As we develop our marketing knowledge, advertisers find new ways and places to connect their products. According to research firm eMarketer, we have weaned banner advertising, a fifth of us using advertising blockers in our Internet browsers. Online "native advertising", where advertising is presented in the same way as the editorial, has not taken off. An American study conducted last year by Stanford University found that native advertising did not allow us to buy more than standard online advertising.
However, some of these platforms, such as WhatsApp or Alexa, are largely appealing because they are currently ad-free. For example, advertisements invading previously untouched territory could raise problems. Nevertheless, you can expect ads in places you may not have expected before. Close the hatches and get ready for the publicity attack.
1 WhatsApp sponsored status updates Publicity
While History has become the popular method of dissemination that social networks seem to support, the reality is that there is an even bigger juggernaut that most users probably do not expect to be as popular.
WhatsApp claims that its status update is used daily by 450 million users, more than Instagram Stories and as many people as Facebook and Facebook Messenger Stories and the full Snapchat app.
WhatsApp co-founder Jan Koum left the company, which belongs to Facebook, last April, partly because of arguments about platform advertising. Such a decision to integrate WhatsApp - which attracted users because of its powerful encryption and distance from the Facebook brand - could be closer to the family of products managed by Zuckerberg, while adding advertisements. Users can follow in Kum's footsteps.
"I fully expect advertisers to be able to push a button and the same ad will appear in the blink of an eye on Facebook Stories, Instagram Stories, Messenger Stories, and WhatsApp status," says Whatley. That users are also excited about this innovation is debatable.
Irritation factor: expect a newsgroup to join the service without Signal signal.
2 Alexa, serve me an ad?
Ogilvy's 2019 Trend Report revealed how smart speakers would soon be the last platform of their black art.
"Localized advertising can be sent to that," says Whatley. "It's not an exciting thing, but for an advertiser, it becomes appealing because you can make personalized and locally relevant advertising via what is a forgotten channel."
By cross-referencing your IP address, search history, and location, advertisers may soon be sending you hyper-localized ads scattered throughout your regular digital radio content. Did Tesco in your area order too many cookie boxes? Enjoy flash sales that will save you money by listening to the latest music.
3. Ads that answer you
Google's latest product for advertisers, called AdLingo, associates a chatbot with a standard clickable ad, or what the company calls "real-time connections with your conversational assistant."
Ad-cum-chatbot can engage you in a conversation and ask you specific questions based on what he is trying to tell you. If, for example, it is part of an advertisement for a car company, it can ask you whether you use it for daily commuting, a trip abroad or a doctor's appointment, then recommend a type of specific vehicle, according to your needs.
Jay Owens. "The opportunity to chat with a human being in real time who could answer your questions about sizing or anything really useful," she says. "The robots giving one of the five lists of generic facts, I am less convinced."
Irritation factor: Important, especially if the artificial intelligence level of the advertising bots is similar to that of the customer support droids.
4. Stealth ads
Naming users to choose their product rather than another, often unconsciously, becomes the predominant means of an advertiser spreading his message. Jay Owens of Pulsar, "social listening and public intelligence platform," describes this as "shaping the decision-making architectures and choice for people".
Piper Jaffray analysts estimate that Amazon's advertising sector could surpass gigantic web hosting by 2021, thanks in part to what the advertising industry would describe as "sponsored skills" and custom solutions ", but that users might call" sneaky ".
Does this sound like a dystopian future? It's already there. Amazon was beaten to death for sneaking its products by placing sponsored ads among the selected ads and making the text so tiny that you did not notice it.
Irritation factor: Massive. As if your toddler were slipping things in the shopping cart.
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