Ross Bartley 000692516-2 My blog (http://gchaoslight.wordpress.com/) Tutor: Liz McQuiston Year of graduation 2014 Digital graphics design year 3
How will interactive advertising develop in the 21st century?
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Contents Page Introduction p5 Chapter 1 Interactive advertising in the world. p6-p15 This chapter is in two parts. Part One will be looking at early days of interactive advertising how it was used and where it was used. Part two will be the looking at interactive advertising at the present time. Chapter 2 Marketing aspects. p16-p22 This chapter will be going over advantages and disadvantages of interactive advertising. Where would it best be placed to put it, so that it will not obstructive natural flow of pedestrians? Interactive advertising stimulates.
Chapter 3 Human touch. p23-p27 This chapter will be exploring the knowledge and the feelings of the general public/consumer in London about interactive advertising.
Chapter 4 Looking ahead. p28-p34 This chapter will look into the overall interactive advertising aspect and will start to brake down the concept of interactive advertising. This in turn will help us to speculate on how it will be developed in the near future. Through this we will learn about the need to understand about crowd control in public spaces. Conclusion
Bibliography
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Acknowledgements Thanks you cooperation and the participation to the general public in London.
Introduction I will be examining how interactive advertising (IA) may develop in the 21st century. This would also vaguely lead into a consideration of what impact advertising has on culture because I feel that it is important to know how we the consumers are being targeted. Interactive advertising will become more intertwined with our lives. Dose that mean that it would become successful in society?
Liz McQuiston for your time and patience and for pointing me in the right direction. lauren Tubridy for helping me find the books I needed and for suggestions.
I am interested in how people interact to this kind of advertising in their surrounding environment and how they will perceive it. During this dissertation I will show evidence of a good depth of understanding about interactive advertising. Through the research I have undertaken in completing this assignment, I consider the impact of and development of educational theory on interactive advertising. I chose the subject because interactive advertising/interactive outdoor advertising is a relatively new form of media that has not yet been fully explored.
Special Thanks to Adelia Perrier for proofreading.
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Chapter 1 The chapter is in two parts. Part One will be looking at early days of interactive advertising how it was used and where it was used. Part two will be the looking at interactive advertising at the present time. My approach is to consider advertisements that I have picked out to illustrate the arguments that I present in this assignment or dissertation.
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Interactive advertising in the world.
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Amnesty International: Eye tracking (June 29, 2009)
Getting Rid of AIDS
Before I get into this example I would like to say I am not aware of any official proof that this is the first or earliest interactive advertising campaign poster but this was the earliest I could find with an award and recognition. This poster had the aim of creating awareness of the sexually transmitted infection (STI) “AIDS� in the Brazil. What looks to be posted notes are actually condoms. This advert is an effective concept because people pick up the condoms the word AIDS disappears and metaphorically we get closer to solving the problem of AIDS.
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Though this campaign is very simple it conveys a very powerful message and loaded with meaning. On December 1st 2005 these outdoor posters displayed 500 condoms per poster. The posters were placed in multiple locations. People were invited to take a condom from the poster. Since this advert began AIDS in the country has decreased, and there was an increasing awareness of the importance of the use of condoms. The interaction of pedestrians with the posters helped to stop the spread of AIDS.
