon.
By the year 2020, Generation Z, or
people born between 1996 and 2010, will
represent 40% of consumers. What’s also
interesting is that in a survey of 1,000
members of this demographic, 75% of
them would prefer to be a YouTuber or
Vlogger versus a traditional career path
such as a doctor, athlete or lawyer.
Mobile cameras, GoPros, Drones, and
affordable high-end setups are reducing
the barrier involved in creating
professional-looking content. This allows
almost anyone to start a YouTube channel
and share their passions and beliefs. As
these channels gain popularity, they also
gain celebrity status and credibility. In a
study commissioned by Google, 7 in 10
YouTube subscribers said that creators
change and shape culture and the same
amount agreed that they relate to
YouTube creators more so than traditional
celebrities.
It’s clear that YouTube celebrities have
influencer status over a younger generation of
consumers. Brands can take advantage of this
trend by partnering with content creators that
are relevant to their campaign or product in
question.
Gen Z has shown a propensity to be influenced by YouTube personalities over
traditional celebrities.
7. YOUR HOME, SECURE
7Copyright @ 2017, Epsilon. All rights reserved.
Implications
Amazon was quick to respond to the trend of cost-effective cameras and used that to offer
up complimentary services to its existing business model. While some may see it as an
intrusion of the home, initial reviews show that consumers actually find the experience to
be more secure than before, as the entire interaction is in the palm of their hands.
Brands must ask themselves how an increased sense of security and connection can help
the relationship they have with their consumers. Is there a way you can capitalize off that
and provide a unique service or utility?
Home security is a major concern for a
large portion of the population. The
decrease in the price of security systems is
lowering the barrier to entry and ultimately
creating new business models for various
companies.
Amazon and others have pushed the bar in
terms of home security, with the camera
playing an integral part. Their Amazon Key
Home Kit includes a security camera and
smart lock, allowing users to communicate
and control access to their homes
remotely. The security camera works in
tandem with the lock, so you know who’s
entering and what they’re up to. You can
even use it to allow for in-home delivery of
goods, reducing the worry of someone
swiping it from your front door.
Additionally, the company has released a
few new Alexa-enabled devices over the
past year that tout front-facing cameras
and touchscreens. The upgraded hardware
is designed to allow for quick visual
communication, a service called Drop In.
The idea is that the home, and those close
to it, should always be connected.
Amazon Key allows delivery
agents to leave packages inside homes and
apartments using a security camera to ensure
safety and security. At an entry level price of
$249.99, this setup is much more affordable than
traditional home security systems.
Individual home surveillance technology has paved the way for new
consumer delivery solutions.
8. IMMERSIVE
EXPERIENCES EVOLVE
8Copyright @ 2017, Epsilon. All rights reserved.
Implications
As these high-end cameras begin to follow the path of typical hardware, shrinking in size and
price, consumers will find new ways to capture, understand and share the world around them.
The camera as a communication platform is a trend that’s been here for some time but doesn’t
look to be slowing down anytime soon. Brands and marketers alike have the opportunity to
increasingly align themselves with the behaviors that this movement is unlocking, and
communicate with their consumers in new and exciting ways.
While communication between consumers and
companies has undergone a paradigm shift
thanks in part to the proliferation of cameras,
high-end cameras have also allowed us to
develop new communication methods between
people and places. These immersive
experiences give us the ability to transport an
individual to a new place, a new experience
and a new reality.
Take Google for example, it was rumored they
were to acquire light-field camera company
Lytro earlier this year. While the deal ultimately
fell through, it shined a light on Google’s
ultimate strategy. Light-field imaging is not only
able to capture the intensity of light, but also
the direction that those light rays are traveling
in space. These images will then allow for
hyper-realistic showcases of the real world.
Google, or a number of companies for that
matter, would be able to use those images to
enhance their virtual reality offerings, allow
automobiles to make better sense of their
surroundings, and increase their ability to
ingest high-quality data from the surrounding
world. Some of those use cases overlap with
our Enhance section of this document and
we’ll be sure to dive deeper into them later on.
NBA and other live sporting
events are increasingly being offered in VR
environments due to the rise of high fidelity image
capturing from multiple cameras with wide angles
of view. As cameras become ever more advanced,
so will our immersive experiences.
High-fidelity cameras allow for engaging, live-event VR experiences.
10. CHANGING PHYSICAL RETAIL
10Copyright @ 2017, Epsilon. All rights reserved.
