Is a revolution in advertising on the horizon?
In the face of mass disinterest in traditional advertising, advertising professionals have no shortage of ideas for seducing consumers and reconnecting with them. In just a few years, advertising has changed completely, not to mention digital advertising.
With an increasingly high abandonment rate of traditional advertising, it is turning in favor of digital media.
As a result, companies and their communication services have multiplied the advertising opportunities to differentiate themselves from one another in order to mark the minds of a clientele that is increasingly difficult to convince.
An overview of current and future technologies, customer interactivity, the importance of customer experience before rejoicing in the source of inspiration for the science fiction film genre.
Future and current technologies
Being in two places at the same time through hologram or the possibility of being teleported, are at least two technologies that we have seen at least once in science fiction movies. Indeed, in the film industry, there are many special effects that have fueled the imagination of enthusiasts. But also to stand as a pioneer of new technological possibilities.
Augmented reality and virtual reality
Innovations in display advertising are essentially related to virtual reality and augmented reality. It is now possible to create a three-dimensional image by projecting it into space, without the need for a support such as a screen or glasses. Holograms are particularly suitable for trade shows and live events, where they can be used to create an immersive experience for attendees.
The hologram is not new; it was already used in the entertainment industry and in medicine. However, its use in advertising is relatively new and still infrequent. Holograms are starting to be used more frequently in outdoor advertising, such as bus shelters and subway stations.
3D holograms
3D holograms are gradually interfering in the daily lives of individuals. This is especially effective in the world of events but its applications are not limited to this sector. Holograms are also used for commercial purposes. However, the installation of such a device requires a lot of space and is a relatively expensive technology.
However, if we are looking for a powerful advertising experience, holograms will not achieve that effect.
Immersive customer experiences
The human factor in its quality of experience is therefore at the heart of the expectations of advertising professionals. It is no longer a question of getting along with information without a real human dimension. Consequently, it is advisable to offer your customers a use of the event adapted to their expectations. As a result,digital advertising is increasingly integrating new processes into its approach, including facial recognition and object digitization. A technological revolution that will be possible with the advent of 5G in particular.
Point-of-Sale Interactivity
The shop window is a meeting between the brand and its customer and has not ceased to be the laboratory of many attempts. They are able to be the place of various advertising animations adapting to those who pass through them. A technology now possible thanks in particular to facial recognition technology.
Major brands in the retail sector are already installing augmented reality in their shop windows so that the customer can see the advertising animation of the shop window through their smartphone.
Thanks to interactive displays and artificial intelligence, the dynamic storefront experience shows us that companies can interact with their customers.
Customer centric
Communication and event experts now tend to focus on customer experience. By integrating the consumer into advertising campaigns, the experience has established itself as a method that enhances the customer’s expectations as a person. In fact, information is sent to him so that he can pass it on in turn. As a result, the customer is considered at his fair value. In fact, some managers do not hesitate to work closely with customers to announce the company’s new strategic directions, in particular through the various social networks (Twitter, Facebook, Instagram, etc.).
In order to experiment all commercial and marketing approaches with an audience of customers, major brands are now betting on the concept store. It is a place that has become an experimental meeting point between the customer and their experience.
In addition, it should be noted that the science fiction film genre is not primarily focused on innovative progress and new technologies. Man also has his role to play. Science fiction also questions the relationship between man and his technological environment. In other words, science fiction gives us a preview of the consequences of technological innovation.
In a billboard campaign, using virtual reality or hologram, the human being must be at the very heart of the project so that his experience is the vector of a clear commercial success.
Marketing tecnológico en vena. Fanático de las tecnologías Martech que rompen moldes: IA generativa, blockchain, no-code, metaverso, automatización extrema… Convencido de que el futuro no se espera, se construye (y se vende muy bien).
Responsable del marketing más disruptivo y tecnológico.