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This advert depicts domestic violence. It aims to motivate people to look closer into private domestic violence, to think more deeply about situations that may be Happening behind closed doors in homes. This campaign was undertaken in germany. It was digital screen poster with one camera. The idea for the campaign was that when the pedestrian/viewer looks at the ads/ Poster the eye recognition software would recognize that someone was directly looking at the poster. When this happened the image would then image change giving the impression that the couple
were happy. It was only when people looked away that the image would change, showing the abuse what was happening behind their backs. This advert has a strong emotional impact because it represents the emotional torment what can actually be happening behind closed doors. Even though it is only flitting between two images this is one of the earliest forms of interactive advertising that started using the camera as part of its campaign. Because of this new concept this advert won seven awards. (http://www.museumsandtheweb.com/mw2010/ papers/milekic/milekic.html)
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Get Them off Your Dog - People As Fleas (March 11 2009)
Insurance: “TRAVELLERS INTERACTIVE WALL” Outdoor Advert by Fallon The This is the YouTube link (http://www.youtube.com/watch?v=zPF-OUnwra4) This travel insurance campaign is by Traveller’s Insurance who installed a series of interactive video projectors in the Hartford Int’l Airport. If you have never seen one of these interactive videos in action, you have to check this out. When people wave their hands around they visually disturbs the company’s signature red umbrella graphic. These units can be pointed at walls or floors. The interactive advertising works so well because it’s just simply fun! By making the consumer apart the advert, it makes it more memorable. Also as one person participates they draw the attention of the advertisement to others making the experiences also very memorable. (http://www.melaniecrean.com/interactivity2011/?p=303)
The Ad promotes Frontline Flea & tick Spray with the slogan “get them off your dog” anyone at ground level of the Shopping center represented as fleas pestering the dog. It’s an interesting concept as because of the magnitude of this poster and in their day-to-day actions customers become a part of the ad like this. As the day progresses and reaches its peak time it would seem that the fleas have multiplied, and vice versa as the day progresses on and the shoppers start to go home the fleas would start to decline giving the impression that the product is working. (http://www.nineteenfortyone.com/tag/interactive-advertising/) Looking at the three ads above we can see that all the concepts are rather simple to construct, yet all these ads are proving to be most effective in conveying their message/meaning. But are these interactive ads more effective in getting the information and messages across then traditional advertising? The answer, in fact is yes they are more effective if we consider they way that we learn new information. As kids we try to make learning as fun as we can.
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A quote from Ken Robinson is that “The second principle that drives human life to flourish in is curiosity if you can light the spark of your curiosity in a child they will learn without any further assistance very often children are natural learners it a real achievement to put the actual ability out there” (Ren Robinson.2013) This curiosity does not change when we become adults - we are still very curious and inquisitive beings at heart. Learning interactively this is the most positive way to learn, especially if the outcome is fun and memorable. That is the main reason why interactive advertising is much so much, rather than much so. This is the main reason why interactive advertising is so much easier to absorb than information that has been simply displayed. People are more willing to engage with interactive adverts. (http://www.ted.com/talks/ken_robinson_how_to_ escape_education_s_death_valley.html) Sir Ken Robinson, How to Escape Education’s Death Valley, June 2006 Talk: http://www.ted.com/ talks/ken_robinson_how_to_escape_education_s_ death_valley.html Ross Bartley (BR113)
By looking at these early examples we can see how effective interactive advertising has become. Does this mean that interactive advertising would be more successful than traditional advertising? My answer would be yes as consumers have been so exposed to products in traditional advertising that they become desensitized to them because the sheer quantity of them. My theory is also backed up by www.superbrand.net who have stated “ that the Traditional advertising doesn’t work well anymore for a very simple reason - there’s too much of it. There are too many companies interrupting consumers to try and sell them something. There’s so much ad clutter and noise today that the latest studies show the majority of consumers boycott companies that bother them with too much advertising.” (Superbrand, 2013. P1) (http://www.superbrand.net/adsNoWork.html)
By taking a quote from Sergio Zeemann, former Chief Marketing Officer, Coca Cola “TRADITIONAL MARKETING IS NOT DYING - IT’S DEAD! (Sergio Zeemann, 2013. P2) By looking at 2005 surveys traditional advertising is at best declining and illustrate how less effective traditional advertising is now. According to the Harvard Business Review. (2005) • June 2005 issue of Harvard Business Review, reporting on the effectiveness of 500 various consumer and B2B marketing programs: o 84% resulted in less market share, not more o Most customer acquisition efforts did not break even o Fewer than 10% of new products succeeded o Most sales promotions were unprofitable o Advertising ROI was below 4% o Doubling advertising expenditures for established products increased sales just 1% - 2% http://www.superbrand.net/youCallThisWorking.html http://gchaoslight.wordpress.com/
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Looking at present day interactive advertising.
