MENA Digital Predictions 2016 What is the update?

The DAN Research and Development team along with support from Digital leads and media suppliers have composed a digital predictions report for 2016.

The report considers changes in consumer behaviour as well as new media technologies with the inclusion of key implications and questions to ask ourselves as we set about planning how Digital will continue to solve business challenges for our clients.

The report is a stand alone think-piece, however, presentations with client teams can be set up. Please coordinate these with your planning leads in the agency.

LINK:MENA Digital Predictions

Netflix Launches in the Middle East What is the update?

After initially being rumoured to launch in the region by the end of 2016, Netflix have arrived earlier than planned following a Global expansion to more than 130 countries.

Netflix will have had to navigate around local partnerships in order to make sure they have unique and exclusive content - this has been their key USP in the market. So whilst OSN have an exclusive deal with Warner Brothers in the region, Netflix will have to leverage its global partnership with Marvel for instance.

What are the implications?

Younger, digitally savvy audiences are used to streaming content and many are willing to apply VPNs in order to access content from outside the region. Clearly, the offering of Netflix will satisfy a demographic used to streaming TV and crucially, the same will be in tune with the must-see shows at the same time as their European and American counterparts.

Further, the company’s focus on original content merged with the audience size in MENA could see the first ME produced TV show that goes to a Global audience…

Souq.com White Friday 2015 Smashes Online Shopping Records What is the update?

Souq.com, the largest online retailer revealed that last year’s White Friday (27th Nov 2015) witnessed more than double last year's sales with more than 13 million visitors and close to 600,000 items being sold from 25th and 28th November across the UAE, KSA, Kuwait and Egypt.

Through Souq.com as well as on its mobile app, more than 40K different products were sold during White Friday 2015 sales period, with the top selling items recorded as: Perfumes, followed by Mobiles, Watches, Make up and Handbags.

Further, Souq.com partnered with some of the world’s leading brands (Huawei Honor, Samsung, Playstation, Pepsi, Pampers and even Uber to name a few) indicating that White Friday is an evident spike in the year from a trade and eCommerce point of view.

Snapchat poised to steal Facebook’s Ad revenue What is the update?

After numerous advertising tests in the US in 2015 the ever-growing mobile photo application is rumoured to be working on an API that would let advertisers buy ads with more precision and frequency.

“Snapchat’s ambition going into 2016 is to have many more opportunities for e-commerce on the platform and other stuff that is more about building audiences” agency executive, anon.

Timings and territories are unclear, but the belief is that the API will be tested in Spring in the US.

What are the implications?

Critically, Snapchat will be able to rival Facebook, Twitter and Instagram in terms of targeting and accountability which make it a far more plausible media opportunity.

Further, Snapchat will be entering the Video Screen war with YouTube and Facebook. Here it has a notable opportunity vs. the latter due to the advertising content having to be more aligned with the platform (not just a TV ad) and a video view is attributed once an ad is clicked (not a 3second play whilst scrolling in FB newsfeed).

Oculus Rift: Pre-orders now open What is the update?

The 3D Video technology that was a hot topic in 2015 will soon be a everyday household reality. After acquisition by Facebook, Oculus Rift have announced that their headsets will start shipping to 20 countries from 28th March 2016. The pre-order price is $599, which is on the steep side but not enough to keep the early adopters away. Also, the kit comes with an XBOX controller and headphone, mic, sensor and one game. Oculus are partnering with Game developers and have announced over 20 exclusive titles being introduced to Oculus Studios over 2016.

What are the implications?

Whilst it remains to be seen how well the Rift gaming technology is received by both casual and hardcore gamers, there is no doubt that Oculus could well be available to consumers in the region within the next two years.

Naturally this opens up opportunities with local game developers and 3D video content owing to Facebook testing 360 video capabilities within the Newsfeed.

More details HERE

World Food Programme Launches ‘Share The Meal’ App What is the update?In response to the ongoing struggle that refugees are facing in the region, the World Food Programme launched the ‘Share the Meal’ App to help displaced refugees and starving children. Proclaimed to have the potential to revolutionize the fight against hunger the app is already boasting of 4.2 million shared meals since its launch in November. The process is as simple as a tap to share a meal with a child in need (with as low as $0.5 users can feed one child for a full day). The mothers receive vouchers to buy fresh fruit, vegetables, dairy and meat products to supplement their diets.

