Technology: what are the new possibilities for the advertising market?

Sep 19, 2023 | Blog, Marketing

We already know that, for technology, time doesn't stop, but in the world of advertising... it flies!

To meet market expectations, the advertising world is constantly bringing exciting challenges and opportunities to agencies around the world.

The time has come to investigate how technology is revolutionizing this sector and what is important for you to understand to prepare for this constantly accelerating environment.


The impact of technology on advertising

Technology has revolutionized the way marketing and advertising are designed and delivered. Previously, consumers had a passive relationship with ads, but today, thanks to advanced targeting and data analysis, they are exposed to highly targeted and relevant campaigns. This fundamental shift in the advertising paradigm is just the beginning of the transformations that are shaping the future of the industry.

The rise of technology in social media and mobile devices is bringing even more opportunities. Platforms like Instagram, Facebook and TikTok have become essential spaces for advertising, allowing brands to reach a global audience in an instant and engaging way. Direct interaction with consumers and the development of creative content are becoming increasingly valuable.

And it is considering this scenario of constant (and accelerated) growth and evolution, that having the support of an advertising agency is no longer important but essential. They are the ones who explore all facets of technology so that your business remains competitive and relevant.


Voice commands and artificial intelligence: a new era of technology

It seems like we're hitting the nail on the head when we talk about technology. But these tools arrived and completely dominated the advertising landscape. And the tendency is for it to perpetuate itself. In other words, we really have to love them if we want to stay up to date with the trends required in the market, as they are the most notable milestone for this decade.

Giants like Amazon, with its virtual assistant Alexa, are leading this revolution. The ability to interact with devices through voice commands is changing the way consumers search for products and services.

Voice shopping is estimated to have reached a whopping 40 billion dollars in 2021 in the US and UK. This represents a radical change in the way companies need to approach marketing and advertising, adapting to this new channel of interaction with the consumer.

Artificial intelligence (AI) also plays an important role in this evolution. With advanced algorithms, companies can further personalize their advertising messages based on the user's purchasing history and preferences. AI is becoming a powerful ally in creating highly effective campaigns, maximizing the impact of marketing strategies and driving business success in the digital age.

However, it is worth highlighting that the impacts achieved by AI are driven by people. Research indicates that, despite the efficiency of information, without human personalization, the objective will not be achieved successfully.


The challenge of personalization

Personalization is at the heart of advertising. AI and machine learning are the ideal tools for creating highly personalized campaigns. These technologies can process large volumes of data in real time, identifying patterns, predicting outcomes and recommending more effective strategies.

As a result, marketing and advertising strategies gain in speed, scale and precision. The challenge for agencies now is to create highly personalized experiences that resonate with consumers on an individual level.

The integration of virtual reality (VR) and augmented reality (AR) is becoming increasingly relevant in the advertising landscape. With VR and AR, brands can offer consumers immersive and interactive experiences that were previously unthinkable. This opens up new possibilities for advertising, where customers can try products before purchasing them or interact with content in an engaging way.

The increasing adoption of these technologies offers agencies opportunities to innovate and create deeper connections with the public.


Digital Out of Home (DOOH): Impact on smart cities

Outdoor digital campaigns, known as DOOH (Digital Out of Home), are transforming the urban landscape. Digital billboards at bus stops and digital clocks in large cities offer unique advertising opportunities. According to data from Mapa OOH, in greater São Paulo alone, 88% of the economically active population is exposed to this type of advertising.

For communications agencies, this medium offers an unprecedented level of information about the viewing environment, lighting and location, enabling more targeted campaigns and measurable results.

5G connectivity is further driving the DOOH revolution. With significantly faster mobile internet speeds, campaign interactivity and personalization are reaching new heights. Advertisers can now stream dynamic content in real time, adapted to local conditions and audience behavior.

This convergence between DOOH and 5G technology promises to offer even better and more effective advertising experiences, redefining the advertising landscape on city streets.


Voice command search: The giantess race

Companies like Facebook, Google and Amazon are competing to stand out in the search for voice commands. A Google search revealed that 20% of all searches are now done by voice, and 55% of people surveyed plan to use a voice virtual assistant.

Growing interest in data privacy is shaping how voice advertising is approached. Users are increasingly concerned about the use of their personal data in these interactions, which has led companies to improve privacy and security practices. Therefore, transparency and reliability in the collection and use of personal information are fundamental to building consumer trust in this new advertising paradigm.

Brands that demonstrate a solid commitment to protecting user data have the opportunity to stand out and earn audience loyalty.


Data protection and management: The era of transparency

In a world increasingly concerned about data privacy, laws such as the General Data Protection Law (LGPD) are shaping the way companies handle customer information. Complying with these regulations is just the first step. In addition, it is also necessary to consider consumer concerns regarding confidential information and the transparency of these materials.

Ethics in advertising and marketing plays a fundamental role in this context. As companies collect and use data to personalize their campaigns, it is essential that they do so responsibly. This means being transparent about how this information will be used, obtaining appropriate consent from consumers, and ensuring that collection and use practices are aligned with societal values and expectations.

Ethical advertising not only strengthens consumer trust, it also helps companies stand out in a market increasingly concerned about privacy and data integrity.


The role of agencies in the Age of Transparency

In an agency, transparency plays a fundamental role. In addition to ensuring compliance with data protection laws, you must create authentic campaigns that resonate with audiences and demonstrate social and environmental responsibility.

Collaboration and partnerships with influencers and content creators are becoming increasingly valuable strategies in the world of advertising. These collaborators have the power to reach highly targeted and engaged audiences, but it's important to choose partners who are aligned with the brand's values and who share a commitment to transparency.

Effective partnership with influencers is not just about numbers, but about humanization; of building authentic relationships with creators who can authentically convey your brand's message while meeting increasing audience expectations for transparency and integrity.


Trends and challenges

Just like the job market that never stops (and the tendency is to accelerate more and more), technology will play a more central role. Personalization, automation, voice commands and data analytics are just the beginning of the trends that will shape the future of advertising. For agencies, adapting to these changes and continually striving for excellence are essential to delivering successful campaigns in a competitive scenario.

Collaboration and interconnection between different advertising technologies and channels are becoming even more relevant. As the lines between traditional and digital media become more blurred, agencies need to be agile and flexible, exploring synergy between different platforms to maximize the impact of their campaigns. Effective integration of online and offline strategies, combined with an omnichannel approach, will be key to effectively reaching and engaging audiences.

In other words, there is no way! You need to be prepared and ahead of the game, as there is no such thing as thinking about the future in advertising. It has arrived, it is here and now and the transformation is happening, but the opportunities… oh, these are endless.

And for all these strategies to obtain a positive result, having reliable and experienced partners makes all the difference. At Fundamento, we are not just a communications and marketing agency; We are your trusted strategy companion. From creating plans to managing press relations, advertising and advertising and much more to meet all your needs, we are here to be the force that drives the success of your brand.

Contact us and find out how to boost your business.

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