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For the past five years, two of Ogilvy’s digital leaders, Marshall
Manson and James Whatley, have collaborated on an annual trend
report outlining where they believe the digital and social landscape is
headed and what brands and agencies should do as a result.
This year, we’re kicking off with a special bonus section. A ‘prelude’, if
you will. Because it’s our fifth year and because it’s Marshall’s last at
Ogilvy, we’ve also reflected on some of the longer-term trends that
we’ve seen emerge and stick around from year to year.
#OgilvyTrends2018
Prelude: Reflecting on Five Years of Predictions
Some things change; some things stay the same.
#OgilvyTrends2018
Reflecting on Five The Demise of Organic Reach & The Pivot to Targeted
Years of Predictions We’ve included some discussion of organic content and the pivot to paid targeting in
every trends report we’ve done, and also our stand-alone Facebook Zero report,
which came out in March 2014. It’s arguably the biggest change in social media
marketing over the last five years.
Various observers have revisited the organic reach question recently, hoping to
rediscover the land of milk, honey, and ‘free’ reach. Marshall summarised our view
on investing in this strategy recently:
“You might as well take your budget to the bank, cash it out in £20 notes, pile it up in
the parking lot and light it on fire.”
Video is here to stay. If you’re going to do it you must acknowledge that competition is
fiercer than ever – so do it well.
#OgilvyTrends2018
Reflecting on Five Twitter’s Cloudy Future
Years of Predictions Let’s start with this: We love Twitter. We want it to do well. But it’s been in the
wilderness for a while. We’ve voiced concerns about it in four out of five reports.
Which is all fine. But Twitter still has big challenges with user growth and
usability. Expanding to 280 characters feels like a Band-Aid, although some early
data suggests users love it. After five years, we’re still waiting for a development
vision that makes sense. At least recent cost cutting and a plan to sell more of its
data means Twitter might soon turn a profit.
#OgilvyTrends2018
Reflecting on Five Everybody’s Doing Disposable Content
Years of Predictions
Are you sitting comfortably? Then let us add to Your Story.
Snapchat started it. Facebook copied it. And now everybody’s doing it. Way back
in our 2014 Trends presentation, we hailed Snapchat as the first major platform to
‘embrace the ephemeral’.
Today, you can’t open a single sharing app without being offered an option to
VIEW or CREATE or ADD to a ‘story’ of some kind. In late 2017, even the rarely-
innovative (but then why does it need to be?) YouTube played copycat with its
own take on the disappearing fad, unveiling ‘Reels’.
Why is there such a love affair with the permanently temporary? Maybe, like the
collective post-relationship-status one-night stand, people want a great time, but
just want to make sure they can forget about it tomorrow.
#OgilvyTrends2018
Part 1: 2017 Predictions: How did we do?
Spoiler: A mixed bag of mixed bags
#OgilvyTrends2018
2017 Predictions: Trend 1: The Chatbot Gold Rush
How Did We Do? We said:
The chatbot opportunity is coming.
We advised:
Think about how chatbots could help you. Don’t add to the dross.
What happened:
The 33,000 bots we reported on Facebook last year has since tripled and,
while the gold ‘rush’ was more a leisurely jog – the tipping point of
experimentation is upon us. With not only many brands launching bots for
Christmas this year but also myriad other trend reports citing bots as one to
watch for 2018. Sure they are.
Grade: B+
We were early on this one – and we’re OK with that (remember: you read it on
our trend report first, last year).
#OgilvyTrends2018
2017 Predictions: Trend 2: The Abdication Of Ethical Decision Making
How Did We Do? We said:
’The role of human decision-making will inevitably decline.’ That we would be
‘handing over choices about what’s right and wrong.’ And we wondered how to
‘embrace automation while protecting the ethical frameworks that make us human.’
Heavy.
We advised:
Marketers should prepare for big changes to well-understood concepts about
decision-making. And brands should ensure they understand the ethical
boundaries in which they operate.