What are the implications?With the growth of digital media coverage across the world consumers are growing more aware of what’s happening around them especially as they get more access to unpublished, unedited footage. Through observations of social media conversations people are clearly moved by the never ending suffering that refugees have to endure as they are displaced by violence and are left with no homes and no income. This innovation from the UN is bound to make a shift in the way people approach and seize charitable and social opportunities. More details HERE

Bentley Inspirator App: The Design Experience What is the update?What if your emotional reactions could inspire the design of your car? Bentley’s new app uses facial recognition technology to direct consumers to their ideal SUV design. Nicknamed as a ‘luxury commissioning experience’ Bentley uses images to track consumers’ emotions and recommend the perfect Bentayga SUV. The app which is available on iPads and iPhones uses emotion metric algorithms as well as data from 3.4 million faces across 75 countries. The images are lifestyle inspired and use a series of themes including nature, art and fashion; each facial reaction dictates the next image while the user’s dream SUV is customized in the background.

What are the implications?As customization becomes a trend across various industries such as automotive, leather goods or electronics, this example from Bentley demonstrates how adding an emotional layer to personalization can be fun! Moreover it’s interesting to see a high end brand like Bentley take this unique approach with their high affinity consumers which tend to be characterized in a conventional way. This is also a great portrayal of how brands can guide their consumers through a high end digital experience.

Ford’s FordPassWhat is the update?Taking consumers experience to another level, Ford has launched an entire digital ecosystem of services at the North American International Auto Show in Detroit. The App acts as a personal assistant for all mobility related services and is available for free to anyone and not just Ford-owners. The app includes three separate sub-systems including: FordGuides, FordPay and FlightCar. Services include a personal mobility concierge, payment features (with a partnership with McDonald’s and 7-eleven) as well as a feature to help you share or borrow a vehicle as well as share a car or ride.

What are the implications?This interface from Ford is sure to have an impact on its brand image, moving from simply being an automotive brand to being a brand that helps consumers on the road whether they are driving a Ford or not.

Brands like Ford are realizing that it’s not enough to just make cars but that they need to find a way to be impactful and to really deliver on people’s unmet needs. Further, Ford could be creating a new a gateway of payment through cars which adds even more convenience to the purchase experience.

L’Oreal’s Connected UV Skin Patch Sensors What is the update?L’Oreal has announced their release of the first stretchable electronic UV monitor at the 2016 Consumer Electronics Show.

The patch is designed to monitor UV exposure and help consumers become more wary of sun protection. Unlike regular wearables this patch is transparent, thin and sticks to any area of the skin.

Consumers will be able to take a picture of the patch, upload it to the app which then analyzes the amount of UV exposure the wearer has received across the day.

What are the implications?As connected technologies begin to overtake the market, brands are searching for ways to use this to their advantage and remain connected to their customers.

This innovation from L’Oreal furthermore proves how proactive they are in developing smart skincare technology that truly addresses consumers’ needs.Hence this is another example of brands that are leveraging technology to push behavioral change through real time tracking.

HaptoClone: Holograms That You Can TouchWhat is the update?Another impressive innovation was launched by a group of hologram researchers from the University of Tokyo. This recent development allows users to touch and interact with a hologram.

The ‘Haptoclone’ is a device that lets users send a holographic image to anyone around the world and allows them to interact with the object reflected. Quite technical but the device uses two primary technologies (Aerial Imaging Plate & Airborne Ultrasound Tactile Display) that allows this experience to be displayed from one box to another (video will explain this better!).

What are the implications?Holograms are being heavily used in marketing as well communication tactics (airports, malls, information centers). They’ve gained popularity for captivating passersby and facilitating convenience for companies/brands.

But with this recent advancement holograms can now enable a two way interaction. Marketers can get really creative with this experience whether they are rolling out competitions, promotions or even offer people the chance to shake hands with one of your favourite celebrities!