ClickZ Wearables Newsletter - 10.03.2024

PLUS: Pixel Watch Updates Bring New Life to Older Generations

Author

Marina Mouka
October 03, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Meta CEO Mark Zuckerberg wearing the Orion prototype.

Apple is rethinking its Vision Pro strategy after Meta's Orion reveal. Options include a cheaper Vision Pro, smart glasses, or AI-enhanced AirPods. The ultimate goal is standalone AR glasses, but affordable tech is years away. Meta's AR glasses cost $10,000 to make, highlighting the challenge.

Meta Connect 2024 showcased several new developments, highlighting Meta’s continued commitment to advancing its metaverse ambitions. CEO Mark Zuckerberg introduced the new Quest 3S VR headset and updated Ray-Ban smart glasses. However, the standout announcement was the prototype Orion, Meta's first true AR glasses, featuring hand and eye tracking along with a wristband-compute system for gesture control.

Meta is also offering the Quest 3S at a lower price point of $300. While it comes with a less advanced display, it retains the same software capabilities as its more expensive counterpart. Additionally, Meta announced a new partnership with Microsoft that will allow Windows 11 PC users to cast their screens to Quest devices—though no release date has been confirmed yet.

In the smart glasses category, the updated Ray-Bans will soon support AI features like QR code scanning, live translations, and compatibility with apps like Spotify and Audible. Prescription lens options are also on the way. Furthermore, Meta is introducing AI tools across Facebook, Instagram, Messenger, and WhatsApp, including voice capabilities and image editing.

Garmin celebrated its 10th anniversary at the Garmin Health Summit in Prague, announcing the 2024 Garmin Health Awards winners. VigiLife and Metluma were recognized for their innovative health solutions. The event highlighted Garmin's growth in digital health, research milestones, and a new collaboration with Apollo Health Axis in India.

Google's Wear OS 5 is now available for the first and second generation Pixel Watches, bringing battery life improvements, a new interface, and the Pixel Recorder app. This update ensures older models stay relevant, offering features like grid-view app launcher and enhanced camera controls, previously exclusive to Pixel Watch 3.

Meta is betting big on smart glasses to make up for missing the smartphone wave. At its Connect event, Meta unveiled the Oculus Quest 3S and Ray-Ban Meta glasses, but the star was Orion, a prototype with holographic displays. Meta aims to revolutionize connected hardware.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here. 

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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