What happened:
We weren’t the only ones thinking about this. WIRED called for an ethical watchdog
for AI research, and Google’s DeepMind AI subsidiary launched an ethical and
societal research group. Elon Musk asked governors in the U.S. to take steps to
regulate AI ‘before it’s too late.’ And a constructive discussion began to consider
This image was created by Inspirobot, which guidelines for AI ethics.
was developed to create inspirational posters
by learning from whatever it could find on the
Web. Fair to say it learned too well… How did we do?
It’s probably too soon to tell. The reality is that wasn’t really a 2017 trend. AI is
going to take a lot longer to evolve. But we need to pay attention. Now.
We advised:
Now’s the time to learn to love video. We advised you to get smart with video
creation – both in the reuse of existing assets as well as taking advantage of
free-to-use tools to give you a creative (and commercial) edge.
What happened:
Nearly everything in video grew and grew. And it would take 17 slides to list
the key points (from addition of sound to vertical video ad units, TV apps and
more). However one thing we shouldn’t miss is that LIVE didn’t really happen.
It’s a big bet that Facebook made that, so far, hasn’t really hit mass-
penetration (e.g.: Facebook no longer pays for Live video from publishers). If
we had billions in the bank, I doubt an ineffective TV campaign would keep us
up at night, but still…
WINNER. #OgilvyTrends2018
2017 Predictions: Trend 4: Twitter Retrench
How Did We Do?
We said:
2016 was a hard year for Twitter. Eroding user base, a failed sale, and Trump. We
predicted Twitter would ‘narrow its focus to two key areas: data and influence.’
We advised:
Brands needed to expand their data sources and guard against over-reliance on
Twitter. Also, we suggested that ‘It’s time to reconsider Twitter as a platform for
influence. Success isn’t just about publishing. It’s about partnering with
influencers to co-create and reach their audiences.’
What happened:
Twitter didn’t really focus on data and influence in the way we expected. Instead,
they expanded to 280 characters. Trump continued to be the platform’s most
notable draw and its biggest troll. In October, Twitter announced it was on the
cusp of turning a profit for the first time ever.
We advised:
Ignore the 220-odd measurements that Facebook offer you and revert to your
original toolset, be that brand-tracking, lead generation, or brand awareness.
Focus on the metrics that matter to your brand or business or agency.
What happened:
In February, Facebook agreed to open itself to Media Rating Council auditing.
Two weeks later, Google did the same, particularly for YouTube. In May,
Facebook revealed errors with view counts for video carousel ads. And in
November, Facebook refunded advertisers when it found even more errors in
how it was reporting video views.
#OgilvyTrends2018
Trend 1: Augmented Reality Gets Real
My AR brings all the snark to the yard.
#OgilvyTrends2018
Background
#OgilvyTrends2018
We’ve been here before…
Pictured:
Ford in AR in 2008
BMW in AR 2017
#OgilvyTrends2018
…but the technology hasn’t
#OgilvyTrends2018
Where Snap goes,
others follow...
If we can take anything from the last two
years, it’s this: Snap makes something.
Facebook copies it. Facebook makes it
successful. Others copy Facebook.
#OgilvyTrends2018
Defining AR Gets Real
#OgilvyTrends2018
Let’s Do a Roll Call
Proliferation of good mobile tech: check
Brands?
#OgilvyTrends2018
How Do You Prepare for This?
#OgilvyTrends2018
Watch. Learn. Experiment.
#OgilvyTrends2018
Get serious about this one
Facebook developer kit for AR.
#OgilvyTrends2018
Trend 2: The End of Typing
#OgilvyTrends2018
Background
#OgilvyTrends2018
Search is Moving Towards Voice
#OgilvyTrends2018
Voice Assistants are Exploding
#OgilvyTrends2018
Users Think That’s ‘Cool’
#OgilvyTrends2018
Reliability is Improving
#OgilvyTrends2018
The Ecosystem is Evolving Fast, and Still Very Fluid
#OgilvyTrends2018
It’s More Than Search.
