Floor 9

Modern marketing has primarily been a game of influence via mass media channels. But thanks to the ongoing digital transformation, consumer attention is getting increasingly fragmented and spread across multiple platforms. The old guards of media are losing their grips on consumer attention and has been ceding grounds to the rising digital influencers. In this week’s episode, Scott sits down with the Lab’s strategy team to talk about the shifting source of influence, the status quo of influencer marketing, where this space is going, and how brands most effectively tap into the power of influencers.What We Covered: The democratization of media influence as attention fragmentsThe parallel between the rise of social media influencers and direct-to-consumer brandsHow the influencer marketing space has evolved and where it is headingBrand takeawaysWe laugh about checking Instagram at workRelated Links:Virtual Influencer "Lil Miquela" becomes a contributing editor for British magazine Dazed [link] Hosted on Acast. See acast.com/privacy for more information.

Last Mile Delivery is a growing logistical challenge as consumers are demanding ever faster delivery of their food, packages and parcels. This week, Lab’s Partnerships Team is behind the mic again to discuss a few different startups that are looking to disrupt last mile delivery. From small autonomous delivery robots to fully autonomous grocery stores on wheels, we break down the current competitions and point out how brands can get involved.What We Covered:Background on the Last Mile Delivery challengeBenefits and challenges faced today by these startupsAn overview of the different startups building last mile deliveries solutions in our partner showcase.Brand opportunitiesWe laugh about our growing need for instant gratificationRelated Links:Starship TechnologiesMarbleRobomartNuro Hosted on Acast. See acast.com/privacy for more information.

Don’t listen to this episode when hungry, cause all we talked about is food! The food industry is going through an exciting phase of technological innovations, where incumbents and startups are racing each other to find new integration points in the value chain and bring more convenience and value to consumers. Starting with the big trends in the food industry today, we dissect what, how, and where we will be getting our fills in the near future before diving into some of the existing challenges that hinder the food innovations from going mainstream. Even if you don’t work for a food brand, this episode may still worth a listen because the disruptions in the food space offer valuable lessons for other industries as well. Click here to download and listen.What We Covered: The food value chainBig trends in the food industryWhat we will be eating in the futureHow and where we will be eatingThe innovation challenges facing the food industryBrand takeawaysWe laugh about the universal need for fresh avocados Hosted on Acast. See acast.com/privacy for more information.

This week we turn our gaze to the rise of the Super Bundles. As more and more content services become subscription-based and unbundle themselves from the existing cable bundle, we are seeing some early signs of a wave of bundling around the horizon. Except this time, the bundle will likely get even bigger and expand outside just media content over time. Companies like Disney and Apple are uniquely positioned to launch their own “super bundles” soon, resulting in implications that will test consumer loyalty and rebuild every industry. Is your brand ready for the age of the Super Bundle?What We Covered: History and Definition of bundlingAmazon Prime – the proto-super bundleDisney’s super content bundle and beyondWhat an Apple service + hardware bundle may look likeAnother round of unbundling that may followBrand takeaways Hosted on Acast. See acast.com/privacy for more information.

Overview: September is here, new iPhones have arrived, and Floor 9 is officially 1 year old! There is no better way to celebrate than talking about Apple’s latest product announcements. On this episode of Floor 9, we discuss the trio of new iPhone X successors, their advanced machine learning capabilities, the redesigned Apple Watch, and speculate why there weren’t any AirPods or AirPower announcements. We close the episode looking forward to a potential iPad event next month and some brand takeaways.What We Covered: Apple Watch Series 4 updates including industry-first AFib and ECG capabilities iPhone XS, iPhone XS Max & iPhone XR machine learning capabilities, impact on AR and future implications for a lightweight headset.New AirPods, Macs, iPads, and more were missing from the event; we speculate why and when we will see themBrand takeawaysWe laugh about the new iPhone names Hosted on Acast. See acast.com/privacy for more information.

