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Conclusion

Throughout the length of the semester. I spoke about advertising and the different ways it has been evolving due to technology and trends. I learned a handful of information, while also gaining more knowledge on advertising and how to target the ever-evolving landscape. Throughout my posts there were times when I changed routes and focused on different topics like fashion and music, however, I always tried to relate it to advertising and how brands were using it.

The Tumblr post was very informative and through extensive research it allowed me to learn more about my selected topic. I feel more aware of trends and how to spot them in media, in particularly advertising.

#newhouse #trendspottinginmedia #Advertising

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Trends in Out-of-Home Advertising 

With the rise of new technological trends and mobile advertisement, out-of-home advertising faces multiple challenges, however, experts believe that it will make a comeback as consumers are tired of seeing advertisements on their phones. A KPMG report states that out-of-home advertising has seen an increase of 11% over the past five years and will keep rising. 

Research suggests that digital out-of-home advertising contributes to 30% of out-of-home revenue. Digital advertising is huge for in-home advertisement and can also be used for out-home advertising using 4K quality and using high resolution in bright, colorful visuals. Brands need to incorporate out-of-home storytelling advertisements. This will keep users on the edge wanting to see the next advertisement to complete the story. Technology has also granted advertisers the ability to strategically place digital ads on smaller places instead of large billboards. Additionally, with the rise of technology, out-of-home advertisements will be able to predict users' profiles and provide more information about services and products. The article mentions that unlike in the past outdoor advertisements will interact with users making their experience more memorable. 

 Overall, the article focuses on the importance of out-of-home advertising in the industry as technology keeps rising. Technology and digital advertising aren't taking away from out-of-home advertising, if anything is enhancing users' experience. To stay competitive brands need to navigate the use of technology and focus on authenticity to succeed in the evolving landscape of out-of-home advertising.

#outofhomeadvertsing #trendsinmedia

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AI will replace Ad Agency jobs

The article touches upon the use of AI in an ad agency, and how these tools will make some agency roles different or nonexistent. I found this article very interesting since the theory of AI taking over jobs is something that I always wonder about. When asking professionals who work in the advertising world and those who study AI, they always mention that AI is supposed to help people complete their tasks, not do it for them. 

After attending a Weiss session “ The AI conundrum” the speaker spoke about the fear people have of AI and how it's supposed to help with creating ideas and help employees come up with solutions but it's not replacing jobs. At this session, they mentioned that people who use AI are more knowledgeable and will perform a better job than those who don't use AI. The article agrees with this statement and states that agencies will be smaller yet more productive since employees will work alongside generative AI tools.

According to the article the roles that will suffer from the rise of generative AI are:

Clerical 

Sales job

Market research 

Administrative roles 

Secretarial roles 

I found it interesting that the article mentioned that market research jobs are at risk. Some generative AI platforms don't provide users with recent research, since it doesn't have the data. I wonder if technology will eventually allow Generative AI platforms to use Google and get recent data to answer research questions. 

The article believes that by 2030 ad agencies will be influenced by some type of Generative AI. 

The following roles will mostly benefit from AI: 

Editors

 Writers

Programmer 

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Trends in Audio Advertising

In 2020 digital audio exceeded radio for the first time, showing a huge opportunity for audio advertising. Digital audio for advertisers has the advantage of reaching people at any time of the day as long as they are listening to audio. It was predicted that in 2023 55% of audio time will be spent on digital platforms. The beauty of audio advertisement is that users don't have to be looking at a screen when an advertisement is being played, unlike video and display ads which require users' visual attention. 

According to the article digital audio has a 24% higher recall rate than traditional display advertising. This can help increase brand awareness and trust between users and brands. Understanding what method of advertisement customers recall better is fundamental to advertisers' understanding of where to target consumers. Podcasts also serve as a stepping stone in the growth of audio advertising. As the generation keeps evolving, more people are into a podcast, whether they use this as a method of acquiring new or for leisure, a podcast provides listeners with diverse topics. This contributes to the increase in audio advertisement and retention rates. 

