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Home as a Playground

Home as a Playground

Consumers’ in-home access to experiences has increased exponentially over the last years. While media is the heart of these new immersive moments, advertising sits at the fringes. Many of the ecosystems supporting these experiences were not originally designed to embed advertising, and their business models (e.g., subscriptions, micro transactions, games sales) do not rely on advertising to thrive. This creates a dual challenge for brands. First, to find their place in these environments, they need to develop innovative content-led integrations that add value to platforms without alienating users. Second, as these experiences do not exist in a vacuum, consumers’ expectations do not disappear once they sign out. This increases pressures on brands to elevate their overall marketing effort through a renewed focus on interactivity and experience if they are to build lasting connections. This article is excerpted from the new Vizeum report Future of Home. Download it now for key insights on the trends shaping the home revolution. Content 3 1399 Yet, the real revolution is happening on the software side, deeply transforming the way we consume culture. The nearly unlimited access to content offered by video streaming platforms has created new on-demand cultural moments, as illustrated by Netflix’s already iconic Tiger King series. While the recent lockdown seems to have cemented video streaming as a turning point in media consumption, things get even more interesting as streaming's rise in power collides with another steadily growing trend, gaming. The $159 billion a year industry is now looking into cloud computing to fuel its growth, with Google betting big on its Stadia platform. The gaming sector also keeps reimagining how people can make the most of its virtual worlds. For instance, Fortnite's popular Battle Royale game is now hosting live concerts of artists such as Marshmello and Travis Scott. By venturing beyond its original genre, Fortnite has attracted millions of participants looking for new kinds of shared cultural moments. Beyond playing, we also observe that consumer curiosity for personal development in the home environment has become an enduring trend, with professional training available on demand.  Content 2 1199 As a result of the social distancing measures made necessary by the COVID-19 pandemic, most of the outside entertainment opportunities we were used to, such as cinemas, concerts and sports games, have been cancelled. Consequently, people are looking for entertainment options inside their homes. Fortunately, the new home playground powered by hardware and software has not relegated us to downgraded experiences – quite the opposite. Hardware has traditionally been at the heart of the home experience. Over the last few years, home devices took a giant leap in terms of sophistication (new soundbars like Sonos’ Arc are dynamically tuned to the unique acoustics of rooms) and democratisation (more than 100 million 4K TVs are estimated to have been sold in 2019). But today, technology can do much more than recreating the cinema at home, with the most immersive experiences now starting in the living room. Both Sony's and Microsoft’s next generation consoles, equipped with enhanced specs to render increasingly photorealistic and richer worlds, are expected for the 2020 holiday season. Virtual reality (VR) headset shipments are set to more than quintuple in the next four years, and the technology is gaining traction well beyond its roots in gaming. For instance, in 2019, rugby fans could already enjoy spectacular 360-degree video highlights of the World Cup games. Content

