Is a revolution in advertising coming?
In the face of mass disinterest in traditional advertising, advertisers are not short of ideas to seduce and reconnect with consumers. Advertising has changed entirely in just a few years, and let’s not talk about digital advertising.
With an ever-increasing churn rate from traditional advertising, it favours digital media.
Consequently, companies and their communication services have multiplied the advertising opportunities to differentiate themselves from each other to make the minds of a clientele increasingly difficult to convince.
An overview of current and future technologies, client interactivity, and the importance of the client experience before rejoicing in the source of inspiration for the science fiction film genre.
Future and current technologies
Being in two places simultaneously through the hologram or the possibility of being teleported are at least two technologies that we have seen at least once in science fiction movies. In fact, in the movie industry, many special effects have fueled the imagination of enthusiasts. But also to establish itself as a pioneer of new technological possibilities.
Augmented reality and virtual reality
Innovations in display advertising are essentially related to virtual reality and augmented reality. It is possible to create a three-dimensional image by projecting it into space without support, such as a screen or glass. Holograms are particularly suitable for trade shows and live events, where they can be used to create an immersive experience for attendees.
The hologram is not new; it was already used in the entertainment industry and medicine. However, its use in advertising is relatively new and still rare. Holograms are beginning to be used more frequently in outdoor advertising, such as bus shelters and subway stations.
The 3D hologram is interfering little by little in the daily life of individuals. This is especially effective in the world of events, but its applications are not limited to this sector. Holograms are also used for commercial purposes. However, installing such a device requires a lot of space and is a relatively expensive technology.
Of course, if we are looking for an impressive advertising experience, holograms will not allow us to achieve such an effect.
Immersive customer experiences
The human factor in its quality of experience is, therefore, at the centre of the expectations of advertising professionals. It is no longer about getting along with information without an actual human dimension. Consequently, it is advisable to offer your clients the use of the event adapted to their expectations. As a result, digital advertising is increasingly integrating new processes into its approach, including facial recognition and object digitization. A technological revolution will be possible with the arrival of 5G.
Interactivity at the point of sale
The shop window is a meeting between the brand and its client and has continued to be the laboratory of many attempts. They can be the site of various advertising animations, adapting to whoever passes through them. A technology now possible thanks in particular to facial recognition technology.
Important brands in the retail sector are already installing augmented reality in their shop windows so that the customer can see the advertising animation of the shop window through their smartphone.
The dynamic storefront experience shows us that companies can interact with their customer’s thanks to interactive screens and artificial intelligence.
Communication and event experts now tend to focus on the customer experience. By integrating the consumer into advertising campaigns, the experience has been consolidated as a method that enhances the expectations of the customer as a person. Information is sent to him so that he can transmit it in turn. Consequently, the client is considered at his fair value. Some managers do not hesitate to work closely with clients to announce the company’s new strategic directions, mainly through social networks (Twitter, Facebook, Instagram, etc.).
To experience all commercial and marketing approaches with an audience of customers, the big brands are now betting on the store concept. It is a place that has become an experimental meeting point between the client and his experience of it.
Also, it should be noted that the science fiction film genre does not primarily focus on innovative progress and new technologies. The man also has his role to play. Science fiction also questions the relationship between man and his technological environment. In other words, science fiction allows us to preview the consequences of technological innovation.
In an advertising poster campaign using virtual reality or the hologram, the human being must be at the very centre of the project so that their experience is the vector of clear commercial success.
Cash flow management
Marketing and advertising professionals are more likely to work in the atmosphere of points of sale. The objective is to recognize the client’s expectations to offer him an individualized experience. This individualization work is now possible thanks, in particular, to technologies such as facial recognition and the loyalty card. However, in most cases, we have more to do with collecting information than building a client file.
In addition, we tend to enhance the customer journey from the moment they enter the point of sale until they leave. In addition, companies hire assistants to support customers in their choice to reduce queuing time, both at checkout and reception.
Dynamic screens can continue to develop by getting more and more information about potential customers without neglecting their main objective: to inform users. Consequently, digital signage must be based on the creation of a universe, like the creative and aesthetic work of a science fiction film director.
However, digital displays have a bright future if three components are brought together. The first is to include dynamic visualization in a coherent and competitive strategy. The second is to embody the image and corporate policy of the brand ideally. And the third and last component is none other than renewal.
The potential for evolution is still immense since digital advertising will find new resources in holograms and virtual reality.
Solutions are already being developed to create truly immersive customer experiences that combine technologies such as artificial intelligence, virtual reality, and holograms.
Holograms and virtual reality will become indispensable tools for marketing and advertising professionals.
The challenge will then be to know how to use them to create memorable and effective, unique experiences for customers.