This week, we had the pleasure of chatting with Tony Parisi, Global Head of VR/AR Brand Solutions at Unity Technologies, on what is going on right now in Virtual Reality (VR) and Augmented Reality (AR). Starting with the VR space, we dissect the challenges that VR faces in consumer adoption, discussed the enterprise applications of VR, and debated the best option for VR experiences at the moment before moving on to the AR space. Tony shared some interesting insider takes on the Magic Leap headset, what surprised him, and why we remain a bit skeptical about its prospects. We also talked about how and why mobile is driving AR adoption and whether AR/VR headsets will converge in the future. This is a fast-paced episode jam-packed with great insights, which you can download and listen here.What We Covered:Main challenges hindering mainstream VR headset adoptionThe enterprise use cases and adoption of VR technologiesThe best option for a first-time VR experienceEvaluating the new Magic Leap AR headset releaseHow and why mobile is driving AR adoptionThe future of AR headsets and if AR/VR will convergeSome great takeaways for brands exploring VR/ARTony shares exciting news about Unity's latest AR ad product Hosted on Acast. See acast.com/privacy for more information.

In this episode of Floor 9, we had the pleasure of chatting with Jort Possel, Managing Director of Digital Marketing at management consulting firm Accenture, on the growing importance of brand trust in the digital age. Starting with how social media has vastly changed the online discourse around brand narratives, we quickly dived into the many ways in which digital technologies interplays with how brands can earn and maintain consumers’ trust. This is a can’t-miss episode for all brand marketers, because trust, an increasingly rare commodity today, is the key to consumer access, and Jort has many great suggestions that you need to hear.What We Covered:What is brand trust and why it is so importantFacebook’s trust crisis & brand trust in the age of social mediaBrand activism as a tactic to build trust and its limitationsThe problem with placing trust in AI and algorithmsHow consumer privacy concerns impact brand trustA summary of brand takeawaysWe laugh about how everyone seems to have an opinion about everything on social mediaRelated Links:The “Brand Trust” section in the Lab’s 2018 Outlook [Medium]How Tech Companies Are Failing The Trust Test [Medium]A Moment of Truth for CPG Brands [Medium]TED Talk on how Apple inspires consumers by focusing on the “why” [TED Talk] Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we take a look at the rapid development of autonomous vehicle technology, the major challenges it is facing, and its potential impact on consumer behavior. From how cities are designed to the next retail evolution, autonomous vehicles will usher in a whole new level of convenience not just in transportation, but all aspects of our lives. Joining us this week is special guest Mauricio Angulo, the America’s Marketing Communications Manager for ExxonMobil Fuels.What We Covered:Potential challenges facing autonomous vehiclesThe transportation bundle of the future: Multimodal TransportationImpact on consumer behaviour & urban planningThe next retail revolution  We discuss how city and suburban infrastructure will be changedGas, electricity, or algae — what will power the AV’s of tomorrow? Brand takeawaysWe laugh about oil ruling the world!Related Links: IPG Media Lab CES 2018 Recap [Medium]Our take on the future of transportation and mobility services [Medium]You can follow Mauricio on Twitter @MMangulo2003 Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week, members of the partnerships team here at IPG Media Lab (Angel and Scott) host our first ever partnership-exclusive episode. Listeners get an inside look at the role that the partnerships team plays at the IPG Media Lab and learn about the key criteria the team uses to evaluate startup technologies. In the newly minted Partnerships Highlight section Scott and Angel discuss four esports and gaming startups that you might not have heard of but should know about.What We Covered: Background on the Lab’s Partnership TeamKey criteria we use for startups evaluationPartnerships highlights on esports and gaming startupsBonus: cool startups of the month that are all about personalizationWe laugh about having to play in the seniors league of TespaRelated Links: Genvid [Link]Challengermode [Link]Tespa [Link]Super League Gaming [Link] Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week, we are honored to have Brian Hughes, the SVP of Audience Intelligence & Strategy at our sibling agency Magna, with us to discuss their latest Media Economy Report on the evolving ecommerce landscape, which is set to debut at the 2018 Cannes Lions Festival this week. This insightful report from Magna breaks down the average ecommerce shopper, where and how they are shopping, and the new value drivers that are changing the way consumers shop online and off, and Brian is here to tell us all about it.What We Covered:Background on the 2018 Media Economy Report EcommerceWe discuss the demographics of the average ecommerce shopperWhere consumers start their online ecommerce journeyHypotheses as to why desktop is still the preferred method of online shoppingThe trend of digital-native brands expanding into brick-and-mortar retailTrends in grocery shopping as it continues to move onlineHot takes on Walmart’s new luxury shopping service JetblackBrand takeaways on how to stay connected to consumers as ecommerce takes overRelated Links: MAGNA’s 2018 Media Ecom Report [MAGNA]Walmart announces concierge shopping service, Jetblack [Bloomberg] Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! Apple kicked off its annual Worldwide Developer Conference (WWDC) with their keynote address on Monday. This year, the iPhone maker is completely focused on software, introducing new iterations of operating systems across its line up, including iOS 12 for iPhone and iPad, watchOS 5 for Apple Watch, tvOS 12 for Apple TV, as well as macOS Mojave for Mac computers. We discuss the top announcements and what this all means for brands and marketers.What We Coved: Siri Shortcuts and gesture control for Apple WatchScott talks about his love for MemojisARKit 2.0 comes with 3D object detection and object permanenceNew screen time control features in iOS 12New anti-ad tracking features in new iOS and macOSWe laugh about Memojis and tongue detectionRelated Links: WWDC 2018 Keynote [Apple]Fast Forward: Apple Preps For Post-Mobile With WWDC 2018 Announcements [Medium]Tim Cook says he spends too much time on his iPhone [Business Insider] Hosted on Acast. See acast.com/privacy for more information.

