2012 Consumer Electronics Show Trend Guide IMPLICATIONS FOR MARKETERS, TECHNOLOGISTS & RESEARCHERSwww.upstreamthinking.com
Upstream is a brand and innovation consultancy that empowers leaders to innovate more effectively and for businesses to reach new targets, achieving sustained growth. By providing innovation frameworks, actionable insight, structured co-creation and a design centered point-of-view we bridge the gaps of technol- ogy, product design and marketing to spark innovation. Our DNA emanates from the worlds of executive management, technology design, brand strategy, marketing and research with special skill sets across sectors. We specialize in the application of world-class expertise to solve diverse real-world business problems, ranging from the design of brands and business strategies to the design of products, services and digital systems. We’re solution agnostic. We understand that business outcomes are best achieved through holistic solutions that serve and solve problems of consumers. Upstream exists to help business leaders manage a increasingly disrupted marketplace, design new innovations and bring functional teams together to execute most efficiently across their brand ecosystem. We collaborate exclusively with organizations that demonstrate; a need to grow, consistent investment toward innovation with an internal executive champion for change.515 Congree AvenueSuite 2000Austin, TX 78701USAwww.upstreamthinking.comPh +1 512 234 3757Twitter: @upstreamthoughtFor more information: firstname.lastname@example.org
Upstream is a brand innovation consultancy that empowers leaders toinnovate more effectively, enabling businesses to reach new targets and AUTHORSachieve sustained growth. By providing innovation frameworks, actionableinsight, and structured co-creation, we bridge the gaps to innovation. Andy Hunter Andy Hunter Andy’s experience spans the marketing communication space working for the world’s lead- Andy’s experience spans the marketing communication space working for the world’s ing fortune 500 brands. He focuses on digital innovation, web marketing and integrated communication 500 brands. Hethe former founder of GSDM’sweb marketing and integrated leading fortune strategy. He is focuses on digital innovation, connections planning and digital strategy practices. He is the former founder of GSDM’s connections planning and communication strategy. digital strategy practices. He also serves as an advisor to several new media and technology startups concentrated in the online video, social networking and integrated communications space.concentrated in He also serves as an advisor to several new media and technology startups He is a past speaker-moderator at events including MIT’s Future of Entertainment,SXSW Interactive the online video, social networking and integrated communications space. He is a past and Digital America with ongoing contributor-collaborator status within PSFK.com’s The speaker-moderator at events including MIT’s Future of Entertainment,SXSW Interactive and Purple List, the Society of Word of Mouth and the Plannersphere. Digital America with ongoing contributor-collaborator status within PSFK.com’s The Purple List, the Society of Word of Mouth and the Plannersphere. Jeff Mulhausen For over 12 years, Jeff has built a reputation as a leader in the design and inno- vation industry. He was again selected as a judge for the 2012 CES Innovations Awards where he evaluated entries in computer hardware, gaming and mobile apps. He is the former Vice Chair of Central Texas Chapter of the Industrial De- signers Society of America (IDSA). He is listed on over 10 patents, and his work has been widely recognized. Jeff has been awarded more than 15 national and inter- national design awards including IDEA/BusinessWeek, ID Magazine, Consumer Electronics Show, RedDotAward (Germany), and a Good Design Award (Japan). Jeff has worked with leaders on projects ranging from portable electronics to chil- dren’s games with clients such as Igloo, Microsoft, Dell, PetSafe, Coleman, Hasbro, Wyse, Polycom and AMD. He lectures on design and innovation at the University of Texas business school. Jeff’s work has been exhibited at the Austin Museum of Art, and the Cooper-Hewitt National Design Museum in New York City. Jerry Courtney Jerry Courtney Jerry’s approach to digital is based in a simple three part mantra - understand why people do what they do, figure out how to help them do it, and learn how to help them better next time. This consumer-centric approach has served him well in his 15 years of experience in connecting business, technology and marketing strategies. Jerry was a pioneer at the end of the last millenium, building one of the largest digital media practices in advertising. He has guided frequent first-to-market work across all digital platforms for clients such as: AT&T, BMW, Walmart and Southwest