With the first work week of 2017 in the books, top executives at social media advertising agency Adaptly shared their thoughts on what the rest of the year will bring.
The rise of social disruptors and importance of differentiation
Vice president of strategic accounts Ruth Arber:
New platforms like Snapchat are changing the way we talk to friends and share content. Snapchat has altered the user experience and disrupted the social sphere by changing the way users relate to each other on social, and now Snap Inc. has the potential to disrupt the product sphere. Spectacles could be one of the more tangible and realistic internet of things products, and they have already begun changing the purchasing experience with their pop-up vending machines. Co-founder and CEO Nikhil Sethi:
More of these companies that were pure platforms will begin to build hardware. We?ve already seen this with Spectacles and Oculus. Pursuing hardware creates new formats and more types of experiences for people, which will ultimately create more advertising opportunities for the platforms.
Apple is a huge underdog in this space because people don?t necessarily include it when they talk about Facebook and Snapchat, but Apple has something that competes with them at every level. It has iMessage, one of the biggest messaging applications with features similar to Facebook Messenger; it has one of the biggest camera apps with filters like Instagram and Snapchat; it has iTunes with capabilities that rival...