On January 25, we celebrated World Advertising Day and it is a good time to remember the great importance of this industry/art/discipline in different fields: economic, social, cultural, fashion, technology, history. and in creative practice, among many others.
A discipline that has survived wars, crises and pandemics and that continues to be more and more alive, because the trends and speed of technology are forcibly pushing it to seek to identify more effectively with the people to whom the messages reach. advertising messages every day and in its different forms.
Take a look at any history book or documentaries of History Channel. Advertising has been there, to a lesser or greater extent and in different ways.
From the papyrus of the Egyptian merchant Hapu, in Thebes, (where he already presented a “copy” interesting for your business: “…Half a gold piece is offered to whoever gives information about his whereabouts. Whoever returns it to the shop of Hapu, the weaver, where the most beautiful fabrics are woven to the taste of each one, will be given a piece of gold”), going through the year 1625, when the British newspaper Mercurius Britannicus published its The first advertisement, until the great advances in Artificial Intelligence and its application in current messages, advertising has been, and is, a reflection of society and a cultural product.
How many have not been moved by those great stories that are told in a minute, in thirty seconds or even in less time through television, movies or with the great force of imagination engaged on the radio? Or who has not been “stunned” by a good outdoor ad for its great art, photography or great copy?
I can be one of those cases, when for many years they saw me as a freak when I was excited because “The Night of the Publivores” was about to arrive, where I loved, inside that room of the Metropolitan, devour the hours and hours from those spots who came from all over the world. Who the hell was going to sit for 6 hours just watching ads, when most do zapping in its TV every time there is a commercial break? …ME, “El Freak Publiglodita”.
But advertising is constantly changing and transforming, just as the interests, behaviors and customs of the people to whom we send the messages change. This is a “never ending story”. And how good it is, because therein lies the emotion of the profession. Much is invented in advertising, but not everything is created. There is always something to discover and create.
And the trends are leading the way to know where to start creating and developing strategies in the media, in messages and in the ways of approaching the protagonist of all our efforts.
In particular, there are four technology trends to be used in advertising this year to watch, according to data, insights and consulting company Kantar:
1.- The technological potential of Connected Television
The relationship between advertising and streaming will be more important. Netflix, Disney + or HBO Max are already taking the first big step. And the increase in viewers of TV Connected confirms it: 47% of Internet users in Mexico are viewers of TV Connected (35 million people).
Kantar points out three keys to avoid adopting bad habits regarding this trend: control the frequency and maintain quality creatives, understand that we are in an environment of fragmented audiences, and manage advertising on television connected to the linear one, always together and not separately.
It also points out that, despite the proliferation of the use of multiscreens (mobile phones, tablets and computers), the TV continues to be the center of home entertainment.
2.- product placementbut dynamic
The product placement will be of great importance. In the United States alone, it is already present in 75% of the programs of the chains. The key is to be a product placement dynamic, which with the right data, will allow you to display personalized ads to different viewers. There is a risk of a negative impact if a product placement is out of place, incongruous or annoying. In addition, it must be subject to regulation, informing viewers that the content has been adapted.
3.- The rise of virtual worlds
The advantages of virtual worlds are already beginning to be seen and companies such as Apple, Microsoft, Meta or Epic are developing the technological infrastructure. 61 percent of advertisers have already declared their intention to increase their investment in this practice in 2023.
The Metaverse may be new, but it’s still early days and exposure to this world is still scarce and you have to pay close attention to what people really want from the metaverse, as well as knowing if they have access to the metaverse. hardware necessary to enter that virtual world.
4.- Gaming, a growing channel for advertising
In technology, in addition to the Metaverse, there is in-game advertising. Creative agencies are increasingly leaning towards video games from larger productions (the so-called AAAs or Triple As) or those that are more visually striking to reach new audiences.
It must be considered that with almost 3,200 million ‘gamers‘ by 2022 and a combined total spend of $196.8 billion, there’s a huge opportunity to add gaming, including recently huge growth platforms like twitchto the media plan.
Dear @ reader @; Isn’t it exciting to be in the world of advertising?
Thank you San Publicito and Santa Publicita for showing me the path of goodness and for having chosen to be a Publiglodite.