Implications
In order to win at retail, brands must ensure that they stay top of the line when it comes to
consumer experiences. Reducing friction and increased personalization are two immediate
ways to ensure this occurs. Computer vision can help with both. As prices drop and the
barrier to entry continues to be reduced, mom and pop shops will have the same
opportunities to employ this technology as someone like Amazon does already.
It doesn’t just stop at payments though–the ability to immediately recognize a consumer as
they walk through the door can allow your sales staff to personalize their interactions and
create a positive user experience. Privacy is certainly an underlying issue here and it’s
important that you lay out your process in detail for consumers, ensuring that they
understand it is opt-in service. People have increasingly shown propensity to give up their
data in return for a better experience.
The field of computer vision can be simply
summed up as the ability for computers to
automate tasks of the human visual system.
These algorithms aim to extract high-
dimensional data that can then be acted
upon in the form of decision-making. Various
types and sizes of cameras act as the
hardware mechanism for this related
software.
In terms of the retail environment, this
technology will increasingly reduce the
friction involved in the payment process.
Amazon Go, a concept store that utilizes
computer vision to eliminate checkout lines,
has showed us what’s possible in this space.
Consumers simply scan their smartphones
as they walk in, pick up an assortment of on-
the-go foods, and are then able to walk out
of the store–sans the guilt of shoplifting.
DeepMagic is a
company that allows retailers
to use their AI technology to
enable unmanned robotic pop-up
stores, accessed through your
smartphone. Computer vision
allows for frictionless purchases
and the portability of these stands
allow for quick set-up and
deployment.
Businesses are leveraging computer vision to identify individuals and remove the
traditional checkout process from retail experiences.
11. SHIFTING THE
PARADIGM OF SEARCH
11Copyright @ 2017, Epsilon. All rights reserved.
Implications
For brands and marketers, it’s important to understand that this is a paradigm
shift in how consumers access information. When it comes to commerce, this
technology will allow you to point your camera at an object, detect it, and
purchase, reducing the time between consideration and purchase. Companies
must ensure, just as they did with basic SEO, that their product markup is
recognized by these AI algorithms.
Additionally, this technology offers opportunities for brands to enhance
consumer experiences, automate repetitive tasks and help to make sense of the
world around us.
In 2017, Google introduced us to Lens, an AI
powered technology that uses your
smartphone camera and deep machine
learning to not only detect an object, but
understand what it is and recommend actions
based on those results. Since then, the
company has integrated the feature into more
and more phones as well as updated its
functionality.
Using Lens is as simple as pointing your
camera at an object and asking the Assistant
for some help. In most cases, Lens will
automatically detect what you’re looking at and
give you proactive solutions. Direct your
attention to a restaurant storefront, and Lens
will present a pop-up window showing reviews,
details and opening times. Point the camera at
a glass of wine, and Lens will try its best to
inform you of what you’re about to consume.
It’s not perfect, but in its essence, it’s shifting
the paradigm of search from text to visual.
Google isn’t the only one to offer this capability,
but it is the only one to bake it right into the
camera’s operating system. Apple’s AR Core
kit allows developers to tap into this type of
functionality and we’ve already seen some
great use cases.
At Google I/O this
year, the company
unveiled Style Match,
along with a few other
updates to its Lens’
software. Simply scan an
item you find interesting,
and Google will display a
list of items similar in
style.
Google Lens is changing search input from text to visual cues
12. ROBOTS NEED
CAMERAS, TOO
12
Implications
It’s clear that robots are here to stay and will increasingly be used to automate
repetitive tasks in more and more situations. Using their onboard cameras, computer
vision allows these devices to act off real-time data in the world around them.
For marketers, moving into late 2018 and beyond, it will be key to identifying how your
brand can use robotics to enhance the customer experience. Reducing friction,
personalization, and proactive decision-making will help to offer consumers utility
through robotics and integrate your product or service further into consumers’ lives and
daily schedules.
Robots are increasingly making their way
into our daily lives in more and more
situations. Equipped with cameras and
advanced AI algorithms, these bots are
able to make sense of the world around
them and make decisions in sophisticated
ways.
Personal, family-oriented robots like JIBO
are designed to be friendly, helping to
organize the home and act as healthcare
assistants. Their visual software aid in
reading emotions and body language to
personalize the user experience.
Task oriented robots like the Roomba use
computer vison and various sensors to
map the home, acting off that information
to then navigate and clean. A similar
version of that functionality, albeit on a
much larger scale, is used to power
autonomous vehicles.
