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Wearable Technology

Wearable Technology

Update Paper:
Wearable Technology

Spotlight

  • The “Next Big Thing” in the digital sector: In 2013, the Wearable Technology (WT) industry will generate global revenues in the amount of USD 2.5 billion.
  • By 2018, the market is expected to increase more than five-fold.
  • Apple, Google, Nike and Sony are the current key players which are further developing this market.

Definition

WT comprises all technical end devices in the form of clothing and accessories. The central function is the recording and processing of data related to its user.

Read the whole paper

Nunatak Update v1 English   Nunatak Update v1 Deutsch
Multi-Channel Networks

Multi-Channel Networks

Update Paper:
Multi-Channel Networks

Spotlight

  • Content providers are increasingly presenting their material on YouTube in own channels. Multi-Channel Networks (MCNs) bundle and promote them.
  • Revenues are principally generated via video advertising – 2013 ad revenues on YouTube are expected to increase to USD 5 billion.
  • In the battle for ad revenues and consumer reach, these networks have become serious competitors to traditional providers of moving pictures.
  • As a result, companies like Bertelsmann/RTL Group, ProSiebenSat.1 or Time Warner are investing in existing MCNs or setting up their own.

Definition

MCNs support content producers and owners of YouTube channels via services such as program planning, production, audience management and digital rights management. In return they earn commissions on ad revenues, which are displayed before, during and after videos.

Read the whole paper

Nunatak Update v2 English   Nunatak Update v2 Deutsch
Native Advertising

Native Advertising

Update Paper:
Native Advertising

Spotlight

  • Advertisers are looking for alternatives to conventional display advertising campaigns as consumers become more immune to them and click-through rates decrease.
  • Thus, publishers are increasingly offering Native Advertising formats which seamlessly integrate with a website’s original content. Critics see this as a threat to editorial independence.
  • Nonetheless, 78 % of publishers and 61 % of brands worldwide plan to use Native Advertising this year – mainly on online editorial platforms and social networks.
  • Native Ads can be displayed easily on small mobile screens, which further increases their relevance.

Definition

The term Native Advertising describes high-value content created or commissioned by brands, which is integrated into a website’s look and feel. Platforms such as Buzzfeed rely solely on Native advertising. Lately, an increasing number of traditional publishers have jumped on the bandwagon and started selling Native ads (e.g. NyT, WSJ, forbes).

Read the whole paper

Nunatak Update v3 English   Nunatak Update v3 Deutsch
Virtual Reality

Virtual Reality

Update Paper:
Virtual Reality

Spotlight

  • After many years of existence with early adopters in gaming and entertainment, Virtual Reality (VR) is just about to break into the mass market.
  • Headsets running customized software create an immersion into an artificial world inducing reality-like feelings and experiences using 3D visuals and sound.
  • Oculus VR is the first player to introduce an affordable device for the mass market. Its acquisition by Facebook for USD 2 bn raised awareness for future use of the technology.
  • It is a fast growing market: Total cumulative headset units by all manufacturers sold from 2014 to 2018 are estimated to reach more than 55 m.2 Samsung and Google made headlines recently with the announcement of new devices connected to smartphones.

 

Definition

VR immerses the user in an artificial environment created by software on display screens or through wearable devices like head mounted displays, VR glasses etc. These environments are experienced through the senses of sight and sound. The user’s conscience moves out of its real world environment. The simplest form of VR is a 3D image. Evolution of VR has led to the emergence of innovative technologies like haptic devices that deliver results based on touch coordination and pressure sensitivity.

Timeline of VR innovation

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Nunatak Update v4 English   Nunatak Update v4 Deutsch
Financial Technology

Financial Technology

Update Paper:
Financial Technology

Spotlight

  • Digital tools and services are completely going to change the way we manage our finances. Established banks are threatened by trends such as mobile payment, peer-to-peer lending, personal finance management and virtual currencies.
  • Financial Technology (FinTech) has been growing rapidly over the past few years – global annual investments reached USD 3 billion in 2013 and are expected to increase to USD 6-8 billion by 2018.
  • Understanding digital trends and changes in customers’ preferences are both key challenges and opportunities for established finance companies. Therefore, they are exploring digital technologies, creating in-house solutions, partnering with or acquiring innovative companies.

 

Definition

Currently, the term FinTech is used to generally describe the arrival of new digital techno- logies in the finance sector. Originally, the term was coined as a B2B business providing software and services for financial institutions. Now, it includes B2C pioneers catering to consumers’ financial needs and, hence, truly disrupting the market.

Read the whole paper

Nunatak Update v5 English   Nunatak Update v5 Deutsch
Targeted Content

Targeted Content

Update Paper:
Targeted Content

Spotlight

  • In the age of mobile and social media consumers are increasingly expecting to receive relevant content instead of searching for it.
  • In this setting publishers need to provide content that reflects the consumer’s interests and needs at the right time and in a suitable context.
  • By using data, publishers can identify target groups and push campaigns and content more efficiently.
  • Targeted content in combination with native advertising provides an environment for selling advertising at a premium price point.

Definition

Targeted content is the visible output of a data-informed interaction between publishers and their audience, which transforms generic information into relevant content. Publishers can create a seamless content experience by following the user across all devices and by analyzing the situational context. Furthermore, they can actively sell personalized and native advertising with much higher success rates compared with standard display advertising.

Read the whole paper

Nunatak Update v6 English   Nunatak Update v6 Deutsch
TARGETED CONTENT: WHAT IS IT AND WHY SHOULD IT MATTER TO YOU?

TARGETED CONTENT: WHAT IS IT AND WHY SHOULD IT MATTER TO YOU?

The way content is being distributed has changed tremendously: Data-driven feeds and social news feeds have become the new ecosystem for consuming media. The age of search is over: We increasingly expect automated delivery of relevant content to our favorite device and preferred platform.

But how do I get my message across and target right audience on the new Apple News app or via Facebook Instant Articles? The latest “Nunatak Update” on Targeted Content addresses this question.

Want to learn more? Here is the links to the paper in English and German.

Please find the links to our previous update papers below, covering topics such as Wearable Technology, Native Advertising, Virtual Reality and Multi-Channel Networks. Available for download here:

Financial Technology

Virtual Reality

Native Advertising

Multi-Channel Networks

Wearable Technology

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