By Tim Maytom
The figure comes from Greenlight‘s ‘Hype or Ripe’ study, which surveys marketers for their opinions on which technologies are ripe for investment, and which are seen as overhyped.
Smart watches and wearable devices are viewed as the most overhyped tech of the year, with 70 per cent of marketers believing that their capabilities cannot match the buzz around the devices.
Wearables far outstripped other technologies in this regard, with the closest competitor on the ‘hype scale’ being Bitcoin, which 36 per cent rated as overhyped, followed by virtual reality (27 per cent), beacons (24 per cent) and augmented reality (20 per cent).
High profile campaigns by brands including DKNY and Spotify, as well as celebrity users like Jamie Oliver and Madonna have helped bring live-streaming apps into the spotlight and bolster their worth to marketers, while many industry experts have voiced their concern over how advertising can adapt to the smaller screen of devices such as the Apple Watch.
Peer pressure plays a large role in what technologies marketers choose to …read more
Source:: Mobile App News