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<ul class="summary-list"><li>Millions of Americans turned to <keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword> for information on Election Day, and their searches reflect a nation on edge and divided amid the coronavirus pandemic, a reckoning on race, and a heated presidential contest.</li><li>More Americans searched for Democratic presidential nominee Joe Biden on Tuesday than President Donald Trump.</li><li>while unemployment, healthcare, and wages were the top-searched issues this past week, according to <a href="https://trends.google.com/trends/story/US_cu_b4fsy3IBAADxzM_en">Google Trends</a> data.</li><li>Terms like "anxiety," "breathing activities," "liquor store near me," and "fries near me" also reached all-time highs as people looked for ways to cope with uncertainty surrounding the election.</li><li>Some search trends were <a href="https://waves-of-interest.truth-and-beauty.net/#US">uniquely of interest</a> to Americans this year, such as "postal voting," "vaccine," and "Supreme Court." </li></ul>Google collects data on billions of searches per day, and while far from a perfect picture of reality, its search trends often reflect major <a href="https://www.businessinsider.com/top-google-search-trends-decade-2010-2019-12#2014-robin-williams-5">cultural moments and sentiments</a>, from celebrity deaths to major sporting and breaking news events.Ahead of <a href="https://www.businessinsider.com/2020-election-results">Election Day</a>, millions of Americans turned to Google for information about the candidates, issues, and voting, and on Tuesday, Google's search trends offered a glimpse into the country's mood and top priorities.While the top search globally was unsurprisingly "election," and the top trending search was "live election results," Americans also looked for ways to cope with uncertainty around the election, as a winner likely <a href="https://www.businessinsider.com/2020-election-go-to-sleep-america-result-wont-come-tonight-2020-11">won't be declared for at least several days</a> as states tally mail-in ballots.Here's what Americans were most curious about this Election Day, and in the months and weeks leading up to it, according to <a href="https://trends.google.com/trends/story/US_cu_b4fsy3IBAADxzM_en">Google Trends</a> data.<h2>On the candidates</h2>Of the presidential candidates, Democratic nominee Joe Biden received the most searches Tuesday with 50% of candidate searches, trailed by President Donald Trump with 42%, Libertarian candidate Jo Jorgensen with 7%, and Green Party candidate Howie Hawkins with 1%. However, Americans' <a href="https://trends.google.com/trends/explore?geo=US&amp;q=joe%20biden,donald%20trump,jo%20jorgensennsen">interest in Biden and Trump</a> has flip-flopped consistently over the past few months.<h2>On the issues</h2>Amid the coronavirus pandemic, record joblessness, and federal stimulus <a href="https://www.businessinsider.com/600-federal-unemployment-benefit-lapsed-millions-lose-jobless-aid-altogether-2020-10">set to expire for millions</a> at the end of this year, Americans have been laser-focused on "unemployment," which has dominated Americans' searches not just this week but <a href="https://trends.google.com/trends/explore?geo=US&amp;q=unemployment,crime,Supreme%20Court,Health%20care,RaceRace">since mid-March</a> when <a href="https://www.businessinsider.com/us-weekly-jobless-claims-unemployment-filings-record-labor-market-coronavirus-2020-4">US joblessness claims topped 6.6 million</a>. The second-most searched term in the past seven days: "wages." Another top search interest for Americans this week was "health care," which has become a major flashpoint between Democrats, who want to build on the Affordable Care Act, and the Trump administration, which has sought to <a href="https://www.businessinsider.com/trump-obamacare-aca-replacement-supreme-court-arguments-2020-10">eliminate the program in court</a> and <a href="https://www.businessinsider.com/white-house-considering-cutting-healthcare-funding-for-democratic-cities-2020-10">cut state-level funding</a>."Race" and "crime" also trended this week, highlighting the months of protests following <a href="https://www.businessinsider.com/13-concrete-changes-sparked-by-george-floyd-protests-so-far-2020-6">George Floyd's death</a> that are forcing America to reckon with <a href="https://www.businessinsider.com/us-systemic-racism-in-charts-graphs-data-2020-6">ongoing systemic racism</a>. In response, Trump has sought to portray himself as the law and order candidate and the protesters as threats to Americans' safety (despite the limited instances of violence and frequent <a href="https://www.businessinsider.com/national-guard-commander-contradicts-trump-tear-gas-photo-op-2020-7">uses of force</a> by <a href="https://www.businessinsider.com/trump-hints-send-secret-police-to-other-cities-after-portland-2020-7">federal law enforcement</a>).Some topics were <a href="https://waves-of-interest.truth-and-beauty.net/#US">uniquely popular</a> this year due to the unprecedented situation around voting during the pandemic. "Postal voting" generated more interest than in any past election as mail-in voting surged and <a href="https://www.businessinsider.com/election-day-polls-open-around-100-million-americans-voted-early-2020-11">more than 100 million Americans voted early</a>. "Vaccine" generated more interest than in any year other than 2009, when the H1N1 "Swine flu" pandemic was in full force. Finally, "Supreme Court" received high interest starting in September when <a href="https://www.businessinsider.com/supreme-court-justice-ruth-bader-ginsburg-has-died-2019-8">Justice Ruth Bader Ginsburg died</a>, leading to <a href="https://www.businessinsider.com/senate-confirms-amy-coney-barrett-to-the-supreme-court-2020-10">Justice Amy Coney Barrett's confirmation</a> last month. <h2>On coping with the election</h2>With no winner expected to be declared Tuesday due to some states only just getting started tallying mail-in ballots — as required by those states' laws — Americans spent Tuesday evening trying to find ways to deal with their uncertainty.After searches for "anxiety" and "breathing exercises" peaked in mid-October, "anxiety" <a href="https://twitter.com/GoogleTrends/status/1323673465950363648?s=20">broke its previous record</a> on Tuesday, prompting the <keyword id="605620" type="PERSON" weightage="60" keywordseo="Google-Trends">Google Trends</keyword> team to remind Americans to check in with friends and family to look out for their well-being.They also looked for comfort food — and drinks — searching <a href="https://twitter.com/GoogleTrends/status/1323775094758371329?s=20">most often</a> for "pizza near me," followed by "Chinese food near me," "liquor store near me," "sushi near me," and "Mexican food near me." The Google Trends team also tweeted that "liquor store near me" and "fries near me" hit <a href="https://twitter.com/GoogleTrends/status/1323785625590403073?s=20">all-time highs</a>.

