Countless agencies have partnered with Google to better understand how to connect brands and consumers. But what about resources like InfoScout and Atlas?
Those were among the five technology players that T3's Ben Gaddis called out today at the 4A's Transformation conference in Austin, Texas. In a presentation that packed the most information in the shortest amount of time—a mere 18 minutes—the chief technology officer explained how these companies can help agencies do everything from shoot video to gain insights into how consumers shop.
Here's a closer look at the companies and what they offer:
DJI: makes drones equipped with cameras, some of which cost less than $1,000. It can facilitate video production and partner with brands, particularly service companies, Gaddis said.
Meridian: puts beacons in retail stores and sports stadiums to help people find what they need. For example, using mobile phones, football fans can find their own seats, settle in and order hotdogs without getting up. Or, Home Depot customers can find the power drill they're looking for the minute they enter the store. Great for retailers or brands staging events, according to Gaddis.
Atlas: tracks and records a person's every movement via a wristband. Gaddis said it functions like a Fitbit "without you having to do anything." Atlas has launched a motion genome project, essentially a motion database for wearables. Brands can jump into that project or use its data to build new experiences, as Austin-based T3 did at SXSW with a pulse experiment with Tinder. Full disclosure: T3 is an investor.
InfoScout: scans receipts to show how and why people buy brands. For example, what else did this guy buy with his Red Bull? And if Red Bull wasn't in stock, did he buy a rival brand instead? Brands can access directional data for free or make specific requests at a cost.
Google: It's not all about search, but rather data, Gaddis said. As an example, he cited T3's Allstate GoodHome effort, which tells homeowners the most common insurance claims in their neighborhood, nearby weather patterns and the types of insurance they'll need.