| Mobile, not wearable tech, will have its moment in 2015 | | The Wall | | 26 January 2015, 11:45AM |  For a few years now, brands, marketers and advertisers have been patiently waiting for the pivotal moment when wearable technology is embraced by mainstream consumers, excited by the prospect of all the customer data that can mined from these devices and they have reasons to be enthusiastic.
| | | | Why native needs metrics all of its own | | Adam Rock | | 26 January 2015, 10:21AM |  Native is hailed as the answer to engaging banner-blind, content-hungry consumers. But marketers still need to be able to prove its value.
As native adoption increases, it is clear that traditional display performance metrics are inadequate for measuring the success of this format.
| | | | What #TheFappening taught us about ourselves | | Paul Marsden | | 23 January 2015, 9:01AM |  If a tree falls in a forest and no one is around to put it online, does it actually happen?
The answer, suggested by Syzygy's wrap-up of internet happenings in 2014, is no. If it doesn't happen online, it doesn't – or may as well not – happen.
| | | | London's villages hold unlocked potential for brands | | Sarah Villegas | | 22 January 2015, 10:15AM |  London has long been diced into four, clearly identified regions - North, South, East and West.
Recent research by YouGov describes the West as posh, East as gritty, North as cosmopolitan and the South as rough. But how realistic is this picture? Moreover, should we be defining London and Londoners in such a simplified, clichéd way?
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