A new report has shown that Australians are one of the biggest adopters of smartphones on the planet and warns of both the threats and opportunities that that brings for both advertisers and marketers.
The report by consultancy firm Deloitte and titled 2018 Technology, Media and Telecommunications Predictions found 90 per cent of adult Australians will own a smartphone by the end of 2018; a good five years earlier than the rest of the planet.
However, it’s not all good news. Australians who worry about their smartphone use (presently at 41 per cent) is set to rise to 45 per cent this year, the report revealed.
Globally, Deloitte found that two-thirds of 18-24 year olds felt they used their devices too much.
The report also had a harbinger for advertisers and marketers, suggesting that Australia’s smartphone penetration meant that augmented reality (AR) would be the industry’s new must-have mechanism.
According to the report, over a billion smartphone users will create augmented reality content in 2018, and by 2020 AR will generate revenues of US$1 billion.
“For Australians 2018 will be about how smartphones are used,” says Kimberly Chang, Deloitte Australia’s technology, media and telecommunications leader.
“With invisible innovations such as Artificial intelligence (AI) chips likely to become standard across smartphones by 2023 and with better batteries and connectivity, we expect to see an increase in smartphone uses, including to interact with IoT (internet of everything) devices and completing work-flow activities such as expenses and time sheets.”
However, Chang added it was the marketers who could best identify the ways to best use AR who would most benefit.
“AR is going to be a real game changer for Australian enterprise, and the tipping point is upon us. We are talking a lot more than just Snapchat. AR has applications for many industries including construction, government, automotive, and media,” Chang told the marketing website CMO.
The problem, however, is that AR currently remains quite expensive and has no yet entered the mainstream.
Chang added: “Potentially, wearables will replace the smartphone in the future and once wearables come into play AR is really going to take off. Right now it’s a real battery drainer on a smart phone, so more advancement is needed there.”
Australian mental fitness charity Gotcha4Life is launching its most comprehensive communications platform via a national campaign produced by Initiative Studio. Gotcha4Life works to end suicide by delivering programs that create meaningful mateship, build emotional muscle and strengthen social connection in local communities. The charity was established as a not-for-profit foundation by media personality Gus Worland in 2017. https://vimeo.com/582293453/872cd42796 […]
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
Australia’s advertising market has stepped up its strong COVID recovery by creating history in June after delivering the largest month of ad spend ever recorded in a first half period in SMI history, with the feat also ensuring the market total was above the pre-COVID levels of June 2019. Total bookings soared 44.3 per cent […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Following on the success of last year’s Think with Google “Rethink The Mix” campaign, this week sees the brand inviting marketers to “Rethink the Line” via a campaign created by The Hallway. The campaign is spearheaded by a video that tells the story of “The Line ” via animation and is complemented by a collection of shorter videos and […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
This comment piece is by Jasmin Bedir, CEO of Innocean and founder of FckTheCupcakes. It’s been a month since Zoe Scaman’s amazing article. When I read it, I kept nodding along and readied myself for an industry discussion in Australia. But nothing happened. Not a peep. And it’s not because we’re so much better in […]
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]
Red Havas has announced the appointment of Haylie Marchant to the role of executive director, Red Havas Brisbane. In addition to leading the agency to drive growth in the Brisbane market, Haylie will also join the Red Havas national senior management team. Marchant brings 15 years experience building and running successful agencies in Australia and […]
After three years as executive creative director, Vince Lagana has departed The Monkeys to explore new interests and opportunities. Lagana said: “I’ve really enjoyed these three years as ECD at The Monkeys but now feels like the right time in my career to pursue other new and exciting opportunities. I’m proud to have worked on […]
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]