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
Online harassment
Lawmakers, advocates and social media companies have been looking into ways to curtail online harassment in the wake of high-profile cases concerning cyberbullying and online threats. A January 2017 survey found that online harassment is a fairly common feature of online life: 41% of Americans said they have experienced some form of it, and among those ages 18 to 29, the share was 67%.
2017
Key trends shaping technology in 2017
Pew Research Center
2016 campaign hacking
In a survey conducted a few weeks before Trump took the oath of office, most Americans believed that Russia was behind the cyberattacks against Democrats during the 2016 presidential race. Roughly seven-in-ten Americans (72%) who had heard of these allegations said Russia was definitely or probably involved in hacking the Democratic National Committee and Hillary Clinton’s campaign, while 24% said Russia was probably or definitely not involved.
2017
Key trends shaping technology in 2017
Pew Research Center
Fake news
The 2016 election not only brought up concerns about cybersecurity, but there has also been widespread debate about the impact of fake news on social media – both in the presidential contest and beyond. Over the last year, social media companies have looked into new ways to address this issue.
2017
Key trends shaping technology in 2017
Pew Research Center
Discrimination in the tech industry
Diversity, inclusion and discrimination have become major topics in and out of the tech industry. Self-reported data from several leading technology companies show that women, blacks and Hispanics are often underrepresented in this fast-growing workforce.
2017
Key trends shaping technology in 2017
Pew Research Center
Driverless cars
Automation has the potential to reshape many facets of American life, including how people travel from one place to another. A survey conducted in May found that a majority of Americans – 56% – were more likely to say they would not want to ride in a driverless vehicle. When asked why, the most commonly cited major reasons were a general lack of trust and safety concerns.
2017
Key trends shaping technology in 2017
Pew Research Center