Take a look at the new technologies, rules and tools that are on the radar in marketing for 2020. We break down the possibilities around Spark AR, addressable TV and more.

2020 Innovations That Influence Marketing | Union

6 Innovations Marketers Should Know About in 2020

New technologies, rules and tools have been rolling out in the new year, opening marketers to fresh possibilities when it comes to interacting with audiences. Here are six to keep an eye on:

With <a href="https://martechtoday.com/addressable-tv-state-cross-device-ad-buying-203737">addressable TV</a>, brands and advertisers alike can <a href="https://union.co/services/performance-media/addressable-tv">serve different ads</a> to different audiences that are watching the same TV programs. Although addressable TV technology has been around for years in the form of addressable linear TV advertising, utilizing set-top boxes, advertisers have just begun to increase their investment in addressable. 
A lot of this newfound attention can be attributed to the <a href="https://martechtoday.com/addressable-tv-state-cross-device-ad-buying-203737">emergence</a> of addressable OTT (Over-The-Top) and CTV (Connected TV). These new mediums allow consumers to view their TV programs through streaming devices like Smart TVs, Apple TV, Chromecast and Roku, as well as via streaming services like Hulu, YouTube and CBS All-Access. On the ad campaign side, with addressable TV through OTT and CTV gaining traction on <a href="https://cms.union.co/services/performance-media/programmatic">programmatic platforms</a>, there’s an opportunity to incorporate it more into paid media campaigns. Take advantage of it. 
Overall, addressable TV allows advertisers to be more precise with their advertising. It gives advertisers the <a href="https://www.forbes.com/sites/charlesrtaylor/2019/03/18/addressable-tv-is-creating-new-advertising-capabilities-and-they-are-not-going-away/#6120321515ce">opportunity</a> to provide more relevant content to the end user based on their data points, demographics and interests. We can now garner deeper insights, limit ad exposure, utilize sequential targeting and target cross-platform. Addressable is also cheaper than traditional linear TV advertising with a higher return, all while requiring less time for purchase.

Addressable TV

This rising star in <a href="https://cms.union.co/services/branded-content/animated-content">animation</a> is built directly into a website or web-based platform. Web-based animation <a href="https://yalantis.com/blog/web-animation-technologies-and-tools/">uses</a> libraries to implement animation across a series of components, illustrations and other user touchpoints. These include both 2D and <a href="https://cms.union.co/services/branded-content/3d">3D solutions</a> that render through already existing frameworks like WebGL and SVG as well as animation frameworks that manipulate the Document Object Model (DOM).
As web technologies have gotten more complex and consumer needs have become more personalized, animation has become a core part of our day-to-day digital experiences. Users expect a level of polish and finesse, not to mention interaction, that animation helps communicate. The process of adding animation to web-based platforms has, until recently, been cumbersome. But now we have new frameworks like Lottie, SpringJS, Greensock, and so many others that have boosted efficiency while lowering costs by allowing a near-seamless pipeline between animators and developers. Meanwhile, we can see more quality end products when it comes to websites that showcase web-based animation.

Web-based Animation

The <a href="https://oag.ca.gov/privacy/ccpa">California Consumer Privacy Act</a> (CCPA) is a game-changing data privacy and user rights law that came into effect Jan. 1, 2020. Its intent is to make businesses accountable and transparent with regard to their user data, and to give users access to and control of their personal data. That includes rights to know how their data is used, to opt out of certain transfers and sales of their data, and to have their data deleted. If CCPA applies to your company, the act generally requires revisions to your privacy policies and your systems for control and processing of personal data. It may also require certain postings on your website or apps, like a cookie banner and/or a “Do Not Sell My Personal Information” button. Our understanding is that the CCPA can apply to service providers of covered businesses even if your business is not itself a covered business under the law. Moreover, there’s been a rise in consumers demanding that companies respect their data privacy and provide them control. Similar privacy laws are in effect, or they’re coming, in other states and signs point to eventual federal regulation. Even if your company is not subject to the CCPA, it’s time to start future-proofing your data and marketing strategies. Consider unifying customer data into a single view, connecting your marketing channels and creating a system of user access and control. And as quality, first-party data becomes more important, there’s no better time to work to provide true value to customers in exchange for their data.*Disclaimer: Union does not provide legal advice. Check with your lawyer for questions regarding CCPA and other privacy laws involving your company.