It’s a New Kind of Interface.
#OgilvyTrends2018
Occasions are Important
For the moment, we most commonly use voice
commands when are hands are busy doing something
else. But behaviour evolves as users get more
comfortable and confident.
#OgilvyTrends2018
It’s Not Just Voice. It’s Innovative
Image & Video Use.
#OgilvyTrends2018
So Search is About to Get Visual, Too
Google began rolling out Google Lens to all Pixel phone users in
November 2017. Lens is an image recognition technology connected
to its Google Assistant. It will inevitably roll out to Android users in the
coming months, and other smart phone makers are sure to follow with
their own image recognition technologies.
What’s exciting about this isn’t the technology. It’s the interface: The
opportunity to dive directly from what you see into whatever you want
to know and learn. In the short term, it has huge implications for
cultural experiences and sports. In the longer term, it will be a big
part of changing how we interact with the Web.
#OgilvyTrends2018
Defining the End of Typing
#OgilvyTrends2018
Defining the End of Typing
In virtually every form of technology, user interfaces are
evolving away from fingers and thumbs and towards less
tactile forms of interaction like voice and images.
#OgilvyTrends2018
How Do You Prepare for This?
#OgilvyTrends2018
Think about ‘Voice search engine optimisation’
What happens when you ask Google, or Siri, or Alexa to
search for your brand or product?
Side note: Do not make the Burger King ad. Hijack is a bad
word for a reason.
#OgilvyTrends2018
Partners Look After Each Other
Next thing to think about is your partner relationships.
#OgilvyTrends2018
It’s Yet Another Brand Touchpoint
#OgilvyTrends2018
Voice is Just Another Input
#OgilvyTrends2018
Trend 3: The Tragedy of the Commons
in Influencer Marketing
#OgilvyTrends2018
Background
#OgilvyTrends2018
Tragedy of the Commons… WTF?
In 1833, Oxford Economist William Forster Lloyd first explored
the idea of the ‘Tragedy of the Commons.’ Ecologist Garett
Hardin brought the expression into the modern era in 1968
with an article in the journal Science which worried about
human overpopulation.
#OgilvyTrends2018
Influencer Marketing is Hot, Again
But with attention and buzz comes a lot of nonsense and too
many bad actors. The problem is that these bad actors can
put the whole common opportunity at risk.
#OgilvyTrends2018
Wrecking the Common with
Over-Exploitation
Influencer marketing only works when the communications are
authentic – from the perspective of the audience. When
influencers are offered a load of cash to pimp the latest product
or service, the audience is usually tolerant for a while. But when
an influencer veers towards shill too often, credibility loss and
audience erosion are sure to follow.
#OgilvyTrends2018
Defining the Tragedy of the Commons in
Influencer Marketing
#OgilvyTrends2018
Defining the Tragedy of the
Commons in Influencer Marketing
Too many brands and agencies throw money at influencers
and direct them to make content and endorse products that
undermine their authenticity.
#OgilvyTrends2018
How Do You Prepare for This?
#OgilvyTrends2018
Embrace Influencer Marketing
But Do It Right
#OgilvyTrends2018
Co-Create and Be Authentic
Brands need to practice some simple rules for Influencer
Marketing success:
#OgilvyTrends2018
Trend 4: The Amazon Awakening
Something is stirring in Seattle…
#OgilvyTrends2018
Background
#OgilvyTrends2018
The ‘Digital Duopoly’
#OgilvyTrends2018
Next, there’s the quarterly reports
#OgilvyTrends2018
Finally…
‘Amazon’s tentacles are
We get it, we’re Ogilvy, we’re owned by WPP, and to spreading rapidly
mention our lord and master may seem a tad sycophantic into all areas’
BUT when Sir Martin Sorrell speaks out about a brand, we
and – to be fair – the collective advertising industry at large
should sit up and pay attention.
#OgilvyTrends2018
Defining the Amazon Awakening
#OgilvyTrends2018
It’s simple:
§ Amazon Display
AWARENESS § Twitch
§ Audible
Amazon will be the most important
emerging platform for digital
advertising in 2018.