Even though interactive advertising has only really excelled in the last decade the mediums that are used have changed quite a lot. YouTube link (http://www.youtube.com/watch?v=DgtijpUNKGo) Coca-Cola accurately realized that traditional advertising itself never had a community factor for social consumers. This interactive advertisement by showing Coca-Cola to be a fun energetic brand and representing it into one advertisement is massively different than actually having the consumers participating in the advertisement and conveying the message for Coca-Cola. The idea of this advertising campaign is to draw consumers to their vending machines by dance. By doing
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the dance moves correctly they were rewarded with a bottle of Coca-Cola – the more challenging the dance they do, the higher rewards they received. The location of vending machine is in Korea cinema complex. This demonstrates how technology is progressing. Game technology is also now being incorporated into advertising as we can see with the use of the Xbox 360 Kinect. This enabled them to use the technology to their own advantages. Unlike most brands that want to educate you about their particular product, Coca-Cola is in a position that its product is already well established so without damaging their current image Interactive advertising is used to enhance customer experience. (http://www.lift-mag.com/archive/9432/thirsty-dancing)
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Samsung Galaxy S4 The Smartphone Line
The Samsung Galaxy S4 smart phone advertising campaign was truly unique. Samsung used social media and rewards to increase interest in their product. Consumers were thus used interactively to spread Samsung’s message through word of mouth by consumers. This was a powerful tool and an important part of the interactive campaign. Two weeks before the launch of the new phone Samsung arranged a website that enabled potential consumers to stand in a virtual line rather than being physically present in a line. A consumer’s position in the virtual queue came down to how much information the consumer spreadThe more information a person distributes, the further up the line they move.. Now Samsung is not the first organization to use social media sites to distribute information, but it is believed that they were the first to create an awards scheme that encouraged the public to advertise Samsung’s phone and this was unprecedented. This is an excellent example of the progress
Forever21 Times Square Interactive Billboard (2010)
of interactive advertising. Samsung didn’t just stop with the digital application they also created physical and virtual queues where participants were visible to Samsung’s intended audience both on line and outside their distribution outlets. The avatars could do everything a real person would do. Once it was night the avatars would cover themselves in blankets to simulate cold nights, if it rained they would use umbrellas. As participants sent messages and tweets to friends from twitter it showed as a speech bubble above the avatar’s head in real-time. This way of campaigning was highly successful and as a result 12,000 people joined the Line and 85 stories were shared to over 3 million people and this gave Samsung an organic reach of 15 million people. Their market share has grown by 12%. (http://www.adweek.com/adfreak/fans-waiting-digital-line-samsung-galaxy-s4-move-tweeting-152640)
American fashion brand Forever 21 and advertising agency Space 150 have done a brilliant digital billboard that has won an award for it’s outstanding interaction with consumers. The launch in 2010 featured three models interacting with the crowd in Times Square, and tracking the movement of people in the street. In picking them up and kissing them some people were turned into frogs while others were sneaked into a hat or dropped into a shopping bus. This kind of advertising was so successful that the local police had to stop the ad from continuing and there was a need to reposition the cameras because crowds of people accumulated in such large numbers they were literally stopping the traffic. people accumulated in such large numbers they were literally stopping the traffic. (http://wildbytes.cc/work/forever21-times-square-interactive-billboard/
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In comparison to the recent interactive advertising to the earliest ones there is only one massive change that is evident. This is the change in the technology that was available at the time. Interactive advertising still has a long way to go, but in the short space of time it is growing very rapidly and it seems to be a very successful media to use. With the arrival of new technology and social media we could find ourselves more willing to engage with interactive advertising. It wraps itself more tightly into our social lives and that instead of ignoring it we are now inviting it to our lives and participating with it. However at the same time interactive advertising has allowed us to engage the audience/consumer more creatively as a result having so much more insightful and thinking with this new medium.
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Chapter 2
The chapter will be going over advantages and disadvantages of interactive advertising. Where would the best be placed to put it be, so that it will not obstruct natural flow of pedestrians? Interactive advertising stimulates the feel good factor. Why is it important for the consumer to have that?
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Marketing aspects.
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A Poignant look at Being Drunk. (April 3th 2008)
Instant coffee? (March 28, 2008) Internet advertising still has advantages and disadvantages compared to traditional advertising. As I said before location is vital for some of these campaigns to actually work. Let us first look at the pros of using interactive advertising. Interactive advertising is not just limited to people actually interacting with it, you must also include adverts that are interactive with the environment itself. Created by Folgers. This manhole is to be used as representation of a nice hot steaming cup of coffee. Not only does this advert represent the brand it is also very memorable. With a keen location it is also
very eye-catching – the steam alone will grab your attention even though you’re only going to avoid it as you look down to see where this steam is coming from you will quickly discover the advert. Another element in this campaign is a sense of warmth. Also seeing the steam come out of the manhole like this throws in an element of hotness into it. Using the urban environment like this would naturally arouse a lot of curiosity. The drawback to this is self-evident in that not all locations, cities or countries have the urban environment that make this possible and it has a very limited application. It is therefore not possible to reproduce for mass advertising in small locations. However, this abstract idea is fantastic and could be highly successful getting the message across.
