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LIONS DAILY NEWS

TUESDAY / JUNE 21 / 2016

FOCUS ON INNOVATION

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personalised advertising could be in the future — and that is what Chai hopes to demonstrate. “The brain has a greater ability to know what is wanted because it can crunch through data much faster,” he says. “At the moment, we’re allowing advertising to be based on the way machines communicate with humans. In the future, marketers will be able to target people with real-time advertising and deliver messages to their specific needs.” When it comes to the internet, here is what we’re grappling with. According to Wired magazine, it hosts 60 trillion web pages, millions of emails per second, texts, images, videos, sextillions of data, and now mass-produced virtual reality (VR), augmented reality (AR). Consumers take such access to digital media for granted; advertisers cannot afford to do so. They are constantly investing to keep up with consumers and stay ahead of competitors. They have to understand social media, ephemeral short-form and snack-sized videos on new but fast growing channels like Snapchat, Instagram, Periscope, Vine and Meerkat. Their costs include multi-platform delivery of content, plus customised and personalised advertising based on data and delivered in real time. And advertisers want to know what innovation agencies can bring to campaigns for consumers who do not need TV or newspapers. The internet is empowering brand owners, for example soft-drinks giant PepsiCo, to launch their own content production companies. YouTube multi-channel networks such as Vice Media, Disneyowned Maker Studios and online publisher BuzzFeed are competing against agencies to offer original branded entertainment. Print media colossus Time Inc owns INVNT, a global brand communications agency. Advance Publications, owner of Vogue magazine publisher Condé Nast, has acquired digital ad agency Pop. Computer behemoth IBM recently bought Resource/Ammirati, a digital marketing agency whose clients include Microsoft and Nestlé. Meanwhile, US tech giants Apple and Google and their Chinese counterparts Alibaba Group Holding and Tencent Holdings, are competing against General Motors, Toyota, BMW and Fiat Chrysler to dominate the future of electricity-powered

Yifei Chai

Absolut Labs offered a VR performance by Bob Moses to fans

“TECHNOLOGY AND ENGINEERING HAVE ALWAYS BEEN ABOUT EXTENDING HUMANS’ NATURAL LIMITS”

Lions-18-Innovation pt2+D+Z.indd 15

driverless cars. With some describing driverless cars as computers on wheels, marketers engaging with drivers of the future face new challenges. “Today, there are ways of providing more scalable information on the consumer but the critical point to make here is that the consumer is faster-moving and more fickle than ever before,” says Jonathan Chippindale, CEO of UK digital creative agency Holition, which has partnered with global media agency MEC for one of this year’s Lions installations. “As the consumer becomes more digitalised, so the tools for communicating to the consumer need to change. For example, augmented reality is an additional tool, which digs down to a deeper level of engagement. Great content can communicate the passion and personality of the maker and make it more appealing to the consumer.” “Driving taxis, working in offices, buying and selling ads, such routine jobs are already being automated,” says Martin Ford, US software entrepreneur and author of the 2015 New York Times best-selling book Rise Of The Robots: Technology And The Threat Of A Jobless Future. He continues: “In the near future, truly creative tasks will be safe because humans have a competitive advantage over machines. But remember that

software used to be shipped in physical boxes; it can now be delivered electronically. It’s a warning and we need to think about the implications now.” Ford will be discussing The Rise Of The Robots with Stefan Bardega, chief digital officer at Publicis media-buying subsidiary ZenithOptimedia, at Lions. “The influence of technology on creativity has already started,” Bardega says. “Facebook is creating video formats that are unique to its platform and this has forced creatives to think about the resulting constraints. For example, the fact that the videos’ sounds are off by default is a constraint a creative has to deal with.” Haydn Sweterlitsch, global chief creative officer at Seattle-headquartered international marketing firm HackerAgency, says we should not have to wait until 2020 before marketers start taking into account the 50 billion internet of things (IoT) devices predicted to be in existence that year. “As more and more devices become connected and start communicating with each other and with us, we’re going to see a scarcity of attention. And as attention becomes more scarce, we are going to need marketing campaigns that inform but never interrupt; that is calm technology,” he says. He also cites the Amazon Echo as an

20/06/2016 10:18 PM

Lions Daily News 2016 Issue 4 Tuesday June 21  
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