Emerging Technologies in advertising

There are 3 areas or technologies that I believe in the next few months, years became trending. Nowadays the agencies or brands are using superficially, not is using all the technology potencial, or sometimes just as a gimmick. Some of them isn't a new technology but now has more maturity and tools to be used more efficiently. Here I'll talking about VR, AR and Location.

Virtual Reality (VR) and 360 video

Imagine be there without being there, sounds crazy but it's real. This is a new way to user interact with content. The user's attention is completely focused, total engagement, VR can be see as an evolution of branded content.

There are a variety applications for VR:

  • Product Demos
Volvo Reality | powered by Google CardBoard
Virtual Honeymoon | Marriott
  • Enhanced retail
Custom House | Point.P
  • Experiential
The Perfect Flight | Stella Artois
  • and further more …
Step into the page | Glen Keane

Of course that not all is perfect for VR, the length of time it takes to produce VR content is generally longer that standard pieces of video, the cost is little spicy nowadays starts $470K to $625K, and the distribution and penetration depends on the device, for better experience you need a device more expensive, but thanks to Google for the Google Cardboard a cheap way to enjoy VR.

In the market there are a lot of devices, but bellow I show a few of them.

Google Cardboard, Oculus Rift, Samsung Gear and HTC Vive.

Augmented Reality

Augmented reality is not a new technology in the market have more than 7 years, I remember to see some experiences or tries since the first iPhone came to the market. But some people is not early adopter or know and understand it, so for the records the AR is the ability to interpose digital information in the real world in a spatial and interactive way, and I believe for the first time we have the best ecosystem to explore this world, with powerful devices, smartphones with huge camera, CPU and GPU.

It is changing the way we work, learn, and tell stories, Do you know that 80% of the information that the brain takes is VISUAL?

Some examples:

  • The device HoloLens | by Microsoft
The device Hololens | by Microsoft
  • Makeup Genius | by L'Oréal
Makeup Genius | by L’Oréal
  • Living History | at Union Station
Living History | at Union Station
  • Call of Darling | by C&A
Call of Darling | by C&A

Today all the tablets and smartphones are able to perform AR, bellow some of them.

You could use smartphones, tablets and specific devices for AR

Outdoor and Indoor location

You could determinate a consumer position in outdoor environment and too in indoor places. As you know the consumer stay more with his mobile than his family or wallet, so in this scenario mobile is the best way to determinate and interact when we talk about location.

In the Outdoor location mobile can determinate your position by triangulation with GPS (Satellites), Carrier Cellular antennas and at least but not last Wi-Fi Signals.

On the other hand for the indoor location mobile needs another devices to communicate and exchange data to determinate position like Beacons, RFID and believe or not Sound too.

You can apply this technology in a variety of possibilities. Retail experience, Museum, Festival experience, and to send some data to the smartphone APP too.

  • LISNR
LISNR
LISNR Pitch at R/GA
  • The Backup Memory | by Samsung
The Backup Memory by Samsung
  • Looking for you
#LookingForYou | Battersea Dogs & Cars Home
  • Protection AD | by NIVEA
Protection AD | by NIVEA
  • Print for Help | by HP
Print for Help | by HP

I hope to help you understand the potencial of this technologies shown above, if you have any doubt or questions please send me a message.

marciobueno.me

Márcio Bueno
Head of Creative Technology at FCB Brasil