Author: Lab Team

Adobe To Supercharge Retail Management With HoloLens Apps

Posted on by Lab Team

What Happened
Adobe has created three apps for Microsoft HoloLens that aims to supercharge retail management via data visualization. As reported by ZDNet, the trio of new AR apps consist of:

• Traffic paths. Using the HoloLens, store managers can view augmented data above the floor of a store showing what percentage of people have traveled down those paths. This would likely be recorded with beacons or cameras.

• Digital mirror overlays. By overlaying graphics onto a smart mirror, a store manager can see information about user demographics, such as how many items have been tried on in which color, and how many of those purchases converted

• Giving voice agents an augmented display. Screens provide a canvas for rich information display and interactivity that isn’t practical with voice output, at least today. By taking advantage of a virtual display, HoloLens users can interact with an agent such as Cortana and see visualized analytic information about their businesses wherever they might be in a room.

What Brands Need To Do
These new AR apps developed by Adobe highlight the potential of augmented reality in business use cases, granting retail managers the superpower of understanding customer behaviors and traffic patterns in stores in real time, which, in turn, allows them to more effectively allocate their resources and offer better customer services.

This retail use case is but one of the many ways augmented reality will transform the customer experience and help brands blend their digital assets into real-world scenarios. As AR technology continues to develop apace, more brands need to start thinking about ways that they can leverage it to create an enhanced customer experience with contextual and personalized offers.

Source: ZDNet

 

Microsoft Licenses Patents To Toyota For A Seat In Connected Car

Posted on by Lab Team

What Happened
Microsoft has officially joined the connected car race by announcing a new “auto licensing program” that lends its proprietary technologies in navigation, entertainment, and voice recognition to automakers, Toyota is the first partner to license Microsoft’s technologies, but the Japanese company offers no detail on exactly what it plans to use the patents for.

Up until now, Microsoft has relatively taken a back seat in the connected car development compared to its arch-rivals Google and Apple, revealing last year that it has no intention to build self-driving cars. This new licensing program seems more likely to offer components that can help auto brands to build a Windows-powered in-car infotainment system a la Apple’s CarPlay, which is a considerable step-down from the ambitious ”Windows in car” concept it had planned.

What Brands Need To Do
Regardless of its level of sophistication, this move by Microsoft serves as the latest harbinger in the transformation that the auto industry is going through. According to the estimation of market research firm Gartner, Inc, there will be a quarter billion connected vehicles on the road by 2020, enabling new media opportunities to reach customers while they are in the car. As connected car becomes the next battleground for consumer attention, brands should seize the opportunity to reach in-car consumers with personalized value offers through the dashboard and integrated digital channels.

 

Source: The Verge

Sony Sponsors NCAA “Boss Button” For March Madness Viewers To Promote PlayStation Vue

Posted on by Lab Team

What Happened
Sony took a fun and unorthodox way to promote PlayStation Vue by creating a branded “Boss Button” for basketball fans who are watching the NCAA March Madness games at work. Also known as a panic button, the Boss Button allows slackers watching the game on NCAA’s site to quickly switch to a normal-looking PowerPoint file titled “Progress Score” whenever someone important walks by (this doesn’t work in offices with an open floor plan, obviously). If they happen to take a second look at the presentation, they will find that it is actually an ad for PlayStation Vue, Sony’s OTT TV streaming service. NCAA has been putting Boss Button on their online media player for March Madness games since 2006, but this is the first time a brand has been integrated into this goofy feature.

What Brands Need To Do
This is a cool example of how brands can think outside the box to reach customers in unexpected places. At a time when ad blockers and ad-free streaming services are helping millions of viewers avoid ads, brands and media owners need to take proactive measure and experiment with new ways, such as sponsored content and native integrations a la this Boss Button, to win back the eyeballs.

 

Source: ReCode

 

Header image courtesy of Sony and NCAA

Now You Can Live Stream March Madness Matches In VR

Posted on by Lab Team

What Happened
As we get deeper into the NCAA March Madness games, viewer enthusiasm is running high and the NCAA is set to capitalize on the fervor with VR live streams. Six games including the Final Four national semifinals and National Championship game — will be available for immersive viewing via the new NCAA March Madness Live VR App available on the Oculus Store.

Unlike previous sports VR streams that networks like NBC or Fox Sports have offered, which were accessible once viewers authenticate with their cable TV account to access a single-POV from a single courtside 360-degree camera, these six VR games will require viewers to pony up a few extra dollars on a tiered, pay-per-view basis. A higher-priced gold tier access will come with multiple camera angles, as well as dedicated in-game commentary and analysis from three analysts, providing viewers with a holistic VR viewing experience.