Elections, anxiety, unemployment, liquor, and Chinese food: Americans' top Google searches on Election Day reflect a nation on edge

<ul><li>Top tech stocks including <a href="https://markets.businessinsider.com/stocks/fb-stock">Facebook</a>, <a href="https://markets.businessinsider.com/stocks/aapl-stock">Apple</a>, <a href="https://markets.businessinsider.com/stocks/amzn-stock">Amazon</a>, <a href="https://markets.businessinsider.com/stocks/nflx-stock">Netflix</a>, and <a href="https://markets.businessinsider.com/stocks/googl-stock">Google,</a> commonly known as FAANG stocks, are poised to flex their muscles in 2020, according to Daniel Ives of Wedbush. </li><li>A number of "transformational trends" such as 5G, cloud computing, autonomous cars, and streaming will be front and center for Wall Street analysts, he wrote in a Monday note. </li><li>Here are Ives' top 10 tech predictions for 2020.</li><li><a href="https://www.businessinsider.com/">Read more on Business Insider.</a> </li></ul>In 2020, the FAANG stocks - <a href="https://markets.businessinsider.com/stocks/fb-stock">Facebook</a>, <a href="https://markets.businessinsider.com/stocks/aapl-stock">Apple</a>, <a href="https://markets.businessinsider.com/stocks/amzn-stock">Amazon</a>, <a href="https://markets.businessinsider.com/stocks/nflx-stock">Netflix</a>, and <a href="https://markets.businessinsider.com/stocks/googl-stock">Google</a> - are poised to flex their muscles, and certain themes will drive tech, according to Daniel Ives, an analyst at Wedbush. "Heading into 2020 there is clear momentum for the tech space/ stocks as a number of transformational trends such as 5G, cloud, autonomous, and the streaming content wars will be front and center for the Street," Ives and Strecker Backe, also a Wedbush analyst, wrote in the note published Monday. Tech stocks <a href="https://markets.businessinsider.com/news/stocks/tech-sector-apple-amd-drive-best-yearly-performance-decade-semiconductors-2019-12-1028786391">have had a blockbuster year in 2019, putting</a> the <a href="https://markets.businessinsider.com/index/s&amp;p_500?utm_source=markets&amp;utm_medium=ingest" target="_blank" rel="noopener">S&amp;P 500</a> information technology sector on track for its best year since 2009. Soaring gains from stocks such as Apple and Advanced Micro Devices have led the sector's performance. Next year, Ives thinks that Apple will secure the top spot in 5G, according to the note. In cloud, he thinks that Microsoft and VMware will reign supreme, but that CyberArk, Zscaler, and Palo Alto Networks are the top cybersecurity names to "play the fertile cloud trend." But Ives' predictions aren't unanimously positive. He predicts that "winter is coming" for Slack in 2020, as it will become more difficult to compete with Microsoft and its Teams initiative. Here are the top 10 tech predictions for 2020, according to Daniel Ives of Wedbush. <a href="https://www.businessinsider.com/intelligence/40-big-tech-predictions-for-2019?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=amazon&amp;itm_campaign=40-big-tech-predictions-for-2019-2"></a>