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Home as a Polymorph

Home as a Polymorph

In other cases, we also see that home is a place to educate, nurture and grow as home schooling and online classes take on new significance in our daily lives during lockdown. Physical health is the most oft-quoted driver of people’s sense of health and wellbeing, and the home is increasingly turning into a place to exercise and heal. Peloton, the fitness company offering gym hardware and online workout classes, more than tripled its number of subscribers over the last two years. The integration of live streaming and social elements has led to rapid developments in replicating the gym experience in the home, from yoga instructors moving their classes online to Joe Wicks, a YouTube fitness instructor dubbed UK’s Physical Education Teacher for leading daily classes for kids to stay in shape at home.     We anticipate technology will play an increasingly important role in supporting healthcare systems. For instance, medical teleconsultations could help populations with limited mobility such as senior citizens or populations that live in medical deserts to talk more regularly with healthcare professionals from the comfort of their homes. People are also keen to have proper dining experiences at home. The worldwide popularity of food delivery services is skyrocketing as illustrated by the market capitalisation of the leader in this space, China’s Meituan Dianping, recently passing the $100B milestone. In a slightly dystopian way, consumers can now get home delivered meals from restaurants where they will never be able to dine in person (a.k.a. ghost kitchens) or from menus they will never find in actual restaurants (a.k.a. virtual brands). Additionally, with the growing interest in cooking, platforms such as Gousto use artificial intelligence to propose bespoke recipe recommendations for which users can order only the necessary ingredients. The role of home is expanding as we bring in more activities. The objects and services brands will offer will need to deliver agility, multi-functionality and personalisation to provide lasting value. Brands that recognise this polymorphic nature of homes and design smart solutions to make the most of indoor spaces are likely to perform better in the years to come. This article is excerpted from the new Vizeum report Future of Home. Download it now for key insights on the trends shaping the home revolution. Content 3 1399 Home is much more than an entertainment hub. It has become a polymorphic space where we work, dine, play, get healthy and replicate outside world experiences. Pandemic confinement accelerated this pre-existing trend, and the home is now under pressure to become the primary – and for many, the only – venue for life’s various activities: work, learning, downtime, shopping, fitness, dining, rest, childcare, socialising, creativity, romance, and cultural nourishment. With the constant need for economical accommodation, particularly in cities, the home has to multitask and be more efficient with space than ever before. Working from home is not a new phenomenon. In 2019, about 27 million Americans[i] and 13 million Europeans[ii] were already working remotely. However, the mass work-from-home experiment due to stay-at-home orders is making it a reality for millions more for the first time, and many companies have been forced to adapt to agile working almost overnight. What does this mean for the future of work? As cloud computing and collaboration tools such as Microsoft Teams have enabled many of us to work from home fairly seamlessly, the needs to occupy large costly office space in city centres and business travel are likely to come under scrutiny. After working from home for months, employees will expect flexible working arrangements with the option to work from home and minimise commuting. Home is also a place to pamper, and we expect beauty and care services performed at home to become a fast-growing category. With the rise of platform-based services such as blow LTD and Urban, there is no need to leave home for a haircut, a massage or a manicure. Beauty specialists will come directly to you. While such companies have not reached mass market levels yet, their platform models enable them to better understand their clients' individual wellness needs over time. Consequently, they will probably gain a competitive edge over independent or single-service salons to provide personalised beauty services to consumers. Content

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CROSS DISCIPLINE COLLABORATION THE KEY TO ACCELERATING POST COVID GROWTH

CROSS DISCIPLINE COLLABORATION THE KEY TO ACCELERATING POST COVID GROWTH

Paul Wilson, Global Head of Strategy The COVID-19 pandemic has prompted brands - and their customers - to change the way they operate overnight. A global pivot is underway as brands embrace new business models and new ways of engaging customers. To help navigate this changed landscape, Dentsu Aegis Network took a deeper look at how the COVID-19 pandemic is impacting our clients’ business plans, how they have been responding to this unprecedented situation, and how they envision the post-COVID-19 future. COVID-19 has had a dramatic impact on businesses – with 75% of companies rating the impact a 7/10 or above. If we are to derive one truth from the survey of 700+ clients across 36 markets, it is that the pandemic accelerates brands’ transformation, especially regarding their digital capabilities. The Immediate Business Impacts The impacts have been short term – declining sales and lack of liquidity being the most oft-quoted immediate challenges by survey respondents, closely followed by reduced footfall and marketing challenges. Looking ahead to Q3, GDP growth will largely depend on the speed and shape with which restrictions are eased, but consumers’ health concerns and perception of risk will also be crucial. If voluntary social distancing continues, the global recovery could be slower than anticipated. Few economic predictions see an immediate V-shaped recovery, and the impact on businesses is going to be felt over the long term. Businesses are already making more longer-term plans and reallocating their budgets elsewhere – particularly if they had invested in a major event that has been postponed. Acceleration of E-commerce, Content and CRM Recessions bring uncertainty, which creates new routines and accelerates trends that were already evident before the crisis.  Specifically, we are seeing clients accelerate their investment in e-commerce. The same is true for Content and CRM. Striking the right tone is critical in times of crisis. More than half (55%) of respondents have adapted their content to respond to the consequences of the pandemic. Additionally, the pressure to get closer to customers increases. With media budgets under pressure, many marketers have renewed attention to their existing customers, accelerating their investment in CRM (32% of respondents increased their CRM activity, and 45% believe they will need to invest in CRM on the long term). Across all of these areas greater organisational connectivity is required. These areas don’t sit and operate in isolation.  E-commerce requires sales, marketing, and logistics to be better connected.  CRM needs to be connected to data and to paid media and the new channels used in e-commerce and CRM require different forms of content and creativity. Retail and Home Reimagined But just as these channels don’t operate in isolation, the impact of this crisis is felt across multiple areas. With lockdown and all but essential brick-and-mortar stores closed, people are spending significantly more time at home and altering their purchasing habits, resulting in a reinvention of retail and a reimagination of our homes. This trend has been amplified and accelerated by technology. We are seeing a radical alteration in how people across the world shop. The big question is how many of these new behaviours are here to stay? The expansion of home delivery and an entirely online path-to-purchase is speeding up the transition to e-commerce. Similarly, retailers are being forced to upgrade their digital engagement, bringing customer service online and experimenting with new channels like shoppable live streams. In parallel, the home has transitioned to a polymorphous space becoming the primary – and for many, the only – venue for life’s various activities: work, learning, downtime, shopping, fitness, dining, rest, childcare, socialising, creativity, romance, cultural nourishment. Yes, the home has always been a multi-use space, but consumers will now demand a whole lot more from their four walls. Recommendations for brands In the short term think about how you can help people thrive in the polymorphous home. How can you help them enjoy everything they loved outside but in their home? Consider the impact of an impending recession on spending habits and which of these trends will stick as people cut back on non-essential expenses, swapping gym memberships for online workouts and restaurant meals for dinner parties. Drive greater connectivity across your organisation with particular focus on the intersection of commerce, creativity and CRM. Review your current capabilities to support the above and identify key gaps to be filled. Remain agile and alert to new opportunities and trends – or adapt your processes to become more agile and responsive. Read the full report:    The Reality of Recovery: A post COVID-19 World

