If you have a computer anywhere near wifi or own a smartphone, you are no stranger to the world of modern advertisement. Chances are you can’t even watch a music video on YouTube without streaming an ad (that may or may not have allowed you to opt out of watching it).
Modern advertisement is a killer force, bringing in a whopping $67 billion a year. It’s giving traditional advertisement, such as tv and radio, a run for its money. And here’s the kicker: it’s not stopping.
Even the giant of television ads is projected to lose its top position in the industry soon. Digital advertising spending has seen an unprecedented growth in the last few years, and is expected to become the biggest ad medium in the U.S. by 2017 already.
According to Marketing Week, up until now, brands have been handling live video streaming like an experiment or PR stunt, rather than like a serious tactic within their marketing toolbox.
Expect traditional marketing to take a serious backseat in 2017 as the live-streaming services of all the big social networks grow their user base and the concept gains traction among consumers.
Your business can’t afford to be behind the times on modern marketing. So allow us to show you where to begin!
According to Forbes Magazine, because of the sustainability and popularity of mobile devices, app-based marketing is on a massive, rising trend. Users are beginning to rely on apps almost more than they rely on traditional websites. Many marketing experts are already prophesying the death of the traditional website, and companies like Google are already responding with new opportunities for business owners and app developers to take advantage of. For example, Google recently released a feature known as app streaming, which allows users to access unique app functionality within search results - even if they don’t have that app installed on their device. More businesses are developing apps, and once developed, they’re doing more with them.
According to this fabulous article by Ad Exchanger, Financial Times found that when active users were served 100% viewable ads for five seconds or more, brand lift increased by 79%, while familiarity went up by 55%, brand association grew by 51% and brand consideration saw a 58% boost.
Out-of-Home Advertisement Unlike Anything You’ve Ever Seen
Believe it or not, out-of-home advertisement is just beginning, but everything you’ve experienced with it is about to change - replacing the face of billboards with high-level interaction and cutting-edge technology.
According to Screen Media Daily, technology like QR codes and Near Field Communication can convert smartphones into everything from devices that access movie trailers, loyalty cards, single-tap location ‘check in’ devices, concert tickets, coupon carriers, contactless payment devices and transit tickets. These technologies can also enable mobile devices to secure keys and access cars, hotel rooms, buildings, and computers.
The main commodity, Screen Media Daily argues, will be space for advertisement. No longer will the biggest, most eye-catching billboard do. The billboard, poster or sign will have to be geographically positioned where an audience can come into contact with it and interact via NFC or QR codes within the technology of their mobile devices.
This brings me to the huge part big data will play in the future of advertising. It’s cozying up to Near-Field Communication to figure out your target audience before you or your team can with a technology called Geofencing: the action of using GPS or radio signals to pinpoint when potential customers are within certain boundaries.
Geofencing is transforming the way retailers attract and engage their customers. There are many interesting cases of geofencing across the retail industry utilizing smart data discovery services like IBM Watson Analytics.
Sneaker retailer, Meat Pack, sent discounts to consumers in competitors' stores. Campaigns using this technology are helping retailers drive customer engagement through relevant and real-time messages.
Dallas-based restaurant chain Elephant Bar saw that 30 percent of its customers visiting on a particular day had received a geofencing message in a recent campaign, according to The Point of Sale News.
To truly see the benefits of geofencing, businesses must pair it with the right retail data sets, including purchase patterns and recurrent in-store behavior.
Gleaned over time, this data helps retailers suggest the right products to their customers when they need them. Tagging offers and discounts on products in which customers show interest will make them even more attractive.
Geofencing also informs retailers' choices when reorganizing store layouts, helping them utilize the most crowded or frequently visited aisles and highlighting in-demand items in the new configuration.
This colossus trend isn’t just something the kids are into these days. It’s here to stay, and brands who intend to survive must learn to utilize it well.
Facebook went in big-time with a multimedia advertising campaign to promote its Facebook Live service at the end of last year, while its sister company, Instagram, added live video functionality in November.
Twitter recently agreed to live-stream 10 NFL matches for free worldwide, turning the platform into a live TV broadcaster. Meanwhile Snapchat’s new wearable product Spectacles made the news when a teaching surgeon wore the glasses to live-stream part of an operation.
There are already signs that brands are using live video for more sophisticated marketing purposes, such as product launches, discussed in this fabulous article by Marketing Week. In December, Xbox used Twitter’s new Periscope Producer tool to live-stream the trailer for a new game, attracting more than 300,000 viewers.
The tool enables brands and media organizations to create high quality streams, rather than just footage taken on a phone or tablet.
In need of some practical ideas to integrate live streaming into your marketing rituals? Take a peek at the ways these brand giants are marketing with live streaming:
Customer FAQs and Q&As - Experian uses live video for chatting about credit, debt, student loans, and ways to manage and improve your scores, using the hashtag #creditchat
Special Announcements and Product Introductions - Nissan streamed the launch of its 2016 Maxima at the New York auto show. Frito Lay’s Doritos used it in combination with other platforms to support the launch of the Doritos Roulette product. At the Consumer Electronics Show, General Motors became the first auto brand to livestream on Facebook when it rolled out the Chevy Volt EV.
Interviews and Influencer Outreach - Nestlé’s Drumstick did a sponsored event to reach out to early Periscope influencers to create their own content and promote with sponsored tweets.
Live Events - These have included presentations, talks, conferences, press conferences, performances, concerts, tours, and demos. GE used drones equipped with Periscope to give guided tours through remote facilities as a part of #Droneweek. Taco Bell used it to hold a fun mock press conference. U2 and Spotify have used it to stream live musical performances, including a Dunkin Donuts summer music effort across seven platforms, including Periscope and Spotify.
Reach out to us if your company needs advice with live streaming.