Additionally, the field of robotics has
played a major role in manufacturing and
the streamlining of business processes.
You’d be hard pressed to find a major
warehouse that doesn’t use the
assistance of robotics in today’s day
and age.
12
As physical robots make sense of the world around them, we’ll increasingly offload
our daily tasks and use them as a proxy.
JIBO is a social robot that used advanced facial
and voice recognition to create personalized
interactions with up to 16 different people. It’s goal
is to act as your ultimate personal assistant as you
offload daily tasks and allow it to act on
your behalf.
13. UNDERSTANDING EMOTIONS
13Copyright @ 2017, Epsilon. All rights reserved.
Implications
The ability to measure the emotional effectiveness of your product or service will
allow for brands and marketers to further personalize campaigns, act on insights and
cater to user-centered designs.
As the advertising industry is increasingly coming under fire for stealthy tracking
techniques, cross-device matching and data misuse, it will be important for marketers
to be able to gleam insights at the device level.
Additionally, this tech will likely be used to personalize experiences in real time. For
example, a person’s emotional state may be used to tailor their digital experience
based on how they felt about something that occurred earlier on.
In the marketing and advertising world,
measuring the effectiveness of software
and campaigns is of upmost importance
to determine real world business
outcomes. Eye tracking studies are an
integral part to UX research and some of
the same tactics will soon be used to
measure the effectiveness of mobile and
video ads.
Various startups are quickly gaining
interest and funding that revolve around
using computer vision to read a person’s
emotional response when they are
watching video assets as well as when
they are viewing traditional digital ad
units.
While these tests are currently being
done in opt-in only studies and there will
always be questions in terms of how
willing consumers will be to adopt new
technologies, we feel that this trend will
ultimately make its way into more and
more use cases.
Computer vision software allows for a new layer of analysis with regards to users
physical micro reactions
Realeyes is a London-based startup that has developed
computer vision software to read a person’s
emotional response when they are watching a video as
short as six seconds long. They can then use
predictive analytics to map that reading and
provide feedback on
effectiveness.
14. BIOMETRICS ENSURE IDENTITY
14Copyright @ 2017, Epsilon. All rights reserved.
Implications
As smart cameras have allowed for new forms of secure interaction, businesses have been
able to capitalize on the freedom that they offer us. Mobile apps should look for ways to
integrate facial recognition to securely store information or offer an easier approach to
commerce.
Brands should also be looking at smart cameras to replace pain points in their customer
experience, further personalizing their offerings, giving consumers peace of mind, and moving
down the never-ending path of innovation.
Biometric security in mobile phones has made
its way from the fingerprint scanner to the
camera. Face ID in the new iPhone X has
revolutionized the way that consumers unlock
their phones, access information and has
streamlined the e-commerce process. Anyone
who has used the feature to pay for something
can attest to how much of a reduction in
friction that this process has brought about.
There’s also been a push to use biometrics to
disrupt traditional processes. For example,
CLEAR is a company that simplifies the airport
security line by using facial recognition to
speed up the process. Using just a few live
pictures, users can sign up for the system at
one of their kiosks, pay a yearly fee and easily
skip to the front of the security line anytime
they fly.
Identity verification is a powerful tool for
companies, as it allows for hyper-
personalization and consumers are inherently
trusting you with loads of sensitive data. In
today’s day and age, it’s incredibly important
that your company is set up to handle that
data in highly secure ways.
CLEAR airport
security kiosks
employ facial
recognition to allow
users to skip the
identity verification
aspect of the
security line. The
company uses a
double encryption
process to ensure
members data is
kept private and
secure.
A new level of identify verification is allowing for streamlined business processes
16. GAMING AND ENTERTAINMENT
LEAD THE WAY
16Copyright @ 2017, Epsilon. All rights reserved.
Implications
A new wave of gaming and entertainment apps will soon make their way to our mobile devices,
utilizing AR to provide unprecedented experiences. For brands and marketers, it will be important
to determine what interaction model can further your presence, provide value to the user, and offer
compelling use cases.
We’re still just on the cusp of what marketers are going to be able to do by bridging the physical
and digital gap with AR, and if you’re still wondering how your brand can do the same, gaming and
entertainment have shown very promising results.
Ever since the release of Pokemon Go, the public
has seen the possibilities that AR can bring to
games and entertainment. The ability to bridge
the physical and digital world offer exciting
possibilities with regards to new interaction
models. Since then, Google and Apple have
upgraded their AR Core and AR Kit capabilities
and we’re soon to see multiplayer as well as
pervasive experience.
