The IPG Media Lab is a media test kitchen for parent company IPG Mediabrands. Every week, the tricked-out tech playground plays host to CMOs and brand strategy execs that walk its aisles for inspiration on emerging devices and media-types to augment in their marketing strategies.
Through a series of informal relationships with media and technology startups the as well as more formalized partnerships forged with large enterprises like ABC and Clear Channel Communications, any client of IPG’s media agencies UM, BPN and Initiative is essentially a client of the Media Lab also.
AdExchanger sat down with Natalie Bokenham, director of strategy for the IPG Media Lab, to talk about key trends among brand clients as part of our 2014 look-ahead series.
AdExchanger: What’s one of the top trends the Media Lab is tuned in to for 2014?
NATALIE BOKENHAM: It’s the year [the] personal data consumers are sharing about themselves will ultimately create a rewarding experience for consumers. I think communication will become a lot more personalized. Google Now is a great example. It’s a feature on the Android operating system that sends you personalized messages related to where you are and what you need to be doing in the next few hours based on things like current traffic conditions and weather conditions or mashing up a ton of public and personal data to serve you the most relevant possible messages. You can’t advertise yet on Google Now, but consumers are getting used to receiving messages in this way and we think brands will need to think about delivering messages in a timely, relevant way that’s data-driven.