§ Kindle/Fire Ads
This is not about product pages. DISCOVERY § Prime Now
§ Amazon Home Services
It’s about thinking of Amazon as a
useful platform for advertising in every
part of the sales funnel.
§ Alexa Deals
And they’ve got the product suite to SALES § Coupons/Discounts
match. § Events (Prime Day)
§ Subscribe n Save
RETENTION § Echo Skills
§ Dash Buttons
#OgilvyTrends2018
How Do You Prepare for This?
#OgilvyTrends2018
Get Savvy AF, Fast
If you’re new to this, get yourself to
advertising.amazon.com and read up.
#OgilvyTrends2018
Trend 5: Seriously Serious
#OgilvyTrends2018
Background
#OgilvyTrends2018
The Web Has Issues
The Internet has now been with us for about a generation.
A technological revolution ushered in by idealists, the
Web offered real hope for better dialogue, more
transparency, and a pure marketplace for ideas and
informed opinion. Books like The Cluetrain Manifesto
offered a vision for business in this new environment that
was full of optimism.
#OgilvyTrends2018
Trolls Under Every Bridge
#OgilvyTrends2018
Government-Sponsored Hacking
In the last year, we’ve seen a significant increase in
governments publicly implicated in major security
breaches around the world.
#OgilvyTrends2018
Attacks on Privacy
Announcements about major data breaches came thick
and fast in 2017.
#OgilvyTrends2018
Outages Damage Productivity,
Waste Cash
The result of attacks, hacking, and intrusions has been a
serious of increasingly damaging and widespread
outages.
#OgilvyTrends2018
We’re Even Doing
Passwords Wrong
Pointless.
#OgilvyTrends2018
For Marketers,
the Story is Ad Fraud
#OgilvyTrends2018
And Government is Getting
More and More Hands-On
#OgilvyTrends2018
Defining Seriously Serious
#OgilvyTrends2018
Defining Seriously Serious
Digital marketing has grown up. So has the Web as a whole.
Both the grown up practice and the grown up medium are
facing serious challenges which will and must be addressed
in 2018.
#OgilvyTrends2018
How Do You Prepare for This?
#OgilvyTrends2018
Get Ready for GDPR
GDPR promises to bring the biggest change to marketing
practices, especially digital marketing, in a very long time.
The requirements are detailed and specific, and the
penalties can be extreme.
But it isn’t the big, obvious areas that will require the most
attention. Everyone will get to grips with data handling for
big CRM databases and new requirements for e-mail opt-
in, data breach notifications, and data portability.
#OgilvyTrends2018
Treat GDPR as an Opportunity
Matt says that ‘the smart brands will be the ones that
embrace and instigate this conversation and do it well. If
they do this then the future of marketing and customer
experience is exciting, plural, individualised, and
empathetic.’
Genius.
#OgilvyTrends2018
Protect Against Fraud:
Prioritise Sharing
It’s pretty hard to see the value of digital display advertising
given the prevalence of fraud, especially abuse of view and
click stats from bots.
#OgilvyTrends2018
Take Security Seriously
Let’s be honest: in general, marketing people are terrible
about security. After all, who has time to read e-mails from IT?
#OgilvyTrends2018
And we’re done!
Kinda…
#OgilvyTrends2018
Bonus Noodles
Stuff We Thought About, But Didn’t Quite
Merit The Full Trend Treatment
#OgilvyTrends2018
Social Platform as Paid Service
In 2018, Whatsapp will formally launch its enterprise level service for brands. The most interesting thing about this move is
that we believe for the first time in history, larger brands will be charged for simply existing on the platform. Even a pay-per-
1000 user model would help bolster Whatsapp’s ambition to never have to sell ads.
We’re yet to see it happen. That’s why it’s only a Noodle, but it would be quite a leap on the social media evolutionary scale.
#OgilvyTrends2018
Not Everything is CRITICAL!!
