Technology And The Future Of Advertising: What Do The Experts Predict?
What will the next five years of marketing look like? Will Virtual Reality advertising actually take hold? The UK edition of The Guardian recently held an online discussion about these very issues, asking leading marketing experts how they thought technology and digital platforms would transform the industry.
According to Jide Sobo from MEC, advertisers should view tech as the 'enabler' of how to deliver messages, but not be the message itself. He also felt that creativity needed to keep up with rapidly-advancing tech; for example, tech such as QR codes and near-field communication are already available, but marketers still don't know how to utilize them.
Looking ahead to the next five years, Fergal Downey from BoscaBox points to the vast potential of the Internet of Things to radically disrupt communication as a whole. In advertising terms, this means entering a whole world of potential new markets, as everything will become connected - from ads down to product packaging.
Meanwhile, xAd's Monica Ho, predicts that out-of-home (OOH) advertising will become more prominent, thanks to mobile technology extending the capability of billboard messages - allowing marketers to engage individuals on their device, and even track whether they have actually seen the ad.
RetailMeNot's Matt Wilkins feels that there is still lots for advertisers to learn about smartphone and digital screen ads; but they will need to adapt to this growing market as they realize the evolving nature of the opportunity. People's buying habits are changing - from browsing on their smartphones to visiting retail websites while actually in store - and digital screens can help brands to reach these individuals even more easily.
Commenting on the topic of virtual reality (VR) technology, Mark Brill - a lecturer, consultant and media strategist - predicted that it was unlikely to become a specific media channel for brands. However, it will prove popular in the gaming industry and could be useful in health applications, he added.