The Future of Business Advertising

The international economy is obviously everything about buying as well as selling and as such marketing and advertising will be the lifeblood of the economy. SME’s still have a tendency to abide by the usual types of advertising such as web directories, newspapers, radio adverts etc as they are (generally) economical in comparison to the marketing budgets of theirs.

business advertising

However national and global makes with multi million pound A&P budgets are more and more looking for innovative and creative more means to promote themselves and also stand out in a progressively competitive market place.

Take the popular US magazine Entertainment Weekly for instance

Who debuted video advertising in the September of its 09 edition by putting wafer thin screens embedded in the pages of its which promoted CBS TV shows and Pepsi. Gimmick or perhaps not, it demonstrated the corporate need to innovate as well as look today’s.

The standard advertising and marketing version is going to be around for a very long time yet, however the long term future of advertising plainly lies in digital mediums. Google executive, Nikesh Arora, recently stated “People are changing their spending dollars more and more to the internet – whether it be direct marketing, advertising, or perhaps advertising and follows manufacturing advertising logic, that would be that you’ve to go the place that the eyeballs are, where the customers are”. Which coupled with the fact that for advertisers digital ad platforms allow accurate functionality tracking, which happens to be a thing offline advertising has invariably struggled with.

DOOH (Digital Out Of Home)

Advertising and marketing is an up and coming region with most really innovative ideas being developed. French advertising and marketing technology firm Quividi are building digital signage displays with built in cameras which instantly recognize a passer by’s age and gender employing a facial recognition system and then delivers a solution that it can feel is appropriate – believe Minority Report!

We already know what an important commodity’ Consumer Data’ is as well as the link of its to effective contextualisation of ad communications or message customisation and hence it’s a natural progression that DOOH marketing will follow suit and the worth of digital signage will be just as much in the power of its to collect information as in its ad revenues.

Taking the notion of electronic targeted outdoor advertising even more, Holosonics, a US based technology company has created something known as the sound spotlight, aptly named as it can build a taut, narrow beam of sound that can be managed with exactly the same precision as being a torch upon a small area more than 60ft away. The DOOH marketplace has naturally taken for this as it makes it possible for advertisers to effectively deliver not just their visual, these days also their sound point into a very precise area.

So what of the world wide web?

Facebook:

With over 400 million active users on Facebook, this channel is likely an advertisers wet dream, especially as Facebook presents advertisers the opportunity to get to focused and engaged audiences through Facebook advertisements. These ads are targeted at users based on their interests and likes rather compared to their searches and though still in the infancy of its, companies now are investigating as well as trialling promotions to work out the way to efficiently leverage Facebook adverts into their online invest.

In Game Advertising:

Following on out of the original rush with advertising in’ virtual worlds’ such as’ SecondLife’. Advertisers are beginning to truly understand the advantages of marketing and advertising in the gaming community and are being very creative. For example, Zygna (the creator of Farmville) by way of a present valuation of $4 billion are offering a brand new method of in game advertising by incentivizing people to’ interact with adverts’ by finishing brand associated projects like filing in a type or even seeing a video, in order to be compensated with’ virtual currencies’ to use within their game.

aided by the international gaming business achieving more than $56 billion in revenues it’s quickly becoming an important focus for media planners, especially with the development of social gaming (i.e. on Facebook). As this area matures, advertisers will be in a position to utilise in game advertising across various platforms.

Twitter:

Twitter has at last announced the pioneer of the money-making ventures of its via marketing, with its’ Promoted Tweets’. Twitter has teemed up with a selection of commercial partners like Starbucks and Disney/Pixar allowing them to place a’ promoted tweet’ in the upper part of a’ trending topic’ on the results page, with the goal to roll’ promoted tweets’ out across living conversations once they’ve a clear understanding of the users encounter as well as advertiser value.

Twitter are computing this first stage of’ promoted tweets’ to ensure that they’re useful to visitors (resonance). Whether they’ resonate’ with owners is calculated by whether consumers communicate with them, retweet them etc. Twitter has stated that any’ Promoted Tweets’ which don’t resonate with users will not be permitted to keep on. With more than 4 billion tweets published in the very first quarter of 2010 alone, this’s definitely a person to keep an eye on and I will be watching this space with interest.

Mobile:

Mobile ad spend rose by about 33 % to 32 % between 2008 and 2009, with makes from the entertainment, media & telecoms sectors investing the largest portions on the medium, based on the IAB and PriceWaterhouseCoopers. The UK wasted 36.7m in the UK in 2009 despite a contraction in the advertising industry in general.

So what following for mobile advertising? It seem to be that it is all about Location, Location, Location with’ Location Based Advertising‘ (LBA). These are mobile adverts which goal users based on the GPS location of theirs and have the possibility to represent anything from a coupon for a coffee shop nearby from where you are standing up or maybe a vehicle dealer which has the exact same model and make of car as the one you where searching for on Auto Trader last night. Advertisers could even target a banner advert targeted at a certain demographic that would only appear if you are in the vicinity of their business. While the market seems relatively small at the moment, the chance for growth is huge.

If all of which seems too’ out there’ for your company, you could constantly get in touch with Andrew Fischer at Human Headspace – the original man to formally eBay his forehead as advertising space – genius!