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This drink awareness advert is another great example of why location is important; however, this advertisement also invokes emotions about young people being over intoxicated by alcohol who are in no fit state to drive. Unfortunately a lot of young people can relate to this and it may make them feel that they have to think twice about what they drink and how much alcohol they consume. By invoking these emotions advertisements may have a lasting impact on the audience, as is illustrated by a quote by Lucas Donat “All advertising, no matter the form or function, must embrace emotion to connect with today’s always-on consumer. By ‘connect with’ I mean lead directly to actions that generate increased sales.
Because all ads–whether they make consumers laugh or cry or something in between–are designed to do one thing: sell stuff.” (Lucas Donat, 2009, p2) That this could be a normal poster and is powerful, but it would not have had the same impact of a motion visual display. Having a display on a human scale imprinted on the actual tiles in a toilet is a much more stronger impact. Because of the abstract nature of the poster it is also more likely that the audience would read the message on young men or young women’s T-shirts. (http://www.adoperationsonline.com/2009/10/30/ advertisings-most-important-task-make-an-emotional-connection/)
Looking at the disadvantages that come with If an advertisement is not designed to go viral, it may not do so without the spontaneous actions of some interactive advertising, one disadvantage is that in of its individual recipients. However is possible for respect of locations as they cannot be produced in some an advertisement to go viral if it engages the imagilocations – the location must be suitable and this nation and interest of individuals, even if the creator limitation narrows down the coverage of the did no intend it to. advertisement. In addition to environmental disadvantages culture For example, if we look again at the interactive advertisement “A Poignant look at Being Drunk” not needs to be taken into account. Culture has a big many owners of clubs, pubs or bars would be willimpact on the success of campaigns. What will work ing to have this interactive advertising imprinted on for one culture may not work for others. It is therefore important for the advertising agency to undertheir toilet floor. Furthermore, unless this particular campaign goes viral, which is very unlikely, as the stand the culture of the people they a directing their campaign at. advert was not necessarily designed to encourage participants to share and thus make it go viral. http://gchaoslight.wordpress.com/
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Coke: New Grip Ad.
McDonalds “Pick N’ Play”
One of the major advantages for interactive advertising is that they can experiment and play with new and different media. Take this Coca-Cola advert campaign for new grip - it has Velcro on the banner, which gripped its audience literally! By doing this audience starts to have an association with the displayed new product new grip design Coca-Cola bottle.
Unfortunately there is one major drawback and that is only one participant can engage with this at a time, leaving the other willing participants to stand there and do nothing but watch. Also depending on whether they have the patience or not to wait for their turn, so that they can get the chance to obtain their free voucher from this ad. But simply being a spectator would lead you to be bored of watching this game. YouTube link (http://www.youtube.com/ watch?v=D2UkIo-0prw) However, there is another type of action for setting consumers a challenge and then rewarding them if
One of the other reasons why interactive advertising works so well is that it can also incorporate and introduce games with challenges and rewards schemes. This can steer consumers to participate and even purchase the goods. We can look at this McDonald’s advert and consider how it is put together. Pedestrians are invited to use their smart
phones as controllers and as a digital paddle with no app to be downloaded. Players choose their favourite menu items and if they last for more than 30 seconds, they score a coupon earning them a free item at a nearby McDonald’s. It is a fun, idea that also has the potential to redirect traffic to the restaurant.
Naturally there are disadvantages in doing the campaign like this. One of the biggest problems is the space that is needed to do it. At the same time keeping in mind that you have to minimise intrusion of space on unsuspecting passer-by who want nothing to do with your ad at all.
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they succeed. This is by controlling the whole environment in which the advertisement is experienced. It is also has to be fun to watch as a spectator as well as contributing as a participant. This will require more permission to perform this kind of ad campaign and more space required to completely control the environment. The main aim of this campaign is simply to make it as fun as possible. Essentially, they are aiming to create a feel good factor video that they can share it by placing the website and channel on YouTube or even TV commercial. This is a one-off advertisement.