Airlines. Moving into the marketer’s seat, he has lead holistic touchpoint strategy at Target Corporation, synthesizing everything from database marketing to national television for the brand, as well as playing an integral part in monetiz- ing the company’s media assets and assessing the efficacy of the corporate media mix. Paul Noble-Campbell Paul Paul Noble-Campbell is an Industrial Designer, who creates opportunities through design Paul Noble-Campbell is an Industrial Designer, who creates opportunities through design that makes organizations, people and society thrive. He creates rich brand experiences by blending organizations, people and society thrive. He creates rich brand experiences by that makes a human-centric approach with his diverse experiences. Paul’s collaborative leadershipahas guided multi-national clients through hundreds of initiatives resulting in the blending human-centric approach with his diverse experiences. Paul’s collaborative design of products spanning a diverseclients of industries such as consumer electronics, the leadership has guided multi-national range through hundreds of initiatives resulting in healthcare,products spanning a diverse range of industries such as equipment,electronics, design of house wares, furniture, sports equipment, toys, industrial consumer and con- sumer products. Paul’s international experience was gained at design consultancies in Aus- healthcare, house wares, furniture, sports equipment, toys, industrial equipment, and tralia (at Form Australia), Hong Kong (at Zoo Design) and in the USA (at Astro Studios and consumer products. Paul’s international experience was gained at design consultancies in as Director of Design Strategy at M3 Design). Paul’s work is permanently exhibited at the Cooper-Hewitt Design Museum andKong (at Zoo Design) for accruing numerous patents Australia (at Form Australia), Hong has been responsible and in the USA (at Astro Studios for his clients. He presented at the at M3 Design). Paul’s work isDesign conference in 2011.. and as Director of Design Strategy inaugural Human Centered permanently exhibited at the Cooper-Hewitt Design Museum and has been responsible for accruing numerous patents for his clients. He presented at the inaugural Human Centered Design conference in 2011..
Personal biometrics QUANTIFIED SELF & M-HEALTHand digital enabled Financial professions, digital marketers and healthcare enterprises may havebehavior analysis been the first to actively track and analyze behavioral-lifestyle data. However, as self tracking digital products, augmented apparel and online data tools enable advanced user analytics for individuals, personal metrics will becomewill increasingly the next big thing. Novel apps and devices will increasingly let consumers discreetly manage their health more productively. Self analysis tools have just begun to trickle intolet consumers the market with technology like Fitbit and JawboneUP. Research company Technavio predicts that the global mobile health applications market will reach USD 4.1 billion by 2014, up from USD 1.7 billion in 2010.discreetly track and You’ll see solutions for diagnosing, monitoring and treating a variety of illnesses - from obesity to asthma, from poor vision or hearing to high blood pressure. Seemingly disparate data points, work activity, commute, financialmanage their lives and calendar data will be compared to health behaviors to achieve new understanding of ones self. This data tracking will create new benefits for the individual. It will also intensify the data concerns and scrutiny if online andmore effectively. cloud services that support the system of personal data storage. Need further proof? Apple’s App Store currently offers 9,000 mobile health apps (1,500 cardio apps, 1,300 diet apps, 1,000 stress and relaxation apps, and 650 women’s health apps). By mid-2012, this number is expected reach 13,000 (Source: MobiHealthNews, September 2011). Collecting, sharing, tracking and optimization of oneself is a major trend for TREND REPORT: 2012 CES PRE-SHOW GUIDE 2012. Look for this trend to extend into other sectors throughout the year. WITHINGS FORD MOTORS Booth: Booths: North - 3521 GL-4, www.withings.com North - 2230 www.ford.comWithings’ Blood Pressure Monitor plugs into an iPad, iPhone or iPod October 2011 saw US automotive company Ford demonstrate threeTouch and takes the user’s blood pressure. Data can be sent directly to a apps offering in-car health monitoring. The sample apps use Ford’sdoctor or published (confidentially) on the Web. SYNC Applink software to enable drivers to access certain mobile health apps while driving to keep track of chronic conditions such as diabetes,Also look for their Wi-Fi enabled scales which can measure both weight asthma and hay fever.and fat mass and upload the data to a web portal. What does all of this data mean and CES PANEL Data Liberation: