In this month's digest we highlight four media trends for 2017, the new 'Theatre mode' feature to be released with iOS 10.3 and Virtual Reality trends for this year. We also draw attention to the Mayor of London's assessment of London's dance sector and Snap Inc's preparation for its first UK above-the-line campaign. Finally, we update you on Consider This' new brand and vision for the new year and beyond.
As we kick off 2017, Marketing Week has predicted four trends that will redefine media this year. These trends show that media as we know it, is about to be re-shaped and they include: live streaming, increased transparency in media buying, interactive out-of-home (OOH) advertising campaigns and 'screen agnostic' strategies.
1. Live streaming enters the mainstream
Until now, brands have looked upon live video streaming as a bit of a PR stunt rather than a serious addition to their marketing strategy. Well, all that is about to change in 2017 as we watch the live streaming services of the leaders in social networking expand their user base and the concept gain traction among consumers.
Leading into the new year there were already indications that brands would be utilising live video for more sophisticated purposes, such as product launches. For instance, Xbox used Twitter’s new Periscope Producer tool to live-stream the trailer for a new game, which attracted more than 300,000 viewers.
2. More transparency in media buying
Lack of transparency in media buying has grown over the past year after a damning report found widespread evidence of media owners paying rebates to agencies based on the amount they spend. This meant that agencies were prone to purchase media for their clients that were of no marketing use but were of financial gain to the agency.
Hamish Nicklin, chief revenue officer at Guardian News & Media, believes that increasing data transparency will be a key trend this year. This would certainly help overcome the problem of brands relying on “unverified and opaque data sources”.
3. Out-of-home becomes truly interactive
New methods of having the public interact with out-of-home (OOH) advertising made a huge leap forward in 2016 and is set to become more widely employed this year. Since advertisers have realised they can be used for more than simply raising awareness but to actually engage the public with such innovations as interactive touch screens and near-field communication (NFC), we can look forward to more revelations in this sector in the coming year.
Click to read more on out of home advertising, including some examples of successful campaigns and its new era.
4. 'Screen agnostic' strategies
In 2016 we saw many brands, such as sponsors of sporting events, use digital outdoor campaigns to showcase content from their social media feeds and thus encourage engagement from the public. This will accelerate in 2017 with brands looking beyond the screen to develop ‘screen agnostic’ strategies which enable them to achieve synchronisation across multiple media channels in one hit.
Less than a month after the release of iOS 10.2, Apple appears to be about to release iOS 10.3. Noted leaker, Sonny Dickson, has dropped a couple of hints regarding what might be in store, such as the inclusion of a new Theatre mode that will have its own icon in the Control Centre.
However, it’s anyone’s guess as to what this new Theatre Mode will entail. Speculation is that it will be a specialised phone-mode, ideal for environments like cinemas where discretion is vital.
Virtual Reality (VR) is getting bigger and better. According to AMD’s Roy Taylor, VR presents a world of opportunity, especially in the film and games industry, although the technology does not yet offer the exciting content that makes users rush to get home early.
Despite this and the relatively small number of users at the moment, predictions state that 750,000 VR headsets will be shipped before this year ends, and 2.7 million more will be shipped in 2018. These sales will be helped in no small way by what the industry has coined 'location-based VR', high-end VR experiences that occur outside your home using kits provided when visiting theme parks, museums, shopping centres, cinemas, games arcades, etc.
Information which has been obtained by an assessment of dance in the capital, commissioned by the Mayor of London, Sadiq Khan, will help to inform the upcoming ‘Cultural Infrastructure Plan’, identifying London’s requirements to sustain and develop its cultural offering up to the year 2030.
At the Creative Industries Federation anniversary party, Khan stated: “I’ll do everything I can to ensure London’s Creative Industries continue to flourish”.
The assessment will begin with a consultation with artists and organisations in the dance sector and will then map the sector visually, including information like studio spaces, dance venues, workshops and 'secondary spaces' across London. It will also highlight:
- At-risk dance organisations and assets
- Planning and licensing policies that are favourable to dance production and performance
- Sub-regional needs of established and emerging dance clusters
- Accessibility of public spaces for performances
Snapchat owner, Snap Inc., has contacted agencies in preparation of their first above-the-line campaign in the UK. The UK–specific campaign will include outdoor and digital activity.
Although we are aware that their Head of Creative Strategy, Will Scougal, has contacted creative agencies, a spokeswoman for Snap has said that no pitch is out for tender as yet. However, they are making the UK its non-US hub due to the strength of our creative industries and the large amount of advertisers based in Britain.
Last year, Snap Inc rebranded and launched a new hardware product, Spectacles – read about it here.
Consider This takes pride in our expertise, creativity and innovation when it comes to branding and developing strong corporate identities. To kick off 2017 we decided to give our company a brand new, bolder look.
We chose a striking contemporary design to better reflect our modern company which is constantly evolving. The strong colours and imagery create a lasting impression and identify Consider This as a recognisable market leader.
Furthermore, as we work with clients from a myriad of industries, such as the arts, education, recruitment, franchise, finance and property, we highlighted our strap line 'Multi-Media Marketing Agency' to ensure that the new design was encompassing, engaging, informative and would have a wide-reaching appeal across multiple sectors and multiple services.
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