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Voice activated digital components (AKA – digital assistants)
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Voice activated digital components (AKA – digital assistants)

The recent developments in voice activated technologies have opened the door for explosive growth in the realm of digital interaction between humans and machines. Technology platforms across the board have embraced user control activated by voice commands. Individuals can ask their phone any question and a response will be given. The voice recognition by the operating system is as valid a command input as that from a computer keyboard. These developments created the birth of the ‘digital assistant.’

With the sound of your voice, random data can be searched, reminders can be given about certain events on your mobile calendar, requests become completed actions. Convenience for the user plays a huge factor: it is easier to talk to your phone than to type on it.

The range and depth of these computer responses are impressive. Joe Hindy, The Android App Guy on Youtube, posted an interesting side-by-side comparison of three frontline voice activated platforms – Siri, Google Now, and Cortana. It’s not a perfect demonstration, but it clearly demonstrates how the competing products perform.

Siri

When Siri was introduced in 2011 on the iPhone 4S, it was a sensation.  Back then, PCMag described this new technology “Siri is a speech-recognition computer application. It has both speech input and output, meaning you can speak to it, and it can speak back to you.”  Prior to Siri being introduced as part of the operating system, a voice-activated app was available at the Apple App Store. The technologies were focused on a specific market share, those who may have had difficulties working with a smartphone. The function was similar to Siri but had nowhere near the capabilities of the current Siri. That company was acquired by Apple, and the mobile app was pulled from the App Store. Later, that same technology emerged as the Apple tool we now call “Siri.” It was a cool new addition that Apple built into its iPhones. From then on, it has become a staple of the iPhone user experience.

Google Now

In 2013, Google Now was created.  This program is Google’s answer to the virtual assistant. Google Now “can answer questions like Siri and search the web, but more importantly, it cannot only assist, but pre-empt your requirements using your calendar, email, historic behaviours, and location.” quoted from Koozai.com. Google Now is like an upgraded version of Siri.

Cortana

In 2014, Cortana for Windows Phone 8.1 was introduced.  Cortana is a Halo-inspired personal assistant.  It is Microsoft’s answer to Siri and Google Now.  What started for the Windows Phone is now on every desktop using the Windows 10 operating system.  “Cortana is powered by Bing, and can perform many of the functions one has come to expect from artificial intelligence-style assistants, such as setting reminders and powering vocal updates to one’s calendar” – CNET.

Amazon Echo

Also, in 2014 was the unveiling of Amazon Echo.  Amazon Echo is an at the home tower and  “lives as a piece of hardware, not just a layer of software available through a mobile device. It has built-in speakers and lets users sample and purchase music as well as stream that music on demand,” according to CNET.  Amazon is trying to make a statement with Echo by offering this virtual personal assistant.

“A June 2014 study by Thrive Analytics found that over half of US adult smartphone users (56%)” use their voice-activated assistants. – Emarketer.

The Future is Now

Millennials will continue to drive the use of virtual personal assistants and will be the deciding factor on whether this trend will stick or be a bust. The digital stage has been set to respond to the sound of our voice. Interaction with a digital assistant is now part of our daily routine. How that interaction is crafted will depend upon the minds of the users and dreams of mobile app developers.

The power of multimedia convergence
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The power of multimedia convergence

The diversity of mobile devices has increased the way information is spread across society. No longer do individuals rely on only a single device as their data source. The increasing volume of mobile devices used by any one person allows individuals to constantly want to check the latest trends, follow the latest celebrity, or look at the latest technology across all their devices. The melding of media is starting to be practiced by many.

“Simply put, media convergence is bringing together different media platforms to support one single campaign or promote a product.” – Gerhard Jacobs writing for Target Marketing

What is the power of multimedia convergence?

“A vast majority of consumers are cross-device users regardless of age demographic and mobile device usage is on the rise,” according to Millennial Media. Because information is at our fingertips and individuals have to have the latest technology trends in their hands, there is no secret that multiple device users exist. In addition, individuals are more likely to choose a mobile device over a desktop to search the internet or just for enjoyment.

Millennials (Gen Ys) have definitely changed the way individuals view information on the internet. These individuals are at the forefront of the way information is received and will definitely continue to pave the way marketing and advertising companies deliver their product or service to the general public.

