For several years now, the news was filled with stories about the death of traditional advertising. Instead of classic advertising, modern consumers want experiences. AKQA Chairman Ajaz Ahmed has expressed it this way: “we are confident that audiences want to have more interaction and more of an experience than to be bombarded with endless messages.”
A quick Google search will find many well-known articles repeating the subject and the view that the future of marketing will be much more interesting. However, few of these articles discuss how such large-scale transformation in the advertising industry to happen. Experiential marketing is one of the ways to achieve this noble goal, but as you know, expensive and difficult to scale. It’s not a lack of will or awareness but rather a lack of tools that held us back. What new technologies will allow this mass migration from messages to experiences?
The answer came almost out of nowhere: a new ad format, which is much more powerful than anything that appeared on the market. Much nicer for the consumer, and far more effective than traditional ads, don’t interrupt or distract, but rather enhances daily lives and provides real value. I give you the Internet of things (iot).
It turns out that Eve is more than just baby monitors, and thermostats; it is potentially the most powerful ad Network in the world. The IOT goes far beyond the limitations of individual hardware devices when you connect all consumers of the technology, allowing a completely new and interactive experience with the brand in the scale.
All media become interactive
Traditional forms of advertising such as television, radio, print and billboards are not interactive. From the point of view of attracting customers, they are one-way street, allowing brands to reach consumers in a manner that treats them as passive observers and listeners, but does not give them the opportunity to communicate or to interact.
It’s not a lack of will or awareness but rather a lack of tools that held us back.
Unlike things can transform these traditional advertising formats in the two-way channel of communication that allow a rich interaction. In the same way that Shazam not many can make TV advertising interactive, to provide consumers with discounts, digital download, such as mp3 or let them play cool games. Augmented reality (AR) is the user interface of the Internet of things, adding a visual layer on top of the advertising and creation of information value for consumers. For the first time in history, they will get the service for sharing quo from the media for their time and attention.
Pokemon Go meets advertising
As Pokemon Go, the Internet of things will allow you to put a digital interface on the physical world, only much wider and much more brand-oriented manner. Advertisers working with iot, can use it to take the infrastructure and turn it into a digital equivalent and a Playground.
Consider, for example, a stadium which currently is the Union of many disparate technologies (display, application, command, beacons, ibeacon, scans of tickets, turnstiles, cash registers, etc.). The Internet of things can combine them together to create an immersive experience, gaming and branded environment.
Awards specifically for your program
The Internet of things allows brands to reward customers just for living their daily lives. Imagine you go for a jog. When your fitbit or Apple watch detects that you have already achieved your goal or beat a personal record, vanities brands such as Jamba juice and get a free drink. A sponsor connects with the consumer at the right time, providing a momentary rush of happiness and pride in personal success, to Express the brand.
There is also a sense of urgency here: the Is need to move in this direction becomes more useful, interactive, contextual, personal, and entertainment, in order to continue to prosper. Traditional non-interactive advertising formats, including television, print, radio and billboards are becoming less and less effective as the change of the audience (even today, to quantify the trend).
Once it was in previous generations is of great value to today’s consumers who want to interact and share content with each other. They grew up with video game controllers in hand, so leave it to the beaver just isn’t good enough for them. And if our main media formats to adapt to this reality, they will continue to decline.
Finally, Eve marketing will collect much richer data, more customers web surfing habits. Instead, it will allow brands to see how their customers behave in the real world, allowing advertisers to implement a comprehensive, targeted, experiential marketing. For example, a child walks into the stadium may be offered a branded treasure or digital cards, while an adult season ticket holder may be asked to take a virtual test drive in the Lexus, which sits in the hall or in BP pass through model homes for sale in the new community.
A lot of advertising is inevitable, and forward-thinking companies are already integrating it into their strategies of interaction with the audience. This novel Format has the potential to usher in a new era for advertising agencies, improving the quality of advertising and again creativity is the highest priority.