Future trends in digital advertising
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Future trends in digital advertising
- 2. How can we help you? • Highlight three emerging technology trends which will have a direct impact on marketing and advertising strategies: – Omnichannel – Singularity – Multiscreen behaviours
- 3. Omnichannel Image from David Sealey, SoLoMo for Omnichannel Customer Experience
- 5. Insight Source: WSJ, September 2012 Mercent Corp. changes the price of two million products an hour
- 6. Learning Outcomes • Recognise the many ways of reaching people, and how they are using growing technology to change their purchasing habits • Understand the importance of transparency – how it gives credibility and authenticity
- 7. The Singularity Definition according to futurist Ray Kurzweil: “The singularity is a technological-evolutionary jump. Technology is progressing atsuch a rate that it will intersect and surpass the processing power of the human brain.”
- 8. • First coined by Kevin Ashton in 1999 • Now more mainstream use of technologies such as RFID which connects physical ‘things and stuff’ to the web • 2012 was also arguably the year of ‘big data’ – interest in linking data between people, the web and things increased Internet of Things
- 10. Learning outcomes • Understand what ‘The Singularity’ is and what it means for marketers in 2013 • Why it is an important trend to follow this year • Learn what ‘Internet of Things’ and M2M means for marketers
- 11. Multiscreen Overview Source: Google/Ipsos – Q3 2012
- 12. The TV screen is the least likely screen to capture people’s undivided attention And only 5% of those people watch TV without any other screens QB12-16 When using your SCREEN, how much of the time do you spend using each of the following devices? (Base: Smartphone n=1,347, Laptop n=1,663, Tablet n=649, Desktop n=1,453, TV n=1,860)* 9% 9% 10% 19% 5% Screenexclusivity Most people ‘do’ multi screen behaviour (75%) March 2013IAB Multi-Screen Briefing © 2013 IAB Australia Pty Ltd
- 13. People are quite comfortable clicking through when the screen fits People interact more with ads seen on laptops/desktops than phones: it’s a more active device Ads in digital environments are seen as annoying interruptions: but most people do click through And digital clearly drives sales: from awareness and advocacy to attitude change and action 5. Ads work across all screens but differently March 2013IAB Multi-Screen Briefing © 2013 IAB Australia Pty Ltd
- 14. 27% Bought a product or service 24% Spoken to friends/family about I product I saw advertised 14 Mobile gets a high rate of attention but ads seen on different screens drive quite different behaviours QD3C In the past 3 months which of the following have you done as a result of seeing an ad on each of the following devices? n= 485-2049 16% Posted about a product / service online 55% Searched online for a product / service 49% Learned more about a product / service 46% Found out about a new product of service 39% Clicked through an online ad Nothing significant % of people who have ‘clicked through’: 45% Different actions from seeing ads on different screens % of people who have ‘clicked through’: 53% % of people who have ‘clicked through’: 65%
- 15. Multi-Screen • Understand development of Multi-Screen trend • Establish what viewers are doing while they multi-screen • Learn about connected TV ecosystems • Take risks with narrative – new technologies are opening many doors so owning the living room is still up for grabs
- 16. Want more? – 13 June 8 - 10.30am Sky Venue, Sky Tower – Niall McKinney, Founder and CEO of trends platform 12ahead + panel of senior marketers – Key digital marketing trends of the future. Following this, our panel of experts will discuss how these trends will impact the role of marketers and the skills they will need. You can find more details of the event below.
- 17. Thank you! • The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online and mobile advertising in Australia. • Our main objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace. • We work with our members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy. • We are one of over 40 IABs around the world.
Notes de l'éditeur
- Preview of what we’ll be sharing with our members on 13 June.
- Omni-channel experiences thanks to always connected, leads rise to research as well as socialThis diagram depicts the difference in the move between multi and omni channel experiences. Thanks to smartphones, the local and social elements are all combined to one overall reachable experience.Smartphones in our pockets mean we are always connected not just to the internet but to social networks too, so we can check recommendations. It’s imperative that you try and take advantage of this connectivity.Data intelligence firm Experian spoke to us about predictions for 2013, Jon Buss, Experian’s Marketing Services manager made clear the importance of marketers adopting an omnichannel approach. More people globally have a smartphone than a toothbrush, read more about it on 12ahead.Savvy marketers need to make use of real-time analytics and the abundance of touch-points, in order to be able to influence the customer feedback loop. Because interestingly people don’t realise they are interacting over so many different channels. They will make use of mobile as a shopping aide.
- Seen as a bridge to connect virtual and real worlds of commerce. Chinese retailer Yihaodian has announced plans to launch over 1,000 virtual supermarkets in empty urban spaces.The scheme is being dubbed Unlimited Yihaodian and will see spaces in some of China’s busiest areas transformed into retail opportunities. Shoppers will only be able to see the items through their smartphone, however, as these virtual stores will be fuelled by augmented reality technology.Yihaodian wants to promote the convenience and innovation of online shopping by tethering 1000 3D virtual stores to offline landmarks and outside competitor bricks and mortar stores.
- Marketers are having to re-establish their attitude towards pricing products in order to better reach people and sell more.Dynamic pricing. Merchants alter the prices of products in order to stay competitive, this keeps them on the top pages of search engine results. Mercent Corp., the company that provides the software used by Cookie's, says it changes the price of two million products an hour. Mercent says it makes price decision based on a variety of factors such as competitors' prices, competitors' shipping prices, manufacturer price restrictions and seasonal sales, all to help the products stay relevant and appealing to people. Consumer demand is also impacting dynamic pricing, so the more people who are interested in a product will affect the price, simple supply and demand model.These Name-your-price modelsempower the consumer, leading to proactive consumption.
- Kurzweil predicts this to happen around 2045It is relevant for marketers now to understand this cross between technology, automation and humans now because the context is:People and computers merge as oneInternet of thingsMachine to machine
- Internet of Things is a key pillar to The Singularity. The term itself was first coined over 10 years ago but the fact that certain technologies such as RFID are becoming mainstream means it is more pertinent to marketers now.Essentially the Internet Of Things represents the connectedness of everything, particularly physical things. The internet is no longer websites talking to websites – it’s connected to real objects and physical goods, creating a internet of ‘things or stuff’.
- Strongbow Start Cap by WorkClub.The development blog – start-cap.com is a great resource to see how the agency is working on this.As you can see in the top right corner, the startcap is powered by RFID chips that start a real world or digital experience via the opening of a bottle. The idea being that you ‘start something’ by opening a bottle of Strongbow… literally. An early test in Budapest saw a whole bar rigged with experiences such as light turning on and off, glitter cannons, music playing… as well as the bottles being linked to social sites and online actions.
- Much research has been done into the fact that people DO multi-screen, but we’re interested in WHY people do it.For marketers is obviously means more screens = more touchpoints