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WHY Report

January 5, 2017

Five Bleeding-Edge Mobile Marketing Trends in 2017

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For mobile marketing, a moment of transformation is at hand. This transformation will bring with it the following five trends: (1) Consumers redefine purchase boundaries; mobile marketing, brand partnerships deepen; (2) Department stores, mobile marketing partners tackle the 'Amazon Effect'; (3) Programmatic accelerates: brands, tech, marketing continue to invest; (4) Technology drives measurement, verification advances; (5) Next-generation creative, video redefine mobile engagements.

 

New year, new trends.

December 1, 2016

The Mixed Reality Revolution is Here, and It’ll Change Your World Forever

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The past 30 years have set the stage for technological and cultural change at an unprecedented scale. The digital world, however, holds little resemblance to our physical world — after all, the former is still governed by screens and 2D imagery. But that’s bound to change. The recent rise of Virtual Reality has brought new ways of experiencing information into the light, inspiring a new wave of interaction design and experiential software that enjoys a true sense of presence in digital worlds.

It's real and it's here.

October 24, 2016

Mobile Moves to Majority Share of Google's Worldwide Ad Revenues

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Google, which is set to report Q3 earnings this week, now makes more ad dollars from mobile than from the desktop globally, according to eMarketer’s latest estimates of ad revenues at major publishers. But in its home market of the US, that revenue flip is still in the (very near) future.

Mobile now reigns.

August 30, 2016

How Screens Turn Kids Into Junkies

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There’s a reason that the most tech-cautious parents are tech designers and engineers. Steve Jobs was a notoriously low-tech parent. Silicon Valley tech engineers enroll their kids in no-tech Waldorf Schools. Many parents intuitively understand that ubiquitous glowing screens are having a negative effect on kids. We see children who become bored, apathetic, uninteresting and uninterested when not plugged in. But it’s even worse than we think.

The digital drug.

July 28, 2016

How TV Tuned in More Upfront Ad Dollars: Soap, Toothpaste and Pushy Tactics

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In the modern era of TV, plagued by competition from streaming rivals, some ad dollars are better than others. During upfront haggling in 2016, executives at the nation’s big broadcast TV networks got super aggressive. In some cases, the networks threatened to do more business with a marketer in a particular category that would favor the highest rate hikes, leaving rivals scrambling.

The gloves have to come off.

July 11, 2016

The Great Tablet Gold Rush is Over

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Dell announced that it will no longer be selling Android tables and, instead, will be focusing on developing Windows-powered 2-in-1 machines. Why? Because the only two companies of the top-5 tablet vendors for Q1 2016 that saw growth were Amazon and Huawei. 

So long, tablet.

July 1, 2016

Why It's Time to Kill Advertising as We Know It and Start Building 'Storyworlds'

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This is the most exciting time in history to be a storyteller. Anything we can dream up is now possible. We now have a gazillion screens to tell our stories on. Stories can be multi-screened and complexly told across a variety of technologies. Every brand is a storyteller, and every person who creates and executes ideas for the brand is a storyteller in turn. The world is, at this very moment, a storyteller's oyster.

Dream it up and someone can make it.

April 28, 2016

Why Are We So Bored?

Today we have a myriad of possibilities for entertainment, 24 hours a day. Yet, with an attention span shorter than that of a goldfish, we find ourselves chronically bored. We’ve become so over-stimulated and fast-paced, that we need more entertainment to be entertained. But what we actually need is less stimulation and novelty to overcome long-term boredom.

Stop screen-tapping, start knitting.

April 27, 2016

More and more households are getting online solely through mobile devices

In 2015, the smartphone edged out the laptop as the most widely used computing device. Although wired broadband is still the preferred way to access the Internet at home, over 29% of households with a family income of under $25,000 get online solely though mobile devices, using the more generous data plans of mobile providers and programs such as T-Mobile’s Bing-On plan that lets customers stream Netfilix, Hulu, and YouTube without counting against monthly data allowances. If wireless carriers can continue to raise data caps, it stands to reason that more consumers, especially those who are more price conscious, will move to mobile-only Internet.

Cord-cutting, not just for TV.

March 22, 2016

Science Says to Stop Worrying About Teens and Kids and Tech

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Kids 6 to 12 years old spend an average of 6 hours a day in front of a screen. Did you just recoil? Probably. The world is up in arms about how the kids of today are going astray via devices and the internet. Today, it’s all about kids needing to get outside and get dirty, right? Well, make sure someone’s not trying to sell you detergent or something. :) Turns out, the world has always been up in arms about how the youth are off in a ditch - and, some recent surveys of youth actually show how online interactions can strengthen real-life relationships, and how well-adjusted most kids are these days in light of their innumerable connections and information sources.

 

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