THE BATTLE

FOR YOUR

HOME

In Partnership With

Alexa, turn on my lights. Turn on the heat. Turn on music. Measure out 3 cups of water. Add to shopping cart. Call Grandma on Portal. Homes are getting smarter and more efficient, accelerated by 5G and a plethora of connected devices. In December 2019, Amazon, Google, Apple and the Zigbee Alliance unveiled a new working group to promote the adoption of a new royalty-free connectivity standard to make smart home products more compatible. This will undoubtedly lead to more players entering the space with the ability to work with existing hubs and players. With more smart appliances, dynamic lighting, warming toilet seats, voice-activated faucets and automatic window coverings, there will be a battle for your attention in your own home.


The total smart and connected homes market is estimated to reach $263 billion by 2025.


Something to watch: Prashanth Halappa, Senior Product Manager at Amazon, touted a new Alexa feature that will “use inventory sensors in your smart home skill to provide consumption updates and Alexa does the rest. Alexa will let customers know when supplies used by your device are running low or parts need replacement.” No more ordering printer cartridges, toothbrush heads, detergent.

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.

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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.

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THE BATTLE FOR

YOUR HOME

In Partnership With

Alexa, turn on my lights. Turn on the heat. Turn on music. Measure out 3 cups of water. Add to shopping cart. Call Grandma on Portal. Homes are getting smarter and more efficient, accelerated by 5G and a plethora of connected devices. In December 2019, Amazon, Google, Apple and the Zigbee Alliance unveiled a new working group to promote the adoption of a new royalty-free connectivity standard to make smart home products more compatible. This will undoubtedly lead to more players entering the space with the ability to work with existing hubs and players. With more smart appliances, dynamic lighting, warming toilet seats, voice-activated faucets and automatic window coverings, there will be a battle for your attention in your own home.


The total smart and connected homes market is estimated to reach $263 billion by 2025.


Something to watch: Prashanth Halappa, Senior Product Manager at Amazon, touted a new Alexa feature that will “use inventory sensors in your smart home skill to provide consumption updates and Alexa does the rest. Alexa will let customers know when supplies used by your device are running low or parts need replacement.” No more ordering printer cartridges, toothbrush heads, detergent.

 

PANTRYON
YOUR GROCERY LIST, AUTOMATICALLY

 

PantryOn is an app-centric household appliance system designed for real-time management of household goods like food and cleaning supplies. Fully automated shopping lists are generated, and the system requires no human involvement in the purchase process. PantryOn saves you time, energy and the money of wasted items. Plus, you’ll never run out of toilet paper.

 

 

 

 

 

TIGOUT
THE KEURIG OF PASTRIES

 

Imagine a machine sitting in your kitchen and a capsule, that together in just a few minutes give you bakery-quality pastries in perfect portions. Their recipes combine quality ingredients with great textures and flavors including muffins, brownies, chocolate fudge cakes, apple crumbles and meringues. You can even control it remotely via the connected mobile app.

 

DREEM
HOME SLEEP CARE

 

One headband, a world of solutions to help you sleep. Dreem’s custom approach to sleep uses personalized data to monitor, assess and create a tailored plan of exercises, coaching and support to help users get the best sleep of their lives.

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.

 

PANTRYON
YOUR GROCERY LIST, AUTOMATICALLY

 

PantryOn is an app-centric household appliance system designed for real-time management of household goods like food and cleaning supplies. Fully automated shopping lists are generated, and the system requires no human involvement in the purchase process. PantryOn saves you time, energy and the money of wasted items. Plus, you’ll never run out of toilet paper.

 

TIGOUT
THE KEURIG OF PASTRIES

 

Imagine a machine sitting in your kitchen and a capsule, that together in just a few minutes give you bakery-quality pastries in perfect portions. Their recipes combine quality ingredients with great textures and flavors including muffins, brownies, chocolate fudge cakes, apple crumbles and meringues. You can even control it remotely via the connected mobile app.

 

DREEM
HOME SLEEP CARE

 

One headband, a world of solutions to help you sleep. Dreem’s custom approach to sleep uses personalized data to monitor, assess and create a tailored plan of exercises, coaching and support to help users get the best sleep of their lives.

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