Social media tempts us to turn every topic, story, idea, and
sandwich into BREAKING NEWS, MOST IMPORTANT THING EVER,
PAY ATTENTION TO ME RIGHT NOW. The examples of this are so
numerous and widespread we hardly need cite any – and can’t be
bothered to screenshot anything more anyway.
There are lots of problems with this. First, it’s not good to be angry
all of the time. It makes us boring and mean. And not everything
matters. In fact, most things don’t matter. But it’s hard to have
perspective. Still, we need to expect more of ourselves. Practice
more perspective.
If pressed, however, our Noodle for 2018 is that there will be yet
more FREAKING OUT.
#OgilvyTrends2018
A Closing Note from Marshall
Come spring, I’m off to new professional horizons just across town, which means this is my last
trends report for Ogilvy. On that basis, I hope you’ll indulge me a quick personal thought.
This trends report was born out of frustration: I kept reading trends reports that breathlessly
predicted THE YEAR OF PERSONALISATION or the YEAR OF BIG DATA. But too many of these
reports were long on prognostication, short on evidence, and totally lacking points of action.
So in 2013, I went to James and suggested we write our own. He suggested that we hold ourselves
to account, and that we write something we’d enjoy presenting – with our own brand of snark.
It would be ridiculously arrogant to suggest that we fixed trends reports. We didn’t. And we’re not
claiming any such thing. But think we can say we’d broadly done what we set out to do.
So I will also say this: The collaboration with James has been the most intellectually interesting thing
I’ve ever done. And I just wanted to say a public thanks to him for all of the effort that’s gone into its
creation, year after year. It’s been a pleasure.
Finally, thanks to everyone who’s read and shared these reports over the years. We appreciate your
interest and support. We’ve thoroughly enjoyed your questions and suggestions as well.
#OgilvyTrends2018
Key Digital Trends for 2018
By Marshall Manson & James Whatley
@marshallmanson
@whatleydude
#OgilvyTrends2018
Appendix: Links & References
#OgilvyTrends2018
Links & References
Slide 5 – The Emergence & Domination of Video Slide 11 – A Video First World
https://www.buzzfeed.com/stevenperlberg/buzzfeed-is-cutting-jobs-and-restructuring-its- https://www.engadget.com/2017/01/17/facebook-stops-paying-publishers-for-live-video
business-team?utm_term=.ejaM5GzMO#.sjaEWkXEw
Slide 12 – Twitter Retrench
Slide 7 - Everybody’s Doing Disposable Content BBC on 280 characters -- http://www.bbc.co.uk/news/technology-41900880
https://techcrunch.com/2017/11/29/youtube-is-launching-its-own-take-stories-with-a-new- Twitter could turn a profit -- http://markets.businessinsider.com/news/stocks/twitter-earnings-
video-format-called-reels/ stock-price-spikes-after-earnings-beat-2017-10-1005703900
https://techcrunch.com/2016/08/02/silicon-copy/ Twitter could turn around -- https://www.forbes.com/sites/kenkam/2017/10/27/after-losing-70-
https://techcrunch.com/2017/11/01/instagram-whatsapp-vs-snapchat/ twitter-could-be-a-10-bagger-from-here/#76898ee274c8
Slide 10 - The Abdication Of Ethical Decision Making Slide 13 - Facebook’s Proprietary Metric Problem
Wired: https://www.wired.com/story/ai-research-is-in-desperate-need-of-an-ethical-watchdog/ Facebook opens to auditing
DeepMind Launches Ethics Workgroup: https://www.wsj.com/articles/facebook-agrees-to-audit-of-its-metrics-following-data-