5G growth, record Tesla deliveries, and streaming war fallout: These are one stock analyst's top 10 predictions for tech in 2020

<ul><li>2020 will be a busy year for India with the 5G spectrum auction still pending, <keyword id="2617070" type="PERSON" weightage="20" keywordseo="Personal-Data-Protection-Bill">Personal Data Protection Bill</keyword> under discussion, and the deadline for social media regulations closing in. </li><li>Emerging technology is changing the landscape faster than the Indian government can keep up. </li><li>Here’s a list of the top 12 technology issues that will be at the forefront of India’s digital policies in 2020. </li></ul>The world is undergoing a quiet revolution as technology rapidly changes the policy landscape all over the world. The same holds true for India. More people are online than ever before — only set to increase as <a href="https://www.businessinsider.in/slideshows/10-reasons-why-2020-will-be-the-year-of-5g/5g-is-going-to-make-phones-even-more-addictive/slideshow/72988952.cms">5G replaces last-mile fibre broadband connectivity</a>. As access to the internet grows, so do the risks associated with being online. Cybersecurity threats are on the rise as data hackers find new ways to breach through firewalls. Earlier this year bad actors were able to gain access to the administrative serves of <a href="https://www.businessinsider.in/tech/news/indian-nuclear-plant-hack-is-only-one-small-part-of-a-much-bigger-operation-according-to-a-cybersecurity-expert/articleshow/72033253.cms">India’s largest nuclear power plant with a simple phishing email</a>. The government want to increase its cyber might to ward off such hazards but experts feel some of its policies might do the exact opposite. The use of the Automated Facial Recognition System (AFRS) by authorities is already being called out for being ‘<a href="https://www.businessinsider.in/politics/india/news/afrs-facial-recognition-use-by-delhi-police-illegal-and-unconstitutional/articleshow/73052332.cms">completely illegal</a>’ since there is no proper policy structure in place to govern its deployment. Emerging technology is changing the landscape faster than the Indian government can keep up. These are the top 12 tech policy challenges that India will have to face in 2020:

5G, AI, data privacy and mass surveillance — 12 biggest tech policy challenges India will have to face in 2020

<ul><li>5G may not have picked up in 2019 and there are still considerable challenges to address, but 2020 could be shaping up to be the Year of 5G. </li><li>India is scheduled to put the 5G spectrum up for bid between March and April 2020. </li><li>Even though the network isn’t available globally, marketers, smartphone manufacturers and the banking industry are expecting 5G is to explode during the second half of 2020. </li></ul>Speeds so high that a movies download within minutes and latency is so low that you’re the king of PlayerUnknown’s Battlegrounds (PUBG) — <a href="https://www.businessinsider.in/tech/news/india-is-as-prepared-as-us-or-australia-to-welcome-the-5g-era/articleshow/71499916.cms">5G hype is at its peak</a>. Everyone along the 5G value chain — from network operators to banking players — are set to gain $3.5 trillion in revenue by 2035 and support up to 22 million jobs, according to Information Handling Services Markit 5G economic impact study. As always, every emerging technology is a double-edged sword. Where 5G will allow users to browse the internet faster than ever before, it will also expedite how fast hackers can breach security. In many parts of the world, legislation is yet to catch up to ever-evolving cyber threats and <a href="https://www.businessinsider.in/tech/news/biggest-challenges-for-indias-5g-network-connectivity-according-to-strategy-expert/articleshow/71609944.cms">5G will only be bringing more people online</a> as it can cut out the need for last-mile fibre broadband connectivity. Here are the top 10 reasons why 2020 is shaping up to be the ‘Year of 5G’:

