Browsing Tag

future

Malick Ba

Advertising in 2018

January 2, 2018

It’s hard to believe that we’re in 2018 already. It’s safe to say that 2017 was a huge year for advertising. With more progress in the digital space, advancement of technology, and tons of progressive advertising, we’ve seen things that we’ve never really seen (or done) before. What I find interesting is that it’s easy to look back on the year we’ve had, but difficult to really see how 2018 could continue to keep the ball rolling on the evolution of marketing and advertising. So, rather than looking back, let’s look forward on two big trends that I’m predicting to advance branding and advertising in 2018. Let’s dive right in.

Augmented Reality

AR technology is something that should make a massive splash this year. We’ve gotten tastes of it in recent years with the explosion of Pokemon Go and the Snapchat hot-dog, but I’m still waiting for brands to really take advantage of it in 2018. We’ve seen hints of brilliance from brands like Ikea who have really ventured into how brands can leverage this technology in a way that just makes sense for them. Check out how it works below:

While it is hard for more traditional brands to really dive into such an unknown media because it’s so hard to predict a positive ROI but I really feel like this will be the year of AR. I truly believe that brands who act now and take advantage of this innovative advancement in technology will be the one’s people engage with the most this year.  Can you not see this working well for larger retailers?

 The Death of Banner Ads

Advertising on the internet has changed more in the last 5 years than ever. Would I say that it’s because of breakthrough messaging or engaging creative? Probably not. I’d say that adblocker is probably the biggest reason. A lot of us use adblocker to phase out annoying banner ads or pop-ups that we definitely don’t want to engage with – which is totally fair. Will banner ads or pop-ups be relevant in 3 years? Hopefully not – they aren’t engaging at all. Brands will say that adblocker is damaging sales, or wasting their annual budget, but I think that this is a consumer’s way of saying: “hey, these ads suck, if you’re going to show me something, show me something in a way that’s exciting for me”. This ultimately forces brands to explore other unique ways of targeting consumers on the internet. This is a creative agency’s dream – getting rid of stale, boring, generic ads and challenging their clients to push forward with something new…something different.

So there you have it, two of the big changes I see happening for advertising in 2018. I think the future of digital advertisements are going to challenge brands to accept that change is happening. It’ll be the smart ones to implement key changes and adapt to how technology is advancing.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

Guest

How Virtual Reality is Important to Startups and Why Most Consumers Are Unaware of it

November 10, 2017

Guest Article By: Jason Vander Griendt

 

Virtual reality is one of the emergent technologies that is experiencing a fast adoption rate in numerous industries. The entertainment industry was first on the scene. It empowered providers to offer compelling experiences to viewers taking the game to the next level. It’s increasingly finding innovative applications on the business scene. It’s transforming the way businesses interact with customers, market their products and engage talent among numerous other uses.

Besides sectors such as big data and the internet of things, virtual reality is expected to bring in the next big wave of innovation. Let us review some of the advantages of the technology to business.

 

Training and education

The traditional classroom is slowly becoming extinct especially in the workplace. Employees and students will log in to virtual classes with the mentor guiding the lesson. Businesses can fast-track employee training and offer education that achieves a more significant impact quickly. Think universities, driving schools, the healthcare industry and other hands-on learning scenarios that demand the use of expensive equipment.

Cost savings

Industries such as the real estate market are experiencing an enormous reduction in presales costs. It’s leveraging the technology to provide guided virtual tours of properties. The cost of hosting virtual tours does not come close to the expenditure associated with building model show houses, organizing the open house and stocking up numerous finishes for clients to choose from. Additionally, it is enabling realtors to build stronger value-based relationships with clients.

Marketing

Virtual reality offers more productive interactions with customers in real time. It gives marketers a superior platform to showcase their products and services to a broader target audience. The technology makes it easy to prototype different products seamlessly without actually building them.

Niche markets

This includes sectors such as interactive games and amusement parks. Virtual reality presents engaging interactions with users. It makes an excellent case for a game design company. Additionally, you can offer virtual reality versions of popular adventure-based activities such as surfing, rafting, and zip lining among numerous others. Similarly, collaborations with breakthrough technologies such as nanotechnology will narrow the gap between real and virtual worlds.