https://www.theguardian.com/technology/2017/oct/04/google-deepmind-ai-artificial- controversy-1486735200
intelligence-ethics-group-problems https://www.campaignlive.co.uk/article/facebook-signs-media-rating-council-auditing/1423987
https://www.theverge.com/2017/10/4/16417978/deepmind-ai-ethics-society-research-group Google opens to auditing:
Musk: http://thehill.com/policy/technology/342345-elon-musk-we-need-to-regulate-ai-before- http://www.adweek.com/digital/google-opens-up-youtube-and-ad-platforms-for-measurement-
its-too-late audit/
Constructive discusions: Facebook screws up Carousel ad counts: https://marketingland.com/facebook-admits-10th-
https://www.nytimes.com/2017/09/01/opinion/artificial-intelligence-regulations-rules.html measurement-error-214819
http://www.bbc.com/future/story/20170307-the-ethical-challenge-facing-artificial-intelligence Facebook refunds money for view count errors:
https://www.huffingtonpost.com/entry/the-ethics-of-artificial- https://marketingland.com/facebook-refunds-advertisers-mobile-video-ads-played-view-
intelligence_us_599596ade4b00dd984e37cad 227834#.WgDhW7u2C_U.twitter?mod=djemCMOToday
About Inspirobot: http://www.iflscience.com/technology/ai-trying-to-design-inspirational- A handy tracking list of Facebook’s admitted errors with metrics:
posters-goes-horribly-and-hilariously-wrong/ https://marketingland.com/heres-itemized-list-facebooks-measurement-errors-date-200663
Try Inspirobot for yourself: http://inspirobot.me/
Sweden working on AI to allow ambulances to take over your car radio: Slide 17 – We’ve been here before
https://www.digitaltrends.com/cool-tech/evam-system-swedish-ambulnces/ http://nickhearne.co.uk/Augmented-Reality-Mobile-App-Ford-Ka
https://www.press.bmwgroup.com/global/article/detail/T0276368EN/bmw-and-snapchat-show-
bmw-x2-ahead-of-market-launch-bmw-becomes-first-brand-to-use-snapchat%E2%80%99s
#OgilvyTrends2018
Links & References (cont’d)
Slide 18 – …but the technology hasn’t Slide 27 – Search is Moving Towards VoiceComscore stat:
http://www.adweek.com/digital/snapchat-is-working-with-the-artist-jeff-koons-to-create- https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-
augmented-reality-lenses/ assistants/1392459
http://i2.cdn.turner.com/money/dam/assets/171003153309-snapchat-jeff-koons-1024x576.jpg Current Google stat:
https://www.iprospect.com/en/us/our-blog/google-home-accelerating-voice-search-growth/
Slide 19 – And where Snap goes, other follow https://thrivesearch.com/google-says-20-percent-mobile-queries-voice-searches/
https://techcrunch.com/2017/04/18/facebook-camera-effects-platform/ Gartner stat: http://www.itpro.co.uk/voice-recognition/28693/the-rise-of-voice-search-in-2017
https://www.theverge.com/2017/10/4/16403932/google-pixel-camera-augmented-reality- 3x more likely to be local stat: https://searchenginewatch.com/sew/opinion/2296905/how-will-
stickers-apps-arcore voice-search-change-seo-for-local-stores-global-enterprises
https://www.theverge.com/2017/9/12/16272904/apple-arkit-demo-iphone-augmented-reality- Mindshare / JWT report: https://www.mindshareworld.com/sites/default/files/Speakeasy.pdf
iphone-8 Deloitte UK data: http://www.deloitte.co.uk/mobileuk/charts/awareness-and-usage-of-voice-
Gif via Olly Gosling and-location-based-machine-learning-functions/a/
Collection of stats: https://www.branded3.com/blog/google-voice-search-stats-growth-trends/
Slide 21 – Let’s Do a Roll Call
https://digiday.com/marketing/facebooks-charm-offensive-ar-advertisers-gains-speed/ Slide 28 – Voice Assistant Usage is Exploding
