The Future of Advertising Technology

T THE FUTURE L :OF ADVERTISING TECHNOLOGY As technology evolves, so does its function. There are emerging trends in the developing interaction field that companies are now weaving into their marketing and advertisements. Below are three avenues of technology that are currently being explored as a means to expand the way brands and consumers interact. AUGMENTED REALITY Brands such as GE, Nestle, and Lego have already begun using augmented reality, but it's not a fit for everyone. Three forms exist for brands to explore: PLUG INTO THE SMART GRID HOW IT IS USED: IN PRACTICE: WEB Uses a consumer's computer and webcam to offer an experience often using a marker, image, or motion capture. GE's Plug Into the Smart Grid lets users hold up a piece of paper (the marker) to a webcam, then see themselves holding a model of a smart grid on their screen. HOW IT IS USED: IN PRACTICE: KIOSK A kiosk at an Orlando Lego store Similar to web-based augmented reality, kiosk-based augmented reality is capable of more powerful applications that use facial tracking or 3D. lets customers hold up a boxed Lego set and see themselves holding the assembled product on the screen. LEGO 000 HOW IT IS USED: IN PRACTICE: MOBILE The iButterfly app lets users find digital butterflies in their mobile device's viewfinder. Each butterfly found contains coupons for nearby businesses. Uses a mobile device's viewfinder to show digital information in the user's surroundings. iButterfly FACIAL RECOGNITION Kiosks or interactive signage placed in stores scan customers' faces to create a profile of that user. Based on the information the system gathers, it will provide suggestions for products, coupons, and more. ABOUT THE PROJECT: HOW IT WORKS: INTEL-MICROSOFT PROJECT Intel and Microsoft have partnered to create facial recognition ads for use in stores that allows consumers to browse merchandise and submit feedback. The sign can recognize whether the customer is male or female and suggest items that might appeal to him/her and send a coupon to their smart phone along with a map of how to find the item in the store. (intel) ABOUT THE PROJECT: HOW IT WORKS: INTEL-KRAFT PROJECT A partnership between Kraft Foods and Intel has created a "Meal-Planning Solution" kiosk for use in grocery stores that will help expose consumers to new products. Customers scan their shopping lists, the machine presents recipes, adds new items to the list, and dispenses free samples of certain ingredients. Meanwhile, the kiosk snaps a photo of the user to create a profile -age and gender – in order to create a customer base and identify trends for S4 (intel) KRAFT recipes and grocery items. LOCATION-BASED MOBILE While not new, location-based ad targeting is enjoying widespread popularity and is expected to continue for years to come. For the most part, advertisers used location-based services to target customers by offering deals or rewards for product or services near them. LOCATION-BASED MOBILE 33% of mobile searches have local intent. 33 million people used location based services in 2010. O = 250,000 users 33% Spending on location-based advertising and marketing is expected to continue to grow. $200 MILLION $5.8 BILLION (PROJECTED) 2010 2015 BENEFITS OF LOCATION ADVERTISING Offering deals in location-based apps brings new customers in. Offering rewards creates loyalty with customers. Coupled with augmented reality platforms, location-based advertising can provide an enhanced user experience. For local businesses, location-based ads 4 help fill immediate needs like an oversupply of product. Buy SellAds. SOURCES: Advertising Age I Fast Company I CNN I EConsultancy .com