Advertising & Marketing


The internet of things (IoT) has a wide-ranging impact across many categories, from healthcare to travel. And consumers are even embracing smart home devices. However, when it comes to purchasing an IoT device, cost is a top barrier.

Smart TVs are by far the most common devices internet users in China have implemented as part of the internet of things (IoT). Forecasters expect they will continue to be the top smart home device in the country.

Agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.

Thomas Meyer, co-founder of Mobile Now Group and a veteran of the China mobile scene, encourages Western brands to advertise and sell via WeChat.

Craig Dalton, co-founder and CEO of Dodocase, talks about how the maker of smartphone and tablet cases entered into the business of creating custom Google Cardboard viewers for brands and highlights some recent campaign examples.

Eric Oliver, director of digital marketing for outdoor apparel brand The North Face, talks about his company's approach to creating and distributing immersive virtual reality (VR) experiences using 360-degree videos.

The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

Almost all web users know something—however vague—about the internet of things (IoT). But many worry about the privacy implications.

At first mention of the internet of things (IoT ) for healthcare, Fitbits, Jawbones and smart watches probably come to mind. These devices have received a strong dose of media hype, but they are just the tip of the iceberg in a growing infrastructure that is bringing meaningful connectivity to the business of health.

Many brands prefer to upload their videos directly to Facebook, according to research from quintly. YouTube videos only make up roughly one-quarter of all videos posted by brands on the social network.

While “internet of things” has just recently become a business catchphrase, the IT-driven travel industry has been working for years to incorporate internet-enabled components—including smartphones and tablets, wearables, sensors, communication networks, data hubs and analytics programs—into its business.

Marketers in India continue to keep their eyes on digital—but they don’t think the channel will generate more revenues than it did last year.

Companies like Wal-Mart, Target and Amazon have been flocking to YouTube to run branded content and advertising campaigns. Digital video ad spending on the Google-owned platform continues to grow, and is expected to maintain the biggest share of US video ad revenues through 2017.

Many marketers are interested in how to engage consumers on social media. But not all users are interested, and even those who are can get turned off. According to October 2015 research in Spain, attitudes differ dramatically between users who do and don’t follow brands.

David Anderman, chief business officer of virtual reality (VR) media company Jaunt, talks about the capabilities the firm provides to create immersive video experiences, how it works with brands and important measures for success with VR content.

It’s little wonder that the path to purchase has become an omnichannel one with the rise of digital and mobile channels of product discovery and purchase—especially when an array of problems can send internet users running to a different device.

TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio.

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.

Alexandre Sagakian, vice president of research and data at Qriously, discusses how college students engage with ads.

Internet users in Japan who are exposed to mobile video ad campaigns have better awareness, interest and purchase intent than those who aren’t—but it helps brand metrics even more when such ads are combined with TV commercials.