Audio advertisements are ideal for any generation whether that is Millennials or Generation Alpha. Everyone spends a good amount of time listening to audio which allows advertisers to use that platform to promote their brands. Brands need to hop onto the bandwagon in order to keep succeeding in the advertising industry, they need to understand their consumer needs and know where to target them whether that is traditional advertising or audio advertising. 

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The Famous brand Stanley receives free advertisements on the durability of its cup

Stanley is a drinkware popular brand in Gen Z. Recently a customer's vehicle set off on fire and she recorded a TikTok video of the car on fire and the only thing surviving was the Stanley Cup. The video shows that after the fire the cup still had ice in it.

Earned Media is a method of free advertisement that a brand receives when a customer shares or posts about a product or service on social media. This customer gave Stanley a free advertisement on the durability of the cup. This shows the power of social media marketing and how it can influence people's buying decisions.

 The president of Stanley quickly reached out to the customer by creating a TikTok video and offering to pay for her car damages. They also emphasized how Stanley is built for life necessities and can survive anything. Through this tragedy, Stanley continues to tap into its social media powers to further its dominance. This resulted in more customer satisfaction and brand awareness,  showing customers that Stanley will always be there for customers. Stanley has been working to make a social media presence for its brand and this situation is helping them grow. This shows the importance of social media in advertising and the impact it has on brands. 

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The Future of Music Marketing

This article touches upon the dynamic of the music industry's creativity and technology. As technology keeps advancing, marketing in the music industry has evolved, in order to cater to the target audience. Artists are “tapping into the power of personalization content, tailoring their message to specific audience segments”'. We see this in the type of music artists create and streaming services grouping similar songs together and creating a playlist. For example, Apple Music has a feature that plays similar music when a person plays a song, and Spotify has a feature that creates a playlist based on patterns it picks up. Virtual Reality and Augmented reality also allows people to engage with artists from the comfort of their own home, for example attending a concert or live show. 

Additionally, there is user-generated content where people are active participants in the music industry and create dance challenges/ trends, cover songs, and memes that amplify an artist's reach. Some of these dance challenges/trends have even become a staple of a song. For example in Drake's Toose slide video, he did the dance which people created on TikTok. This type of content promotes a song and artist at a free cost. Numerous songs have become popular/ trendy because of TikTok and people using it as a sound for a challenge or post. 

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YouTube new A.I music generation 

“Dream Track” is an AI-powered technology developed by YouTube which allows users to create short, original songs, using AI-generated voices of popular musicians. Currently, 9 artists have volunteered their voices to be used. With this new technology, YouTube strives to create deeper connections between artists and creators. By creating such technology YouTube is allowing users to create content similar to those people make on Instagram reels and TikTok. 

The way the platform works is that users type a short description of the sounds they are going for and select one of the arts being offered and “Dream Track” will produce a new song with those parameters. I see this becoming huge in the next couple of months as a way for users to create content that is unique to them, and for brands to promote their products by creating personalized songs. Brands can also use this new technology to create unique & short catchphrases for their advertising.  

This connects to the super trend we learned at the beginning of the semester and the advancement of technology. YouTube short videos are an example of technology and how the media is using it. I feel like this innovation was a step toward AI and the music industry. I wonder how it will keep evolving and how artists will use AI will create music soon. The YouTube experiment is a small insight into the creative opportunities that will come out of AI in the music industry. 

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4 Ways top advertisers will use AI and automation in 2024

The article believes that in 2024 the advertising industry will start to focus on more practical application into different artificial intelligence technologies. To thrive in the advertising industry agencies need to understand the following trends. 

AI is great but it lacks human intelligence to recognize sensitive context, which can lead to compliance issues if not caught. Thankfully AI technology exists to carry this throughout and enforce brand guidelines. Advertisers need to be aware of that in the future when using AI for creative ideas. 

Additionally, AI will help advertisers create personalized content for specific audiences. Being able to cater ads to specific target audience increases brand awareness and recognition. Brands want to make sure that consumers resonate with their ads and by using AI agencies can assure this. AI can identify patterns and trends that could be used to create unique ads.