CCPA and Privacy Laws*

In April 2019, Facebook<a href="https://developers.facebook.com/blog/post/v2/2019/04/30/spark-ar-studio-update/"> announced</a> plans to move Spark AR, their tool for creating and publishing Instagram Story and Facebook Camera effects, out of a closed beta and into the hands of community creators. These effects let users express themselves in the moment and provide rich and interactive layers to their experiences. 
We published our first (and simple to use) effect for attendees of our office block party after the release. Our followers could drop a spiced-up, 3D version of our logo into their environment to share while at the event, adding a little interactive excitement to the occasion. With a recent <a href="https://sparkar.facebook.com/blog/expanding-world-ar-capabilities-on-instagram/">update</a> to Spark AR, target tracking technology is available so creators can anchor <a href="https://cms.union.co/services/branded-content/3d">AR experiences</a> to actual, flat surfaces in the real world. This allows people — and brands — the opportunity to build these experiences into posters, packaging or billboards. Now, brands can bring their previously static ads to life.

Spark AR

5G is the <a href="https://www.digitaltrends.com/mobile/what-is-5g/">next generation</a> of mobile broadband positioned to replace or augment 4G LTE connections. Why it’s exciting: faster download and upload speeds are possible, as well as decreased latency. For perspective, 5G speeds could reach up to 100 gigabits per second. That’s 100 times faster than before.It’s groundbreaking for areas where low latency is <a href="https://www.digitaltrends.com/mobile/what-is-5g/">critical</a>, like remote surgery and navigation overlay. 5G can also come in handy with video surveillance, connected vehicles, virtual and augmented reality, and more.At the moment, though, a meaningful rollout of 5G this year isn’t likely. A fully integrated 5G network may be more viable in 2021. T-Mobile, AT&amp;T and Sprint are all <a href="https://www.cnet.com/news/the-5g-wireless-revolution-explained/">talking</a> about small rollouts (for example, AT&amp;T indicated having a live network in 21 cities as of October 2019). But the rollout details are vague, and the moves aren’t impactful enough to experience major change just yet. Bottom line: Your 5G smartphone purchase can be put on hold for a bit.

5G

With the initial rollout of Wi-Fi 6 near the end of 2019 comes the updated standard for Wi-Fi. <a href="https://www.theverge.com/2019/2/21/18232026/wi-fi-6-speed-explained-router-wifi-how-does-work">Coming in</a> with higher speeds, Wi-Fi 6 offers 9.6 Gbps, versus the 3.5 Gbps of the previous-generation Wi-Fi 5. Interestingly, these are maximum speeds unlikely to be reached or needed in typical Wi-Fi use, as the general download speed is 72 Mbps.So, why does it matter? Wi-Fi 6 is more than a speed upgrade. It also offers new technologies to make it easier to have multiple Wi-Fi devices connected to one network. Since a router can communicate with a limited number of devices at the same time, more connected devices means the overall network will slow down more. Wi-Fi 6 allows routers to communicate with more devices simultaneously. It also makes it possible for routers to send data to a number of different devices in the same broadcast, while giving Wi-Fi devices the power to schedule check-ins with the router to save battery life.What that means: One Wi-Fi 6 laptop connected to a Wi-Fi 6 router is probably only a little bit faster than a Wi-Fi 5 laptop connected to its corresponding router. However, as more Wi-Fi 6 devices get added, their existing speeds should be easier to maintain despite an elevated demand on the corresponding router. This won’t just be beneficial for public venues that can require hundreds or thousands of connected devices (think office buildings and stadiums), but it will also be helpful at home. Today, the average home contains nine Wi-Fi devices, while an average of 50 could be seen in just a few years.Just <a href="https://www.cnet.com/news/wi-fi-6-and-what-it-means-for-you-wifi-routers/">two catches</a>: To really enjoy the benefits of Wi-Fi 6, users will need both their device and router to meet this new standard. In addition, internet service provider plans haven’t necessarily caught up to next-gen router technology, and they may not for a few years. So, sit tight for now. Keep your focus on addressable TV, web-based animation, Spark AR, and user access and control. Our team at Union is here to talk through any of these innovations, and more. <a href="https://union.co/contact">Contact us</a> today.

Wi-Fi 6

Valtech + Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.

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