Posterscope’s Jeff Tan peers into the crystal ball that is CES to discover the latest trends for tech and brands.
CES is a crystal ball providing an exciting peek at how mainstream consumers will interact with technology and brands. It is a prophetic look into the future of marketing and there are several themes that are of importance.
The huge volume of gadgets that offered integration with Amazon Alexa (including televisions, fridges and alarm clocks) showed that Amazon is clearly ahead in the voice-activated speaker market. We will witness the battle of the voice platforms including Google, Microsoft and the rumoured Apple assistant.
Voice AI developments are coming as fast as autonomous vehicles. 1% of digital integrations are currently voice-activated, this will rise to 30% by 2020.
The platform battle will be won by whoever can provide seamless interaction and developer integration. This will require enormous data processing capabilities – the average person can type 40 wpm, but can speak 145 wpm.
Marketing implication: Brands will compete to be the first default recommendation in voice AI engines, e.g asking for restaurants, coffee brands or movies to watch. A parallel with the early days of search engine marketing could lead to a resurgence in audio advertising via optimized suggestions and paid bidding for voice activated keywords.
Face and gesture recognition
An increasing number of technologies are specializing in facial and gesture tracking with enormous potential for marketers, including Netatmo, an outdoor camera that recognizes people, cars and animals, and eyeSight, a gesture detection unit that allows the control of experiences via finger tracking and hand gestures.
Such technologies will lead to the retail store of the future that can scan a shopper’s eyelids and irises to detect what skirt she is looking at, and understand her facial clues that indicate emotion and whether she has a strong visceral reaction to the colour red.
Shopping malls will be able to detect personality type better than a real human and direct shoppers via digital OOH to certain aspects within the mall.
Restaurants will know who you are and your favourite wine as you enter, allowing waiters (or robotic waiters) to recommend pairing options accordingly.
Marketing implication: Retailers can capture and analyze data, providing real-time personalized recommendations for products based on current emotions or actions. Posterscope USA created the world’s first responsive facial recognition campaign for General Motors that displayed one of 30 videos to shoppers based on the age, gender and facial expression.
Security, privacy and the issue of trust
Large-scale hacking in 2016 drew attention to privacy issues; Yahoo, Verizon, Dropbox, and even the Democratic National Committee were targeted.
Today’s 11 billion global connected devices will increase to 80 billion by 2025. Companies that make these devices are typically not security companies, and popular culture such as Netflix’s Black Mirror has painted an image of a distrustful, connected society.
CES featured companies dedicated to security including Bit Defender Box, a network device that prevents hacking into connected home devices.
Marketing implication: Increased scrutiny of privacy is a good thing and needs to be taken seriously by marketers. Data protection should be revered at all costs and marketers need to respect the individual with the continued evolvement of data-driven, programmatic media.
Automation and the connected-everything
The old companies you thought you knew have transformed into smart-technology companies intent on making our lives easier via automating and connecting our utilities.
The Panasonic smart kitchen features a digital kitchen wall with video recipes based on your refrigerator’s contents. A smooth, marble bench surface is transformed seamlessly into a heated stove top as a pot is moved around the surface. Once dinner is finished the Whirlpool Zera food recycler can keep a garden healthy by producing 25lbs of compost a week.
Connected cars continued their dominance at CES with new models including the breathtaking Faraday, electric ride sharing Honda and Alexa-integrated Ford. In ten years most new cars will be autonomous, and for everyone else there are after-market retrofitted autonomous kits such as Delphi.
Even the sport of fishing didn’t escape automation with the PowerRay underwater robot combining fish-detection with VR live-streamed video.
Marketing implication: Automation is changing all aspects of our lives, both as consumers and marketers. The businesses we work in today need to transform to become technology and data led.
Our job titles in as near as five years’ time will be vastly different from today. The savvy marketer will adapt, retool and retrain today to stay relevant in the future. Taken individually, these trends are exciting. When combined, they’re mind blowing.
CES gives us a glimpse into the future of marketing, one of utility, automation and deep personalization. As marketers it will no longer be acceptable to blast consumers with a one-size-fits-all approach. Our role is to provide valuable interactions, hyper-relevant to the micro moments in consumers’ lives.
In the near future, the car I’m driving will detect that I’m drowsy by analyzing my face and driving patterns. She will say “Hello Jeff, you’ve been driving for eight hours. Why don’t you stop for a coffee? There is a Starbucks 1.5 miles ahead.” As I pass a digital billboard that triggers Starbucks content, I will turn into a parking lot to speak to a voice activated digital barista who already knows my order. The future of marketing is exciting.
Jeff Tan is vice president of strategy at Posterscope.
You can read the full article on Campaign Live here
Part Three: The Dynamic Difference – Using Real-Time Creative to Stand Out from the Crowd
Jeff Tan, VP Strategy, Posterscope
This is a four part series exploring the blurred lines between digital and OOH.