What Brands Need To Do
By combining the immersive power of VR and the immediacy of live streaming, sports events are a particularly good match for creating live VR content that more media owners should explore to fully engage their audience. This new NCAA VR initiative went one step further by creating a powerful viewing experience for the fans, representing a step in the right direction in terms of how media companies can work with content creators to fully unlock the potential of VR storytelling.

With the quickening pace of VR content development and the increasing number of platforms supporting VR content, virtual reality is fast becoming the next frontier for content creators and media owners to explore. As the audience size for VR content continues to grow, it is important for brands to follow the good examples set by early adopters like Marriott Hotels and JCPenney, and start developing branded VR content in order to capitalize on the growing consumer interest in immersive experiences.

How We Can Help
Our dedicated team of VR experts is here to guide marketers through the distribution landscape. We work closely with brands to develop sustainable VR content strategies to promote branded VR and 360 video content across various apps and platforms. With our proprietary technology stack powered by a combination of best-in-class VR partners and backed by the media fire-power of IPG Mediabrands, we offer customized solutions for distributing and measuring branded VR content that truly enhance brand messaging and contribute to the campaign objectives.

If you’d like to learn more about how the Lab can help you tap into the immersive power of VR content to engage with customers, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: TechCrunch

 

Snapchat Debuts Live Video Ad For Turner

Posted on by Lab Team

What Happened
Snapchat continues to experiment with new ad products, as it aired its first live-streaming ad last night for Turner network to promote TruTV’s “Upscale with Prentice Penny” series. Turner ran the ad spot during a red carpet event for the show, which invites users to swipe up on the ad to watch a 360-degree live stream of the event, which offers viewers a behind-the-scenes look. After the live event ended, Turner also ran Snap Ads throughout the evening that redirect users to watch a trailer for the series.

What Brands Need To Do
This is a commendable attempt on Snapchat’s part to bring livestreaming into its ad offerings, injecting a sense of immediacy that goes well with Snapchat’s now-or-never philosophy of phenomenal messages. It also serves as the latest example of brands exploring the unconventional ad products that Snapchat offers. Just last Friday, whiskey brand Jameson ran branded Snapchat geofilters at 75 bar districts around the country to celebrate St. Patrick’s Day. As Snapchat doubles down on its ad business as its user growth start to slow, it is time for brands to reconsider their media mix and consider adjust the ad budget to include it to reach mobile customers where they already are.

 

Source: Variety

 

Facebook Live Challenges Twitch By Adding Support For Gameplay Broadcast On Desktop

Posted on by Lab Team

What Happened
Facebook is one-upping Twitch by expanding its live video capabilities to all desktop users. Previously, only Page owners can start a live broadcast from a desktop device. Now, any Facebook user can go Live directly from Facebook’s desktop website via their webcam, or hook up their professional equipment and software to the desktop devices for a more polished livestream. This also means users can now broadcast gameplay from their computer, which will put Facebook Live in direct competition with Twitch.

What Brands Need To Do
As formidable as Facebook’s massive user base may seem, Twitch doesn’t have much to worry about in the short term as it will take considerable time and efforts for Facebook to cultivate a vibrant gamer community that Twitch has already locked in. Nevertheless, this move signals Facebook’s recognition of esports and the big media opportunity it presents. If it can continue to improve its Live video product to accommodate gameplay broadcasts, the social network might just carve out a space for itself amongst the fierce competition between Twitch, Ustream, and YouTube Gaming.

As companies race to capture the young, male-skewing eSports audience, brands, especially those seeking global recognition, need to start leveraging the massive reach of eSports events and platforms via sponsorships and ads.

 

Source: The Verge

 

Amazon Extends Alexa Voice Shopping To Include Prime Now Deliveries

Posted on by Lab Team

What Happened
Amazon Prime members can ask Alexa to get their groceries delivered within hours, thanks to the latest expansion of the voice assistant’s shopping capabilities. By integrating Prime Now programs into Alexa, Amazon is pushing the envelope on Alexa’s ecommerce capabilities and make it more deeply ingrained in Prime members’ daily lives. Beyond grocery products, Alexa can also order fast deliveries for smaller items such as video games from local stores. Some cities, such as Seattle, Columbus, and Cincinnati, will even get booze delivery via Alexa.

What Brands Need To Do
As Amazon continues to improve Alexa’s capabilities and integrate it with existing services, users will likely get more comfortable with voice shopping, thus presenting a new dilemma for brands in reaching customers via a voice-based conversational interface like Alexa. Short of partnering with Amazon to put your products atop the voice search results, which Amazon has yet to start doing, a good solution is for brands to develop their own Alexa skills. For example, beer giant Anheuser-Busch recently launched an Alexa skill that guides users through various workout routines designed to burn off the calories of a beer, which is a cool way to establish a brand presence on Alexa devices while providing extra value to customers.

