1. SXSW 2014 Recap March 13, 2014 Source:IPGMediaLab
2. 2013 IPG Media Lab. Proprietary & Confidential 2 The Lab
@ SXSW Each year the Lab sends a small team to SXSW with three
primary objectives: Gather strategic insights on trends that affect
the media and consumer behavior landscape Find new technologies
that are relevant to marketers Create content that is useful to the
IPG network, our clients and beyond
3. 2013 IPG Media Lab. Proprietary & Confidential 3 Themes
We Noticed This Year Anticipatory Computing: Media companies are
striving to make content more accessible and relevant, with varying
success. Notification Nation: New devices are helping people stay
in touch and explore their world. Data Doing Good: Examples of this
theme ranged from virtual conversations with Julian Assange and
Edward Snowden to multiple panels on privacy, security, and the
value that people derive from sharing data. Generation Y and Z:New
messaging apps are flourishing, with more competitors trying to
appeal to fickle, younger audiences.
4. 2013 IPG Media Lab. Proprietary & Confidential 4 Twenty
Interesting Technologies SXSW famously stars companies both big and
small. Some have been around for generations and are trying to
launch a new product, some companies are only a few days old. In
curating technologies to watch, we apply two key filters to
determine whether something is interesting enough to be on our
radar: Is this technology relevant to marketers? Is this technology
innovative in some way? The following slides contain our picks for
the best of what we saw this year.
5. 2013 IPG Media Lab. Proprietary & Confidential 5
End-to-end BLE (aka iBeacon) retail solution. Can be used like
other BLE products for ambient awareness of location within a store
triggering push notifications. Primary use though is for close-
range NFC-like interactions. For instance, a user can hold their
phone near the beacon and a coupon can be loaded onto their loyalty
card via the store app. http://www.shelfbucks.com/ Shelfbucks
Source: retailsolutionsonline.com
6. 2013 IPG Media Lab. Proprietary & Confidential 6 A ring
that can light up in up to 300 different colors and/or vibrate. A
user can pair it with a mobile app to assign different colors to
different contacts and applications. Brands can utilize this form
of notification with their own apps to engage consumers in a fun
and more subtle way than traditional mobile alerts.
http://ringblingz.com/ Our Interview: http://labt.ag/1cTC4Cw
Ringblingz Source: IPG Media Lab
7. 2013 IPG Media Lab. Proprietary & Confidential 7
Developing modular wearable technology, starting with NEX Band
aimed at tweens. Wristbands are composed of inexpensive modules
that are collectible and tradable. The "mods" can blink and
vibrate, and can connect with a mobile app, a beacon or each other.
Marketers can launch branded mods with campaign-specific
functionality. http://www.mightycast.com/ Our Interview:
http://labt.ag/O3ZoY4 MightyCast Source: IPG Media Lab
8. 2013 IPG Media Lab. Proprietary & Confidential 8 Glass
frames that include an HD video camera. They pair to your mobile
device and sport twice the battery life of Google Glass. The
heads-up display is a simple colored LED light that flashes
notifications. The price point is a fraction of Google Glass.
Brands could potentially encourage owners of these glasses to
submit user-generated videos that tie into their product
experiences. http://www.epiphanyeyewear.com/ Epiphany Eyewear
Source: IPG Media Lab
9. 2013 IPG Media Lab. Proprietary & Confidential 9
Although this intriguing wearable technology is not yet released,
it has already made a big splash with its hugely successful
Kickstarter project. Ring has an accelerometer in it, and it pairs
with a mobile app on your device. It can then translate the
movement of your finger to actions on the device. It can launch an
app, or even type something out as you spell it in the air.
