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Category: Research
Outlook 2014: Automotive Trends
Automotive as a media channel and a life application.
In this report, we look at digital trends affecting the automotive industry, including the connected car, metadata, and the car as a new media channel.
The Trigger+ Alex Carusillo, Chartbeat
Alex Carusillo, Advertising Product Specialist, Chartbeat
OBSERVING ENGAGEMENT
At the Lab, we continue to explore new proxies for attention. From eyetracking to emotional recognition and biometric testing, we are set on determining better ways to measure engagement. While these technologies are more fit for a Lab environment, Chartbeat has pushed the boundaries of today’s web. By taking a more nuanced look at online behavior and time, Chartbeat is giving publishers and advertisers more transparency and insight into ad performance. Plus their dashboards look pretty slick.
WHY YOU SHOULD CARE:
You often have to take impressions and clicks with a grain of salt and Chartbeat couldn’t agree more. The web analytics provider is looking to move beyond impressions and clicks to give publishers and advertisers more sophisticated performance metrics. They are looking at “Engaged Time” and “Active Exposure” which checks in with visitors’ browsers every second to track their behaviors like scrolling or navigating. They also have some pretty interesting research that suggests that 66% of “Engaged Time” on websites occurs when viewers are looking below the fold, contrary to what the traditional pricing model might suggest. These findings and their ad sales products help publishers determine exactly how to maximize sales opportunities across their pages, and back those sales up with data.
COMPANY PROFILE:
Location: New York, NY
Founded: 2009
Employees: 50
Funding: $13.5M (Crunchbase)
SXSW 2014 IPG Media Lab Recap
Each year the IPG Media Lab sends a small team to the South By Southwest Interactive Festival in Austin with three primary objectives:
- Gather strategic insights on trends that affect the media and consumer behavior landscape
- Find new technologies that are relevant to marketers
- Create content that is useful to the IPG network, our clients and beyond
Over the course of the week we attended many panels, met with several dozen startups, and posted lots of content.
Mobile World Congress 2014 Recap
This year’s Mobile World Congress featured three key trends:
Beacons – Enabling mobile devices to detect close-range proximity to specific in-store or out of home locations.
Connected Car – Many car companies are focusing on the mobile phone as the “brain” of the connected car.
Wearable Computing – A variety of companies are pushing smart watches, smart glasses, wearable GPS trackers, and other quantified self devices.
Download the full report below to learn about the most significant developments at Mobile World Congress as they relate to changing consumer behavior and audience-based solutions.
The Trigger+ Hadley Harris, ENIAC Ventures
Hadley Harris, Founding General Partner, Eniac Ventures
WHY WE CARE:
Most experts are on the same page, believing the greatest technological advancement of our time is the impending abundance of internet connected devices. Only a special few are putting their money where their mouth is. Eniac Ventures was founded in 2009 as the first independent seed stage venture firm investing exclusively in mobile technologies. From big data to commerce to gaming to enterprise and everywhere in between, Eniac’s robust portfolio of investments is shaking up what we believe about mobile, and capturing our imaginations in the process. We recently sat down with Founding General Partner Hadley Harris to talk about the future of mobile, anticipatory computing, and wearable mobile tech.
COMPANY PROFILE:
LOCATION: New York, NY
FOUNDED: 2009
FUNDS: $14.5M (Crunchbase)
WEBSITE: eniac.vc
WHY YOU SHOULD CARE:
Eniac is unique as a venture firm in its total focus on mobile, and its forward-thinking partners are the future of mobile, from Cameo (a social video sharing service), to Sonic Notify (a data delivery platform that uses ultrasound), to Ginger.io (a mobile health advisor, based on predictive data). They have a rare perspective on the mobile space, and have already seen measurable success with some of their partnerships. With mobile’s share of all media expected to continue to grow from 24.2% in 2014 to 33.5% by 2018 (MAGNA Global), Eniac is well-positioned to participate in an exciting media space.
Constant Content POV: Hacking Cameras For Brands
Smile, you’re (probably) on camera.
Security cameras were everywhere at CES 2014—and not just to keep an eye on the participants. Cameras have become a key component of the connected home, allowing people to visually check in while they’re away. As a result, we’re creating, storing, and starring in more image-based content than ever.
See the report below for leading examples of how brands are using cameras to connect with audiences in new ways.
IPG Lab Releases 2014 Outlook
We are really looking forward to a new year and the marketplace innovations that we hope will have a profound effect on media audiences in 2014. While we didn’t get everything right regarding our thoughts we had for 2013, that’s OK!
To us, what’s important is not what didn’t happen, it’s about why things didn’t happen.By understanding the “why,” we are better able to fine-tune our perceptions for what’s next.
For 2014 we would love nothing more than to point to 10 guaranteed disruptions, but we all know that it’s never safe to make assumptions in this business. To be effective, we need to be fast and we need to be curious. Our curiosity will lead us to discover, test, learn — and refine. And through this process we will fuel the next generation of communication strategies, tactics and creative.
These pages will give you a sense of what excites us for next year. Take a look and let us know what you think @ipglab; we’d love to hear from you.
NRF 2014: Recap of Retail’s Big Show
NRF is the National Retail Foundation, the world’s largest retail trade association. Every January, they put on “Retail’s Big Show”, a conference and exposition centered on “all things retail”. For many of our clients retail is critically important, so every year the Lab attends the show and logs both trends and interesting particular relevant technologies.
This year we found a couple key themes we feel will be important for marketers, especially those that operate physical retail stores or sell their products in them. Some major changes are starting to transform the way people navigate retail, and not just “showrooming”. Although not widespread yet, these changes are helpful indicators of things to come. We also found a handful of interesting specific technologies that could make an impact on retail environments in the near term for those looking to increase footfall, optimize their stores or boost basket size.
Download Full Report: NRF 2014 – IPG Media Lab Recap
CES 2014 Recap
Each year, the IPG Media Lab travels to CES to explore the changes happening in technology that will affect the way brands reach audiences in the future. This recap summarizes some of the most important themes we found , and gives examples of specific technologies that illustrate them. Our focus is to look at these themes and technologies through the lens of media, marketing, advertising and consumer behavior.
Download Full Report: CES 2014 IPG Media Lab Recap
