Tech Plays in the Quest for the Iron Throne (2015-2016)

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Kingdom of
Mobile Video
Connecting the
Omni-Channel Islands
Kingdom
of the reach
The VR & AR
Marshes
The Deeplinking Sea
The Ad Lands
Plains of The Mobile Environments
Wearables & IoT Mountains

Kingdom of
mobile video

People already spend more time watching video on mobile than on desktop. Larger screens, HD quality, great sound, affordable data plans, and abundant 4G bandwidth are all fueling this explosive growth. As a result, there’s a huge increase in money spent on mobile video advertising ($4B projected in the US alone this year). This engaging format attracts high-quality users from ad campaigns promoting mobile apps, because these users have a better understanding of what the app experience or gameplay offers. As this trend continues, expect the money to flow with big brand dollars pouring in. Source: eMarketer
"A Lannister always plays
his videos on mobile." -Tyrion Lannister-

GOOGLE

  • Youtube TrueView app install
  • Video app install
  • "Billions" of daily views on Youtube, more than half on mobile
  • YouTube Connect live streaming app (report)

FACEBOOK

  • 8 billion daily views
  • Automated captions
  • Live video streaming

TWITTER

  • Mobile video app install ads
  • Periscope

SNAPCHAT

  • 8 billion daily views
  • 3V ad: Vertical, Video, View

PINTEREST

  • Cinematic pins
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Connecting the
Omni-Channel Islands

Although consumers constantly switch between devices - from their smartphone, tablet, work PC and home laptop - they expect to be treated as the same person. However, this expectation is rarely realized because most brands still struggle to create a streamlined view of their users - one that connects their online and offline activities. With the so-called 360-degree (or close) view being the “Iron Throne” of digital marketing, the tech giants are heavily invested in this battle zone.
"You are in the presence of jon.snow_137@gmail.com, buyer of
shoes in store, researcher in mobile web,
purchaser in app, viewer on TV." -Missandei, Advisor to Khaleesi-

APPLE

  • Apple TV allows cross-device app purchases
  • ~1.5 million US stores with Apple Pay
  • Apple Pay to launch in China

GOOGLE

  • Cross device measurement comes to DoubleClick
  • At least 600 million connected users (est.)
  • 1+ million US locations with Android Pay
  • Analytics 360

FACEBOOK

  • 950M cross device users reached

AMAZON

  • Dash button
  • First brick-and-mortar store opened

SAMSUNG

  • 5 million Samsung Pay users

TWITTER

  • Cross-device conversion tracking

ADOBE

  • New Audience Core Services
  • Location-based personalization
  • 'Co-operative' initiative

ORACLE

  • Maxymiser acquisition
  • Match Multiplier
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Kingdom of
the reach

The content discovery battle in mobile is all about winning over users who demand an engaging experience that loads almost instantaneously on their devices. Since users are, for the most part, unwilling to pay for content, Facebook’s Instant Articles, Apple News, Snapchat’s Discover and others will compete to help publishers utilize new revenue streams beyond their brand websites and mobile app audiences.
"Content is King of the Andals and the First Men, Lord of the Seven Kingdoms, and Protector of the Realm." -Announcer-

FACEBOOK

  • Instant Articles

GOOGLE

  • Amp

APPLE

  • Apple News

SNAPCHAT

  • Discover

TWITTER

  • Moments

FLIPBOARD

  • End Cards
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The VR
& AR Marshes

The next big thing with an estimated $150 Billion market size by 2020, AR & VR promise to captivate users with exciting, immersive experiences. The sky is truly the limit here. This also opens major opportunities for marketers who are eager to find new and attractive ways to interact with consumers. With storytelling tools that have never been available before, VR & AR have the potential to shape the way people are entertained, the way people shop, and the ways marketers engage audiences for years to come. Source: Digi-Capital
"MSQRD? That was us." -The faceless man-

GOOGLE

  • Cardboard
  • YouTube 360 video
  • Durable head set (report)
  • Project Tango (rumor)
  • Pop-up book patent

APPLE

  • 5 relevant company acquisitions
  • Developing own headset (rumor)

FACEBOOK

  • First Oculus product
  • 360-degree video and ads

SAMSUNG

  • Gear VR headset
  • 360 degree camera

MAGICLEAP

  • AR pioneer raises $800M series C

MICROSOFT

  • HoloLens

SONY

  • Playstation VR

INTEL

  • New AR headset using RealSense 3-D tech (report)

AMAZON

  • Building VR content platform (rumor)
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The
Deeplinking Sea

