Future platforms ‘can integrate brands into homes’

Future platforms ‘can integrate brands into homes’Fairfax Media demonstrates how a futuristic bench-top screen could provide future home owners GoodFood recipes and video tutorials.

Emerging technologies will allow lifestyle content and brands to become seamlessly integrated into consumers’ domestic life, according to predictions by Fairfax Media about content delivery platforms in 2030.

Fairfax demonstrated how publications like Domain and GoodFood would operate in the technologically connected households of the near future in a presentation at mLab, GroupM’s annual showcase of futuristic technologies.

Technologies like smart fridges and smart TVs would better connect consumers to content and e-commerce platforms all within a domestic setting.

One example depicted a smart fridge analysing its own contents, suggesting a GoodFood recipe based on available ingredients and then providing the home owner the option to replace deplenished groceries.

“This really has been about showcasing how content delivery is changing and how that’s impacting or going to impact consumer’s lives in the not too distant future, and how Fairfax plays a part in that,” Fairfax national sales director Chris Freel said.

“So for brands there’s now the opportunity to be woven into this content and become an integral part of people’s lives.”

GroupM's annual mLab was held at UTS this year in the university's new IT & Engineering building (on the right).

GroupM’s annual mLab was held at UTS this year in the university’s new IT & Engineering building (on the right).

mLab is an invitation-only event for GroupM clients that showcases how advertisers can utilise cutting edge technologies to better target their audience now and into the future.

This year’s event was held at University of Technology, Sydney, and featured presentations by Adshel, UTS researchers, Instagram, Twitter and three agency start-ups.

Sebastian Rennie, chief investment officer of GroupM, said mLab’s mission was to identity the real future of media and make it possible for clients now.

“We want our clients to be first to market, which is why we’re putting the technology of the future in front of them early,” Mr Rennie said.

Adshel demonstrated how beacon technology can utilise publically available data and signals from nearby mobile phones to create more effective, targeted and personalised ads displayed on its Street3 screens.

A network of 500 of these screens across Australia and New Zealand will go live on Monday.

UTS demonstrated its newly completed Data Arena that enables the easy exploration of complex data by creating immersive and interactive 3D visualisations.

The facility can be fed qualitative and quantitative data that can be projected onto the four metre-high screens that completely cover the walls of the circular arena.

mLab attendees view a 3D visualisation of the solar system at the UTS data arena.

mLab attendees view a 3D visualisation of the solar system at the UTS data arena.

Of the start-up presenters, Fanfuel demonstrated how the social media channels of athletes can be used to replicate the same reach of traditional media; Tribe showed how it can connect brands with everyday Australians with large social media audiences; and Social Status spoke about its analytics platform that can evaluate the performance of content marketing against competitors.

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