Events and social networks

The virtual scene presents the new real estate to host events. You can interact with other participants, listen to presentations, and walk through various booths at the event. All this from the comfort and convenience of your home. The same concept will extend to your social interactions. Facebook is already experimenting on this with its VR subsidiary, Oculus.

Why are there so few consumers on the virtual reality scene?

First, I’d have to say price points. Gadget manufacturers are racing to provide the best possible experience from their units. This translates to thousands of hours of research and development as well as high-quality components to realize a commercial product. Similarly, there are few consumer applications on the market utilizing the technology to drive adoption. Virtual reality content, as opposed to the infrastructure, will play a prominent role in driving the consumer costs down. Furthermore, the technology is considered socially isolating and lacking a diverse range of choice of ready content.

Virtual reality is here to stay. The technology is expected to get better, cheaper and drive more penetration. As adoption increases, costs will come down. The technology will also find new applications, as more industries get onboard. Experts argue that the line between virtual reality and augmented reality is increasingly getting blurred. This fusion promises more opportunity for businesses and consumers. The attraction point remains its ability to completely immerse you in a virtual world connecting with your senses on motion, sight, touch, smell, taste and experimentally, emotion.

 

 

Jason Vander Griendt is the mechanical design engineering expert behind Render 3D Quickly, a company specializing in three-dimensional architectural renderings and visualizations. With years of experience in the field of 3D rendering and animation, Vander Griendt has established a global reputation for the exceptional insight and expertise he has regularly provided to architects, builders, contractors, designers, homeowners, and real estate companies from all over the world.

 

Guest

Out of the Home & Into the Sky – The Future of Global Outdoor Advertising

March 18, 2017

Guest Article by Courtney Cullen

It’s 2017 and the opportunities are endless for marketers when it comes to reaching the consumer with strong, impactful brand messaging. As people are spending a larger fraction of their day out of their homes and becoming more mobile, marketers have had to become more creative in finding ways to reach and engage with consumers who are on the go. When used strategically, ‘Out of Home’ advertising can be a powerful and relatively cost effective tool.

‘Be where the consumer works, lives and plays.’ -Brent Barr, Marketing Prof

Today, with the help of advancing technologies the medium boasts more than just billboards and transit posters. We’re seeing growth in city smart technology through the use of digital boards, live data, responsive and personalized ads, and 3D specialization. Digital outdoor advertising has opened new doors allowing brands to further hypertarget within niche markets, and as these opportunities are increasing so is the ad spend. In Canada alone, ad spend is set to increase from an estimate of 760 million Canadian dollars in 2016 to 892 million dollars by 2019. So what’s next for the oh-so-promising OOH ad?

There’s a new player in the game. Lightvert LTD is a start-up U.K based media technology company, making waves and sparking global conversation about the recent development of ‘Echo Technology’. Founded by Daniel Siden, an American engineer and entrepreneur, Lightvert LTD came together with the help of a team composed of some of the world’s leading experts in Laser Imaging Systems, and Reflective Optics. Echo Technology will allow advertisers to project hyper-scale digital ads up to a sizeable 200m in height, that will stretch across the city skyline.

This new augmented technology will allow for marketers to step into the world of the untouched, most desirable areas of the city without the need of a standard billboard, and will be rented for less than half the cost of premium boards. It will capitalize on the power of just light and reflection to cast an image into the eyes of the city goers. After seed-round funding has closed, Lightvert LTD plan on launching and operating these installations throughout areas of Europe, North America and the Middle East.

Advertising sprawl in the city sky, what’s next? OOH advertising sees endless possibilities! Whether we like it or not, it’s a technological era we live in and new developments are constantly in the making. As we spend a great portion of our day outside, and commuting around the city, marketers have recognized the opportunity in taking advantage of these spaces. Companies like the new Lightvert LTD are determined to push the barriers.

I have a feeling that the future for OOH is bright, Echo bright! You heard it here first!

 

Courtney is currently finishing up her diploma in Marketing and Advertising Communications at Humber. She plans on working within a creative agency role, and then starting her own business. She has a creative mind and excels in writing, drawing and photography. She currently takes on the role as copywriter, and loves the brainstorming process.  A quote she lives by is, ‘Art is anything you can get away with’ -Andy Warhol. You can contact her at Courtcul89@gmail.com for any inquires, and follow her on Instagram.