Today’s users demand a consistent digital experience and they no longer tolerate any friction. That’s why the tech giants are working hard to join the fragmented mobile environments together with deeplinking. This technology allows users to enjoy a connected experience with relevant content on their devices rather than a broken, disjointed one -- as they navigate between apps or between apps and the mobile web.
"Different roads lead to the same castle. Mobile web or apps, a click shall take you to the proper page you seek to land on." -Jon Snow-

APPLE

  • Universal Link
  • Universal Link from device search

GOOGLE

  • Android M support
  • App indexing opens app content from search
  • Deeplinking without selector prompt

FACEBOOK

  • App install ads

SNAPCHAT

  • New deeplinking feature

ORACLE

  • Deep links in push and email messages

ADOBE

  • Deeplinking supported within Marketing Cloud
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The
Ad Lands

In an effort to provide better ads for users and tackle the growing adoption of adblockers, new advertising formats are all about improving the user experience. Video, interactivity, native, and even trial runs within advertisements have ushered in a new era in mobile advertising: engaging and ultra-quick loading time is in; disrupting, data-consuming and time-wasting is out.
"Unsullied! Slay the pop-ups, slay the interstitials, slay the flickering banners,
but harm no child." -Khaleesi-

GOOGLE

  • 60-second trial run
  • Youtube TrueView app install
  • Real time ads
  • Velocity-driven ads (patent)

FACEBOOK

  • Carousel for mobile
  • 360-degree video
  • Canvas
  • Instagram app install ads
  • Messenger ads (rumor)
  • Instant Articles video ads

PINTEREST

  • Buyable pin
  • Native video (coming soon)

TWITTER

  • First-view video
  • Rewarded video ads (MoPub)

SNAPCHAT

  • 3V ad: Vertical, Video, View
  • App Install
  • Advertorials (test phase)

ADOBE

  • New push and in-app messaging feature

ORACLE

  • In-app messaging alongside email, social, push, SMS, MMS

APPLE

  • Apple News native ads
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Plains of
The Mobile Environments

Although mobile users largely prefer native apps, the mobile web is alive and kicking with over 60% of smartphone users accessing their browsers at least once a day, mainly for searching. Both will continue to play key roles: Google is promoting the open mobile web because of its reliance on search (and search dollars), but it is also invested in apps; Facebook and Apple are app-centric, but they also recognize the importance of the mobile web and are investing in this front. Sources: Nielsen, MillWard Brown
"When The Queen proclaims one King and the King's Hand proclaims another, who do they follow? The man who offers the
ultimate user experience." -Lord Varys-
Apps

APPLE

  • App-centric Apple TV
  • Apple News
  • Safari ad blocking with iOS 9

FACEBOOK

  • Instant Articles
  • Instagram
  • Messenger

GOOGLE

  • Google Now on Apple
  • Google Play downloads set for 3x growth by 2020

ADOBE

  • App Creation & Management Tool

MICROSOFT

  • Cortana as iOS and Android apps
Mobile Web

GOOGLE

  • "Mobilegeddon"
  • Amp
  • Streaming apps from search
  • App install interstitial penalty

APPLE

  • Web Markup

FACEBOOK

  • Audience Network
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Wearables &
IoT Mountains

As internet-connected mobile devices are starting to extend well beyond smartphones and tablets, a huge development effort is underway, with the tech giants battling to fortify their positions in this $1.7 Trillion (est.) industry. A lot of cool gadgets from connected fridges to connected cars will make our lives tech-ier than ever, and each innovation will offer new opportunities, challenges and skills for consumers and marketers alike. What could a smart-fridge say about the people eating from it? When used appropriately, the data stored inside can be as powerful as the appliance itself. Source: IDC
"Battle analytics knowledge is a weapon.
Arm yourself with a wristband before
you ride forth to battle." -Master Aemon-

APPLE

  • Apple Watch
  • "Every major carmaker" on board with CarPlay
  • Driverless car plans (rumor)
  • HomeKit - home automation framework

GOOGLE

  • Android Auto - in-car voice-enabled software
  • Actively testing self-driving car
  • Android Wear 2.0
  • Brillo IoT platform

MICROSOFT

  • Microsoft Band 2
  • Azure IoT Suite
  • Windows 10 IoT Core

SAMSUNG

  • Samsung Gear S2
  • SmartThings IoT hub

AMAZON

  • Echo
  • AWS IoT
  • Dash button

ORACLE

  • IoT Cloud

ADOBE

  • Adobe Target for the Internet of Things

IBM

  • $3B investment in IoT Division

SNAPCHAT

  • Building smart glasses (rumor)
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