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Top 10 Digital Trends of 2018 [5/10]Expanding the Possibilities of "Audio"
Carat's TOP 10 TRENDS
Continuing from last time, we introduce the 10 major digital trends of 2018 from the "TOP 10 TRENDS" report released by Kara of Dentsu Inc. Aegis Network.
In recent years, voice recognition capabilities have improved significantly, with current error rates estimated at just 5%.
Devices like Amazon Echo are expected to reach a 66% penetration rate in multiple markets within five years. Voice is dramatically changing conventional wisdom, particularly in areas like "search."
Chinese brands like Baidu, Alibaba, and Xiaomi have also launched their own smart speakers, each with subtly different features. For example, Alibaba's product is designed to be deployed as a voice-activated assistant in stores and hotel rooms.
Several studies reveal that the rise of voice is changing how people search. Since speaking is easier than typing, voice searches tend to be longer than text searches. This means brands need to efficiently leverage various question formats like "How do I do XX?" rather than just brand names.
Amazon is also trying to enable consumers to make new discoveries through Amazon Echo. For example, the "Oprah's Picks" feature allows TV personality Oprah Winfrey to discuss her favorite items of the season, with a system enabling consumers to purchase them.
U2 created special content for fans on Amazon Alexa called "Alexa, play the U2 Experience."
However, the potential of voice extends beyond "search." Audio content and new advertising opportunities are also emerging. Podcast popularity continues to soar, with Edison Research indicating listeners grow at an annual rate of approximately 15%. Groundbreaking content like interactive "Choose Your Own Adventure"-style dramas is also appearing. Audio programmatic advertising is starting with platforms like Spotify and DAX (Digital Audio Exchange).
Dynamic creativity is flourishing in the audio space. For example, a company called A Million Ads enables advertisers to change their ads based on factors like weather, time of day, and location.
The importance of audio-driven strategies is growing daily.
Verification is progressing based on search results from devices like Amazon Alexa and Google Home. It's also vital to explore new possibilities for audio content and advertising. Listener numbers are expected to grow significantly, especially with connected cars.
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Carat's TOP 10 TRENDS
Carat, part of Dentsu Inc. Aegis Network, annually releases its "TOP 10 TRENDS." From the perspective of one of the world's largest media agencies, it examines emerging technologies and phenomena to determine whether they are poised to significantly impact advertisers. Carat was ranked number one among global media networks in the latest edition of RECMA's "Network Diagnostics" report. Original report: <br/><a href="https://www.slideshare.net/NextGenerationMedia/carats-10-trends-for-2018"target="_blank">https://www.slideshare.net/NextGenerationMedia/carats-10-trends-for-2018</a>