10 reasons why 2020 will be the Year of 5G

Associated PressFILE - In this Jan. 9, 2018, file photo, people attend CES International in Las Vegas. The Consumer Technology Association on Wednesday, May 8, reinstated an award to the makers of a robotic "personal massager" for women that it had taken away four months ago for not keeping with its image. (AP Photo/John Locher, File)<ul class="summary-list"><li>The Consumer Electronics Show, or <a href="https://www.businessinsider.com/category/ces">CES,</a> is one of the biggest tech events of the year, where companies from around the world gather to announce new gadgets and showcase their products.</li><li>At <a href="https://www.businessinsider.com/category/ces-2020">CES 2020</a>, we're likely to see a continuation of trends and technologies that have dominated the show in recent years, such as self-driving cars, high-end TVs, wireless earbuds, and smart-home gadgets.</li><li>CES isn't usually the show where you'll find the biggest tech products of the year. But it does provide some indication as to the general trends and technologies that will define the industry for years to come.</li><li><a href="https://www.businessinsider.com/">Visit Business Insider's homepage for more stories.</a></li></ul>Every January, thousands of companies, journalists, and analysts from around the world descend upon Las Vegas for CES, the annual tech trade show that's been around since 1967.But don't expect to see the most popular tech gadgets of the year at CES, like the newest iPhone or Samsung Galaxy phone. Companies like Apple, Google, and Samsung usually hold their own events for such unveils.Although CES is full of product announcements, the show is generally considered to be a venue for observing the important trends that will define the coming year and those ahead."It's a great place to spot trends and see which ecosystems are growing," said Avi Greengart, founder and lead analyst at technology research firm Techsponential.In recent years, CES has been flooded with new connected home appliances that can respond to your voice, funky robots, futuristic cars, and dazzling TVs. That's expected to continue in 2020, although the show floor will provide a closer look at which companies are tackling these industries and how they're doing so. As the same trends surface year-after-year, the announcements made at CES can feel more iterative than revolutionary. But such steps are still very important for moving the industry forward, said Tuong Nguyen, a senior principal research analyst for market research firm Gartner. "They're stepping stones to something greater," he said. Here's a look at what to expect from CES 2020, which officially starts on January 7 and runs through January 10.<a href="https://www.businessinsider.com/intelligence/40-big-tech-predictions-for-2019?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=amazon&amp;itm_campaign=40-big-tech-predictions-for-2019-2"></a>

The biggest tech event of the year is right around the corner, and it'll give us our first glimpse at the trends that will define 2020 - here's what to expect

