Future Advertisement
What - “Just as radio jingles cannot be adapted to TV, TV ads also cannot be adapted to in-store TV. There is a need to create spots specifically for in-store TV for better effectiveness.”
How - You have to build interactivity; the more the interaction, the more the conversion. You have to create ideas which attract attention.” He added, “You have to understand the sensitivities of the medium and what it can and cannot do.”
Why - “It is a marketer’s delight since it is closest to the moment of truth,”
Challenges - It is an audio-less medium and can arrest the attention of passers by for only a short span.
“It is more consumer entrapment or consumer enticement because the consumer is already in the store and ready to make a purchase. So, no lengthy commercials.”
Examples –
Using multiple screens put up alongside an escalator where the same loop was played at different timings across the screens so that it looked as if Stallone was running up the escalator in the movie.
Mobile dealer in Canada, Fido, which put up digital billboards that interacted with each other across the street. To celebrate the holiday season and promote wireless video calling on Fido’s 3G High Speed Experience, the billboards featured a man and a woman each projected onto separate buildings or side by side on a single building. The two interact, throwing snowballs and making faces at each other.
How to adapt existing campaigns for in-store TV.
Plan A to turn an ad into retail branding is to cut out all the conventional elements of an ad like the opening, plot, product window, pack reveal, comeback and parent company logo. Instead use iconic messages, use arresting images, forget sound and dialogues as the only language in-store is ‘noise’, keep to a minimum length for the ad and make the brand visible early on, but again, sublime branding, because if there’s a big logo, people will know it’s an ad and they’ll walk away.”
Plan B was to “create a poster that moves”. If one has an interesting print campaign, they have the option of bringing it to life. One can create a moving poster as opposed to TV communication being adapted. Example - Cox & Kings print campaign created by Saatchi & Saatchi, where parts of the ad were zoomed into, nuances were brought out and a moving poster effect was created.
Good activation is “content in context”.
Advertising 1.0 was a one way push, ‘I talk you listen’, while Advertising 2.0 was the element of interaction, the digital revolution. But Advertising 3.0 enables consumers to play a role in the creation of content. “Interaction is about giving people the cues to find and engage with your brand with the tools they prefer to use.”
Example - Sony Bravia’s Color Tokyo Live Color Wall project, in which a live cam was set up to display the Sony building in Tokyo and Internet users could pick up colour from live feeds and commercials on screen using the dropper cursor and drop it on the building. The whole building would turn into the colour chosen by the user and this could be enjoyed live via the live cam.
What - “Just as radio jingles cannot be adapted to TV, TV ads also cannot be adapted to in-store TV. There is a need to create spots specifically for in-store TV for better effectiveness.”
How - You have to build interactivity; the more the interaction, the more the conversion. You have to create ideas which attract attention.” He added, “You have to understand the sensitivities of the medium and what it can and cannot do.”
Why - “It is a marketer’s delight since it is closest to the moment of truth,”
Challenges - It is an audio-less medium and can arrest the attention of passers by for only a short span.
“It is more consumer entrapment or consumer enticement because the consumer is already in the store and ready to make a purchase. So, no lengthy commercials.”
Examples –
Using multiple screens put up alongside an escalator where the same loop was played at different timings across the screens so that it looked as if Stallone was running up the escalator in the movie.
Mobile dealer in Canada, Fido, which put up digital billboards that interacted with each other across the street. To celebrate the holiday season and promote wireless video calling on Fido’s 3G High Speed Experience, the billboards featured a man and a woman each projected onto separate buildings or side by side on a single building. The two interact, throwing snowballs and making faces at each other.
How to adapt existing campaigns for in-store TV.
Plan A to turn an ad into retail branding is to cut out all the conventional elements of an ad like the opening, plot, product window, pack reveal, comeback and parent company logo. Instead use iconic messages, use arresting images, forget sound and dialogues as the only language in-store is ‘noise’, keep to a minimum length for the ad and make the brand visible early on, but again, sublime branding, because if there’s a big logo, people will know it’s an ad and they’ll walk away.”
Plan B was to “create a poster that moves”. If one has an interesting print campaign, they have the option of bringing it to life. One can create a moving poster as opposed to TV communication being adapted. Example - Cox & Kings print campaign created by Saatchi & Saatchi, where parts of the ad were zoomed into, nuances were brought out and a moving poster effect was created.
Good activation is “content in context”.
Advertising 1.0 was a one way push, ‘I talk you listen’, while Advertising 2.0 was the element of interaction, the digital revolution. But Advertising 3.0 enables consumers to play a role in the creation of content. “Interaction is about giving people the cues to find and engage with your brand with the tools they prefer to use.”
Example - Sony Bravia’s Color Tokyo Live Color Wall project, in which a live cam was set up to display the Sony building in Tokyo and Internet users could pick up colour from live feeds and commercials on screen using the dropper cursor and drop it on the building. The whole building would turn into the colour chosen by the user and this could be enjoyed live via the live cam.
SUMMARY
POP or point of purchase advertising is very important. This is the point wherein the consumer is nearest to the point of making a purchase decision and therefore, if the brand is present in the retail atmosphere and communicates to the consumer, it influences his/her decision making process. For e.g. in case of a new product launch, huge display banners inside a retail store helps people in noticing this new product and may generate inquiries.
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