ABC News recently posted an article, written by Eric Noll, discussing the future of advertising and the increasing shift towards using social media and 3-D ads to reach more consumers. Another big story this year focuses on those companies who opted out of advertising during the most watched television event in the U.S.
Perhaps the most noteworthy of companies to not advertise this year was Pepsi, which has paid for commercials in every Superbowl for the last 20 years. “The economy is wreaking havoc with a couple companies. And you've got a couple companies, big companies like FedEx and GM, who are long-time Super Bowl fanatics, that have pulled out because of the economy,” said Suzanne Vranica, advertising columnist for the Wall Street Journal. Companies are moving away from spending massive amounts for a single ad spot during the big game and heading towards social networking. “Social networking is the newest thing for marketers,” states Vranica. “You've got 60 ads fighting for attention, so if you use social networking as a marketer and drum up some excitement, you'll have people specifically watching out for your commercial that night.”
That’s not to say that companies are unwilling to spend on advertising. Pepsi will be dropping $20 million on their philanthropic social networking campaign aimed at providing support for consumer initiated charity projects. According to Vranica, “...every company out there has some kind of cause.”
Ad clutter is another current issue, but companies are finding unlikely places, such as cars, crosswalks, elevators, and garages to advertise. But 3D and interactive advertising appears to be the up-and-coming medium. “Interactive advertising is a big draw for marketers because it proves that people are engaging with your ad rather than sitting back, says Vranica. With that said, touch screens, holograms and augmented reality are expected to become increasingly popular forms of advertising. It may not be long before roadside “smart-signs” and billboards will also have the ability to scan their audience and collect data about their demographic, including height, age, clothing size, and more.
via Eric Noll @ abcnews
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