<ul class="summary-list"><li>Construction tech is one of three real-estate tech trends that Bain Capital Ventures is watching in 2020, according to partner Merritt Hummer. </li><li>She also included the increasing institutionalization of short term rentals and the Internet of Things (IoT) as some of the top real-estate tech trends. </li><li>Hummer doesn't think that proptech as a whole is overvalued, but real estate companies that "masquerade" as tech companies may see lower valuations in 2020. She highlighted coworking, coliving, and short-term rentals that will be hit the hardest by this shift. </li><li><a href="https://www.businessinsider.com/prime">Read more BI Prime stories here. </a></li></ul>On of the biggest trends of 2020 in real estate technology will likely be the continued adoption of tech in one of the world's oldest industries.Construction, which has trailed the economy in labor productivity growth since the 1970s, has been attracting <a href="https://www.businessinsider.com/hot-construction-tech-startups-raising-venture-funding-2020-1">entrepreneurs and venture capital dollars alike</a>. "It's the least automated industry there is," Merritt Hummer, partner at <a href="https://www.businessinsider.com/bain-capital-ventures-matt-harris-explains-payments-need-to-do-more-2019-11">Bain Capital Venture</a>s, told Business Insider. Construction tech is one of three real estate tech trends that Bain Capital Ventures is watching in 2020, according to Hummer.But some of the buzzier parts of real-estate tech in 2019 may have been overvalued, according to Hummer. She highlighted coworking, with large funding rounds for <a href="https://www.businessinsider.com/top-10-biggest-real-estate-tech-venture-deals-of-2019-2019-12">Knotel</a>, <a href="https://www.businessinsider.com/wework-rival-industrious-raises-80-million-property-management-profit-2019-8">Industrious</a>, and <a href="https://www.businessinsider.com/top-10-biggest-real-estate-tech-venture-deals-of-2019-2019-12">WeWork</a>, and short-term rentals, with large rounds for <a href="https://www.businessinsider.com/sonder-has-reached-unicorn-status-with-its-newest-fundraising-round-2019-7">Sonder</a>, <a href="https://www.businessinsider.com/airbnb-leads-160-million-series-b-for-short-term-rental-startup-2019-4">Lyric</a>, and Domio, as two verticals that could take a hit.Bain Capital Ventures, the venture arm of Bain Capital, has found success in many verticals, namely e-commerce and fintech. Hummer, who led recent investments in mortgage company Ribbon and IoT and property management company SmartRent, is leading its foray into proptech. While Bain is operating in a space with lots of specialist funds with strategic LP bases consisting of the largest real estate companies, Hummer said that Bain has some clear advantages. "We just have more capital, so having a bigger fund enables us to support companies through their entire lifecycle," Hummer said, pointing to their ability to lead early and late stage rounds. Two of three Bain Capital Ventures real-estate tech investments, in Roofstock and Ribbon, point to another adavantage: they can bring their fintech expertise to companies at the cross-section of finance and real estate. <h2>2020 proptech trends</h2>Most construction-tech companies doesn't overlap with Bain Capital Venture's historical expertise, but the larger company's global scale means that that it can easily consult with experts that it has worked with on previous projects. Bain's view is that the best construction-tech investments are with companies that aren't trying to totally "overhaul" the existing ways that construction is done, but are instead "shaving off cost and time." Construction is a highly fragmented industry, which means that it would be much harder for one company, by itself, to make an industry-changing impact. "They're not going to homebuilders and saying, 'We would completely transform the way you do business.'" Hummer said. "Others make that claim, and may be successful in the long run, but it will likely take them longer." Hummer highlighted <a href="https://www.businessinsider.com/hot-construction-tech-startups-raising-venture-funding-2020-1#built-robotics-is-a-manufacturer-of-tools-that-make-construction-vehicles-autonomous-2">Openspace</a>, a company that uses helmet-mounted cameras to create 3D renderings of worksites, and Mosaic, a construction company that has created its own project management software , as two companies that use tech to make improvements on their existing workflow.Some <a href="https://www.businessinsider.com/homeownership-and-housing-affordability-predictions-for-2030-2019-12">experts see construction tech as a way to make the actual cost of housing cheaper</a>, and while Hummer said that affordability isn't Bain's focus, it may have an impact in some markets. "The supply and demand dynamic of each local market will dictate how much of the incremental profit can be retained by the builder," Hummer said. In hot markets, the savings may be absorbed by the builders or developers, while in markets with less demand, they could lower costs for renters or homeowners.The fragmented nature of construction also means that, regardless of market conditions, some builders may pass on the savings, while others will keep them. Single-family rentals are, historically, similarly fragmented. Hummer named the institutionalization of single family rentals as another proptech trend to watch. The direct impact is that single-family rentals will "become an investable asset class" for both retail and institutional investors. Currently, there are only a few, nationally-focused single family public equities. Hummer sees this changing rapidly, with investors being able to choose between national and more localized investment strategies. Roofstock, a Bain portfolio company that just recently raised $50 million in funding, is a marketplace for single-family rental investments that also connects investors with property managers, opening up investors to markets far from where they live or work. Companies that sell property management tools will also benefit from this increased institutionalization. Large investors will work with them to manage their portfolios while smaller investors that have historically been tech-adverse will begin to adopt more technology to compete. The third theme, one that Hummer said has been a theme for the last few years, is the IoT."It's a very fast-moving category that looks different every year," Hummer said. SmartRent, another Bain Capital Ventures portfolio company, combines IoT with property management by providing a suite of hardware and software to multifamily residential owners. Tenants are given typical IoT control over building access, lighting, and climate, while property managers are given building management tools and data. <h2>The state of valuations in proptech and venture more broadly</h2><a href="https://markets.businessinsider.com/news/stocks/softbank-wework-valuation-5-billion-staggering-drop-2019-11-1028673855">WeWork's massive valuation slide</a> and abandoned IPO plans, plus Uber and Lyft's troubles in the public market were some of the biggest business stories of the year, <a href="https://www.businessinsider.com/silverton-morgan-flager-30-of-unicorns-will-see-valuation-cuts-2019-12">prompting some experts to predict more crumbling valuations in 2020</a>. Hummer has noticed the trend and thinks it will have varying effects on different verticals in the proptech universe. "We think of proptech as not just one area, but an amalgamation of many, many different business models," Hummer said. WeWork is considered, <a href="https://www.businessinsider.com/vcs-invested-record-246-billion-in-proptech-q3-of-2019-2019-10">by some</a>, to be a proptech company and Hummer thinks that valuations may decrease in some of the areas that are closest to WeWork's business model, but not across the whole sector. "There's not going to be a single wave that influences valuations across the board," Hummer said. "Our view is that it should be a lot more nuanced." Proptech that is more purely technological will be much less affected than tech-enabled models. "We do think that there has been a recognition that some real estate businesses are masquerading as tech businesses," Hummer said. She highlighted coworking, coliving, and short-term rentals that will be hit the hardest by this shift.