Making how are we going Health Data Intelligible for the LVCC, North Hall to manage the Consumer info? Hear from January 11, 2012 11:35 companies making AM - 12:25 PM data digestible, fun LVCC, North Hall N250 and something we can act on.AT&T announced in October that it will begin selling clothes embeddedwith health monitors, able to track the wearer’s vital signs (including heart JAWBONErate and body temperature) and upload them to a dedicated website. www.jawbone.com/upAccording to AT&T, apart from its sports based applications, these bio-monitoring clothes line will also be uniquely beneficial for a range of usesincluding fire fighters, policemen and even military personnel. Above all,the health tracking clothes are expected to greatly entice the interestof the senior citizens, where in they will have the freedom of wearinghealth monitors in a more fashionable way.The B1 Basis Band is a Released in November 2011, Jawbone’s Up is a wristband personalwatch-like wellness aid BASIS tracking device that tracks a user’s moving, eating and sleeping patterns.includes optical blood The device syncs with an iPhone app, and users can set the device to Booth: vibrate when they have been inactive for a period, compete againstflow and galvanic skinsensors to track your North - 3632 friends and even earn real life rewards for completing activity challenges.pulse rate, calorie burn- www.mybasis.com LOOK OUT FOR IN 2012rate and sleep patterns. Startup Misfit Wearables raised funding to launch a wearable product focused on helping control a chronic condition by the end of 2012. Investors include John Sculley, CEO of Apple.
New natural GESTURAL INTERFACES & AUGMENTED REALITYinterfaces based Augmented reality may have become an attention getter in the marketingon movement will world in 2011, but new computer interfaces and augmented screens will reach a tipping point in 2012 as touchscreen and mobile sensing and accelerometer innovations go mainstream. New Natural User-Interfaces (NUI’s) allow moreallow more intuitive intuitive control of computer applications, manipulation of digital content and information. Bridged to local data and online content, these new interfaces use people’s movements and gestures to create a bridge between the real world and the digital world.control of tech, Progressive consumer electronics companies have realized the importance of making the products around us simpler to use, rather than blindly adding moreincreasing access features because they can. This trend is enhanced by the increased capabilities of natural interfaces to combine all theses new environmental elements of gesture, movements, location, voice-command, biometric response and soon, our moods and our thoughts.to information and In 2012 will see Near Field Communication (NFC mobile-wireless data transfer capability) becoming more prevalent in mobile products and will drive andigital content. exponential growth in mobile (hence personal) interactions. Early examples of NFC enabled gesture interactions will be mobile payment and information sharing through natural gestures (like the Bump contact sharing app). This all leads to a new form of interaction that’s more intuitive, natural and easy for consumers to adopt. It changes the game of marketing content creation, customer interaction and creates opportunities for information providers and TREND REPORT: 2012 CES PRE-SHOW GUIDE product technologists to ultimately make digital more “human.” NEST LABS Booth: Hilton Suites 303 www.nest.com SoftKinetic develops gesture recognition SOFTKINETIC THE EVOLVING hardware and software for interaction with USER INTERFACE: digital entertainment, gaming, interactive Booth: WHAT’S NEXT? digital signage, advergaming and physical South 4 - 36062 therapy. www.softkinetic.com January 12, 12PM North Hall - 260S Their software can recognize various scenic elements, track user’s body; and adapt digital content to the user’s movements, and vice versa.Easily maintain your desired comfort level in your home with this Multiple platforms in new and scalablelearning thermostat that remembers your temperature adjustments formats offer potential for innovative CES PANELand programs itself to build a personalized schedule based on your monetization strategies and programs. With Merging Content with Newpreferences. Its passive interface also knows when you are not home an ever-expanding universe of content Technologies: Content(via proximity sensors) and is intelligent enough to make the appropriate creation, consumption forms a revolutionary Reinventionadjustments. Additional information is provided while it is being adjusted business model awaits. January 9, 2012 11:30by their owners so as to give them real-time feedback about the energy a.m. - 12:30 p.musage implications of their selection and provides suggestions on howto save energy. LVCC, North Hall N261 MICROSOFT XBOX VIEWSONIC