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So that you do not interrupt whatever they are going or trying to do. Otherwise a negative effect will be created that could impact on the brand for those consumers who feel that there has been an intrusion of their space.
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Edmond A. Bruneau talks about the big Advantages and Disadvantages Some Outdoors Advantages: • “Since it is in the public domain, Outdoor Advertising assuredly reaches its audience. People can’t “switch it off ” or “throw it out.” People are exposed to it whether they like it or not. In this sense, outdoor advertising truly has a “captive audience.” • Its messages work on the advertising principle of “frequency.” Since most messages stay in the same place for a period of a month or more, people who drive by or walks past see the same message a number of times.
Chapter 3 Human touch. This chapter will the feelings of London about feedback from
be exploring the knowledge the general public/consumer interactive advertising. To the public I developed
and in get a
questionnaire and used this to interview members of the public.
• Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct people to your showroom. Or you can reach rural areas efficiently by placing a billboard in each small town. • Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with other media.” Some Outdoor Disadvantages. •
“Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a reader’s time.
• Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion. • The nature of the way you have to buy outdoor advertising (usually a three month commitment) is not conducive to a very short, week-long campaign.” See more at: http://www.marketingscoop.com/outdoor-advertising-advantage.htm#sthash.G4jsClre.dpuf
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Jhally Forces ask two interesting questions; “Does happiness come from material things?” “Do we get happier as a society as we get richer”? (Jhally Forces, 2013,) There are some of the questions along with my own questions I’m going to ask a few people around London. Before I get into this I like to acknowledge it was a server simply taking to this perform in the United States called the happiness server in the 20th century specifically from 1945 to 1998 Jhally Forces go on to say in his video that as the nation/society got richer astoundingly level happiness stayed roughly the same. I would conduct a similar experiment to this considering that in London we have just come out of the recession. Also received the results of if people/
consumers have material goods would make them feel richer even though the fact remains they spent their money making them poorer or is it more important for them to have stronger social values. There are over 10,000 billboards and panels with a NFC (near field communication) Tag in the UK. NFC Tag contains small bits of information mostly for poster that is being advertised at the time. The Primary function is for consumers to take the consumer tool website through their android mobile phone and some tablets and technology built into them. Unfortunately the iPhones do not have a NFC tag reader so I was able to take part of this particular interactive advertising billboard.
1. If you find this interactive advertising interesting/helpful? 2. Did this affect your opinion brand/company in a positive or negative way, in or neither? 3. As the interactive advertising intrigued you to enquire further into this product or brand? 4. Now that you’re more aware of this type of interactive advertising would you be more likely to promote it to others? 5. Would you share your spoons of the interactive advertising with your friends or family either by social media i.e. Facebook or Twitter, your own personal recording or even word of mouth?
Before I shown my results I went to a second location, Piccadilly Circus. This time I was dealing with a NatWest banking Billboard for the NFC the previous one was for Yorkshire tea. So I did the same as before I waited around to see if anyone would interact NFC billboard and nobody did. So as my patience ran out, I again walked around the bus stop and ask everyone the same lines of questions. I asked 20 pedestrians whether they have engaged with this type interactive advertising before, this
time around 7 of them said yes. It looks like with advertising, the location is always key for it to being successful. This time the participants I asked have smartphones it is a shame out the 20 asks only nine of them had an android phone. Which is so is kind of ludicrous that the iPhone hasn’t got a scanner like that potential clientele the losing is significant to build one in. So now I have 14 participants whom answered my questions! Full results were.