Overview:Welcome Floor 9! This week we discuss the recent decision by the US Supreme Court to repeal the 1992 ban on sports betting. Our very own Ben Hone picks up the mic to discuss the potential impact this decision has on sports viewership, interactive TV and esports, as well as distills what this all means for brands. Place your bets and take a listen now!Related Links:Supreme Court Ruling Favors Sports Betting [NY Times]FanDuel Gets Acquired [Variety]Potential $65B Sporting Betting industry for the US [The Conversation] Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! Developer conference season is in full swing and this week we dive into the three big tech conferences that took place in the past two weeks — Facebook F8, Microsoft Build, and Google IO. We discuss the latest product developments from these companies such as the Oculus GO from Facebook, Google’s new AI product Google Duplex, as well as Microsoft’s positioning to focus completely on the enterprise market. If you wanna keep your finger on the pulse of the major tech platforms but missed the three events, this episode is for you!Related Links:Google IO Fast Forward by the IPG Media Lab [Medium]F8 Fast Forward by the IPG Media Lab [Medium]US Social Stat Pack [eMarketer] Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week’s episode takes an in-depth look at one of our 2018 Outlook themes: All Culture is Digital Culture. As our media and content become increasingly digitized, the separation between “online” and “offline” is getting blurred as we enter an age where all popular culture is now part of the digital culture.In this week’s episode, we are joined by Chris Stefanyk, Head of Brand Partnerships at Wattpad, a massive online community of self-publishing writers and readers. Together we dived into how news, sports and entertainment — three key domains of pop culture — are being deeply impacted by digital technology and what that means for media owners and brands. Chris shed some light on how Wattpad is capturing the attention of the youth and helping brands to tap into the digital-native culture of today.Get in contact with Wattpad Team here! Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we break down the status quo and shifting dynamics of the smart home market. 2018 is the year where we are finally seeing the smart home emerge from its infancy. Largely driven by voice assistants from Amazon and Google, our major tech platforms are looking to infiltrate the most intimate space in consumers’ daily lives. How will the next platform war play out in our living rooms? Download and listen to find out! Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we have an in-depth conversation about how visual search and voice search are changing the way consumers are discovering products and information. Our friends and search experts at Reprise – David Thai VP Paid Search; Adam Edwards, Senior VP and Head of SEO; and Dan Toplitt, VP of SEO – join us for a lively discussion about the future of search and the implications they hold for brands. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we are live from Austin, Texas at the South by Southwest festival (SXSW). Each year the Lab heads down to Austin to meet with emerging startups, experience brand activations, and discover the trends coming out of SXSW that brands need to know about. We are joined this week by special guests Chris Grove, VP US Production, and Suraj Ghandi, SVP, Group Director, from UM Studios. After five frantic days on the ground and a bit too much brisket we talked about the trends coming out of SXSW and did a temperature check on where the industry heading in 2018. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week’s episode is inspired by the runaway success of Black Panther. But big box office successes like Black Panther are becoming rare outside of superhero movies and established franchises. This is largely due to a shift happening with consumers and how they consume content. The traditional windowing strategies are now at a precarious tipping point as less and less people attend movies in favor of on demand streaming services. How did this all happen and where is movie-going going? Download and listen to find out!Note: This episode contains ZERO spoilers for Black Panther. