There are more than 30 innovations and trends in media and marketing today – but only four that really matter now. Ahead of his presentation at Mumbrella360 Asia, Chad Stoller explains exactly why

It’s so easy to get swept up by headline-grabbing technologies that mightprove to be marketer must-haves, that it’s sometimes hard to remember what’s already a reality.

With that in mind, it’s far more worthwhile for marketers to instead focus on four areas that, while still emerging, are sure to be with us for the long haul: live video, cross-screen audience measurement, addressable content and location reputation.

These are among more than 30 innovations and trends in content, data and measurement, formats and platforms that are attracting attention today.

When live, streaming video emerged on Periscope about two years ago, some wondered why they would want to see strangers on the other side of the world walking their dogs as it happened. But while Periscope will be submerged for good in early 2018, live video has exploded, particularly on social platforms.

Now, in the same way that digital giants Amazon have jumped into the arms race that is original content creation, so have they, along with Facebook and Google, taken to the field to compete for the rights to stream professional sports events.

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