Being able to use AI for reporting allows advertisers to gather meaningful insights about a brand while decreasing a huge amount of work hours. Users can create monthly reports tailored to meet the unique preferences and tones of individual clients to deliver personalized insights.

Lastly, advertising spending has become more complex throughout the years. Advertisers and agencies must navigate diverse spending options, use localized data for real-time optimization, and manage local campaigns. AI technology will help advertisers address these challenges, enabling transformative effects. Advertisers who can use this technology will be at an advantage compared to other agencies. 

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How Amazon is building its own Super Bowl With its Black Friday Game 

Amazon Prime is live streaming a football game between the New York Jets and Miami Dolphins this upcoming Friday, Nov.24th. Some media buyers have compared this game to a mini Super Bowl, due to the advertisement excitement put into this game. Some companies are even running new ads specifically for the game. Amazon even sold out of ad slots for the game. Amazon strategically turned the football game into an event, attracting non-traditional football sponsors. 

Amazon introduced “audience-based creative” allowing brands to target specific segments of viewers with different ads in the same slot. This benefits brands because they can create various advertisements that will resonate with a specific audience. This way brands can increase their numbers of sales and brand awareness by showing different types of ads to different people, who enjoy different things. Bose is one of the brands using this type of advertisement, they plan on making the ads shoppable allowing viewers to go from watching the commercial to adding the product in the cart. I’m extremely interested to see how this will play out and if this type of advertisement will help increase brand awareness/sales for Bose. Amazon is using various types of media and technology to make this game into a mini Super Bowl, allowing brands to showcase their product while also promoting Amazon and the brand. Lastly, Amazon plans on creating custom commercials for the game and also having interactive commercials. This game allows brands to kick off holiday shopping with such a large scale of customers.

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Fan Made trailers rule the internet 

Fan-made trailers are edits made by fans in which different scenes of films/ television shows are remixed together by viewers and set to music. The first known example of this is said to be traced back to 1975. Viewers typically make this for shows that they enjoy viewing and love, as a way to connect with other viewers. The article mentions how these videos serve as a form of free advertisement, which is a form of earned advertisement. Shows/films receive exposure that they didn't have to pay for, just because they have loyal viewers who enjoy the content. Fan-made edits also serve as a trailer for these films and the best part is that they come from regular people who enjoy the content. For some viewers editing helps them process what they are viewing, helping them better understand what they are watching and make their own opinions of the content. 

“Posting is a way to keep the excitement up”, a fan editor stated. Posting different content about the film/show encourages viewers to keep streaming while being excited. These films/TV companies receive a huge amount of loyal customers who increase the show/film media presence at zero cost to them. As technology grows, edits have become easier to conduct and distribute. Social media, primarily TikTok has made it easy for editors to find a distribution channel and a target audience. A fan editor said that fan edits are a great way to convince someone to stream a film/show. People are easily influenced by others and with good fan edits viewers can convenience others to stream a show/film. Fan edits can be just as effective as branded trailers and advertisements, providing viewers with a real-life experience of how those watching a show/film feel about it. 

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The Future of Search Advertising

“Google Search was the main gateway to the web”. Google was the place where everyone would go to search for anything. However times are changing, and even though Google is still running a monopoly it isn't the only place people go to search. The following explores the trends that are shaping the future of search engines. 

The article believes search is turning into a conversation between the chatbot and the user. AI is being used to help companies perform better by analyzing keywords faster than humans. With an AI-powered SEO strategy brands can predict to increase their number of search engine results pages, this is because AI is powered to discover and use the exact words users are using when searching for a product.  

28% of Gen Z and millennials discover new brands on social media and 27% of Gen Z discover new brands through search engines. Even though the number between both platforms is not significantly different, the number for social media is expected to grow. Consumers are more interested in visual forms of search as well as reviews from people they trust which drives them to social media when searching for brands, instead of Google search. TikTok recently released search ads, proving that more people are using social media to search for brands. 

