Talking Runners, Beds & Fridges, Oath Paints A Programmatic Future

Talking Runners, Beds & Fridges, Oath Paints A Programmatic Future

If you wake up in the middle of the night and think: there’s not enough smart things in my life, fear not! Gartner has predicted that by the year 2020 there will be 20 billion connected devices in the world.

Among the list of things topping the list of smart devices you may not have anticipated are washing machines and mattresses. And as more and more household objects become smart, they will all be a canvas for advertising, John McNerney director of Oath Ad Platforms ANZ told a breakfast in Sydney this week.

Rushing to fill this void created by the Internet of Things (IOT) was programmatic advertising. Once the home of cheap remnant inventory, programmatic thanks to artificial intelligence is now on the verge of being able to deliver the most pertinent and therefore effective advertising available, said McNerney.

“Anything that attracts human eyesight will be ripe for the picking for advertising. Think about your smart watch, you’re glancing at that more than 100 times a day. And think about the potential for these connected devices in the kitchen like smart ovens and fridges, they’re actually going to be the ones that help us prepare our meals . . . that’s where it’s going,” he said.

McNerney also gave the example of runners whose shoes could tell them when they needed replacing via their smart watch and even suggest some new makes and models and where they could get the best price.

“One of the big ideas that’s going to be coming out of IOT is that these consumer products are going to be the experience platforms. Just as a car is for transport, ovens and fridges are going to be for meal preparation and the businesses that own these experience platforms will own the consumer and their attention. This is where advertising is going to be,” McNerney.

Already research has shown the average consumer spends 31 hours a day looking at various devices owing to the duplication of time from multi-screening.

However, while this future looks bright it remains a little way off. The roll out of 5G, which is at least two years away, is going to be a huge catalyst for IOT. It’s 30-50 times faster than 4G. Simialrly, smart fridges and stoves do exist, but they’re still around $10,000 a piece so they need to go through an economy of scale exercise before they become sufficiently affordable.

McNerney concluded by saying this meant advertising would become highly personable and change the way we think of advertising. It would be hyper-contextual and in the moment. Things such as the chance of conversion will be something you don’t think about, it will be highly personable.

Earlier this week Oath signalled a major investment into localised video content with the appointment of Emma Metcalf as Senior Producer of their newly created multimedia studio.

In the newly created role, Metcalf will be working across Oath’s impressive umbrella of brands including Yahoo Finance, Yahoo Lifestyle and Yahoo Sports, helping to further establish the company’s commitment to localised content creation.

Metcalf joins Oath following an impressive string of producing and directing roles across industry leaders such as Warner Bros and Endemol Shine, most recently as Executive Producer for Australia’s leading youth agency, Junkee Media.

Oath Emma Metcalf

Oath’s recently completed studio offers the business a fantastic opportunity to create topical and timely high quality video content in house. This will complement Oath’s existing team of journalists in producing engaging and informative stories across a breadth of market leading brands.

Oath’s director of content, Simon Wheeler, called the appointment the next step in Oath’s creative direction into the Australian market.

“We’re thrilled to welcome Emma aboard as we begin this new creative chapter. Oath’s investment in the new studio and this hire are part of our ongoing strategy to provide consumers with local experiences and content that will better their lives.

“Emma’s impressive experience means she brings an abundance of local content knowledge to this role so we’re excited to see what she will deliver,” he added.

On her appointment, Emma said she was excited at what the future holds given the supportive setup available to her.

“I’m really excited to play such an integral role in this new creative direction for Oath. I’m very lucky to be able to start with such a solid foundation given the resources available from this powerhouse company and its well established brands.

“I’m looking forward to innovating the landscape and bringing these brands to life through video with this great team and company,” she added.




Please login with linkedin to comment

Emma Metcalf Oath Oath Ad Platforms

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]