Booth: Booth: Central - 7244 South Hall - 36631 www.xbox.com/kinect www.viewsonic.comThe next-generation of Microsoft’s Kinect is said to be so accurate it ExoDesk, a collaboration between ViewSonic and ExoPC, is a desk withcan read lips, voice pitch and facial characteristics (and complex finger an embedded computer and unique user-interface. It reads input frommovements and gestures) to determine what mood the player is in. 10 fingers and hand gestures to make moving tools, virtual keypads,The Kinect platform has the potential to create new paradigms in the way objects and images around the desktop easy and intuitive.that we interact with computers and communicate. Expect the Kineticsensor technology to be incorporated into displays, TVs, ultrabooks and LOOK OUT FOR IN 2012mobile phones as it becomes miniaturized. More gesture recognition and natural user-interface innovations migrate over from the gaming world to be used in the interaction with TVs andIt’s likely to be available in 2013, but look for an announcement at CES. computers (such as the next-generation Microsoft Kinect).
Mobile “geo- SoLOMo CONTENT + DATA EXCHANGEawareness” SoLoMo = SOCIAL, LOCAL, MOBILE. Fuelled by multiple “geo-awareness”technology, will technology components, location-based marketing will create new types of value exchanges between marketers and consumers. Behavioral data tracking will evolve to real time value creation between marketers, content creators,create dramatic consumers and social networks. Marketers will be challenged to explore new types of social-interpersonal currency for consumers to feel more connected and valued “in-the-moment” as they go about there daily lives.paradigm shifts The advantages from the consumer’s perspective are that ubiquitous mobile access allows you to be connected at any location whilst connected to your entire social network and their opinions, advice and buying power. Brandsto how we shop, will need to find value intersections, based on immediate needs and emotional opportunities as they get further squeezed out as message and information provider.socialize and how In 2012 expect products and services to make it more effortless (through the processing of passive-data) to contribute to anything - from connecting like- minded strangers for recommendations, pinpointing roads in need of repairswe are marketed to. to finding signs of extraterrestrial life. Consumers can and will increasingly broadcast data about where and what they are doing (if they consent to do so) to create new social opportunities to connect with their friends, valued products and people with shared interests. Tech devices create continuous data-exhaust of daily life that provide marketers rich data to mine fro insight. 2012 will be the beginning of a long TREND REPORT: 2012 CES PRE-SHOW GUIDE journey of navigating real time, local connectivity and understanding big data. The eBay Inspiration EUCLID Shop is a selection of eBAY products curated by celebrities, editors & www.ebay.com stylists shoppers can purchase instantly by scanning a QR code in a mobile application. CES PANEL AT&T Guarding Your Online www.digby .com Privacy January 11, 12:45 pm North Hall - 264Euclid is analogous to Google Analytics for the physical world. Digby Mobile Commerce from AT&T helps to lift sales by delivering a user- friendly interface for consumers to search, browse and buy products onThe Euclid sensor anonymously detects smartphones as they move their mobile phones. It allows retailers to provide information, picturesaround the area of your store, both inside and out, so data is collected of products, rich media and an enhanced shopping experience whenwithout visitors having to “opt-in” – so their privacy is kept intact. potential customers scan barcodes. Retailers are provided with analyticsEuclid provides store owners with visitor-based analytics - such as how about customer buying behaviors.many people walked by, how many walked through the door, how manywere new vs existing customers and how long did they stay.Location-basedsocial network, KEYNOTE: LOOXCIEGowalla was bought Carolyn Everson Booth:by Facebook and Facebook North - 3520is set to be a hugeplayer in location January 11, 4 p.m. www.looxcie.combased marketing. Las Vegas Hilton Theater Looxcie is the creator of the first mobile-connected, handsfree,Amazon’s Flow app, AMAZON wearable video cam that frees people to record and share on the go.enables consumers Looxcie owners can record their lives and share clips instantly to theirto research products Booth: social network or record and stream live video.in-store (through South 2 - 25376image recognition) www.amazon.com LOOK OUT FOR IN 2012and to purchasethem. Marketers will continue to explore ways to utilize mobile SoLoMo data but will need to create clear value for consumers and not overstep their privacy boundaries, acting more transparently.