http://logbar.jp/ring/ Ring Source: IPG Media Lab
10. 2013 IPG Media Lab. Proprietary & Confidential 10 A
small piece of hardware that plugs into the headphone jack of your
mobile device and emits a specific odor based on actions within an
app. They can build single-scent devices, or make devices that
accept a variety of cartridges. They partnered with Oscar Meyer to
make a branded custom edition of their unit that reproduced the
smell of bacon. http://www.scentee.com/ Scentee Source: IPG Media
Lab
11. 2013 IPG Media Lab. Proprietary & Confidential 11
FDA-approved thermometer plugs into headphone jack of iOS or
Android device. Transmits health info and location to cloud without
PII. Platform can then get a sense of the overall health situation
of a given geographic area. Willing to co-brand devices with the
right marketing partner. Ad inventory is also available within the
app. https://www.kinsahealth.com/ Our Interview:
http://labt.ag/N7FPgK Kinsa Smart Thermometer Source: IPG Media
Lab
12. 2013 IPG Media Lab. Proprietary & Confidential 12
Networked devices that sense the air quality, temperature,
humidity, and other environmental factors in a given room and relay
them to a mobile app. Brands focused on better-living could explore
co-branding opportunities or incorporate user data into their
campaigns in creative ways. http://cubesensors.com/ Our Interview:
http://labt.ag/1gd8VGZ CubeSensors Source: IPG Media Lab
13. 2013 IPG Media Lab. Proprietary & Confidential 13 Their
core competency is the printing of playing cards, but in recent
years they have expanded into special cards that can trigger
interaction when placed on an iPad by simulating multi-touch.
Brands could make their apps come to life using this printing
technology. Animal Planet recently launched a game where physical
collectable cards spawned virtual animals when placed on an iPad.
http://www.cartamundi.com/en Cartamundi Source: IPG Media Lab
14. 2013 IPG Media Lab. Proprietary & Confidential 14 An
iPad app that lets you craft handwritten messages inside greeting
cards. These then get printed, stuffed, stamped and mailed for you.
Looking for brands to partner with on special life event verticals.
Brand could offer this service either as an incentive for larger
basket size or reward for loyalty. http://feltapp.com/ Our
Interview: http://labt.ag/N7GdMp Felt Source: IPG Media Lab
15. 2013 IPG Media Lab. Proprietary & Confidential 15
Technology that touch-enables video. Their cloud service takes
uploaded video and auto-identifies possible hot spots. Publishers
can then identify what each hot spot links to (e.g. product). As
users touch things they like in the video, they build a shareable
boutique along the lines of a Pinterest board but shoppable.
http://cinematique.com/ Our Interview: http://labt.ag/1gd6Pad
Cinematique Source: IPG Media Lab
16. 2013 IPG Media Lab. Proprietary & Confidential 16 A
social aggregation hub that pulls together user generated content
from different sources into one master view based on applicable
hashtags. Brands can integrate this service into their web
properties, mobile apps, or even digital signage at events.
http://fliptu.com/ Our Interview: http://labt.ag/1cTBUeE Fliptu
Source: IPG Media Lab
17. 2013 IPG Media Lab. Proprietary & Confidential 17
Algorithm analyzes online video content and creates a collage of
the most interesting stills, replacing the traditional single-image
thumbnail. They are white-listed for Twitter cards, and thus can
drive more traffic to tweeted videos. Part of the collage can be a
native ad quadrant linking off to a specific product.
http://www.cinemacraft.tv/ Our Interview: http://labt.ag/1cTCfxI
Cinemacraft Source: IPG Media Lab
18. 2013 IPG Media Lab. Proprietary & Confidential 18
Mobile web app that facilitates the collection of real-time
reactions from survey participants. Can be deployed at scale to
gather a large set of data points. Brands could use this platform
to test ad creative, or it could be used as part of a second-screen
experience wherein viewer sentiment is reflected in a live
broadcast. http://www.reactlabs.com Our Interview:
http://labt.ag/N7GCOX React Labs Source: IPG Media Lab
19. 2013 IPG Media Lab. Proprietary & Confidential 19
Webcam-based emotion- recognition technology that can be used to
test and optimize ads at scale. Cloud-based platform can analyze
uploaded video collected from user surveys.
http://eyeristechnologies.com/ Our Interview: http://labt.ag/N7GKOe
Eyeris Source: IPG Media Lab
20. 2013 IPG Media Lab. Proprietary & Confidential 20
Native ad platform for mobile apps with social feeds. They can take
your existing Facebook ad creative and automatically re-format it
to look like native content in a wide range of other apps. They
have an SDK making it easy for publishers to integrate their
technology on the client side. http://www.namomedia.com/ Our
Interview: http://labt.ag/1gd784P Namo Media Source: IPG Media
Lab
21. 2013 IPG Media Lab. Proprietary & Confidential 21 A
social media app with audio as the centerpiece. Users can record up
to 10 minutes of sound. They select a thumbnail, a caption
(optionally with hashtags) and geotag their post. The posts of
others they follow appear in a feed, not unlike Instagram. Brands
could use this tool in a manner similar to other user- generated
content apps. Fan engagement and contests are two examples.
