Trends Identified
Augmented Reality Gets Real
Let’s get one thing clear: Augmented Reality is not a new thing. It has been a very, very slow burn. From BlippAR- integrated magazines to interactive head-tracking promotions for movies, creative technologists, brands with more money than sense, and agency innovation leads – you know the kinds of people we’re talking about – have been trying to make AR happen FOR YEARS. And let’s be honest: it hasn’t. But things are changing...
2018
Key digital trends for 2018
Ogilvy
The End of Typing
ComScore says that 50% of searches will be done by voice by 2020. Gartner believes that by 2020, 30% of searches won’t involve a screen at all. At present, Google says that 20% of searches in the U.S. on Android devices are done by voice. In the UK, Deloitte found that 36% of smartphone owners are aware of voice search and 11% use it regularly. 60% of people using voice have started in the last year, according to Mindmeld. Voice searches are three times more likely to focus on a local topic than a text search. And people are shifting to voice for the obvious reason: It’s easier and more efficient than typing.
2018
Key digital trends for 2018
Ogilvy
The Tragedy of the Commons in Influencer Marketing
Influencer marketing only works when the communications are authentic – from the perspective of the audience. When influencers are offered a load of cash to pimp the latest product or service, the audience is usually tolerant for a while. But when an influencer veers towards shill too often, credibility loss and audience erosion are sure to follow. We know this because we’ve seen it before – with celebrities. Will.i.am isn’t a particularly valuable partner for brands these days (in our opinion), because everyone knows he’s for sale. And yet, some agencies and lots of brands are happy to stump up to established and emerging digital influencers and expect that the influencer will become a spokesperson for the brand. Over time, this threatens to disrupt the opportunity for everyone as audiences question the credibility not just of individual influencers, but of the whole medium.
2018
Key digital trends for 2018
Ogilvy
The Amazon Awakening
Amazon will be the most important emerging platform for digital advertising in 2018. This is not about product pages. It’s about thinking of Amazon as a useful platform for advertising in every part of the sales funnel. And they’ve got the product suite to match.
2018
Key digital trends for 2018
Ogilvy
Seriously Serious
Digital marketing has grown up. So has the Web as a whole. Both the grown up practice and the grown up medium are facing serious challenges which will and must be addressed in 2018. GDPR represents a positive step. There is also an array of initiatives to address problems with fraud in digital display and confront client concerns about programmatic buying. Platforms are working to make measurement more transparent and deliver a clearer link between marketing activity and business outcomes. A lot of progress will be made in 2018, but not enough. Governments will have to make progress on state-sponsored hacking. The security industry will have to make big progress to protect us from the ever-increasing volume of madness. These are needs well beyond the purview of marketers and probably unrealistic for much progress in 2018.
2018
Key digital trends for 2018
Ogilvy
Demographics
Over the next century, changes in the world’s demography – the characteristics and composition of the global population – are likely to be dramatic. This is not just about gross numbers; it is also about the age, lifespan, distribution and activities of people. The world’s population has climbed from 1.6 billion in 1900 to around 7 billion today, and is projected to exceed 8 billion by 2025 and perhaps 9 billion by 2050. Over 60 percent of the global population is likely to live in Africa and Asia by 2050.19 Approximately 70 percent of the growth is likely to occur in 24 of the world’s poorest countries.
2013
Now for the long term - The Report of the Oxford Martin Commission for Future Generations
Oxford Martin School
Ageing nations
The world’s population is getting older, with the population over 60 growing fastest.
2013
Now for the long term - The Report of the Oxford Martin Commission for Future Generations
Oxford Martin School
Mobility
As a share of the world’s population, migration today is less prevalent than it has been in the past, such as during the age of mass migration in the 19th century. Urbanisation is also occurring rapidly within our populations.28 In 1950, only three of every ten people lived in cities. In 2008, the number of people in cities was greater than that in rural areas for the first time.
2013
Now for the long term - The Report of the Oxford Martin Commission for Future Generations
Oxford Martin School
Rise of the middle class
Mobility is not just about geography; there is also an integral socioeconomic dimension. Over the next 40 years, billions more people are expected to join the global middle class.
2013
Now for the long term - The Report of the Oxford Martin Commission for Future Generations
Oxford Martin School
Empowerment through education
Access to primary education in particular is regarded as critical to socioeconomic mobility, and for this reason it has been an objective of the Millennium Development Goals (MDGs). Substantial inroads have been made this past decade in reducing the number of out-of-school children
2013
Now for the long term - The Report of the Oxford Martin Commission for Future Generations
Oxford Martin School