https://digiday.com/marketing/ar-next-internet-snapchat-gets-1-mil-day-branded-lenses/ https://techcrunch.com/2017/05/08/amazon-to-control-70-percent-of-the-voice-controlled-
http://uk.businessinsider.com/snapchat-hot-dog-2017-7?r=US&IR=T/ speaker-market-this-year/
Useful overviews:
Slide 23 – Watch. Learn. Experiment. https://medium.com/@Unfoldlabs/can-you-hear-me-now-the-rise-of-voice-assistants-
https://www.wired.com/story/ikea-place-ar-kit-augmented-reality/ 7c2c7eeec573
http://mashable.com/2017/09/24/download-this-ikea-place-ar-kit-app/#W7VcBEV3aiqH http://voicelabs.co/2017/01/15/the-2017-voice-report/
Slide 24 – Get serious about thisone. Slide 29 – Users Think That’s ‘Cool’
https://www.engadget.com/2017/09/28/snapchat-ar-lenses-tool-ads/ Cool vs. Creepy Survey: https://www.richrelevance.com/blog/2017/06/27/creepy-cool-3rd-
https://marketingland.com/snapchat-rolls-sponsored-3d-world-lenses-bringing-ar-format- annual-richrelevance-study-finds-global-consumers-willing-share-data-return-better-customer-
advertisers-225147 experience/
#OgilvyTrends2018
Links & References (cont’d)
Slide 32 – It’s More Than Search. It’s a New Kind of Interface. Slide 46 – Influencer Marketing is Hot, Again
Activities with Voice: https://www.highervisibility.com/resource/research/how-popular-is-voice- https://www.smartinsights.com/online-pr/influencer-marketing/rise-rise-influencer-marketing/
search/
Another study on usage: https://www.stonetemple.com/mobile-voice-usage-trends/ Slide 55 – The ‘Digital Duopoly’
Data points on speed and error rate from here: https://www.marketingweek.com/2017/12/05/ritson-digital-duopoly-2018/
https://www.slideshare.net/katherinewatier/seo-for-voice-search
Slide 56 - Next, there’s the quarterly reports
Slide 33 – Occasions are Important https://digiday.com/marketing/amazon-now-1-billion-ad-business/
https://www.highervisibility.com/resource/research/how-popular-is-voice-search/ http://uk.businessinsider.com/amazon-advertising-business-is-growing-faster-than-anything-
else-2017-7
Slide 34 – It’s Not Just Voice. It’s Innovative Image & Video Use, Too
http://www.bbc.co.uk/news/technology-41981983 Slide 57 – Finally…
https://digiday.com/marketing/amazon-now-1-billion-ad-business/
Slide 35 – Search is About to Get Visual, Too https://digiday.com/marketing/cheatsheet-everything-need-know-amazon-advertising/
https://techcrunch.com/2017/11/21/google-lens-in-the-assistant-starts-rolling-out-to-all-pixel-
users/ Slide 61 – Get Savvy AF, Fast
https://digiday.com/marketing/cheatsheet-everything-need-know-amazon-advertising/
Slide 39 – Think about ‘Voice search engine optimisation’
https://twitter.com/Whatleydude/status/930376706619256838 Slide 64 – The Web Has Issues
http://www.independent.co.uk/life-style/gadgets-and-tech/news/what-is-the-whopper-burger- The Cluetrain Manifesto remains a must-read for anyone in communications
burger-king-bk-advert-google-home-a7681016.html http://www.cluetrain.com/
See also -- https://thenextweb.com/insider/2017/03/14/5-ways-voice-search-will-affect-seo- Tim Berners Lee on the things that need to change in order to save the Web
2017 https://www.theguardian.com/technology/2017/mar/11/tim-berners-lee-web-inventor-save-
internet
Slide 45 – Tragedy of the Commons… WTF? P&Gs Marc Pritchard pushing for digital marketing improvements:
Prof. Hardin’s article from Science, quoting Prof. Lloyd from his lecture -- http://adage.com/article/cmo-strategy/p-g-slashe/309936/
http://www.econlib.org/library/Enc/TragedyoftheCommons.html http://adage.com/article/media/p-g-s-pritchard-calls-digital-grow-up-new-rules/307742/
