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DA : New technologies in support of advertising

Introduction of our subject

Mélodie Nsrd's insight:

Advertising is everywhere in our lives. We are in contact of more than 3000 advertising messages each day via all media. However, the efficiency of these messages has to be proved because for instance, most part of French is not sensitive to them (according to TNS study). This is the result of our selective memory; we cannot remind all these messages. Thus, firms’ purpose is to try to impact us and to catch our attention. New technologies offer a large range of way to influence our memory.


Let’s see some example of these new technologies.
Most of marketing division use innovative strategy as QR codes. QR codes mean “Quick response” and enable with a simple scan of an item to provide a lot of information and to transfer them to mobile phone. By this way, all sources can make available a large amount of information in a small space. QR codes are a really good tool for advertising.


Smartphones also offer large possibilities to develop innovative advertising. For example, Volkswagen, with the help of an ad print and a mobile application, invite lectors to try theirs new cars thanks to a drive test which shows all new functions of each car.
A revolutionary advertising campaign can be one from Ralph Lauren which gives a fresh impetus to street marketing: it decides to play a 4D video on its building wall in order to promote its new collection.


All these advertising tools have the advantage to get involved their targets because more targets are impacted by the message more they are willing to make effort to understand the meaning of the message. Firm’s issue is so to find a way to reach these targets to face competitors.


Some companies decided to use advertisings which adapt to their audience as Vodafone. It showed a system based on an Intel technology: this technology is able to observe people’ eyes and faces looking at the advertising to adapt the content regarding their habits.


This kind of revolution can underline a continuing problem: private life issue. Could we have the right of not being followed all the time? On internet, people are already persecuted by all data they let surfing on it. This information will even reemerge in the street. It is kind of scaring. We can also wonder if this unwanted targeting could be finally inefficient: indeed, companies which follow us all the time could become more worrying than friendly.


What’s more, to talk about new technologies in general, these innovative ways of communication could increase the round of the contest. Indeed, with this type of communication, will some firms more efficient in innovative research surpass others? Will firms have not only to compete with their activity sector but also with all advertisers? These are some questions without any given answers…


To put things in a nutshell, new technologies in support of advertising give more value to communication. Dazzling targets will become an obligation because firms face more and more demanding and less and less impressive customers.

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Budweiser buddy cup - Facebook friends - Faites vous des nouveaux amis Facebook en trinquant !

Budweiser buddy cup - Facebook friends Read the article here http://www.mediameerkat.com/blog/budweiser-buddy-cup-make-friends-by-simply-toasting/
Mélodie Nsrd's insight:

You dreamed about it ? They made it for you !
Let's imagine, you're in a bar and you have targeted this boy/girl. You want to learn more about him/her but you're too shy. No Panic ! Budweiser buddy cup is THERE. You just have to find a way to toast with him/her and TADAM, thanks to a clever process on the glasses you're automatically Friend on Facebook !

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Amazon Testing Drone Delivery System -

Amazon's chief executive has revealed that the company is testing a new service involving delivery by mini-drones to get packages to customers in just 30 min...
Mélodie Nsrd's insight:

Impressive video about a future way of delivery by amazon.
Coming soon ? Be ready to receipt your flying book !

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FAGUO - the treasure hunt !

La FAGUO'trésor est une chasse 3.0 melant web, digital et streetmarketing. A l'occasion de Pâques, notre communauté de fans partira à la recherche des 100 QR...
Mélodie Nsrd's insight:

This is again an example of the utilisation of QR code. The french brand Faguo had the idea to organise a "treasure hunt" in Paris. What's more funny than looking for QR code to win shoes ?!

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AXA s’allie à Facebook pour accélérer sa mutation digitale

AXA s’allie à Facebook pour accélérer sa mutation digitale | TIES | Scoop.it
L’assureur français veut asseoir sa marque sur le réseau social, et en particulier sur le mobile.
P AXA,...

Via marc augier
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Adrien Henry's comment, April 15, 2014 9:54 PM
Est ce vraiment une bonne idée ? Pourquoi Axa devrait se lancer dans le digital ?
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WestJet Christmas Miracle

Thanks to a team of merry WestJetters and the power of technology, we've learned that miracles really do happen. Read our blog post to learn more about this ...
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TAKE 5 MINUTES and watch this surprising video of WestJet Company. With more than 35 000 000 views WJ succeed in creating the Buzz.

 

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British Airways - #lookup in Piccadilly Circus

Learn more about #lookup here http://bit.ly/I0Y0TL Courtesy of a little digital magic, the young man in this poster really does know when it's a British Airw...
Mélodie Nsrd's insight:

The famous British Airways promote itself thanks to an interactive billboard which can detecte in real time the plane on the sky.
The billboard gives some information about the destination.

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Carrefour presents its new virtual shop in train stations

Le Making Of du montage de notre magasin virtuel, le Cube Carrefour, à Lyon Part-Dieu. Comment en profiter ? 1- téléchargez l'application "Mes Courses Carref...
Mélodie Nsrd's insight:

Carrefour set in place an original advertising campaign :
Thanks to their mobile phone, travelers can scan some items with QR code in a fake Carrefour shop and choose the way of delivery they want.

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