At Apple’s Worldwide Developer Conference
(WWDC), we were shown an example from
LEGO that utilizes all of the new updates from AR
Kit 2.0. 3D Object recognition allowed users to
trigger an experience off a physical object,
bringing an entire LEGO playground to life. Multi-
player capabilities allowed for up to four people to
simultaneously maneuver, build, and play within
this experience. And, pervasive AR allowed the
whole thing to be saved, so that they can pick up
right where they left off.
Pervasive AR is a major update here as it
essentially creates modular layers of synthetic
reality that can be altered and returned to. You’ll
soon be able to leave virtual notes or surprises
around the house for your loved ones to interact
with.
Nissan created a multi-player AR app
that uses a mini football stadium as its
tracker. Players control virtual versions
of the Nissan GTR to navigate the field
and score goals. Look for more and
more of these experiences to
pop up as iOS 12 is
rolled out.
AR is helping to bridge the physical and digital world, creating a new landscape
for entertainment.
17. AR’S FORAY INTO E-COMMERCE
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Implications
According to a study by Retail Perceptions, 40% of consumers would be willing to pay more
for a product if they could experience it through augmented reality. With advanced
capabilities arriving almost every day, and the barrier to entry lowering further and further, it
will be important for brands to determine how AR can help them sell more of their product
or service.
Just as e-commerce companies realized that high-quality images helped increase sales
online, and have now become commonplace, marketers will soon realize that the same
trend is occurring with regards to viewing those products in a virtual environment.
Facebook brought AR
capabilities directly into
Messenger, allowing
consumers to interact with
branded virtual products
inside their conversation. The
above example is a shoe drop
from Nike, where users are
then lead to purchasing
options within the app.
17
A huge selling point for Augmented Reality (AR)
is the ability for consumers to “try before they
buy” and this functionality is increasingly being
integrated into the operating level of mobile
devices. Included in Apple’s AR Kit 2.0 is the
integration of capabilities within native apps on
the device.
Ikea has led the way in home-based AR with its
Place app, allowing users to place virtual
furniture around their house. Soon, this
functionality will not require an app, and will be
accessible at the browser level. In the same way
that you browse products online, you’ll be able to
instantly see their look and sizing in the exact
place you’ll want them to live, while seamlessly
leading you to a purchase.
Facebook also introduced new product level AR
capabilities at its F8 developer conference,
bringing the functionality directly into the
messenger app. Kia showed off this functionality,
allowing users to place a 3D rendering of their
vehicle right into their garage.
AR’s ability to “try before you buy” is an enticing value proposition that increases
consumer confidence down the purchase funnel
18. RETAILERS JUMP ON BOARD
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Implications
By using AR to offer convenience and personalization for your consumers, you’ll position
your brand to stand out from the competition and offer a compelling reason for return visits.
In a recent study, it was estimated that 71% of shoppers would shop at a retailer more
often if they offered augmented reality.
In-store environments offer an advantage in this space, as they are uniquely set up to
create AR experiences that take the phone out of the equation, increasing the window of
view into what is possible with virtual overlays.
Retail isn’t dead, traditional retail is. In order
to make in-store retail experiences more
engaging, brands have begun to employ a
variety of different techniques – augmented
reality is certainly one of them. As storefronts
slowly transition from warehouses to
showrooms, it’s important to offer as much
personalization as possible. This brings us
back to the mantra of “try before you buy”.
We’ve seen stores put up “magic mirrors,”
which are simply AR-enabled mirrors that
allow consumers to view themselves with
virtual overlays of a brand’s product.
Cosmetics brand Charlotte Tilbury installed
these mirros, which scan a users face and
the allow for instant exploration of how each
product looks in real life.
The functionality goes well beyond makeup.
Timberland and other apparel brands employ
these installations to allow consumers to try
on all types of products in store. No longer
will it be an issue if your size is not currently
in stock–try it on virtually and place the order
to be delivered directly to your home. Not to
mention the added benefit of not having to
wait for a fitting room to open up.
Charlotte Tilbury’s Magic Mirror AR experience
allows users to quickly try on various makeup
products in store. The large screen and hands-free
interaction provides for an intuitive user-
experience and has resulted in increased cross-
selling and customer satisfaction.
Various AR experiences allow for personalization within storefronts, leading to
increased sales and customer satisfaction.