Great power lies in combined media sources; it allows for different mediums to display and send the same message. Because of this overlap, individuals are prone to look at multiple devices throughout the day. The question becomes “Why not streamline those messages to show similar images and branding pieces?” “From the public’s standpoint, the increased convenience of information provided by converged stories makes using the media a better experience.”

Why is this such a powerful tool for marketers?

Being engaging with the audience is something that every marketer needs to keep in mind when creating content. The audience wants to know the latest, up-to-date information about their favorite product or brand. By displaying the same message across different platforms at different times during the day/week will help reach different audiences at different times in different ways.

Industry revenue resources will drive the deliverance of the messaging and will help marketers to gauge how to reach different audiences on different platforms. Of course, the difficulty will come trying to figure out rotation of advertisements and trying to figure out the best times to display those advertisements.

So marketers are faced with a multifaceted chess game – how, where, and when do place your content in a dynamic marketplace? How do you reap the greatest ROI with constantly revolving players?

Projected advertising revenue trends for 2016 – TV vs. Digital
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Projected advertising revenue trends for 2016 – TV vs. Digital

As new types of mobile devices are introduced, digital advertising and mobile app marketing are projected top television advertising trends and revenue in 2016. Previous advertising trends are becoming mundane as new kinds of technology are introduced to the public. Smart watches and virtual reality goggles have made their way into the mainstream. Users of all demographics are excited about them. Shifting mediums equate to shifting advertising markets.

The way in which information is delivered will be a driving force for the future of digital advertising. Device users are devouring both the flexibility and the speed at which information is provided. The choice of format and flexibility is driving users to change their buying habits.

Millennials

Millennials, also know as Gen Y’s, will shift advertising trends more towards digital than television. Prior generations had to park themselves in front of the tube to get their fair share of publicity. Millennials are taking those mobile ads everywhere, in every format. Marketers need to move their ads to where their audiences are going. Millennials like to be involved in a brand and a product. Advertising agencies can use this type of behavior to their advantage. “Millennials want their agencies to stand for something more than pushing products on consumers.”

Predictions

Forecasting trends and predictions are showing digital advertising surpassing television advertising. “Digital media will continue its meteoric rise. Digital ad spending will grow 17.2 percent this year, to nearly $160 billion, and 13.5 percent in 2016, and is expected to overtake TV as the biggest advertising category by the end of 2017,” according to Sydney Ember of the New York Times. One reason for this is how often an individual uses their mobile device. Advertising companies have taken full advantage of habits of consumers by engaging them where they spend most of their attention.

New Mobile Devices

Smart watches and virtual reality goggles are two of the new mobile devices to make their debut in the market recently. For something as small as a smart watch, advertising companies have taken advantage of it. “Smart watches advertisers grab consumers’ attention immediately, no matter what they are doing.” Even though it is a small space, advertising companies have utilized the space to their benefit. They have the ability to keep their brand/image fresh in the consumers’ mind by being able to consistently display ads on the smart watch. Companies will have to discover the users’ boundaries, learning to not overly advertise and annoy a consumer. Even though the medium is ready and available, doesn’t mean it should be overused. Be engaging, but not bothersome.

A new mobile “toy” debuting this year is the “virtual reality goggles.” These goggles attach to most smartphones and allow for a virtual world to be seen through the goggles. What is expected to rise out of the virtual reality world is a new evolution of video ads. Even though video ads are not new, many still think of them as time-consuming and irrelevant. However, Google is incorporating video-based advertisements in their SERPs (Search Engine Results Pages), rather than just pictures and text. By doing this, consumers are more susceptible to accepting video ads. Eventually, those ads will be second nature to users, not perceived as the annoyance they may be viewed as today.

2016 is proving to be a very exciting year for digital advertising. Millennials have set the stage for mobile advertising and will continue to do so for years to come. They want to be involved in the ‘life-cycle’ of a brand. Millennials want to be engaging with companies. This generation will lead the direction of new trends in digital advertising. As new mobile devices introduced, they will become a gateway to how mobile advertising will surpass television advertising. We will just have to wait and see how virtual reality and smart watch advertising will affect the future.

Advertising Budgets 2016: 4 Trends You Need To Know [Infographic]
Infographic by MDG Advertising