TakeAway: Ads have begun to make consumers work harder during the past few years. More companies are incorporating technology into their marketing to make their promotions stand out and forcing consumers to engage with pitches in new ways.
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Excerpted from WSJ, “Ad Execs Gaze Into 2011 Crystal Ball” By Suzanne Vranica, January 3, 2010
Souped-Up Mobile Ads: As marketers spend more on mobile ads, experts predict the ads will start to contain more elements beyond basic images and text. “The big thing in mobile ads this coming year will be the ability to directly buy products from within brand ads,” says Eric Litman, chief executive of Medialets Inc., a mobile-ad firm based in New York.
Virtual Product Demos: Companies increasingly will introduce products with technology that creates a virtual feel for a product—such as test-driving a car.
TV Apps: Marketers have blanketed Apple’s app store with branded mobile apps, from store finders to games. Charmin offers an app that lets consumers find clean restrooms. This year couch potatoes can expect branded applications to make their way to the TV.
Brands Get Fit: More marketers will look to sponsor lifestyle activities, such as running, triathlons and yoga. “Those sports tie to a macrotrend in individual consumers being focused on fitness and wellness,” says Kevin Adler, president of sports-marketing consulting firm Engage Marketing Inc. Going Long:
Over the past few years, shorter ads have risen in popularity as marketers trimmed their pitches to match consumers’ dwindling attention spans. But longer ads will make a comeback, thanks to new technologies, such as Internet enabled TV’s, Microsoft Corp.’s Xbox, Apple TV and interactive features coming from cable operators, says Alan Cohen, chief executive of the U.S operations of OMD, a media buying firm. “Creative agencies will be developing deep, long-form content as consumers engage in marketers brands as they do their favorite TV shows,” he says.
The ad business has seen plenty of legislation and federal oversight, including the Federal Trade Commission’s recent call for the development of a “do not track” system that would enable consumers to avoid having their activities monitored online. There is more to come. Look for a tougher hand in areas such as Internet privacy and food advertising directed to children. Getting Real:
Brands will be more honest and open about their products as companies seek to develop deeper relationships with consumers on sites such as Facebook, says Andrew Keller, CEO of Crispin Porter + Bogusky.
Ringing Up Jingles: Jingles—short songs used in commercials for decades—began to resurface last year, a trend that is expected to pick up steam this year. “Coming out of the Depression in the ’30s, happy music became very important,” says Susan Credle, U.S. chief creative office at Leo Burnett.Edit by AMW
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