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! In this week’s episode we discuss the hidden threat that private label brands pose to traditional CPG brands as shopper behavior continues to shift . Born out of a spontaneous discussion over preferences for paper towels, the Lab team dives deep into the changes in brand loyalty over the past few years and how CPG brands need to rethink how they are adapting to the new paradigm of omnichannel shopping. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! We are back in NYC and ready to release the IPG Media Lab’s Outlook for 2018. This is our yearly publication of all the ideas that excite us for 2018 and beyond. We looked at new technologies, market forces and shifts in consumer behavior to help us formulate the overarching trends that brands need to pay attention to this year. Tech-driven disruption is coming to every industry at a rapid rate, and the IPG Media Lab is here, armed with the Outlook 2018, to help our agencies and clients navigate and adapt to these changes. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! We are live from CES 2018 in lovely Las Vegas. Every year that IPG Media Lab ventures to CES to scout out new startups, technologies and trends for the year ahead. The entire team makes an appearance on this episode to discuss everything you need to know about CES. Chad Stoller, Global Chief Innovation Officer of UM Worldwide makes a special guest appearance to talk shop about how the show has developed over the past 20 years. Download and listen now! Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! In this week’s episode, we look back on the past year, dissecting how the three trends we delineated in our 2017 Outlook at the beginning of the year are holding up while offering our takes how they will continue to play out in 2018. So, grab a glass of eggnog and listen up! This is a holiday special you don’t want to miss. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week is all about retail, retail, retail. We cut through the media headlines warning of a “retail apocalypse” and break down exactly what is happening to the retail industry. Give this episode a listen if you are curious to hear our take on the future of retail. Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we geek out about esports and gaming with our friends Taylor and Nate from Twitch. If you have ever wondered why someone would watch another person play a video game or what exactly is professional gaming, this is the episode for you. Download and listen now! Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we talk about Conversation Interfaces. Chatbots, Alexa, Google Home and Siri are at the forefront of this episode and who better to help us dissect this topic then our special guest, Alexa! She joins the IPG Media Lab team this week to discuss how the very nature of communicating between human and machine is changing. Download and listen now! What We Covered:A definition of Conversational InterfacesDiscussion on where these devices will have an impactRecommendations on how to best activate in the space as a brandAlexa has a most excellent dad joke Hosted on Acast. See acast.com/privacy for more information.

Overview: Welcome to Floor 9! This week we dive into the trend Camera as Input. Building off last week's episode we discuss the importance of the smartphone’s camera. From AR and selfie culture to defining the next iteration of the branded asset pack, cameras have had a greater impact than one might think. But to what extent? Download and listen to find out! What We Covered: Brief definition of the trend Camera as Input We tally up how many cameras are in circulation Discussion on mobile AR, visual search, 3D assets and moreAngel makes us laughSelf Fatalities Chart: https://www.statista.com/chart/4341/the-most-frequent-causes-of-selfie-fatalities/ Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor 9! This week we talk about one of our 2017 Outlook trends, Advanced Interfaces. These Advanced Interfaces offer new types of inputs and outputs, dramatically diversifying the user experience as well as the kinds of data we create. But what does all this mean? Give us a listen and find out. Download and listen now! Hosted on Acast. See acast.com/privacy for more information.

Welcome to Floor9! This week we talk about all the new iPhones and everything else Apple announced at their 2017 iPhone Launch Event. Hosted on Acast. See acast.com/privacy for more information.