How The Future Advertisement Should Be
Traditional advertising is always unidirectional to send information or promotion to customers. It usually broadcasts through poster, newspaper, magazine and TV advertisement. No matter which kind of media it used, the advertising cannot receive the response from customers.
The budget distribution of advertising in recent years had changed significantly. According to eMarketer’s prediction, the budget of advertisement on TV in United States will reduce from 38.5% to 35.2% when it comes to 2019, and the trend of broadcast, billboards and traditional printing advertisement are also declining. On the contrary, the expense for advertising through digital media will increase dramatically from 28.2% to 39.6%.
The difference between one-way and two-way media makes the huge migration of budget of advertisement. Moreover, as community media which is like Facebook arising, the expense for advertising moves from individual websites and blogs to community websites and online live show platforms once again. It shows that the influence of image and animation is more effective than words. However, too high frequent advertisement pushing would let customers tired and lower the attractiveness and value of the advertisement.
One of the differences between spam messages and useful messages is the advertising timing. For instance, if we are having a lunch, there is an advertisement popping out for the restaurants which are near you. Or if you are searching for some restaurants, the advertisement pops. Which is more effective? Although we know video is more effective than words, and two-way media is more valuable than one-way one, the timing of popping advertisement is also a must. In other word, let customers determine, or let them feel they can determine whether they see the advertisement. This is the difference between spam messages and valid advertisement. There is a new technology on advertising market that creates a two-way communication for TV and internet videos. Customers can buy what the advertisement shows when they are watching. This technology solves the problem that customers have to search the information about the price, type and where to buy. It also achieves the three goals I’ve mentioned above. Moreover, this technology is not only used in digital media, but also transfer traditional unidirectional broadcasting to two-way digital media.
There are two trends in advertising which will impact our future. First is due to IoT technology, the advertiser can put different advertisements according to customer’s age, gender, location…etc and the information of advertising place (temperature, moisture, quality of air…etc). The other one is the place of advertising will be everywhere. Any surface may become a digital advertising board. More than that, because of rising of AR (Augmented Reality) and VR (Virtual Reality), the carries of advertisement will extend to the environment which is around us. For example, some theaters already tried to let their program list become a video navigation to coordinate the customer’s smartphone.
In the future, these technologies will not only bring new scenarios into advertising industry, but also affect the scope and the ecosystem of marketing and sales. The people who can master these techniques will grab much customers’ attraction, and the people stick to tradition will be deprived of their market sharing.