SXSW Interactive '15 Trends Recap

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BPN RecapSXSW 15

Began in 1987Held annually in Austin, TX10 days of panels, keynotes, media presentations, workshops, music showcases, film screenings and moreBroken into three main sessions:Interactive: 3/13 - 3/17Music: 3/17 3/22Film: 3/13 3/21What is sxsw?

// #Began in 1994Fastest growing segment of SXSW2015 featured:800+ interactive sessions51,000+ registrantsSpans a variety of topics including technology, media, mobile, software, gaming, social, etc.sxsw Interactive

// #The reason every marketer should attend sxsw:The sensory overload has become a metaphor for the modern world.-- Tim Leake, Adweek// #It has gotten so big that the agenda doesnt revolve around a singular theme anymoreEveryone has a different experienceHowever, there are some commonalities:

Sxsw is what you make of it // #TECHNOLOGY TRENDSTHE QUANTIFIED SELF 2.0Robotics and ai becoming more accessibleAugmented reality/vr = new storytelling engines// #The quantified self 2.0WHATS NEXT?

Big data as the new wonder drugVast amount of data from devices need analytical algorithms to decipher itSmart textilesIncorporating nano-technology for performanceProvide haptic feedback to users

Wearable technology and apps are growing in popularity Devices expected to total 50B by 2020Apple Watch sold more units in one day than Android Wear in all of 2014Is the Apple Watch the beginning of smart watches or the end of cell phones?// #Robotics and artificial intelligence are becoming more accessibleWHATS NEXT?

Advances in automationex. Resource management: massive inefficiencies in energy and aviationAugmented intelligence: man + machine (see: Iron Man)Robots and AI will become smarter reason about reasoningNot just rule driven (0s and 1s)Rank patterns of behavior/interest for predictive applicationData + hyper-connectivity + advancements in processing power = growth of AISlippery slopeGreat potential to help mankindRange of negative consequencesex. Massive unemployment as a result of job automationex. Technology takes over, a la Terminator// #Augmented reality and virtual reality are the new storytelling enginesWHATS NEXT?

Potential application in the fields of:Visual commerce/virtual showrooms (ex. Lowes Holoroom)EntertainmentMusicSportsJournalismNot just for gamers anymoreImmersive experience for usersHeadsets (ex. Oculus Rift) will be challenged by mobile devices (ex. Samsung Gear VR)

// #MARKETING TRENDSThe Death of adsUbiquity of beacons and connected devicesempathetic design puts experience firstMoving beyond cookie based targetingPersonalization vs. Privacy// #The death of adsWHATS NEXT?

Native, content based approach will become the new normalFocus on environment, user experience and delivering value (see: GoPro, Red Bull)Time spent buying models vs. CPMs, CPEs, etc.Quality of consumer interactions, not volumeFinding ways to adapt to new screens will mean less reliance on IAB standard unitsConsumer attention = scarce commodity and they want instant gratificationStorytelling is keyBehave like tomorrows programmers, not yesterdays marketersPush vs. pull messagingConsider scale vs. platformConsumer behavior and context changes from platform to platformFragmentation is a challenge, requiring agilityAs experiences become more intimate, quality must increase// #Coming soon: the ubiquity of beacons and connected devicesWHATS NEXT?

Connected smart technologies, aka the Internet of ThingsPotential for many applications, such as in homesComing, but not a reality yetMarketers talk about it, but most consumers do not know what this meansWalled gardens will challenge data flowNumber in the thousands. Will soon reach millionsMainly used for commercial purposes todayIn-store sales triggered by beacons projected to grow 10x in the next year (to $44B+)Micro-level targeting reaches consumers at shelf/POSComplement to standard, macro level targeting (ex. geo-fencing)// #empathetic design puts experience firstWHATS NEXT?

Marketers trying to find ways to augment experiencesWhat can you provide to the consumer journey that will add value?Flexible permissions/enhanced preferencesGreater control for consumers over the flow of data

User centered design approach intended to provoke emotion and influence behaviorExperience economy = winning based not only on products, but also on user experienceBe careful things like push notifications have a fine line between helpful and annoyanceFocus on surprise and delight// #contextual mobile ux in the beacon wearable age

BPNs own Chris Hiland addresses the panel about the experience economy// #Moving beyond cookie based targetingWHATS NEXT?

Expect a shift toward targeting via ID based social platforms (Facebook/Twitter)Provide utility for usersLoaded with data for marketersOpportunity for cross-device targeting and sequential marketingDeliver scale

Cookie based targeting is hitting its limitServer logs and cookies are not real people (ex. shared computers)Weak offline connectionCross device targeting is difficult// #Brands trying to find a balance between personalization and privacyWHATS NEXT?

More privacy controls for consumers Opt-in / opt-outConsumers will expect more transparency in terms of what data is collected and how it is usedFacial recognition technology in-storeGive and take for consumersGive up information in exchange for more relevant adsEx Machina / TinderControversial tactic, but effective in creating that 1:1 connection

// #WHAT IS THE NEXT EVOLUTION?// #MINORITY REPORT? Gesture controlled computers

Reconnaissance drones

Augmented reality

Personalized ads


Be prepared

// #Sxsw can be overwhelming:HAVE A GAME PLAN, BUT BE FLEXIBLE

Considerations:What are your goals? What are you trying to accomplish while youre there?What are your areas of interest?What topics are we discussing within the agency/with clients?Who are the keynote speakers for the session?// #Pace yourself

// #and dont let fomo win


// #QUESTIONS?// #