According to a report from analytics firm VoiceLabs, about 33 million voice-first devices will be in circulation by the end of 2017. Therefore, It is up to brands to start working with developers to figure out their brand voice and incorporate conversational tools into their marketing efforts.

How We Can Help
The Lab has extensive experience in building Alexa Skills and chatbots to reach consumers on conversational interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The “Miller Time” Alexa Skill we developed is a good example of how Dialogue can help brands build a conversational customer experience, supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.

If you’d like to learn more about how to effectively reach consumers on conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: VentureBeat

 

Ford Tests Automated Kiosks For 24/7 Vehicle Drop-Off Service

Posted on by Lab Team

What Happened
Ford is working with Panasonic and GoMoto, a company that specializes in car dealership technologies, to create Smart Service Kiosks that allow car owners to drop off their vehicles for repairs or basic maintenance tasks like alignment, oil changes, and inspections without having to talk to anyone. Once the dealership is finished with the tasks, owners will get an email alert to pick up their cars and pay the costs at the kiosks. The service will begin as a 90-day trial at a Ford dealership in Birch Run, Michigan.

What Brands Need To Do
This automated kiosk from Ford is a notable attempt to digitize the off-hour drop off service that some dealerships already offer. Essentially an ATM machine for car maintenance and repair services, the kiosk simplifies the process and modernizes the customer experience for car maintainance. By creating a digital interface for this service in the form of an automated kiosk enables users to manage their repair services and receive updates on their mobile devices, allowing Ford to establish a new digital touch point to reach customers for post-sale engagements. More brands should consider creating such digital tools to enhance their services or physical store experiences.

 

Source: Engadget

Pottery Barn Experiments With AR To Offer Virtual Furniture Previews

Posted on by Lab Team

What Happened
Pottery Barn joins a growing list of lifestyle and home goods brands that are experimenting with mobile-based augmented reality technology to create a better shopping experience. The company is set to launch a 3D Room View app, which will allow users to add and move holographic models of furniture items in your room. They can also change the color of certain items to see what fits their room decor best before they purchase.

The app is built upon Google’s Tango AR platform. Pottery Barn says the preview service will start with a trial program in San Francisco, although the app will be available for all to download later this month.The company also has two other AR-powered web-based virtual preview tools in the works.  

What Brands Need To Do
Many of Pottery Barn’s competitors, such as IKEA, Lowe’s, and Wayfair, have launched their own AR-powered preview apps, so it makes sense for Pottery Barn to catch up. Choosing to build the app on Google’s Tango AR platform limits the mobile devices that it can run on, but it works as a starting point as the Tango-enabled tools are intended for in-store demonstration only. As more and more furniture sellers embrace AR technology to address one of the biggest concerns of online furniture shoppers – “how will this item look in my room?” – more opportunities that AR can enable for the online customer experience await for brands to explore.

If you’d like to get some help to figure out how augmented reality can enhance your customer experience and drive new opportunities for your brand, or simply to try out the HoloLens demo we have to experience the transformative power of AR, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: Engadget

Header image is a promotional image courtesy of Pottery Barn

Amazon Brings Alexa To iOS Via Main App Integration

Posted on by Lab Team

What Happened
Amazon has integrated Alexa into the iOS version of its main app, allowing iPhone and iPad users to interact with the popular voice assistant right on their mobile devices. IOS users can tap a microphone icon in the Amazon app to use Alexa to shop on Amazon.com by voice, play music and audiobooks, asking Alexa questions, checking the news, and accessing the 10,000 and counting Alexa skills, including the one we made for getting Miller Lite delivered to your door using Drizzly.

The move by Amazon makes Alexa available for a much wider audience who might not have Amazon Echo or Fire devices, expanding the reach and introduce more users to its ecosystem of Alexa-powered services and hardware products.This would help Amazon further conquer the digital assistant market and, in turn, give Amazon more conversational data to improve Alexa.

What Brands Need To Do
For brands, the expanded reach should make Alexa a more attractive platform to develop voice-based conversational experiences for. Earlier this week, Amazon announced it is applying promotional credits for developers that use Amazon Web Services for hosting Alexa skills, making it free for brands to build and host their Alexa skills.

According to a report from analytics firm VoiceLabs, about 33 million voice-first devices will be in circulation by the end of 2017. Therefore, It is up to brands to start working with developers to figure out their brand voice and incorporate conversational tools into their marketing efforts.

How We Can Help
The Lab has extensive experience in building Alexa Skills and chatbots to reach consumers on conversational interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The “Miller Time” Alexa Skill we developed is a good example of how Dialogue can help brands build a conversational customer experience, supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.

If you’d like to learn more about how to effectively reach consumers on conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

Source: Ars Technica
Header image is a promotional image courtesy of Amazon