Time flies as it happens with technology. We´re in the second half of 2022, and we need to prepare our businesses for what is becoming trending for 2023. The evolution of new techs and marketing tools is vital nowadays.
Have you ever thought about buying the outfit an artist is wearing in a movie with one click? Or reserving a getaway to the destination we´re currently watching on a video?
What about a hologram that catches your attention in a store that invites you to come in?
These are just a small example of what is getting buzz in the business and marketing tech for 2023.
1. Digital out of Home ads (DOOH)
This tech asset is the evolution of what we were used to seeing on the street, like giant billboards or marquees that used to catch our attention when walking down the road. Yet, we live in a frenetic world where time is money, and our attention span is less than 8 seconds (less than a goldfish).
Therefore, advertising evolved into a digital environment to show more dynamic and interactive content. In modern life, where a person receives around 3,000 to 6,000 advertising impacts, brands are fighting to get people’s attention and be at the top of consumers’ minds.
For doing so, LED and LCD screens are helpful to catch consumers’ attention on the street, either on public transportation, in shopping centers, or business buildings. More recently, 3D billboards are becoming more common on the streets of the US and Asian countries. Thus, in 2023 this marketing tool will be possible through automized ads purchased online, on specific sites, and focusing on buyers’ profiles with possibilities to measure the ROI of ads campaigns.
Check the following video for an example of Japan’s Nike Air Max 3D ad.
2. Holographic ads
Not so long ago, holograms were part of sci-fi and futuristic movies. However, that future is becoming our present, and the technology to experience holograms is here to stay.
Holograms are the perfect marketing asset for businesses looking to light up their brand and increase their brand awareness among their consumers. This ad tech allows us to project images and objects in 3D with movement and interaction.
But this technology is not as new as we think; a decade ago, a hologram of Dita Von Teese was exhibited at the Design Museum in London by Christian Louboutin to celebrate its 20th anniversary.
More recently, KitKat used a hologram campaign in Japan to wish good luck to students by projecting on users’ phones the hologram of a boy band DSH singing a good luck song. That’s because KitKat in this Asian country is associated with “good luck” for its similar sound to the phrase “Kitto Katsu,” which means ‘you will surely win.’ (campaignlive.co.uk)
Hologram ads awaken consumers’ curiosity in a context where traditional and digital ads saturate people. Hence, this ad type can help companies become viral and reinforce brand awareness.
This video will give you an overview of the real-life holographic advertisement application.
3. Shoppable Video ads
Imagine if you’re watching your favorite series on one of the streaming platforms, and you fall in love with the outfit of one of the characters. Usually, we would need to research and find where the apparel is sold with shoppable TV. That wouldn’t be a problem. With one click, people can access the products and services they want.
This type of advertisement triggers the compulsive desire to purchase the things the customer wants. The images of the products or services are placed at the top of the video, so viewers can get more info about the item and decide to buy it.
Just imagine that you can book a trip to the paradisiac beach you are watching right now in the movie. Do you think that could be feasible?
According to the creative interactive platform spott.ai, NBCUniversal, the American TV network, began to add direct checkout features via shoppable TV ads. Indeed, NBCUniversal’s CMO, Josh Feldman, said that the goal for this type of advertisement is offering “a shoppable experience for the viewer without them having to leave the content itself.”
This type of digital ad can help companies to increase their conversion rate, simplify the purchase journey and make it easy to track and sell the product directly from every platform.
Watch this example to see how it works this type of digital ad.
4. Proximity marketing
This type of marketing focuses on marketing to the right person at the right time by using personalized, relevant content and geopositioning tech combined with Bluetooth or NFC, SMS Geofencing, or proximity ID.
According to Martech, “Proximity marketing can incorporate advertising offers, marketing messages, customer support, scheduling, or a host of other engagement strategies between a mobile phone user and the location they’re close to.”
This type of marketing strategy is also ideal for brands that have a good understanding of their consumers and shopping behavior. Thus, they will know exactly what kind of content can catch the attention of specific customers.
But do you need to squeeze your bank account to use this marketing strategy?
Not at all; indeed, Martech lists three useful options accessible to everyone:
- QR Codes: You can print a QR code on signs and show it on a specific spot. Then, you may offer a targeted marketing message, analyze a visitor’s activity, and know exactly where they use their phone to scan the QR code.
- WIFI Hotspots: You can provide a free wifi hotspot and send dynamic content messages to the consumer through the web browser. That’s precisely what airlines and even Starbucks do when consumers log in to their wifi hotspots.
- Mobile Browser Detection: You can incorporate geolocation into your company’s website to detect users using a Mobile Browser in your area. You may then use a popup or dynamic content to target that user – whether or not they are connected to your WiFi. The only disadvantage is that the user will be requested permission beforehand.
To better understand this technology, we invite you to watch this 5 min explaining video.