Have you recently seen the new advertising boards at the shopping centers? They now display interactive elements, moving images and animated sequences.
I noticed it only two days ago at my local shopping center in Canberra, when I walked passed an advertisement board carrying heavy grocery bags. I had to look twice before I saw some vegetables exploding behind a woman holding a ‘cup-a-soup’ packet. Next was an advertisement of an animated sequence for a mobile phone. These commercials are now at most regional areas in Canberra, and have already been implemented in larger cities. This in turn, shows that static billboards and ad shells are of the past, and as we look further into the future new trends which, will emerge, will be of interactive animated sequences in the advertising realm.
Before flying into the future, a quick glance over the current state of the media, and one does not need to be a scientist to come up with the hypothesis that, the advertising sector of society is changing. The methods used to analyze customer engagement have been studied through both qualitative and quantitative analysis and what consumer studies are showing is that digital advertising is more ubiquitous than before. An article called, ‘Shingy: Are you creative enough with your customer engagement?’ is about AOL’s digital marketer analyzing today’s market. The article quotes David Shingy stating that, “Back in the day, if you were a brand strategist, there might be five places where you could place your brand. Now there could be 50 places – and counting.” This shows that the digital atmosphere has changed and has consequently enabled advertising to expand, giving more opportunities and places for it to be displayed.
In addition to the more physical spaces available in advertising, the idea that one can personalize their advertisements is also imperative to the changing landscape. For example in the same article, Shingy explained that, “Consumers are making a whole movement out of your brand, and they believe they have more tools, more expertise and more creativity than you anyway.” To illustrate this he used, the Coke Advertising Campaign, which allows one to personalize a coke can or bottle by writing their name on it, and sharing it and, if you would like to personalize a coke, just visit, http://www.shareacoke.com/ – bottle
The available spaces used in advertising and the personalization of content increases consumer awareness. However, the current state of the trend is also changing as people change. Following from the same article written by Azadeh Williams, Azedeh states that, “Shingy highlighted the power of video to creatively engage with consumers. He pointed out 90 per cent of customers now engage with video content on their devices in long or short form.” This demonstrates that animated sequences, interactive elements are imperative to the advertising realm and as animation becomes more and more realistic, other elements such as Augmented Reality will become more prominent as consumer behaviors will also change.
Digital Animation and Interactive Media will increase within the advertising realm. Some factors for this change include, the changing spaces of advertising from the ability to advertise on social media, to the personalization of branding, and the increase in video media. Overall, the ability to create interactive advertisements in the digital sphere is expanding rapidly and this consequently allows advertisers to create more interactive and animated sequences to tell their story.
The factors that lead to increase in digital advertising will also open up new trends and opportunities.A study called, ‘Global Advertising Forecasts’ written in an article, by Andrew Birmingham, states that “Digital media advertising is expected to grow by double-digits again this year again (+16 per cent to $149 billion) driven by mobile advertising (+53 per cent at $50.0bn), video formats (+38 per cent at $15.4bn) and social formats (+38 per cent at $22.7bn). Global digital revenues will reach 31 per cent market share globally this year. Mobile advertising now accounts for 30 per cent of total digital advertising and will reach 55 per cent by 2019.” This shows that mobile and video advertising has created a trend in advertising. This trend has emerged as consumers are more engaged with the platforms.
Video advertising can be defined as a montage of moving images that are created to develop a dynamic marketing strategy where a story is told and shared with an audience as well as their consumers. Most recently, a successful video advertising campaign has been created by McDonalds to show the McDonald’s history in Australia. The video called, “Maccas- it’s what Australia Ordered,’ was created to show that the next step at McDonalds is the ‘Create Your Taste Menu’ initiative.
Through the animated sequence the main aim was explored by showing Australians how far McDonalds has come and how they have influenced McDonald’s success. One example of touching Australia’s hearts and minds (or perhaps I should say, stomach) is when the advertisement explained that the McCafe is an Australian Invention. Like humanity’s achievement of landing on the moon, so to have we Australian’s help to create the unique McDonalds experience.
Although video and mobile advertising has hit the consumer market, other more advanced programmable digital media will start to capitalize in the market as well. Technology such as augmented reality, facial recognition and programmatic platforms may be the way of the future.
Advertising has started to use Augmented Reality Technology to market out their products. For example, in an article titiled, “LÓreal launches virtual cosmetics trial via Augmented Reality” the make-up brand has used the technology to allow consumers to trial their products before they purchase. This allows the consumers to gain more control over the buying purchases and in turn enables them to personalize their products, without having to buy it then go home and try it. The article states that, “Consumers scan a product or advertisement to detect a colour match, then can virtually try on individual products as well as curated looks suggested by expert makeup artists. These images can then be shared via Facebook.”
As a digital media advertiser, the skills that are needed to create a digital media advertisement is to foremost know what the audience wants, and know how to tell a story. Other skills that are more technical, relate to an understanding of the digital media realm and new innovations and the how they work. For example App development and programming are skills that are needed for understanding how mobile apps work. Other skills such as photography and animation skills, including 2D and 3D will also be needed to create movement from the images collected.
These skills can be attained from college and universities. One can keep up to date with the changing technological realm over the internet, however for more technical skills such as animation and video effects one can opt to go and undertake training at a college such as the Academy of Interactive Entertainment or at a place where these technical courses are taught.
Whether one gains these skills to enhance the digital realm or does not, either way, it is prominent that digital advertising has changed. Video, film and animations are used more widely to create a story. This already demonstrates that the predictions for the future lay, in more advanced interactive design allowing user flexibility and functional design to work together to get better consumer engagement.
Azadeh Williams, published, (CMO) 06 May, 2015, ‘Shingy: Are You Creative Enough With Your Customer Engagement?’ ‘http://www.cmo.com.au/article/574294/shingy-creative-enough-your-customer-engagement/
Azadeh Williams, published, (CMO) 03 June, 2015 http://www.cmo.com.au/article/576417/blippar-augmented-reality-bringing-customer-engagement-life/
Azadeh Williams, published, (CMO) 22 May, 2015
Birmingham Andrew, published, July 15 2015 https://www.linkedin.com/pulse/digital-media-advertising-top-global-category-2018-andrew-birmingham
CMO STAFF, published, (CMO) 25 March, 2015, ‘Lóreal Launches Virtual Cosmetics Trial Via Augmented Reality’ http://www.cmo.com.au/article/571193/l-real-launches-virtual-cosmetics-trial-via-augmented-reality/
The Coca-Cola Company, http://www.shareacoke.com/#bottle
Mcdonald’s Australia, https://mcdonalds.com.au/Maccas-Journey
Miranda Ward, published, March 31st, 2015, http://mumbrella.com.au/mcdonalds-celebrates-aussie-evolution-in-online-campaign-introducing-create-your-taste-284613