Fast Forward: Everything From Apple’s iPhone 7 Event That Brands Need To Know

Your guide to tech-driven changes in the media landscape by IPG Media Lab. A fast read for you and a forward for your clients and team.

The Highlights:

  • New dual-lens camera on iPhone 7 Plus opens the door for improved AR and 3D scanning.
  • Apple Watch Nike+ shows possibility for other brands to partner with Apple for branded products or Watch faces.
  • iOS 10 will be available next Tuesday, with the new, extensible iMessage, cross-device Apple Pay, and an option for limiting ad-tracking.

 

What Apple Announced

Apple kicked off its September press event on Wednesday in San Francisco with a two-hour keynote presentation. The Verge has great coverage of all the announcements that Apple made today. The announcements from the keynote that are relevant to brands and marketers include:

  • Apple eliminated the headphone jack and introduced wireless earphones called Apple AirPods, which come with tap-to-enable Siri support and should further familiarize consumers with voice-activated conversational interfaces.
  • The iPhone 7 Plus features a dual-lens camera that enables a new depth-of-field effect and opens the door for improved augmented reality (AR) and 3D scanning.
  • Apple announced APIs for capturing and editing Live Photos, allowing app developers to take advantage of the animated format.
  • The new Apple Watch Series 2 features faster app launch times, built-in GPS, and a “swim-proof” design.
  • Apple partnered with Nike to introduce a special Apple Watch Nike+, complete with personalized motivations for runners and custom NIke-branded watch faces.
  • The upcoming Mario game for iOS may be most notable now due to something not mentioned in the keynote: it features a “Notify” button in the App Store today, and tapping it will send a notification when the app becomes available.
  • iOS 10 will be available on September 13, bringing new features such as extended Apple Pay support, revamped iMessage, Siri support in third-party apps, and an option for limiting online ad-tracking.

FF iPhone 7 - cover

What Brands Need To Do

Get Ready For iOS 10
With its official release set for next Tuesday, iOS 10 will bring some of the most immediate changes and opportunities that brands need to get ready for. For starters, Siri support for third-party apps should come as welcome news as it enables brands to further integrate their services into Apple’s ecosystem. If they are in one of the supported domains like messaging or payments, branded apps should be extended to work via voice control.

The new iMessage allows brands to develop messaging-based apps as well as sell stickers based on their IP to promote their content in Apple’s native messaging app. iMessage Apps will be great for casual games and collaboration and particularly appealing to entertainment brands.

The new “Limit Ad Tracking” setting will make ad tracking and targeting for brand advertisers more difficult as it anonymizes the user’s IDFA. This presents a good reason for brands to shift towards a social-heavy media mix for mobile campaigns, as most ads on social networks are targeted by user profile and are therefore immune to this update. For more brand implications brought by iOS 10, check out our analysis on this year’s WWDC event.

Explore AR Possibilities
The dual-lens camera on the iPhone 7 Plus is an exciting addition because it opens the door for developing improved depth sensing and therefore new AR and 3D-scanning capabilities that brands will be able to create. For example, a CPG brand could develop an app that allows users to 3D scan their products and packaging and launch interactive digital experiences based on that.

For home improvement brands, the improved depth sensing would transform iPhones into a powerful preview tool for augmented reality-based customization, with more automation and less fiddling than what IKEA has in its AR preview app to allow customers to check if furniture they want would fit in their room. As dual-lens cameras become more widely available on mobile devices, brands will have more opportunities for leveraging AR technologies to create engaging experiences for mobile users. FF iPhone 7 - dual-lens camera

Consider Branded Tech Products
Apple’s partnership with Nike to create the Apple Watch Nike+ that specifically targets running enthusiasts signals Apple’s willingness to team up with select brands to develop branded products and features. In addition, Apple also has a standing partnership with luxury brand Hermès for the Apple Watch Hermès that comes with leather band and custom watch faces.

Besides Apple, we have seen examples of brands creating branded consumer tech products as part of their brand marketing efforts. Last year, Pepsi worked with Chinese phone manufacturer Koobee to create limited edition Pepsi-branded smartphones. In India, KFC created a meal box that doubles as a phone charger. The bottom line is a branded tech gadget is an underutilized way for brands to get the attention of today’s consumers, and more brands should consider exploring such partnerships.Apple Watch Nike+

How We Can Help

Please contact Client Services Director Samantha Holland (samantha@ipglab.com) at the IPG Media Lab if you would like more detail or want to schedule a visit to the Lab to discuss how your brand may benefit from integrating with Apple’s ecosystem, particularly in messaging and in the living room with Apple TV.

For previous editions of Fast Forward, please visit ipglab.com. Please reply with any constructive criticism or feedback. We want these to be as useful as possible for you and your clients, and your input will help us immensely.