66 % of shoppers use Amazon to search for a product. Instead of searching on Google for a product consumers are more likely to search for a product on a store website. That takes away from the traditional way of search advertising where brands will pay to be at the top, now consumers search for what they need in any store with Amazon being top of mind. 

Traditional search engines will still exist, however, there are a multitude of ways for users to search for a product, and as technology grows these platforms will keep evolving. Brands need to be able to understand their consumer base and place their products on different platforms that users utilize to search for products. 

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Doritos takes the crunch out of gaming with new “silent” chip

Doritos “Silent” is described as the world's first AI-augmented snack; primarily designed for gamers. The purpose of this snack is so that people can eat without worrying that others can hear the crunching sound. Gaming and snaking are two activities that are usually linked together, it can get annoying when playing and hearing the other player chew their snack. Doritos found a way to get rid of this sound effect and improve snacking while gaming. The loud snacking has been putting gamers off of snacking on Doritos; Doritos needed to find a way to increase their consumers' snacking habits once again. They were able to do this with the help of AI. With this new technology, the chewer will still hear the crunch, but those playing with them won't. The AI tool recognizes the crunching sounds, isolates them, and removes the crunching sound from the audio stream. 

The brand has created a Silent Doritos Campaign that has been streaming in the UK to showcase its new invention. Doritos were placed inside people's ears with the text “ You won't hear it coming.” They also have a video advertisement showing the difference between eating Doritos before the new technology and the difference that gamers will encounter with the new “ Silent” Doritos. Doritos is using advertising to showcase their new AI inventions which will help gamers snack without disturbing their fellow teammates. The purpose behind this campaign was to be disruptive, and emotive and intrigue people with this new invention.

Doritos was the first to hop into this wave, I wonder how many other snack brands will soon hop into the trend and create sound-free snacks. The crunch sound isn't only a problem with gamers, people who talk on the phone with headphones also deal with similar problems. Noise-canceling headphones have started to make a rise making it easier for users to cancel out noise.

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The growing trend of AR advertising 

Augmented Reality ( AR) uses animations or overlays to make items seem real “augment”. Companies across all industries use this new technology as a way to better promote their brands, being able to use AR will soon be important to stay competitive. Sports broadcasting, medical fields, military, and history are some applications that utilize AR as a way to assist with technological operations. In advertising, AR allows advertisers to connect and interact with the audience in a completely new way; where consumers can feel as if they are living in the advertisements. More simply AR puts virtual reality into our world. 

Researchers expect that by 2025 global AR ad revenue will grow to $6.68 billion. AR ad campaigns tend to be more effective than traditional advertising campaigns. This can be because users can try things on or see items in the real world. For example, the first AR ad was in Germany where readers scanned an ad from a magazine and a virtual model of the car would appear on the page. Consumers are more likely to be interested in this car now because they can see all angles of it through a magazine. They are more likely to purchase the car and be interested in researching the car just because of the AR ad, rather than a traditional ad. Companies are more likely to use AR in advertising because of the advantages that come with AR advertising: Higher conversion rates, better user engagement, memorable connections, expanded brand reach, and increased sales. Throughout the year brands have come up with different ways to make their ad campaign creative and unique while using AR. Making sure that the brand is using the technology as efficiently as it can to target the appropriate audience.   

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Sports Marketing Trends

Sports marketing is the concept of using sports to market a brand. A lot of sports marketing can be seen through Nike and Gatorade. They use athletes to promote their products and influence people to buy Nike products. Sports marketing is also used to promote teams and sporting events. For this post, I explored different sports marketing trends. 

 AR and VR have become a significant trend in sports marketing. These technologies have created ways in order to engage audiences from live-streaming virtual games to enhancing fan experiences with interactive AR features. Another trend in sports marketing is personalization. This has been trending in all types of advertising concepts. Users are more likely to convert and buy from a brand when they feel they can relate to the brand. Brands can use data analysis to tailor fan experiences based on preferences and interests. This can be accomplished through sending personalized emails, customized content, and offers. Sports marketing brands tend to use influencers and/ or athletes as part of their advertisements. Brands can use these connections to build their consumer base and increase brand loyalty. 