1. If you find this interactive advertising interesting/helpful? 11/14 yes it was interesting/helpful 2. Did this affect your opinion brand/company in a positive or negative way, in or neither? 6 said yes for Positive 0 negative 8 for neither. 3. As the interactive advertising intrigued you to enquire further into this product or brand? 3/14 yes they would. 4. Now that you’re more aware of this type of interactive advertising would you be more likely to promote it to others? 12/14 said yes they would. 5. Would you share your experience of the interactive advertising with your friends or family either by social media i.e. Facebook or Twitter, your own personal recording or even word of mouth? 2/14 would share it. Even though it falls under the category at interactive advert that directly links you to decide on how to download a game related to that ad. While getting news coverage for more information you can even purchase items with the interactive billboard poster that is trying to advertise to you to buy particular item. However watching this particular billboard and the pedestrians around it. Nether party seemed to engage with one another it came across too much traditional advert. As I began to engage with my
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fellow pedestrians, which by the way I asked 20 pedestrians whether they have engaged with this type interactive advertising before I pointed it out to them. Only 2, said yes. When I asked them do you have smart phone 13/20 said yes. Then I ask if they would not mind scanning the NFC tag 8 of them had iPhones the other 5 had an android phone. Then, I ask series of three questions:
I also asked 50 people two questions; “Does happiness come from material things?” 86% of them said no material goods dose not make you happier. “Do we get happier as a society as we get richer”? 74% yes, but that may be the results of the recession most of them said additionally to this question. Perhaps this is why brand products are using interactive advertising as a tool to implement fun.
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Interactive advertising scenes to be more controlled by society in the early 21st-century then to the late 20th century why is that? Even the traditional advert for the Coca-Cola brand you can see that there clearly is advertising sex appeal after all sex in advertising is going hand-inhand with each other. As we step into new media of interactive advertising a.k.a. Interactive outdoors advertising has not been associate with sex or sexuality. During the late 90s sexuality in advertising was not an unheard-of, I’m a child from the 90s and I can still recall the sexual content that was exposed to as a teenager. So why does sex in advertising works so well in the 20th century is not implemented so much now in 21st. there could be many reasons for this maybe a little bit too premature for Interactive advertising because it is still relatively new and thus dose not need sex appeal to work well. Do not get me wrong sex still sells the 21st-century according to www.about. com inform us by saying “Yes, sex sells. It’s a fact. Popular mens magazines like Maxim and FHM have experimented often with their covers. Overwhelmingly, when a sexy, semi-naked woman appears on the cover, it outperforms an image of a male star, even if that star is someone men want to read about.” www.lovepanky.com would also backup this theory. I can find a great number of references that will agree that sex do sell with recently updated to their websites and books.
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So why dose society have a lot of the impact on advertising now then it did in the 20th century. Or is it that organizations/companies are finding it hard to sell the products to the consumer because of the over exposed consumer becoming desensitized to advertising. “As organisations become flatter and more distributed, and as the social web is compelling companies to be more nimble and adaptable, collaboration is and will continue to be a critical cultural pillar that businesses need to have in place in order to not just survive, but thrive. More than ever, companies are embracing the value of having more than one mind tackling a business problem. They see the potential in working with partners and vendors and other stakeholders to create new products or new services. They certainly embrace the idea that their employees and teams will work more effectively and be exponentially more innovative if they’re empowered to work together. .......Yet organizations still struggle to create an environment in which collaboration thrives. How can we change that and build organizations that nurture and encourage rich collaboration and knowledge sharing?” SideraWorks, Citrix White Paper Collaboration in Culture and In Practice 2013) http://news.citrixonline.com/wp-content/uploads/2013/07/ Sideraworks_Citrix_white-paper_Collaboration-in-culture-and-in-practice. pdf)
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Chapter 4
This chapter will look into the overall interactive advertising and will start to break down the concept of interactive advertising. This in turn will help us to speculate on how it will be developed in the near future. Through this we will learn about the need to understand about crowd control in public spaces.
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Looking ahead
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Going through all the information that we have gathered so far it’s not going to be hard for us to imagine how interactive advertising will develop in the very near future, and how the development of interactive advertising is now being put to practical use, if we look at this advert from IBM bank turning ads into useful urban furniture.
This could be very true statement especially predicting for this ad campaign IBM Bank is trying to represent themselves as simplicity and practicality. IBM believes this is the key way to running banks, so why should their interactive advertising be any different.
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Did you ever need a ramp for your luggage to get up form some inconvenient stairs? Or maybe some shelter from a terrible downpour so you can escape the elements, or maybe a seat to sit down for a few minutes to rest. IBM believes that the city can be an inconvenient place sometimes and that the city should be designed to meet the needs of ordinary citizens in mind.
Okay it’s easy to say that the more advanced our technology gets the better way interactive advertising can communicate and work for us. As we saw from the last ad from IBM you don’t need a lot of technology to make the advert successful, a phrase comes to mind “less is more”.