 


How An iOS 10 Update Could Undermine Ad Targeting On iPhones

What Happened
Earlier this week, Apple unveiled a major update to their “Limit Ad Tracking” setting in iOS 10, which will give users more control over their “Identifier for Advertising” (IDFA) and the data that is shared with advertisers. In current iOS versions, activating this feature sends developers and advertisers the user’s IDFA and a flag indicating that the user wishes not to be targeted based on their location or behavior. In the forthcoming iOS 10, however, developers and advertisers will receive a zeroed-out value instead of the IDFA, effectively anonymizing all activity from users with that setting enabled.

Why Brands Should Care
According to Fiksu, 14% of iOS users currently have the “Limit Ad Tracking” setting turned on, so this update will at least somewhat undermine the tracking and targeting capability of mobile ad networks that rely on IDFA to target iOS users. For brands seeking to reach mobile consumers, however, this presents a good opportunity to reconsider your mobile strategy and shift towards a social-heavy media mix for your mobile campaigns, as most ads on social networks are targeted by user profile and are therefore immune to this privacy setting update.

To learn more about how brands can deal with the consumer resistance against seeing ads, please check out the Ad Avoidance section of our Outlook 2016.

 


Source: Fiksu

Fast Forward: Everything From Apple’s WWDC 2016 That Brands Need To Know

Your guide to tech-driven changes in the media landscape by IPG Media Lab. A fast read for you and a forward for your clients and team.

  • Apple released SDKs for iMessage, Siri, and Maps, allowing brands to integrate with those three platforms at the core of the iPhone experience
  • Apple Pay will work on mobile and desktop in Safari, allowing brands to create a seamless shopping experience, and will support third-party Watch apps
  • iOS 10 will add 3D-touch support and rich interactions to notifications, continuing a trend toward more powerful notifications

What Apple Announced
Apple kicked off its annual Worldwide Developer Conference (WWDC) yesterday in San Francisco with a jam-packed, two-hour keynote presentation. For a summary of the announcements that Apple made today, TechCrunch has a great summary. The announcements from the opening keynote that are relevant to brands and marketers include:

  • Apple Pay – including loyalty cards and coupons – now works with third-party Watch apps as well as on the web in Safari, which will make checkout seamless on both desktop and mobile.
  • The Messages app receives a massive makeover in iOS 10, gaining a more animated interface and tons of fun new features. Most importantly, Apple is introducing an App Store for iMessage, turning their messaging app into a platform that can be extended by developers and brands. These apps can be bundled with a full-fledged iOS app or they can be distributed independently.
  • Apple Maps in iOS 10 launches Map Extensions for developers to integrate services such as restaurant booking or ride hailing right into Maps
  • Siri SDK allows Siri to perform actions in third-party apps in supported domains, including messaging, ride-sharing, photo search, and payments via apps like Square Cash and AliPay.
  • Siri search in the new tvOS for Apple TV will include YouTube results, allowing brands to get in front of more people by partnering with YouTube creators.
  • iOS 10 beefs up notifications with rich interactions and 3D Touch support.

 

New noticificationsWhat Brands Need To Do
As iOS 10 introduces news ways to increase user engagement with apps by helping the system suggest your app to users at appropriate times, it is paramount that brands make sure to properly index their app content so that users can access in-app content and services through Spotlight, web search results, and Siri suggestions. Brands should make sure the locations and amenities of owned or partner stores, hotels, and restaurants are properly indexed for Siri so that users can easily access the information they need.

Between new rich notifications, Siri support for some types of apps, and widgets becoming available on the iOS lock screen, Apple has begun unbundling the app-centric model it helped create. Though these features are all delivered and supported by an installed app, it’s increasingly possible for users to never have to open the app itself to accomplish a task. Brands will have to work with developers to ensure their branded apps support these new features to maximize engagement.

For any brand that sells directly to consumers online, especially those in the retail and fashion industries, the updates for Apple Pay spell exciting new opportunities to create a frictionless shopping experience across devices. The new Safari integration allows customers shopping on brands’ websites to easily check out using Apple Pay on mobile browsers and, thanks to the Continuity feature in the new macOS, on their Mac devices as well. And the API allows brands to integrate Apple Pay into their Watch apps to provide a seamless purchase experience.

How We Can Help
Please contact Client Services Director Samantha Holland (samantha@ipglab.com) at the IPG Media Lab if you would like more detail or want to schedule a visit to the Lab to discuss how your brand may benefit from integrating with Apple’s ecosystem, particularly in messaging and in the living room with Apple TV.

For previous editions of Fast Forward, please visit ipglab.com. Please reply with any constructive criticism or feedback. We want these to be as useful as possible for you and your clients, and your input will help us immensely.