| |May 20209Through programmatic AdTech, ads can be customized for different mediums and makes marketers track the dynamic customer behavior and it makes the buying process more effectiveThis is just an example of what technology was able to do about two years back in 2018. A lot has happened in the last few years ap-plication of Virtual Reality is be-coming so common now in adver-tisement and marketing. In fact the world is moving from VR (Virtual Reality), AR (Argument Reality) and MR (Mixed Reality) to XR (eXtended Reality).Advertising technology's maxi-mum attribution lies in creating per-sonalized and customized messaging for the consumer. Machine learning, AI (Artificial Intelligence), Data Sci-ence can help brands to intelligently target its customers. Thus to create tailored communication, according to customer preference they have to deal with data regulations and privacy issues. Contextual advertis-ing amid all kinds of AdTech, has emerged as the most used, along with demographic targeting, ge-olocation targeting, and behavioral targeting. AI (Artificial Intelligence) and ML (Machine Lan-guage) help, by sift-ing through huge volumes of data in real time to find pat-terns, predict out-comes. AI can iden-tify buyer patterns correctly and then place ads accord-ingly, which helps increase overall ad effectiveness, which reduces the cost of customer acquisition. Whereas the regulations around asking for user consent and protecting the privacy of user data, came across as a hindrance in reach-ing more customers, but with time, it is proven to be an effective way to reach relevant and more targeted audience. It helps in customer reten-tion and to some extent in building brand loyalty. Let's discuss a few trends that has the potential to change the landscape of Advertising in 2020: 1. Digital Out of Home (DOOH): Using digital with Out of Home ad-vertisement is the next logical step. Out of Home is the oldest form of advertisement, but it is also the one which has welcomed the use of tech-nology and in return has always got maximum benefit from doing so. In fact one of the key reasons why Out of Home advertise-ment is still relevant is because of the fact that it adopts the latest available technology to the fullest. The key KPIs for measuring the success of DOOH (Digital Out of Home) will directly come from the audience's mobile data, which will be driven by word of mouth. For this to work seamless, brands need to integrate programmatic advertising approach. Purchase intent, brand awareness, and share of voice on social media can be used to measure the campaign success. DOOH can make target-ing more focused and can increase its efficiency. 2. Principles remain only Prac-tices change: Industries are now adept with contextual advertising and the reasons do personalized communications, this will continue to stay but the way it'll be done will change. Dynamic creative op-timization technologies are helping brand to serve different versions of the same ad to different customers making them aware about their of-ferings and features. As the audience gets smarter, the communication strategy also needs to manifold itself in terms of targeting, segmenting and personalization. 3. Emergence of experiential marketing: eXtended Reality(XR) tactics developed using a Mixed Reality(MR) approach - a combina-tion of Augmented Reality(AR) and Virtual Reality(VR) can be used to create immersive experiences. With the help of 5G's bandwidth, this can come to reality at more places. 5G can benefit the experience which in turn can increase the acceptance rate and sales. With growing com-petition among brands, brand need to think out of the box to create a loyalty base and to stay relevant. This gives a space for active story-telling than just mere promotion. It has the potential for staying in mind for a longer time than other modes Amit Tiwari
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