We can predict that the next couple years are going to see rapid changes for interactive advertising. Right now we are at the point where advertising is going to explode into the new field, following through statement from a book by Sergio Zyman (2002) “The end of advertising as we know it states “The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Our research points to four evolving future scenarios – and the catalysts that will be driving them. Traditional advertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation” (http://www-05.ibm.com/de/media/downloads/ end-of-advertising.pdf) So how is interactive advertising going to develop five years from now? It is self-evident that interactive advertising will become more intelligent - and I don’t just mean by the technology that is available to us, I mean more by how it responds to movements. How
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it verbally communicates to us, and how visually stimulating it attracts us. These are all things that make interactive advertising special. But I am more concerned about what it will develop into. Yes it will become more main stream than traditional advertising but it will not eradicate traditional advertising altogether. Just like the way the Internet failed to steal away the substance of classified advertising from newspapers. Furthermore it does not look like that is going to happen anytime soon in the future. (http://www.mccarthyandking.com/print-advertising-vs-online-advertising) What makes it so successful now is that it’s unique. But that uniqueness has a limited lifespan. David W. Schumann (2001) shares my theory, which he go on to say, “considers the future of interactive advertising (IA). While some suggest that IA is the wave of the future, others suggest that in five years IA will be mainstream marketing and will no longer be a novel concept. In order to examine this issue, the authors consider IA as it serves another important marketing concept, Integrated Marketing Communication (IMC).”
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Magnum Infinity - Interactive Billboards What is Integrated Marketing Communication? (IMC) basically in dictionary terms means to strategic two-way communication targeted to specific customers needs is coordinated through a variety of media such as advertising sales promotion, relations and direct marketing working together as a unified force. http://www.adup.com/new/adup_ad_defs.html Taking the IMC’s concept into account interactive advertising has many aspects and directions of where
Potential consumer interaction with a poster are most likely going to document it and shared on their social media, that being said quite a few interactive advertising posters in the present day allow you to link your experiences through social media. Magnum Infinity - Interactive Billboards can record the participant making a complete fool of themselves. But they can also track how many times people have interacted with the Billboard and if they had shared it to there family and friends then via social network
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it can lead. To predict where it will go is rather like taking a stab in the dark.
We have seen it before with Microsoft Xbox 360 worked together with Coca-Cola to incorporate Kinect to use it’s advertising campaigns. We also saw that an invention that was originally designed for home entertainment systems having commercial uses in the field of advertising.
What was mostly interesting about the co- operation between Microsoft and Coca-Cola was that it gave birth to an unlikely world after they joined hands for that advertising campaign. “The World of Coca Cola with Kinect” was born.
This is a museum/ gallery simply described by Secondstory.com as being “As they step through the huge vault door at the World of Coca-Cola, visitors are transported into a tale about the most famous and mysterious trade secret in history—the secret formula of Coca-Cola. Second Story, along with partners Donna Lawrence Productions and Gallagher & Associates, crafted a compelling narrative experience to delight and surprise visitors and challenge their ideas about what is fiction and what is truth about
the secret formula. Second Story conceived of media and design strategies flowing from the two aspects of the secret formula: the secrecy and mystery surrounding it, and the fun that comes from simply enjoying the product. This concept fuelled the design and development of twelve media experiences that help deliver the visitor toward the exhibit’s cinematic climax.” (http://secondstory.com/project/vault-of-the-secretformula)
However we can list the elements that will fundamentally influence interactive advertising. First will be social media and I don’t mean by the traditional sense of corporations getting their funding through ad campaigns on the social media sites. For example like Facebook who have adverts running along side of the page.
i.e. Facebook Twitter etc. Furthermore the participant who updated their profile and even possibly like the uploaded ad or vice versa anyone who is friends with the participant could also like this ad would in return be directly linked to the Magnum’s page. Allowing the advertising firm to get direct feedback on how well the Billboard is doing. The next way is for interactive advertising to be influenced by joint alliances between two companies.
