Category Archives: Technology

The re-emergence of the human voice in tech

mouth by darwin bell:FlickrIt’s difficult to escape the reality of the ‘always on’ society, that is creeping up on the world as mobile has become the first screen. It may seem that the human voice and the phone call have, in many cases been replaced with a few taps on the screen – a result of mobile payments and shopping, through apps and social networks.

Yet beneath all this, there is still value in voice for consumers; apps like Whatsapp and Apple iMessage have made voice recordings a focal part of their platform. Google has made ‘Ok Google’ the evolution of their platform on mobile as well as through wearable technology. Voice is back on the scene and everyone is using their phones with voice once again. Suddenly, Siri is making some sense. Read More »

Technology is making us rude – so how should brands respond?

Reading newspapers on SubwayI have a horrible confession to make. I broke up with my ex-boyfriend because he complained that I used my phone too much. In the middle of conversations, while we were waiting to be served in a restaurant and as soon as I woke up in the morning. So strong was my attachment to this small, yet infinitely connected 5-inch device, that in the choice between him and it, well… I chose ‘it’. But I think that says more about society than it does about me.

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VR is the new drug – why brands should respond to the desire for immersive experiences

Oculus RiftIf you’ve ever dodged a roaring Tyrannosaurus Rex or peered down from the top of a 1920s skyscraper, chances are you’re part of a rarified group with access to an Oculus Rift headset.

Augmented and virtual reality are opening the door to wild, eye-opening, fantastical experiences that until now have only been accessible through dreams or drugs. As leading VR expert and Stanford University professor Jeremy Bailenson has said: “Anything is possible in a virtual world… You can be 30 feet tall, you can be a different species.” Read More »

How did Israel become an ad tech giant?

Tel Aviv by Gabriel:FlickrSometimes, good things come in small packages. With only eight million residents, Israel’s entire population is roughly the same as London and a tenth of Germany. Yet, despite its size, Israel has already established itself as a leader in ad tech and is often credited with having the second Silicon Valley. Owing to a combination of geography, culture, and innovative minds, this nation has been able to pull well above its weight in the global tech scene. Read More »

How marketing can meet the challenges technology presents

marketing technology word cloudTrends show that by 2017, the marketing department will control the lion’s share of the technology budget with the CMO spending more on tech than the CIO, writes Henry Schuck of DiscoverOrg.

Marketing today is so driven by software and analytics (read: technology) such as predictive modelling, CRM and programmatic algorithms, that it’s added a new level of complexity to the marketer’s job.  The net effect organisationally has been to create a bewildering marketing landscape dotted with unfamiliar titles and departments, making it confusing not only for marketers, but also technology sales people trying to understand who decision makers are.

Here are of the challenges facing marketing departments as technology takes centre stage – and how to meet them: Read More »

Flash in the pan: Agencies need to embrace HTML5 in a multi-channel world

HTML5 – not just the latest buzzword in this content crazy worldThink back just ten years ago, when it seemed unimaginable that we’d be watching iPlayer on our computers, ordering groceries on a tablet and checking the news on our mobile phones – sometimes all at the same time. The fact is 40% of consumers are now multi-device users – switching from one device to another, or even using devices simultaneously, be it mobile, laptop, desktop or tablet. In fact, more than 60% use at least two different devices each day and nearly 25% move between three, according to a study conducted by Facebook in collaboration with GFK.

This multitude of users and screen time presents agencies and the brands they represent with an exciting opportunity to engage with their target market. However, a large proportion of this audience might not see the creative as it was intended – if at all – due to an over-reliance on using Flash software. It begs the question, why spend millions on mobile advertising using Flash when its production and delivery might render the creative obsolete and why is the alternative of HTML5 yet to be adopted by some agencies? Read More »

The Uberfication of everything – the psychology of digital disruption

uberValued at over $18bn, Uber’s app-enabled taxi service has put disruptive ‘convenience tech’ on the map and spawned a myriad of Uber-style businesses. But what makes Uber tick? Read More »

Sponsored: A marriage made in Shoreditch: Why Unilever wants London’s tech talent

Marc Mathieu003 (1)This article is brought to you by our partners ad:tech London

From Old Street’s Silicon Roundabout to West London’s Triangle, the capital’s much lauded tech scene continues to excite entrepreneurs, investors and politicians alike as we vie with the likes of San Francisco and Tel Aviv to become the world’s premier digital city.

Brands are the latest entrants to the tech party with global players investing serious capital in the technologies that will give their products and marketing the edge. Enthusiasm for ‘madtech’ (marketing and advertising technology) among brands is at an all-time high as social media, mobile and a data innovation lead a revolution of the marketing industry. Read More »

From wearables to useables: Marketers need to think bigger than the Apple Watch

Apple WatchWhen Apple’s chief executive Tim Cook recently unveiled the much-awaited Apple Watch, hailing it the company’s most personal device to date, I couldn’t help but think that’s only partially true.

Unlike iPhones, the real value to consumers with the new watch lies in its ability to morph into something larger than what’s sitting on your wrist.

For months now the industry has been buzzing about wearables. However, I think that term is misleading. The future of these devices is not about what a consumer wears, but how they behave.

I foresee a major transition when there is true interconnectivity between watches and other devices, homes and vehicles – the phenomenon that’s referred to as the Internet of Things. The innovators who can build novel apps will drive the watch’s adoption, not the device itself. Read More »

Could connected TVs offer another way for advertisers?

smart tvFor most of us, TV remains the focal point of our living rooms, however, a report by eMarketer predicts that in 2014, UK consumers will spend more time viewing digital media than watching broadcast TV. It is this shift towards online video streaming and on-demand TV – as well as an increase in multi-screen viewing – that is making it difficult for advertisers to reach their target audience through traditional linear TV alone.

This is the reason why advertisers have started looking towards connected TV (CTV), which can be used alongside mobile, tablet, and desktop, as a channel for digital video. CTVs are televisions that connect to the internet, allowing online video streaming, as well as web browsing and other online activities. As the benefits of multi-screen video advertising are being realised, CTV is expected to prove just as important as other screens for advertisers when vying for the consumer’s attention. Read More »