Internet of Things

2016 Predictions and Trends

For the First Time, Advertising To Surpass $500 Billion In 2016

IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan.  “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
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Source: http://www.mediapost.com/publications/article/265493/advertising-to-surpass-500-billion-in-2016.html

IoT Will Become Omnipresent in Our Lives

Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources.  Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.” 
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Source: http://www.mediapost.com/publications/article/265353/2016-iot-predictions-big-data-beacons-wearables.html

Fewer but More Creative Ads in 2016

Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead.  In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
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Source: http://www.campaignlive.com/article/better-creative-fewer-ads-6-trends-will-define-2016/1377923

Native Advertising: FTC Guidance and IAB Concerns

The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising.  Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.”  While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance. 
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Source: http://www.iab.com/news/iab-concerned-about-ftc-guidance-on-native-advertising/

Multichannel Online Behavior Can Predict Online Consumer Purchasing

This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
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Source: http://www.thearf.org/journal-of-advertising-research-online-access/

How the Internet of Things Is Changing Online Marketing

Neil Patel discusses the impact of The Internet of Things (IoT) on marketing, which he feels is the next big thing in this Forbes article.

Among the implications of IoT for marketing, according to Patel:

-On-demand services are expected everywhere.

Consumers have higher expectations of convenience in the Internet age, and marketing must cater to that expectation in terms of both promise and delivery.

-Smart marketing connects social data to online devices.

Marketing should strive to make it easier for consumers to interact with their connected devices and to enhance social interactions between devices and their owners.

-The Internet of Things means that big marketing data is getting even bigger.

Patel suggests that useful and surprising marketing data about consumer preferences and habits could invigorate marketing.

-Smart marketing deploys specific solutions to thing-related problems.

IoT will enable a greater degree of target marketing in terms of both demographics and psychographics.  Additionally, IoT will allow marketers to predict and deliver solutions based on consumer needs.

-Nothing is unmarketable.

IoT will also enable marketers to reach deeper into the lives of consumers to offer them products, services, and solutions.

Patel also refers to surveys of marketers who believe that the marketing impact of IoT will exceed the significance of big data, mobile marketing, and personalized transactions.

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83% of Technology and Business Stakeholders Capture IoT Data, 8% Make the Most of It

The intersection of the Internet of Things (IoT) and big data has great business impact potential. This article by Chuck Martin, writing for Media Post, presents findings from the study “IoT Meets Big Data and Analytics.”  This study, conducted by Dimensional Research for ParStream, sought to understand the stakeholder experiences and challenges related to IoT. The study presents the results of an online survey of 200 business people with professional responsibility for IoT projects.

Among the findings:

-While 83% of these stakeholder collect data, only 8% are making the most of it by fully capturing and analyzing it in a timely fashion.

-77% view data collection and analysis as important in their IoT projects.

-44% believe there is too much data to analyze effectively.

-36% feel that it is difficult to capture useful data.

-34% of the respondents either don’t store or don’t analyze any IoT data.

If the challenges involved in IoT projects could be resolved:

-76% of respondents would collect and store more data.

-70% believe they would make improved business decisions if they were able to capture and store data faster and more cost effectively.

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