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Vizeum - 2020 Case Book

Vizeum - 2020 Case Book

More than ever, the world is disrupted by changes in the social, economic and environmental spaces. The speed and magnitude of the transformation are unprecedented. In the past year, we have seen how the balance is fragile and how things can turn around. From Brexit to new political agendas in most of the BRICS. From the Coronavirus to the environmental crisis in the Amazon or Australia. From the concerns around digital privacy to the rise in mass urbanization in Djakarta or Dar El Salam. What we believed to be stable factors have become volatile variables, and even when they are local, they create concerns globally. We now feel for real what Thomas Friedman stated a few years ago: a world becoming more and more hot, flat and crowded.   We are delighted to share with you our latest growth stories from across the Vizeum network.  You’ll read about improving digital advertising: from using AI to enhance the prediction of what customers might buy next to the creation of a TV show - which embedded a brand into the local culture. Lastly, you’ll learn how we championed female investing, closing the financial gap between men and women. These stories demonstrate how we are using media in new and exciting ways to accelerate the growth of our clients. And, we are proud to show how our attitude and approach is shared across the whole Vizeum network to produce a range of work that covers a variety of different markets and sectors.   Download today to view fifteen stories from across the world that may help spark change in your business today.

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VIZEUM LAUNCHES SPARK

VIZEUM LAUNCHES SPARK

In Cannes last year: Vizeum hosted their very own Dentsu Aegis Dragons' Den style event showcasing our new Spark start-up engagement programme. 3 start-ups were invited to step into our start-up den to win over our dragons with their best ideas on how digital can empower society. The event - hosted by BBC worldwide reporter Lucy Hockings – featured our very own Dentsu Aegis Dragons headed up by David 'Shingy' Shing, AOL's (self proclaimed) Digital Prophet with Vizeum's Global President Thomas Le Thierry, Gabrielle McGee of the Tory Burch Foundation and our client Maggie Dehler from Fox completing the jury. Our start-up line up included; Cluep, SUPA A.I and Smartzer who all had a mere 5 minutes to win over our jury. A brave challenge to take on! Cluep pitched their text analysis and image recognition engine as a solution to higher levels of civic engagement. By targeting people based on what they're sharing and feeling it could enable governments to better connect with people empathetically and emotionally. Smartzer pitched their clickable, shoppable and interactive videos as a digital solution to enabling clickable donations for charitable fundraising via video content. While SUPA A.I pitched how their apparel digital sensor could facilitate the largest vault of digital health data for GenZ, in turn empowering scientists to find solutions for major health issues. SUPA A.I was crowned the winner with their potential to positively impact future health outcomes. Check their products out here if you're interested in being SUPA'd! You can view the full event video here on the DAN Facebook page.

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