GroupM tools up clients for the future of media

28 September 2015

Marketers will be exposed to the future of data visualisation, the merging of humans and machines, predictions for connected media in 2030 and the art of inspiration in the third annual Mlab exhibition this week.

GroupM’s annual Mlab exhibition brings together partners across media and technology to showcase prototypes and innovations that are fast becoming a reality for brands and advertisers. This year

This year GroupM is partnering with UTS, Fairfrax Media, Instagram and Adshel as well as three social startups, Twitter and research house Kantar.

GroupM uses Mlab to give its clients an insight into technology the industry is on the brink of and help them navigate a path through it.

Mlab is now in its third year, and will be held at University of Technology Sydney’s recently built Data Arena (UTS), this week.

It’s the first time the space, designed as part of the university’s $1 billion upgrade, will be open to marketers. It offers six 3D video projectors and sensory augmenting capabilities offering 360 degree data visualisation.

Seb Rennie, GroupM chief investment officer, said: “We want our clients to be first to market, which is why we’re putting the technology of the future in front of them early. Mlab’s mission is to identify the real future of media and make it possible now.

“Bringing the event to UTS is a coup for us because the work that is happening there could very well change how data and technology are applied in the future. We know our clients will walk away with a real insight of what is possible now and what is just around the corner.”

Fairfax Media will present its vision of connected media in 2030, offering a view of how its publications and platforms will connect consumers to targeted advertising seamlessly.

Out of home player Adshel will show off ways advertisers can enhance communication in three dimensions.

UTS will offer two separate educational presentations. The first will explore data visualisation and the second will look at the merging of humans and machines.

Instagram will use visual images to showcase the art of inspiration.

In the startup village, three social startups Fanfuel, Tribe, and SocialStatus, will offer a new perspective on adopting social tactics and measuring the impact on a brand.

Kantar will use speed reading technology Spritz to show how data is transformed into insights. As 360 video takes over, Twitter will show how its Vine 360 camera creates immersive video.

The event is developed for GroupM by Play Communications.

Throughout the week, AdNews will be hosting a series of videos asking marketers what they really think of the future visions of media and technology and how they are putting it into play within their own organisations.

Check out last year's Mlab. 

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