http://eevzdrop.com Our Interview: http://labt.ag/1qrrrQk Eevzdrop
Source: IPG Media Lab
22. 2013 IPG Media Lab. Proprietary & Confidential 22
Mobile app that allows friends to seamlessly combine photos taken
around the same time at the same place. Albums are auto-created
based on timestamp, GPS and phone contacts, with strict privacy
controls in place. Sponsored photos could be contributed by brands
either within the album feed or possibly within albums.
http://www.shoto.com/ Shoto Source: IPG Media Lab
23. 2013 IPG Media Lab. Proprietary & Confidential 23 Video
messaging mobile app that records the reaction of the person to
whom the video is sent, and transmits a video clip of it back to
the sender. They aim to fill the gap between Whats App and Vine.
They are reporting high user engagement and have been approached by
a media owner for the possible enhancement of a reality show.
http://www.samba.me/ Our Interview: http://labt.ag/1cTBFQw Samba
Source: IPG Media Lab
24. 2013 IPG Media Lab. Proprietary & Confidential 24
Mobile device charging stations that offer the user the opportunity
to side-load free or paid content into their devices while they are
charging. If the user chooses to load the content onto their phone,
they can be shown ads while the file transfer is taking place. They
already have units out in the field as part of a deal with Live
Nation venues. http://coolnerdkiosk.com/ Cool Nerd Kiosk Source:
IPG Media Lab
25. 2013 IPG Media Lab. Proprietary & Confidential 25 Major
brands are now appearing at SXSW, showing that interest in the
startup mindset has reached even the largest corporations. Both
Apple and Samsung were promoting their music services: Apple held
the iTunes Music Festival, while Samsung launched a new free radio
service, Milk. The latter will be only available to newer Galaxy
device owners and will be ad-free. Ostensibly this means they are
absorbing royalty costs as a way to incentivize device purchase.
Brand Activations Source: IPG Media Lab
26. 2013 IPG Media Lab. Proprietary & Confidential 26
Futuristic food was another major attraction: IBMs Watson served up
recommendations for unusual ingredient pairings, resulting in
surprising dishes like Austrian Chocolate Burrito, while Oreo 3D-
printed flavored cookies based on trending Twitter topics. And of
course, no festival related to technology would be complete without
cats: Grumpy Cat had her own showboat to greet adoring fans while
promoting Friskies. Brand Activations Source:IPGMediaLab
27. 2013 IPG Media Lab. Proprietary & Confidential 27
Looking Back at Our Outlook Earlier this year, we published our
2014 Outlook. You can download it here: http://labt.ag/1cTD9dK Weve
seen some of these themes play out as we traversed SXSW and
discovered interesting technologies. In fact, many of the ones weve
highlighted in earlier slides can be directly mapped to our
Outlook.
28. 2013 IPG Media Lab. Proprietary & Confidential 28
Looking Back at Our Outlook Anticipatory Computing More intuitive,
less intrusive technologies are making it easier for people to
interact with devices and access just what they want e.g.
Shelfbucks, Cinemacraft, Ring, Samsung Milk Music Notification
Nation Inventive solutions are alerting people to access the
information they need in unexpected ways e.g. MightyCast,
RIngBlingz, Scentee
29. 2013 IPG Media Lab. Proprietary & Confidential 29
Looking Back at Our Outlook Data Doing Good Everyday activities can
become opportunities to monitor, learn and improve performance with
smart devices. e.g. Kinsa, CubeSensors, Cinematique, ESPN, NFL
Generation Z Clever apps and devices appeal to younger audiences
desire for novelty and experimentation. e.g. Samba, Felt,
Eevzdrop
30. 2013 IPG Media Lab. Proprietary & Confidential 30
Besides gathering insights and scouting interesting technologies,
the Lab also produced compelling content while in Austin. You can
catch up on all our blog posts here: http://labt.ag/1iAVCDG and our
video content here: http://labt.ag/1iAWmst Learn More Source: IPG
Media Lab
31. 2013 IPG Media Lab. Proprietary & Confidential 31
Thanks For any questions or more CES information, please visit
http://ipglab.com or get in touch: [email protected] @ipglab
