Vague look into the Future

With this post I want to take a quick peek into the future of advertising; the weird and wonderful new vehicles being finally put into practise and other advancements on what we already have.

1. The Video Advert in print media.

This is something I was supposed to write about a couple of months ago when it was new and fresh, but I can FINALLY put it into writing, what this has to offer to the future of advertising. The ads featured in LA based subscriber September 18th edition of Entertainment Weekly. You can see it here:


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A question that I would like to see answered in the next year or so is if this is just a PR stunt to get air time rather than a genuine tool for advertising products. I don't know if it will become a legitimate medium in the future, but for now it is purely based on novelty. I am sure it cost a lot to implement so until it becomes very cheap it will not be used en mass but kept as a niche medium.

2. 3D Advertising

I have a friend, George who currently works at Can Communicate in Richmond, who are a leading company in 3D film. They have recently filmed the Queen in 3D as well as sporting events and anything else one may desire. This has made those brain cells of mine curious about the potentials for 3D Ads. This is something that has of course been done already. Dreamworks' Monters vs Aliens and PepsiCo featured in 3D during the last Superbowl. This was a Big Deal. 125 Million sets of the InTru 3D glasses were made and distributed. That is the only thing that is holding 3D advertising back; the coordination of glasses and making viewers WANT to watch these ads in 3D.

I think there is real potential in this market, however as it is, it just isn't practical enough for the viewers to watch it in their own homes on a regular basis. This is a very good thing though. 3D films are breaking through in regularity and are wowed at, however there is the possibility with over use. A POSSIBILITY. The best and most practical way to get audiences to view your 3D ad would be to;

1. Show it at 3D films or other 3D events that audiences are going to be watching

or

2. Make the advert something desirable to watch. With this I mean something either purely 'fucking amazing' or branded content - such as the BMW short films with Clive Owen. I personally see the future of 3D advertising as something of novelty and exclusivity - has to be kept desirable by excitement.





I may be completely wrong and 3D will become normal TV - 3D will be easily accessible and the basic requirement. This is just my idea of what will happen, I am sure you will have one or two of your own that will shoot me out of the water, but effect do you think technology outside of advertising will have on Adland, if any?

Cheers, Scott