Esports and gaming integration keep growing throughout the years. Marketers can tap into this trend by including sports advertisements within esports events and gaming platforms. Lastly, social responsibility and purpose-driven marketing are trending. Shoppers are likely to be interested in different causes. If the brand is able to align with these causes they can connect with fans on a deeper level. As the sports marketing industry keeps growing it is important for brands to stay up to date in order to make an impact. 

0 notesPost

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Wearable Technology

The Apple Watch is a notable example of wearable technology, which falls under the category of electronic accessories. Wearables have two primary functions: monitoring health and fitness, and providing real-time news updates. Wearable technology, such as a smartwatch, offers users the ability to receive information promptly, which is advantageous for marketers as it allows for the immediate delivery of marketing content like sales and promotions.

Wearables also serve as a means for fans to connect with athletes. Brands can leverage wearables to create unique products for their fan base, and by having athletes and influencers wear these devices, they can boost brand awareness and customer loyalty.

Another benefit of wearables is their ability to provide real-time consumer feedback. These devices accompany individuals throughout the day, enabling businesses to gain insights into user preferences and daily activities. This data can be valuable for creating more personalized advertising campaigns.

This capability can help brands gain a better understanding of consumers and tailor their marketing strategies accordingly.

(ChatGpt was used to write this post)

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 The Ad industry is going all-in on AI

Digital ad has decreased in 2022 compared to years prior. Some of the reasons why advertising has decreased are rising inflation, an unsteady global economy, and policy changes. This article believes that AI is going to save advertisements. The article discusses the increase of AI in the advertising industry. An example used in the article was a client uploading a company logo into the system and immediately getting high-quality images in the same brand style. Meta is working on creating AI-powered assistants to help advertisers create ads. AI already has built-in features to help advertisers create different visual backgrounds or resize their images. Google and Meta have already been using AI to determine what price they should charge for an ad and who they show the ad. In my opinion, it's just a matter of time before other companies hop on to the bandwagon. 

In my opinion, AI is scary. I feel that if technology keeps advancing the way it is, there will be fewer advertising jobs in the market. AI is being built to help advertisers but eventually, there won't be a need for advertisers because AI will be able to do all the work. AI has the potential to reshape how businesses promote their products and services. AI is able to come up with tag lines, images, and designs for companies. By using AI, companies can get more efficient and data-driven methods to reach consumers. It can analyze data to better understand consumer behavior and better promote products. With AI taking over, there is a chance advertising jobs will decrease. 

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Shoppable Ads

A shoppable ad is a type of advertisement that allows a consumer to purchase a product directly through the ad by using an embedded storefront. These types of advertisements have been rising in the media industry, growing e-commerce. Brands are using shoppable ads as a way to not only advertise their product but also to provide a seamless and enjoyable shopping experience to consumers. Some examples of social media platforms that provide shoppable ads are TikTok, Instagram, Pinterest, YouTube, and Snapchat. On average, people spend two and a half hours on social media. Placing advertisements here makes shopping easier for users. Additionally, shoppable ads are personalized for users; research shows that 30% of shoppers are more likely to buy from an ad if it's personalized to them. 

Using shoppable ads allows the brand to increase its sales as well as gain more data on the user, which will lead to more personalized recommendations. In order for shoppable ads to be effective, the information needs to be presented in a clear and concise manner that shows consumers all the information they need in order to buy. Showing price is crucial in shoppable ads; that way, consumers don't need to go anywhere to see the price. The shoppable media needs to make use of ad extensions and make sure users can access the product as easily as possible, creating a seamless user experience.

 The article believes that as shoppable media in social commerce evolves, there will be an increase in the use of AR and VR. These advancements will allow consumers to act as if they were shopping in person and even try on products before making a purchase. Consumers will no longer need to see an advertisement and go to a store to purchase a product; they will be able to purchase the product by just clicking a button. Providing the ability to shop straight from advertisers creates a seamless user experience that most consumers enjoy.