NEW YORK – IPG Media Lab today released its annual Outlook report, examining the market forces, new technologies and consumer shifts that affect the way we buy and create media. Based on the Lab’s continuous analysis of media trends, the report points to another exciting year in 2015, identifying a host of new opportunities and challenges for brands in the ever-changing world of media creation and consumption.
“We live in a world in which two billion people carry powerful computers in their pockets everywhere they go. Mobile is no longer something to support. It is everything; an absolutely ubiquitous platform that goes way beyond being simply a ‘second screen. In 2015, no brand can afford to overlook it,” said Chad Stoller, Managing Director of IPG Media Lab.
The Lab is confident that 2015 will be the year of ‘Intimate Computing’ as technology continues to enter into our lives in ways that tap deeply into who we are. Rather than providing us with mere functionality, the report indicates that our devices provide us access to emotionally significant experiences of all kinds.
“In 2015, we’re finally seeing the next wave: a series of personal, mass-market computing and media experiences, leveraging our homes, our cars, and our bodies, all built on top of the mobile device. We’re in the early days of an era of Intimate Computing, one in which people’s lives and their mobile devices are now completely intertwined,” added Stoller.
The IPG Media Lab believes this growing intimacy creates incredible opportunities for brands to engage with consumers in ways never before possible. They are calling this new domain the ‘Internet of Thrills’ – a network of emotional exchanges between brands and consumers.
“We’ve seen enough cautionary examples to realise that experiments in this exciting new world can go wrong,” said Stoller. “And what’s more, we believe the online world is rapidly approaching Peak Distraction, the point of inflection where content can no longer easily find its intended recipient through all the clutter.”
“We predict that there will be some more slip ups as brands try to overcome this threshold of distraction to pinpoint the consumers they want to reach with the content those consumers want to see,” Stoller continued.
IPG Media Lab’s strategy is to generate Measurable Intimacy, developing more personalised techniques along with performance-based measurements to deliver the right ads to the right people in the right place at the right time.
To access the full report, visit: http://www.ipglab.com/outlook2015
