Thursday, March 28, 2024
Hometech edgeThe future of advertising: Here’s what to expect

The future of advertising: Here’s what to expect

You probably take your mobile phone wherever you go. It's no wonder then that the future of advertising is focused on mobile devices.

"Anything that is digital and has data attached to it immediately becomes something you can utilize to engage the consumer in a conversation with the brand," says Nico Abbruzzese, director of creative technology at Maxus Global, a media agency network based in Singapore.

(Read more: Mobile shift is happening: Facebook execs)

"That's the biggest shift that we've started to see in the last couple of years," he said.

Spending on global mobile advertising rose more than 100 percent to $18.16 billion last year from 2012 and is expected to rise to $72.3 billion by 2017, according to research firm Gartner.

Lee Woodgate | Ikon Images | Getty Images

In terms of technology, evidence suggests there's a lot of focus on targeting advertising to where a consumer might be at a given point it time or what they might do next.

"Research into micro targeting is very important. Location data is not just about current location but patterns of location," said Stephen Upstone, CEO of social mobile advertising firm LoopMe. "Another area is developing strong brand experiences on mobile devices using video and rich media."

Crystal ball

One thing to expect more of, say experts, is advertising based on what you might do next such as going to the gym or supermarket rather than what you are doing right now.

They add that part of this should come from algorithms studying data based on a consumer's previous activity or spending patterns.

(Read more: Even for hot start-ups, billion dollar paydays are rare)

Some technology allowing advertising on predictive behavior already exists.

HeyStaks, based in Ireland, for instance runs a technology that learns peoples' interests from the search activity on their mobile phones.

"By combining these interest profiles with context information (location, time) it is possible to work out a person's 'intent', i.e. what they intend to do. If you know what a person intends to do, you can present them with ads or offers that are highly relevant to them and likely to get a positive response," said HeyStaks CEO and co-founder Maurice Coyle.

RELATED ARTICLES
- Advertisment -

Most Popular