How often do you hear people complain about the amount of commercials that they see or the level of sponsorship that you come across just about anywhere in the world? This is quite simply because many of us feel quite suffocated by the high level of advertising we are fed at the moment. Sadly for those who feel uncomfortable in the current environment:
the future of advertising is for things to only get crazier.
In the last 100 years, marketing has changed exponentially. In the next 20 years or so, it is going to change even more than it has in the whole of that century.
Pushing the boundaries
Today, we have the power of the internet and much more powerful digital marketing opportunities than we did even ten years ago. Stunning holographic advertisements, hundreds of foot long billboards, carrier planes, anything you can think of has probably been tried as an advertising strategy.
So what does the future hold for advertising and what are the strategies of the future?
Move over PPC. Here’s PPG…
If you are wondering what “PPG” is, then you are in for a little shock. At the moment, there is an advertising form known as PPC,
or Pay-Per-Click. This means that the advertiser will have to pay a fee for every time their advert is actually used. Of course, this only really applies to the online world, so the limitations are still there.
But what about the future of advertising which is being referred to as “Pay-Per-Gaze”? This is a phenomenon that is growing massively and the hope is that Google Glass technology could be the pioneer in one of the greatest advertising exercises ever heard of.
It is predicted that all adverts will in future charge the advertiser for the amount of times that people look at their advert. Although at the moment this technology is perhaps a laughable dream from a movie like Elysium, in the future, believe me, it is really going to be here.
The future: now
The advent of software like Google Glass is already moving things forward in this direction. And it appears that the advertising moguls of the world aren’t resting on their laurels either. Instead, they want to generate new advertising methods that are more invasive and more direct than the current methods.
So, sadly for those of us who want to go back to the more serene days of advertising (if they ever existed!), things are only going to get more hectic. For those of us who love a good deal and like to see technology advance, however, this is going to be a step into a whole new direction. Keep an eye out for the advent of PPG advertising, it is going to take the world by storm. One thing’s for sure: The future of advertising is going to look very different from today.
A thought provoking article. For any individual who gets excited about the power of concepts and creativity, the newest revolution in advertising is interesting. Possibly it’s the one of a kind view I’ve in the edge of the world. Out of physical isolation has come the necessity to think differently.