A Bain Capital Ventures partner says construction will be a hot corner of real-estate tech this year - but short-term rental startups may be overhyped

Getty Images/Przemyslaw Klos/EyeEm<ul class="summary-list"><li>Bank of America's Kash Rangan says investors in the software industry will have to be choosier in 2020 after huge gains for the stocks this year. </li><li>Companies that have recently underperformed because of big acquisitions could make comebacks, while artificial intelligence and the DevOps trend will also play important roles, he says.</li><li>Rangan writes that new acquisitions, the late stage economy, and a shift away from momentum stocks could all complicate life for software stocks next year.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>Tech stocks have been among the market's leaders for a full decade, and <a href="https://markets.businessinsider.com/etfs/ishares-expanded-tech-software-etf?utm_source=markets&amp;utm_medium=ingest">2019 has been a huge year for software stocks</a>.Bank of America research analyst Kash Rangan says it's time to be more careful about what you buy in one of the highest-flying industries of the day. He's taking a "Market weight" stance on software, saying that while business conditions are strong, investors are likely to find reasons to look at other sectors and away from companies considered momentum stocks."We are increasingly selective on the sector given macro economists are calling for a late stage economic cycle with a tilt towards value, and concerns about a tech/trade war," he wrote in a note to clients. "We identify companies that own their franchises and are dominant in their end markets."Another potential source of turbulence is this: He also expects elevated IPO and M&amp;A activity next year, something that would jolt stocks that might be acquired but lead to penalties on acquirers, a trend that played out in 2018 and 2019.That's one of Rangan's top themes for 2020, as he says stocks that suffered recently after they <a href="https://www.businessinsider.com/greylock-mayfield-emergence-enterprise-tech-acquisition-surge-2019-7">announced acquisitions</a> could gain next year when the benefits of their deals start to show up.He names four other trends that will separate software's winners from its losers in 2020: the combination of trends like cloud computing and social media, which will change customer experiences and expand the digital economy; growth in <a href="https://www.businessinsider.com/top-18-devops-companies-according-to-it-professionals-2018-11">DevOps</a>; the transformation of corporate back offices; and <a href="https://www.businessinsider.com/how-ai-is-changing-everything-2019-7">artificial intelligence going mainstream</a>.Because it stands to tap into several of those trends, Microsoft got a raise by Rangan to $200 a share from $162. That implies a gain of 27% in the next year and would take the company's valuation to about $1.5 trillion.<a href="https://www.businessinsider.com/intelligence/bi-intelligence-daily?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_subscription&amp;itm_content=microsoft&amp;itm_campaign=bi-intelligence-daily"></a>

BANK OF AMERICA: These are the 10 software stocks to buy in 2020 and the trends that will help them rule the market's biggest sector