Integration of Social TELEVISION SOCIALIZEDMedia and The Cult In years past, CES has been a slightly ridiculous technology race to build theof Influence into the largest or thinnest TV with seemingly little thought to improving their usability. Many will persevere with that race, so expect the proliferation of the 4K resolution standard (4000 pixel columns), high-contrast OLED screens, 3DTV experience will tech and ultra-thin bezels. However watch for innovations in this space that mark some progress of the shifting role of the TV in our lives and homes. Television is already has a social aspect to it, whether it’s talking to the persontransform it from a next to you, texting, tweeting or calling friends about what you’re watching. But it’s about to become a much more social experience. Expect the popularity of Social Media and The Cult of Influence to migrate themedia consumption TV away from being a pure consumption medium/device to a creation device. The TV will enable us to become connected to others, curators of content right on our couches, and online participants, instead of TV watching zombies.device to a content Expect that a gargantuan “Cloud Fight” for dominance of cloud computing between Apple, Google, Amazon, Netflix and cable providers (such as AT&T and Time Warner) to extend into a fight for dominance in control of livingcurating experience. room content and access to behavorial insight. The blurry line separating TV and computer screens will go away as cloud computing allows content to be seamlessly moved between primary screens and second screens. Increasingly within our lives, display devices and projected imagery will become fixtures like picture frames, mirrors and faucets. Personalized content, social multilayered entertainment will be cost of entry TREND REPORT: 2012 CES PRE-SHOW GUIDE for the marketing-media-tech world as viewing technology commoditizes. INTO NOW/YAHOO FLINGO Booth: Booth: South Hall Meeting Titian Ballroom - Rooms - S113 74106 www.intonow.com www.flingo.tvIntoNow is a TV companion app recently bought by Yahoo. It makes Flingo is the embedded technology inside many internet-connectedengaging with your friends around your favorite television shows easy TVs that allows media partners like Fox, Showtime and Etsy and othersand fun. to build apps that integrate both. It enables broadcasters and advertisers to build mobile and web applications that are aware of what televisionThe app picks up on audio cues made by whatever you’re watching content you are watching.on TV and then displays websites, game scores, even Twitter feeds ofmusicians and other famous types shown on the big(ger) screen. Just Broadcasters can provide additional relevant content to on-air showstap the green button when you’re watching, and IntoNow will identify in those applications, increasing engagement with users on the secondthe show, right down to the episode. Once identified, it’s easy to share screen.the content with your friends on Twitter or Facebook.Skype for TV SKYPE FANHATTANwas announcedin 2010. Expect Booths: Venetian Palazzoplenty of solutions Hospitality Suites Central Plaza - CP13for integration of www.fanhattan.comSkype into the TV South 2 - MP25857experience, as well as www.skype.comperipherals. Fanhattan is an entertainment service that lets you discover and watch DISNEY TV and movies on your iOS device from many popular services including www.disneysecondscreen. Netflix, Hulu Plus, iTunes, Vudu, and ABC. go.com The application allows you browse related content including recommendations from friends, reviews from Rotten Tomatoes, ratings, trailers, actor and crew bios, soundtracks, fan gear, and more.Disney Second Screen is an interactive onscreen film feature accessible LOOK OUT FOR IN 2012via a computer or iPad app that provides additional content to you as CES PANEL Many expect Apple to make a TV based onyou view a movie. The movie links with the viewer’s device through an Multiscreen Universe the Siri voice-commands. They are expectedaudio cue, a manual sync, or with a visual sync indicator. As the film plays January 9, 1PM to make a “media related” announcement inon your television, interactive elements such as trivia, photo galleries, North Hall N259 late January 2012. It could be that they makeand animated flipbooks appear on the iPad or computer screen. public new deals with cable operators and pay TV operators that extend their reach as aDisney Second Screen is currently available to use on an iPad or content provider.computer with Flash.
