Buzz
Just like other branches of science, advertising is continuously advancing. The rise of the internet and mobile technology has given marketers countless opportunities to capture your attention. However, they’re only scratching the surface of what's possible.
10. Crafted Earworms
The American Psychological Association recently released an insightful study on earworms—those tunes that stick with you no matter how much you might want them to fade. These memorable songs share specific traits that make them more persistent compared to other hits.
In addition to their fast tempo, these songs share what researchers describe as a 'common melodic shape,' alongside the frequent use of unexpected intervals and repetitive notes. These features are so unique that it's possible to predict which songs are likely to stick in listeners' heads based on their melodic structure—or, knowing these patterns could assist budding songwriters or advertisers in creating a jingle that people will remember for days or even months.
9. Intelligent Appliances
Many tech companies are imagining a future of smart homes, where devices like washing machines, refrigerators, and thermostats are all connected to the internet and can be controlled from one central hub. Hisense, a Chinese company that recently acquired the rights to the Sharp brand in North and South America, showcased such a system at a 2016 trade show.
A key takeaway for many was the potential for advertising, much of which wouldn't even need to be web-based or intrusive. For instance, a smart washing machine could notify you when you're running low on detergent and recommend ordering the same brand, or suggest alternatives. A smart thermostat might offer discounts on vacation destinations during cold months, and a smart refrigerator could automatically generate a shopping list and order groceries based on your preferred brands.
Google has been on board with this concept since the beginning of smart appliances, and it seems almost certain that targeted advertising will play a major role in the connected homes of the near future.
8. Drones
Some businesses are utilizing drones to capture high-quality aerial footage for commercials that would have been too expensive to produce otherwise. For example, Patron, a tequila brand, has even incorporated such footage into successful virtual reality campaigns, merging two cutting-edge advertising techniques.
Of greater concern, however, is the possibility of drones collecting personal data. In 2015, Singapore-based advertising agency Near conducted a proof of concept trial in several cities, including Los Angeles, where drones gathered publicly available Wi-Fi data to collect user information and deliver hyper-targeted, location-based advertisements. Despite questions over the trial's legality, it seems unlikely that marketers would let such a vast data source go underutilized.
7. Interactive ‘Unstores’
Many traditional brick-and-mortar stores have faced challenges with the rise of online shopping. Recently, however, several major brands have pioneered a new retail concept—using physical spaces purely as showcases, allowing customers to interact with products without the option to purchase them directly.
In fact, many consumers already use retail spaces in this way, testing products in person before making their purchases online. Retailers adopting this approach can maximize space without needing inventory storage, and customers can explore a brand, its products, and its philosophy without feeling pressured to buy. Samsung, for example, opened an 'unstore' in Manhattan, a 40,000-square-foot display area.
6. Connected Cars
In 2013, Magellan, an electronics manufacturer, introduced the Smart GPS, a dash-mounted system that featured several innovations not found in other similar devices. Its interface could provide location-specific information, such as nearby restaurants, hotels, or entertainment venues, with many of these suggestions accompanied by special offers or coupons from Foursquare.
This is a clear example of contextual marketing, which many experts believe will be key to the future as more cars come with built-in internet connectivity. Location-based ads are just one potential form of in-car advertising; currently, devices can connect to your car’s diagnostic system and offer rewards based on your situation. For instance, driving cautiously during a storm could earn you a free wiper blade installation at a local auto shop, or a frustrating, traffic-filled commute might result in a free meal from a nearby restaurant.
5. Customized Radio And TV Commercials
Radio and TV ads continue to be a major revenue source for many advertisers, but their broad approach means that many ads are wasted on uninterested audiences. For instance, diamond engagement ring ads, common in many radio markets, are irrelevant for those who are already married. One company aims to optimize this format by introducing web-style targeted ads for traditional radio and TV broadcasts.
Gracenote, a tech company, developed this technology, which is now available in over 50 million cars. It creates a profile of users by analyzing the songs they listen to on CDs and the radio, their car model, frequent locations, and other data. This profile allows the system to replace local programming with targeted ads.
For over 10 years, Gracenote has been developing a similar system for televisions. It uses video recognition to detect commercial breaks and swaps the original content with more relevant ads based on the user’s profile. This kind of targeted advertising is expected to spread rapidly. Gracenote is owned by Sony, a leader in the TV and audio equipment markets.
4. Augmented Reality
Augmented Reality (AR) has gained widespread attention, especially following the success of Pokémon Go. AR technology superimposes digital elements onto the real world using electronic devices. For instance, a consumer can access more information about a product by pointing their smartphone at an advertising display. AR is already being used in storefronts, bus shelters, and billboards. One iconic British Airways ad featured a large video billboard where a child pointed at real planes overhead, naming them by their flight numbers.
While the idea of this technology spiraling out of control is tempting to imagine, there's no need to worry—Japanese filmmaker Keiichi Matsuda has already visualized it for us. The video titled 'Hyper-Reality' offers a glimpse into a future where AR marketing dominates our daily lives.
3. Turning You into an Advertiser
A 2013 study on adult behavior online reinforced this shift. While only about 10% of individuals trust banner ads or direct marketing, a staggering 70% of respondents indicated they would trust peer product reviews. This suggests a new advertising paradigm, where brands collaborate with top online content creators to effectively spread their messages. In the near future, the line between consumers and marketers might become so blurred that advertisements are so ingrained, personalized, and pervasive that we no longer even recognize them as ads.
2. Ads Created by Artificial Intelligence
In 2016, McCann Japan made headlines when it appointed an AI robot as its creative director. The AI was fed data from previous ad campaigns and tasked with creating an impactful ad for Clorets breath mints, as seen above. A human director also made a competing ad, and both were aired on Japanese television for public voting. The audience did not know which ad was made by the robot, and while the human-created ad won, it was a tight race, with a 54% to 46% victory.
1. The Influence of Neuromarketing
While consumers can usually offer valuable feedback about their product preferences and price willingness, they often struggle to explain the deeper reasons behind these choices. This is where neuromarketing comes in—utilizing brain data to uncover what specific elements of a product or campaign trigger positive emotional responses and why.
In 2008, Frito-Lay worked with a neuromarketing firm to study consumer reactions to Cheetos. By analyzing EEG patterns, researchers discovered that many participants enjoyed the messy, subversive nature of the product, particularly the famous orange dust that coats the fingers. This insight helped shape the next Cheetos campaign, featuring the Cheetos mascot encouraging people to engage in unconventional and mischievous activities with the snack (such as inserting them up a sleeping airline passenger’s nose).