<ul class="summary-list"><li>As podcasting approaches $1 billion in annual advertising revenue, audio ad interest in general has never been higher.</li><li>Demand-side platforms have made it easier for companies to incorporate audio into their media buying strategies, and voice technology like conversational AI is leading to new advertising experiences.</li><li>More major companies are investing in audio ads and the medium has potential beyond ad tech. </li><li><a href="https://www.businessinsider.com/prime">Click here for more BI Prime articles</a>.</li></ul>The audio industry has been attracting increasing advertising interest over the past five years, fueled by the rise of podcasting and smart speakers.Audio ad experts predict that in 2020, interest and ad spend will continue to grow thanks to programmatic audio ad sales and advancements in voice technology.Ad tech company <a href="https://www.businessinsider.com/most-intriguing-adtech-martech-startups-2018-11#mediamath-bringing-artificial-intelligence-to-programmatic-13">MediaMath</a> has heard increased interest in audio advertising from clients in the past two years, and expects that trend to continue into 2020, said Jackie Vanover, the company's vice president of demand-side platform.Meanwhile, marketing agencies specifically focused on voice said audio assistants and artificial intelligence are improving, opening doors for practical applications beyond advertising.<h2>Demand-side platforms and programmatic ad sales will encourage growth of audio advertising in 2020</h2>Programmatic advertising is commonplace in digital media in general, but only started to rise with regard to audio and <a href="https://www.businessinsider.com/podcaster-made-20000-in-programmatic-ads-2019-12">podcasting</a> in the past couple of years.MediaMath, which <a href="https://www.businessinsider.com/mediamath-has-raised-225-million-from-private-equity-2018-7">raised $225 million</a> from a private equity firm in 2018, first started offering programmatic audio ad opportunities that year, and has since expanded the audio aspect of its business, Vanover said. Clients are particularly interested in podcast ads, she said.In order to be successful, podcast ads have to be relevant to the show they're placed in and stay fresh, even in back catalogs, Vanover said. Demand-side platforms - which are used to buy, sell, and manage digital ads in real time - can help keep podcast ads relevant through dynamic ad insertion, and will therefore become more popular in the audio industry in 2020, she said.DSPs also offer sophisticated targeting mechanisms, Vanover said, and could work for traditional audio outside of podcasting."I believe that traditional AM/FM radio will start to think about how it can get in on this programmatic ad tech trend," Vanover said. "Even linear TV is trying to figure out how it can be more addressable and more targeted."<h2>People might soon be in conversation with audio ads</h2>Voice technology has been developing rapidly since Amazon launched its voice assistant Alexa almost five years ago, accumulating <a href="https://www.businessinsider.com/audio-investor-shares-founder-pitch-tips-voice-startup-predications-2019-12">more venture capital funding</a> for startups, including some that use artificial intelligence to create conversational advertising experiences.Instreamatic, for instance, was founded in 2015 as a software platform for audio publishers to help them monetize, but at the time audio ads were much less valuable because it was nearly impossible to measure their performance, said Stas Tushinskiy, the CEO of Instreamatic.Voice technology was one solution to the measurement problem, Tushinskiy said, which is why Instreamatic switched its focus to conversational AI. The company recently partnered with Pandora to test the new advertising format, which prompts listeners to talk back to ads."Imagine listening to Pandora, and instead of hearing audio ads, you get a question that you respond to," Tushinskiy said.Pandora is the primary way people hear conversational audio ads right now, but Tushinskiy said Instreamatic is looking at ways to make the ads work with podcasts so that listeners might be able to engage in conversation with hosts.Smart speakers are also a natural fit for this type of ad tech, Tushinskiy said. Companies like Amazon and Google <a href="https://www.businessinsider.com/smart-speaker-advertising-future-of-audio-2019-11">do not yet allow traditional ad placement</a> on their devices, although <a href="https://www.businessinsider.com/best-tips-advice-hacks-for-smart-speaker-marketing-with-audio-2019-12">marketers have found workarounds</a>, and Tushinskiy predicted that these companies will soon cave to pressure to open smart speakers up to advertising. <h2>Current audio expectations will look like a 'rounding error' when voice tech takes off beyond advertising</h2>Smart speakers and voice technology are improving, but many people are still underestimating their potential for advertising and other tasks, said Will Hall, the chief creative officer at Rain, a marketing agency that helps companies with voice and audio strategies. Artificial intelligence in particular benefits from increased usage and scale, Hall said. As the market for voice technology grows, assistants like Alexa get smarter with use, and can now anticipate the intent behind voice requests. "If someone asks a bank what their balance is, they're usually asking if they can buy some product they're looking at," Hall said. "We've been in the age of ask. You ask an assistant for something, and it tells it to you. But as a result of the maturation of these systems, they're starting to anticipate."Major companies like MasterCard and BlackRock, both Rain clients, are recognizing this trend and capitalizing on it by using Alexa skills.But the potential for smart speakers and voice tech in the next decade reaches far past advertising, Hall said. Organizations from financial institutions to construction companies can use voice to help with everyday business tasks, although voice is still most commonly thought of in relation to advertising and smart speakers."That's important, but all of it together will look like a rounding error compared to the way companies will use voice" in the next phase, Hall said.

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