The “appification D.I.Y. AND DIGITAL OBJECTIFICATIONof everything”, Digital and interactive technologies have been bound in the past to browsers, websites and technology devices. Invention and manufacturing of physicalopen source tech product has been constrained by accessibility to closed and complex manufacturing chains. This is changing as open source hardware, software and manufacturing technologies mainstream, and what we deem “product”and accessible will change. And it will be more accessible to all. 3D printing, computer-controlled cutting and sintering; originally used for rapid- product prototyping, have now evolved and proliferated to where they havemanufacturing spawned a whole new distributed manufacturing network. This new network of local, distributed manufacturers has enabled the mass-customization of electronic products, furniture, jewelry, and even aircraft engines.merge the tangible Open-source electronic prototyping platforms (such as Arduino) have similarly allowed new freedoms in the creation of interactive electronic objects. 3D printers will, in the not too distant future new electronics will also be able toproduct and digital, produce electronic circuitry and components. Apple iOS, Android and code libraries and new online creation software allow for virtually anyone to create social mobile and online applications more easily.online worlds. Pioneering companies such as Ponoko, Etsy and Shapeways have sprouted communities that allow creators to upload their designs, have them produced and provide a virtual market-place for them to promote and sell their products. We’re watching this movement carefully – as all brands will have to react to this massive, future upheaval that could effect CPG, computer, gaming and TREND REPORT: 2012 CES PRE-SHOW GUIDE retail worlds.Ford and Bug Labs,will develop and BUG LABS PONOKOdistribute open- www.buglabs.com www.ponoko.comsource developertools to advancein-car connectivityinnovation. Ponoko is one of the first manufacturers to use distributed manufacturing BERG CLOUD and on-demand manufacturing. They make it possible for designers to meet customers, “where creators, digital fabricators, materials suppliers www.bergcloud.com and buyers meet to make (almost) anything.” Their website can be used by customers as a virtual marketplace to promote and sell their digital designs and products. It is a green idea- producing only when something is wanted, transporting ideas instead of physical objects. MAKERBOT Booth: South 4 - 36839 www.makerbot.comBerg’s “Little Printer” was created in collaboration with Foursquare, The MakerBot Industries is a Brooklyn, New York-based company producingGuardian, Nike, ARUP, and Google. open source hardware, specifically 3D printers. MakerBot builds on the early progress of the RepRap Project with the goal of bringing desktopIt’s a tiny device that sits in your home, bringing you information from 3D printing into the home at an affordable price.the web. You hook it up with a wireless connection, and then use yourphone to configure what sources of content you like to receive -- news, Makerbot are one of several sources of 3D printers and laser cutterspuzzles, messages from friends, weather updates or reminders. designed around low-cost parts and freeware in the spirit of open- source. The source files needed to make these devices are freelyThe Little Printer (available in 2012) is the first in a family of products available, allowing anyone to build their own from scratch.that will be known as Berg Cloud.The Disney Appmate GreenGoose sensorstoys have unique DISNEY are wireless stickers GREEN GOOSEfootprints that the www.disney.go.com and stick on anything www.greengoose.comiPad’s touch screen is that moves - toable to recognize and automatically tell youread movement from. what’s happening;The app then tailors a frisbee is caught,the game according to or the toilet seatthe toy’s character. goes down.
