One in five (19 per cent) marketers planning to use live streaming apps like Periscope and Meerkat in campaigns, according to Greenlight’s ‘Hype or Ripe’ study. However, with both apps caught in battle for users, marketers fear backing the wrong horse, with one in ten (12 per cent) having made this costly mistake before. 

Greenlight commissioned a survey of 100 senior marketers to understand which technologies are seen as overhyped and which are ripe for investment. The study reveals that 70 per cent of marketers think wearables and smart watches are more hype than substance – twice as many that think crypto-currencies like Bitcoin (36 per cent) are overhyped. Around one in four marketers think virtual reality (27 per cent) and beacons (24 per cent) cannot live up to the hype, while one in five (20 per cent) aren’t convinced by augmented reality. 

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