More on the Tragedy of the Commons -- https://www.marketingweek.com/2017/06/20/pg-marc-pritchard-clean-up-digital/
https://en.wikipedia.org/wiki/Tragedy_of_the_commons
#OgilvyTrends2018
Links & References (cont’d)
Slide 65 – Trolls Under Every Bridge Slide 68 – Outages Damage Productivity, Waste Cash
Independent (UK) on threats against Laura Kuennssberg: https://digiday.com/marketing/scenes-paralysis-wpp-employees-draw-play-board-games-
http://www.independent.co.uk/news/uk/laura-kuenssberg-bodyguard-bbc-politics-editor- wake-cyberattack/
protection-online-threats-a7842131.html https://www.theguardian.com/world/2017/jun/27/petya-ransomware-attack-strikes-companies-
The full thread from the Canary from which the screenshot on the slide is taken: across-europe
https://twitter.com/thecanarysays/status/912995520024629255?lang=en https://www.engadget.com/2017/08/02/ransomware-attacks-most-affect-small-businesses/
https://www.techrepublic.com/article/notpetya-ransomware-outbreak-cost-merck-more-than-
Slide 66 – Government-Sponsored Hacking 300m-per-quarter/
North Korean hacking stories Impact on small businesses: https://www.engadget.com/2017/08/02/ransomware-attacks-
https://www.bloomberg.com/news/articles/2017-10-11/north-korea-hack-of-u-s-military- most-affect-small-businesses/
secrets-shows-off-cyber-skills
https://www.nytimes.com/2017/10/15/world/asia/north-korea-hacking-cyber-sony.html?_r=0
https://www.vanityfair.com/news/2017/03/north-korea-new-york-fed-heist Slide 69 – We’re Even Doing Passwords Wrong
Other countries http://www.telegraph.co.uk/technology/2017/08/08/man-wrote-password-bible-admits-advice-
https://motherboard.vice.com/en_us/article/pgkq49/how-the-chinese-government-became- completely-wrong/
the-worlds-hacking-superpower
https://www.wired.com/2016/10/inside-cyberattack-shocked-us-government/ Slide 70 - For Marketers, the Story is Ad Fraud
https://www.cbsnews.com/news/how-did-wikileaks-become-associated-with-russia/ Fraud = 20% of spend: https://www.cnbc.com/2017/03/15/businesses-could-lose-164-billion-
https://www.vox.com/world/2017/1/6/14179240/wikileaks-russia-ties to-online-advert-fraud-in-2017.html
https://www.nytimes.com/2017/11/21/business/hbo-hack-charges.html $7.6 billion of costs:http://uk.businessinsider.com/ad-fraud-estimates-doubled-2017-3
https://www.forbes.com/sites/thomasbrewster/2017/10/05/facebook-fake-hacks-deloitte- https://www.inmarketingwetrust.co.uk/paying-ad-fraud-bots/
employee-iran-cyber-spies-suspected/#4d6c9f5f188c
Slide 71 – And Government is Getting More and More Hands-On
Slide 67 – Attacks on Privacy Useful background: https://blog.mymemory.co.uk/gdpr-what-is-it-and-what-does-it-mean/
http://www.bbc.co.uk/news/technology-42075306 Government pressure on the platforms:
http://www.wired.co.uk/article/hacks-data-breaches-2017 http://uk.businessinsider.com/uk-government-pressure-facebook-russian-interference-twitter-
List of 2017 hacks: brexit-2017-11
https://www.techworld.com/security/uks-most-infamous-data-breaches-3604586/ http://edition.cnn.com/2017/11/17/opinions/facebook-news-feed-algorithm-emily-bell-
https://www.identityforce.com/blog/2017-data-breaches opinion/index.html
https://www.fastcompany.com/40489793/senators-grill-facebook-twitter-google-on-fake-news-
your-power-scares-me
#OgilvyTrends2018
Links & References (cont’d)
Slide 76 – Treat GDPR as an Opportunity
https://twitter.com/MattSocial/status/940141548821499904
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