TNBT : The End of Advertising

TNBT : The End of Advertising

Humans evolve, albeit at a glacial pace compared to technology. But with the density and volume of information coming at us everyday, we are bound to develop our ability to filter out irrelevant information from our senses, and soon we will no longer register advertisements in our minds. We'll have dual screens that we multi task on, should one of them be held up by advertising, making online advertising a black hole for your bucks.

Advertising will change. Advertisers will work more closely with content creators and people they sponsor to ensure their brand appears in an "actionable" manner with each view of any content that is of genuine interest to the audience.

Movies will integrate sponsors' products directly into footage, and psychologists will help edit to ensure the branding is promoted by but not intruding on the story. Rendering technology will allow product branding to be swapped realtime in footage. Tap any branding in movies to order a video catalogue "toilet break" on your other device.

Digital print will not have ugly banners and click baits but have AI- generated product reviews that seek to address issues raised by the text. Read about a refugee crisis and a sponsored floatnote (footnote) linking to a donation page will be linked. Read about a sports event and it links to AI generated profiles of athletes, with live feeds of training sessions at sponsoring gyms and training programs you can sign up for online.

Geolocation sponsored content will be mainstream. Mark on your shopping list you need to pick up shampoo, and your lunch will be partly sponsored by the groceries store across the road, which will send your shopping list a map right down to the shelve with the product, and the time needed to pick it up. Offer any personal information to geolocation ads and get a permanent discount at participating stores.

Ubiquitous omni-search will replace plain spell check. Type a happy-birthday note to someone and use the word "present" and it will suggest a list of products that they can click on a choose to redeem. Enter "lunch at Chinese restaurant" into your calendar and it will suggest suitable locations. Sign the restaurant's recommendation list, and if your friend visits the restaurant, get a discount on your next visit.

The possibilities are endless. Why are we still stuck at competing for that spot on the screen everyone wants to ignore?