IRL

CONNECTION

In Partnership With

Technology is supposed to save us time, facilitate connections and make us more efficient so we can spend more time with people we love. The truth is that many technologies, even the ones that are supposed to be the facilitator of connection (social media), replace in-real-life human interaction. This has a catastrophic impact on our lives and our society. 22% of U.S. adults say they always or often feel lonely. 39% of high school seniors say they often feel lonely (up from 26% in 2012). These are shocking statistics given our technological ability to connect with anyone.


From the advent of the dryer (replacing the backyard clothesline) to the garage clicker (replacing the serendipitous run-in with neighbors), technology has minimized our need to get together. Teens no longer go on dates or even get driver’s licenses. Startups are racing to solve this epidemic by addressing digital connectedness – the idea that tech can encourage in-real-life meetups and human interaction. Look no further than the evolution of e-sports. What started as gaming alone in a basement evolved into chat, video interaction and now must-attend live events and an entire sport ecosystem.


Will the emergence of 5G support the evolution of online interactions to a level where we feel human interaction? Can technology facilitate in-real-life meetups that transcend the loneliness of an Insta-life?

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

> See all episodes
iOS 14: Friend or Foe? Breaking Down the Effects of Apple’s New Privacy Policies

There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.

> See all issues

IRL

CONNECTION

In Partnership With

Technology is supposed to save us time, facilitate connections and make us more efficient so we can spend more time with people we love. The truth is that many technologies, even the ones that are supposed to be the facilitator of connection (social media), replace in-real-life human interaction. This has a catastrophic impact on our lives and our society. 22% of U.S. adults say they always or often feel lonely. 39% of high school seniors say they often feel lonely (up from 26% in 2012). These are shocking statistics given our technological ability to connect with anyone.


From the advent of the dryer (replacing the backyard clothesline) to the garage clicker (replacing the serendipitous run-in with neighbors), technology has minimized our need to get together. Teens no longer go on dates or even get driver’s licenses. Startups are racing to solve this epidemic by addressing digital connectedness – the idea that tech can encourage in-real-life meetups and human interaction. Look no further than the evolution of e-sports. What started as gaming alone in a basement evolved into chat, video interaction and now must-attend live events and an entire sport ecosystem.


Will the emergence of 5G support the evolution of online interactions to a level where we feel human interaction? Can technology facilitate in-real-life meetups that transcend the loneliness of an Insta-life?

 

TWENTY
LOCATION-BASED FRIEND CONNECTOR

 

Twenty brings friends together in real life by allowing users to see who’s around and who’s down to hang out. Not another social network, a network that makes you more social. According to Teen Vogue, “Twenty is on a mission to remind us what it’s like to unplug, spending time with friends in real life and driving more human connection is the goal.”

 

 

 

 

 

 

 

 

 

 

 

 

PLAIN SIGHT
BUILDING BUSINESS IRL

 

With the growth in the freelance economy and remote office culture, Plain Sight seeks to help businesspeople connect with each other in all kinds of spaces including events, airplane lounges, coffee shops and hotel lobbies. Anonymous profiles allow users to pick who they want to meet in person based on background and skills, as opposed to what they look like, evening the playing field of the freelance marketplace.

 

 

 

 

 

 

 

 

 

 

 

 

BOUNCE
A DATING APP FOR ACTUAL DATES

 

It might be shocking to some that singles spend 7 hours on dating apps swiping and chatting for every 1 hour on an actual date. That’s a lot of prep time for minimal real-life connections. Bounce seeks to change that dynamic by setting up dates on the same day as couples match. Users simply choose a neighborhood, swipe, match and meet up at a designated location for a real, IRL experience.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

 

TWENTY
LOCATION-BASED FRIEND CONNECTOR

 

Twenty brings friends together in real life by allowing users to see who’s around and who’s down to hang out. Not another social network, a network that makes you more social. According to Teen Vogue, “Twenty is on a mission to remind us what it’s like to unplug, spending time with friends in real life and driving more human connection is the goal.”

 

PLAIN SIGHT
BUILDING BUSINESS IRL

 

With the growth in the freelance economy and remote office culture, Plain Sight seeks to help businesspeople connect with each other in all kinds of spaces including events, airplane lounges, coffee shops and hotel lobbies. Anonymous profiles allow users to pick who they want to meet in person based on background and skills, as opposed to what they look like, evening the playing field of the freelance marketplace.

 

BOUNCE
A DATING APP FOR ACTUAL DATES

 

It might be shocking to some that singles spend 7 hours on dating apps swiping and chatting for every 1 hour on an actual date. That’s a lot of prep time for minimal real-life connections. Bounce seeks to change that dynamic by setting up dates on the same day as couples match. Users simply choose a neighborhood, swipe, match and meet up at a designated location for a real, IRL experience.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net