Carat Juice #188
The latest freshly squeezed trends and news from the world of media.
Trend: Beneficial Intelligence
In this day and age, we’ve all experienced the rise in consumer’s demand of our brands and no category is immune from their seemingly boundless expectations. However, despite our best efforts, human capability is ultimately restricted by limitations. As a result, more and more brands are turning to Artificial Intelligence (AI) as a means of keeping up. As this trend continues to gain traction, in 2016 it will evolve into a more ‘Beneficial Intelligence’ (BI) and brands will begin to employ AI technologies as a way to deliver utility and differentiated value to their customers. Swedish train operator, Stockholståg, is already thinking BI by developing an algorithm which predicts train delays two hours in advance with an app, and warns passengers of changes in departure times. Ultimately consumers are shouting - ‘Save me time, save me money. Make me a better person, make things easier’ therefore in 2016, brands that offer intelligent and beneficial services will win with consumers.
XBOX Makes a Game of OOH
To promote the recent release of ‘Rise of the Tomb Raider’, Xbox pitted eight Lara Croft fans against one another in a ‘Survival of the Grittiest’ outdoor activation in London. At the mercy of the voting public, who participated live via social media, eight contestants - with limited details around the prize available - were placed on a billboard for an epic 24-hour endurance challenge and subjected to various extreme weather conditions as chosen by onlookers from around the world. The activation crowned only one survivalist a winner, yet fans of the franchise everywhere got to play along creating hype around the release.
Drone Delivery Arrives
The concept of drone delivery has been circulating for a while, and now with online retail giant, Amazon stepping up to the plate, it’s one step closer to reality. In a two-minute promotional video (viewed by more than 5million users to date) the business announced the ‘upcoming’ Prime-Air delivery service, designed to enable delivery by drone within 30-minutes of placing an order. While drone delivery in Australia may still be a while away, the impact of such offerings, paired with increasing consumer expectation for convenience, still poses a major threat to more traditional retailers.
Trending for a Cause
Every year, people from around the world get together to showcase their support for World AIDs day, all raising the profile for the estimated 34 million people living with HIV. This year has been no different. Banding together on Twitter, users and brands united to have #WorldAIDsDay trending globally in a bid to drive fundraising & awareness initiatives. The key was to be shareable and inventive to drive engagement and ultimately donations. From a pop-up kissing booth, to Durex’s #condomemoji, and Uber’s Ride (RED) initiative, many brands successfully harnessed the day's momentum.
Google Asks Users: Choose Your Side
The world has gone Star Wars crazy in the lead up to the release of The Force Awakens on December 17 and not even Google is immune to the fever. The search super power is getting amongst the action by asking users to choose the Light Side or the Dark Side. By taking part, users ignite a customised experience integrated across their various Google apps. For example, YouTube's progress bar appears as a lightsaber, and in Google Maps, your position marker becomes either a TIE fighter or an X-Wing. This highly shareable experience is awakening the force across the internet through the hashtag #ChooseYourSide.
Australia Leads Programmatic
Data from Nielsen and US-based Pathmatics has revealed that Australian advertisers buy nearly half of all digital inventory through programmatic services. The tow organisations launched their partnership last week, allowing for the delivery of device-level insights into the Australian digital ad market, bringing more transparency to advertisers. Ads across desktop, mobile, and tablet are all recording a higher share of programmatic activity than the equivalent devices in the US. While ahead of the US, the majority of video inventory is still traded directly.
News Grows Home Category
News Corp Australia has acquired a 25 per cent stake in hipages, a leading classifieds website for hiring tradespeople. Hipages, which started in a small garage in 2004 and now boasts over 200 employees, “has consistently demonstrated innovation and strong management” says News Corp CEO Peter Tonagh. The acquisition, he says, is part of a wider plan to further develop and grow the property and home services category in Australia. The publisher already owns realestate.com.au, CareerOne and carsGuide.
NEWS OF THE WEEK
Carat Australia: B&T Media Agency of the Year
This week we hijack our Client News section to bring you some very exciting news… The votes have been counted and we are proud to announce that Carat Australia has officially been crowned B&T 2015 ‘Media Agency of The Year’ and ‘People’s Choice Agency of The Year’. The wins were announced at last week’s B&T Awards held at Melbourne Town Hall. Ad-land’s best and brightest turned out in force to recognise some of the great work produced in 2015. Competition was fierce, and Carat was recognised among some of Australia’s top media agencies. We were honoured to win the Media Agency of The Year Award, with the win only sweetened further by taking out the People’s Choice award for Agency of The Year, decided via popular vote against industry creative and specialist agencies. The awards round out what has been a great year for Carat Australia, and have us very much looking forward to what will be a fantastic 2016.