TRENDS BRANDS RESEARCHERS MEDIA TECHNOLOGYQUANTIFIED Consumers will become more accustom to tracking, storing and Data ubiquity creates the same insight mining opportunities for Utilitarian, technology tools and metric driven applications couldSELF sharing personal information. The question for brands will be researchers as it does for brands. However, it also could create a become as important to consumers as entertainment media. what value will you offer for them volume of passive data, and digital As a media company or media to share this data? behavior analytics competitors. buyer, what will you do to make How will you partner, pursue and your media a service and your data develop skill sets to compete? a useful application for people?GESTURAL Content is becoming 3 dimensional and multilayered across devices As Gestures and interactions are a form of non-verbal communication that As a media company you may have already conquered the “third screen”.INTERFACES media and technology expectations of consumers increase and say something about an individual. Web analytics has evolved to New, augmented and interactive channels may provide even moreAND attentiveness and reach efficiency track and understand some of this opportunity to engage consumers, decreases, your brand will have unspoken behavior, but kinetic data but also create a whole new area toAUGMENTED to work even harder ( as if it isn’t remains somewhat untapped. explore and develop. already) to attract attention. What will you do as a research What will you do as a mediaREALITY What would a fully augmented brand experience look like for your company to model and understand technology enabled actions and company to created new augmented experiences and marketing efforts? What would gestures to predict outcomes for appropriately place digital enabled your marketing operation look like clients and gain new insight into experiences into the real world? to deploy this experience? peoples behaviors?SoLoMo Marketing in the moment, brand conversation in real time is seeming Passive data exhaust is so abundant yet seemingly far out reach in So-Lo-Mo creates a new form of media that gives media “event”CONTENT more a possibility in the coming years. terms of making sense of location, social and mobile data to make it and digital interaction a new spin. Gamified and rewards based& DATA What kind of infrastructure, meaningful. interactions in the real world seem technology and partners will What will you do to develop to be the next big thing.EXCHANGE you gather to explore So-Lo-Mo opportunities? big data and advanced passive monitoring capabilities in the How will you make it scalable and effective from an ROI perspective? coming year? If data is more Will it be a media channel niche for accessable to all, what will you do broadcasters, promotional events to create new value, retain clients? and storytelling content? Or a mainstream channel?TELEVISION Content placement has always been important to brands. Audience and social network access through social technology enabled Social TV has been a discussion within the media and entertainmentSOCIALIZED As social networking interactions become more deeply embedded living room could open a doorway for direct conversation with viewers world for some time, and most of the major players have already into the viewing experience, how and consumers through next begun to experiment with social will you integrate messaging and genteration televisions and displays. content and new, alternative, social monitor activity in real time to How will you prepare to create a advertising placements. understand impact, effectiveness digital research network to access How will you monetize socialized and perception of your brand within people, interactions and their content and cross-platform media social tv environment? consumption habits in home? To in 2012 and evolve your efforts? gather and report this data?DIY & Nike may have been the first brand to venture into technology As the saying goes, knowledge is power. Certainly in the big data Entertainment brands like Disney and Nintendo are starting toDIGITAL integration of mainstream product with Nike ID years ago, but more world digital research insights are power to marketers as well. experiment with physical, licensed product that has embedded and more brands will need to Researchers sit on volumes of data technology that adds to a real time, consider doing the same to attract that in aggregate may be of value or data driven, transmedia film, digital consumers. curiosity to people and marketers. and consumer generated “story”. What assets does your brand have What could you do with your What could you do to make real to retain and create enhanced data to create new value and world product part of your digital experiences for consumers? engagement with “panel.” or broadcast narrative? IMPLICATIONS