- Part One – Describes the 3 forces driving disruption in OOH
- Part Two – Explores Geo Audience Insights; using mobile data to inform OOH planning
- Part Three – Discusses how advertisers can utilize dynamic creative to stand out from the crowd
- Part Four – Examines the future of OOH buying and the shift toward real-time OOH
Dynamic, real-time, digital creative should be the cornerstone of every digital OOH Location-Marketing campaign. Advertisers running digital OOH creative should not simply replicate whatever they did on static vinyl, or god-forbid, their print creative. They should consider how a consumer’s mindset may differ by time of day, day of week, or location.
Research on the effects of dynamic content on brand and message recall reveal that dynamic, contextualize content results in a 20% increase in content awareness, and a staggering 53% increase in message recall.
If you have the opportunity to show a unique message to a consumer based on their location, time of day and attitude, why would you not do this?
Someone walking down Wall Street 9am on a Wed morning will likely be in a different mindset compared to walking around Soho 9pm on a Saturday evening.
The 9am Wall Street consumer will likely be thinking about caffeine, getting to her meeting on time, and the work day ahead.
The same 9pm Saturday evening Soho consumer will likely be thinking about cocktails, getting to the bar on time, and the evening’s activities ahead.
Technology advances now mean we can use data feeds to optimize creative in real-time. Social feeds, user generated content, traffic, weather, client sales data, CRM, sports scores, train data etc.
A bottled beverage company could showcase a 9am Wall Street messaging saying: “It’s 75 and sunny today, stay hydrated on your way to your next meeting”. A 9pm Soho message could focus on a fun, uplifting evening message.
Here are three examples of how OOH advertisers utilized dynamic content in an effective way.
To promote the new Microsoft Cortana voice-assistant, an ambitious dynamic-content OOH activation built awareness and understanding by showcasing the experience of Cortana in everyday locations.
10,000 hyper-localized pieces of dynamic content via 240 creative templates were shown daily via Posterscope’s Liveposter real-time creative platform. Messages were aligned via real-time data sources such as weather, transport data, time and sports scores to reflect consumers’ daily behavior, lifestyle and interests.
Coca Cola wanted to find a way to connect with Gen Z’s; notoriously social-media addicted, fame-craving, tech-savvy, hard-to-reach…and drinking less soda than ever.
An experiential OOH campaign was developed in Times Square that helped celebrate the meaning, stories and things-you-didn’t-know about your name.
Visitors were encouraged to tweet #CokeMyName to view a personalized, dynamic story in real-time about their name, broadcasted on digital screens for the public to see. Based on the insight that Gen Z’s are craving their 15 seconds of fame, their personalized story was displayed for exactly 15 seconds; just enough time to snap a selfie and post on social media.
Chevrolet Malibu needed to stand out from the hugely competitive mid-sized sedan market to launch its new 2016 model. By utilizing new-to-market vehicle recognition technology to identify oncoming competitor cars, Chevrolet displayed dynamic, real-time competitive conquesting messaging on a digital billboard.
An algorithm used machine-learning to hone in and recognize the unique identifier grille of each oncoming vehicle, much like a unique finger-print.
Malibu’s target audience values safety and fuel-efficiency. So, the creative messaging revolved around these themes. “The Chevrolet Malibu has more safety features than your Nissan Altima.”
By focusing on the opportunities that real-time data driven content can provide, the OOH Location-Marketing industry can elevate its perception to that of dynamic, technology-focused and real-time.
Posterscope USA, along with partners Quividi, EYE Corp Media and Engage M1 designed and executed a campaign for the GMC Acadia featuring technology that anonymously detected gender, facial expression, age and composition of the passing audience and then served responsive and engaging branded content targeted to that specific audience.
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The campaign, which ran for 8 weeks at the Santa Monica Place shopping mall, marked the first time globally that responsive facial recognition technology was linked to dynamic displays to present personalized content in an out-of-home campaign.
“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” said Jeff Tan, head of strategy at Posterscope USA. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”
Posterscope and their partners fitted eight digital screens in Santa Monica Place Mall with video sensors and Quividi’s audience and context aware platform that anonymously detected and determined whether a passing shopper was a man or woman, alone or with a group or part of a couple or a family, adult or child or even frowning or smiling. No data or images of any type were collected, stored or shared at any time, ensuring privacy.
Once detection was made, the digital screens were populated with fun and humorous creative video content and brand messaging promoting the virtues and features of the GMC Acadia tailored to the identified audience. The screens also featured a number of interactive games, both for children and adults, like Simon Says and a virtual staring contest, all of which were designed to further deepen engagement and maximize viewer interaction with the screens.
“The ability to personalize content and messaging to a variety of target audiences really came to life in this campaign,” says EYE Corp Media CEO Jeff Gunderman. “Through this partnership with Posterscope, GMC and Quividi, we were able to showcase the power of digital place-based screens when combined with cutting edge technology.”
“Posterscope, EYE Corp and Engage M1 collectively pushed the limits of real-time personalization at scale,” said Ke-Quang Nguyen-Phuc, CEO of Quividi. “Our VidiStudio interactive scenario designer tool made possible the implementation of more than 200 interactive audience-aware experiences, making the GMC Acadia campaign the most comprehensive automated DOOH project to date.”