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As we deconstruct “The World of Coca Cola with Kinect” a lot of concepts that will not require a far stretch of imagination for concepts to be true. If we look at very first one action the vault does, it will scan your face without your knowing them it proceeded to integrate your image to system making your part of the exhibition? To a certain extent even this was completely aware of where you were in the room and reacted accordingly using that the initial scan of you some form of ID. Look more deeply into this face recognition software is a very real element in today’s world. But what if it was integrated to interactive advertising your face would be your ID card therefore with every purchase would be listed as items that he will be personally interested in. For example there will be one point where interactive advertising would be the sole use of trying to grab potential clients to buy their products. Could you imagine how overwhelmed you will get if he was walking down the high Street and every ad was screaming for your attention whenever you walk past it. If that were the case you would have hundreds and hundreds of interactive advertising screaming for your attention. And quite frankly that will become very annoying and could result in you resenting that particular brand of advert. But with the face recognition software it can potentially narrow down what interactive adverts you would-be interested in. How to calculate this could be by your individual time interaction with certain posters that will created a profile on what things you like or it can also combine that with your purchase history and to try minimise the amount of time you are exposed to these ads. It may seem a bit far-fetched to say that the potential consumers movement would be surveyed like this. However In Britain alone, as you step outside your front door you could potentially be caught on surveillance cameras 300 times a day. Corporations will use this technology as a commercial force which will be incorporated future society. According to Maxine Frith a social affairs correspondent say, “Walk out of the house and a street CCTV system may be watching. Cameras can pick you up driving to work or on the train; your office may be under surveillance - your bank certainly will. Go to a shopping centre and your face will be stored
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dozens of times. Your local restaurant will record you picking up your takeaway and the leisure centre will snap you working out.”
Conclusion
http://www.independent.co.uk/news/uk/this-britain/ how-average-briton-is-caught-on-camera-300-timesa-day-572781.html The third fact that we have to take into consideration for interactive advertising is how it will develop in the next five years. It will be the consumer, there is no way to positively predict how the consumer is going to react to the interactive advert. We can make an educational guess about how consumers as individuals will respond to interactive advertising. To some extent the personality of the individual can be targeted by a particular brand. But we have seen how brands in the past and present day have altered their persona of their brand image altogether and completely changed it to grab a particular target audience. It is a very true fact that technology will change quite a lot in the next few years. Interactive advertising will also change hugely. In that concept five years is a very long time in regard to technology and advertising, but compared to the length and time the human race has existed, the changes in technology and interactive advertising over the next five years will be just a very small steppingstone in the potential to develop in the future beyond five years. We still have a range of generations of people and many different cultures. What may be a fantastic concept of communication for one generation but be the exact opposite for an older generation who may still like a more traditional base. At best we can only layout possibilities that may or may not occur. This theory is also shared with Schuman, Artis, and Rivera (2001) http://www.jiad. org/article12.html who in their article The Future of Interactive Advertising Viewed Through an IMC Lens said that “When you stop to think about it, trying to predict the future of IA with any reasonable level of accuracy is a daunting task. There are so many possibilities, so many chance occurrences, and so many mutations that predictions may be of no more use than random guesses. Of course making a prediction is easy, but having it be accurate is difficult.”
Ross Bartley (BR113)
In conclusion I can safely say from the results of my research that interactive advertising will pick up more steam and will be more heavily relied on in the near future. I can also say that social media will play a tremendous role in the development of interactive advertising. Furthermore the evidence has shown that corporations are being more willing to cooperate with one another in interactive advertising (The World of Coca Cola with Kinect). Essentially trying to break down the barrier between social values and material values. I have also argued that large corporations use the media of Interactive advertising to be firstly more memorable and secondly to, more fun to use. Interactive advertising can also be practical; for example, IBM Bank has shown the practical ways interactive advertising can improve the physical environment by providing shelter for the public to interact with their message. At the same time as the interactive advertising material is being presented to potential customers they become more aware of the products that are being advertised. However, interactive advertising has its drawbacks. With the arrival of new technology we can start to overcome the obstacles to using Interactive advertising without overwhelming the consumer at same time. Even though I stated in my research that the future with regard to interactive advertising would be near impossible to predict where effective advertising is going. My research has firmly layout that interactive advertising will flourish in the next five years. As technology progresses it may soon catch up with the imagination of the human race. Then the potential for interactive advertising will become mind-bogglingly creative. Having said that there is potential for interactive advertising to become stale and to be ignored if it is overly exposed to the consumer.
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