19. GETTING FROM A TO B
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Implications
The ability to facilitate direction and personalize consumer experiences is an underlying theme
to all of AR’s capabilities. Overlaying virtual navigation information onto the real world can not
only ease a consumer’s journey, but also offers a platform to provide real-time info about the
world around them.
Imagine using AR to navigate the streets and stopping because that same interface proactively
pointed out a popular coffee shop across the street? Brands will have to ensure that they are
set up as the paradigm of search changes from text to visual.
A promising application that AR will continue to
build upon is in the world of maps. At this
year’s Google I/O conference, the company
unveiled its newest update to the app, using
the camera to overlay virtual arrows and turn
by turn direction onto the real world. No longer
will users have to rely on the 2D moving arrow
to alert them of what direction they are going.
This same functionality will also be applied in-
store, using a technology called Virtual
Positioning System (VPS). If GPS is what gets
you from your home to the store, VPS will help
get you in the store and to the product you’re
looking for. This is all possible thanks to
mobile cameras that are able to triangulate
your position in the store based on distinct
visual features in the environment.
As more and more live data is ingested from
cameras and sensors, it will be increasingly
possible to build live maps that take into
account the current state to provide
contextually relevant advice. AR will be the
interface that allows for these interactions.
Google Maps newest
updates add a layer
of AR to the mapping
experience,
overlaying turn by
turn navigation onto
the real world. You
can even choose to
have a virtual avatar
guide you on your
journey.
Maps is a killer use case for AR technology and will offer a platform for
consumers to contextualize the world around them.
20. LENSES GET LOVE
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Implications
Brands and marketers understand the paradigm shift that is occurring in terms of
communication and must realize that now is the time to enable consumers to share in different
ways. AR-based filters and lenses do a great job of giving users tools to create for themselves
and enhance the situation that they’re currently in.
It’s not so much about the creation of content, but rather the enabling of creativity. Socially, AR
helps to generate conversation, reduce the path to purchase and provides a certain
engagement level that is not seen in traditional experiences.
As discussed earlier on, the mobile camera
has given rise to new forms of communication,
be it socially or through live streaming
platforms. AR-based filters have heavily
contributed to the rise of this trend and have
enabled many creative ways of expression–
just ask anyone that has ever received a snap
of a dancing hot dog.
Snapchat and Instagram lenses go beyond just
transforming your face or watching a T-Rex
walk across your living room floor. Increasingly,
real-time data is being brought into the
equation to allow these experiences to
contextually understand what’s going on
around them. This provides new use cases
that can be applied at sporting events,
concerts, product launches and more to
provide an extra level of information.
Additionally, virtual avatars of yourself are
making their way into the field of AR. Whether
it’s Snapchat’s Bitmoji or Apple’s newly
released Memoji, users are now able to
overlay virtual representations of themselves
onto scenes in order to further personalize the
experience.
Apple’s Memoji allows users to
create animojis of themselves, which can
then be shared natively through iMessage as well
as through live interaction within FaceTime. AR will
increasingly be used to personalize our
communication efforts through various camera
applications.
AR based filters and lenses enable users to create and enhance the situation
they’re in by adding an additional layer of personalization.
22. MOVING FORWARD
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Today, the form factors that we’re able to view and access camera-enabled
experiences are limited. As we move forward, new form factors will make
way for new capabilities and soon the world will become our interface.
Cameras are increasingly making their way onto our faces and we’ll one
day have socially acceptable glasses that will ultimately replace our mobile
devices while greatly expanding our field of vision.
Always on, persistent AR, will lead itself to new forms of communication,
greater enhancements to our daily activities and contextually relevant
information available at a glance. These systems will inherently work with
our digital assistants, proactively offering advice and assistance so as to
reduce the amount of decision-making on our end.
The whole world is slowly but surely turning into a programmable
playground and our cameras are the entrance and escort to this world. In
only a matter of a few years, looking through your camera will replace the
experience of looking through the browser on your phone or computer.
We’ll be able to create module, stackable realities that seamlessly interact
and live within the real world.
The limits that these realities can encompass are as large as your
imagination can dream them to be. What are you going to build?
24. QUESTIONS OR CONCERNS CAN BE SENT TO:
24
Steve Harries
VP, Innovation & User Experience
@Steve_Harries22
Jeremy Olken
Innovation Strategist
@JeremyOlken
Ian Beacraft
VP, Digital Strategy
@IanBcraft
Tom Edwards
Chief Digital Officer, Agency
@blackfin360
Wes Henry
Director, Creative Technology