Native Drop: The rise of CGI out-of-home (OOH) advertising
We release regular LinkedIn and Twitter content that breaks down AI and Web3 concepts and brand case studies. Here are some of the highlights from the last fortnight.
Welcome to the new subscribers who have joined us since the last newsletter! We release regular LinkedIn and Twitter posts that break down AI/Web3 concepts and brand case studies that are likely to drive mainstream adoption. Here are some of the recent highlights that you may have missed:
What is the faux out-of-home (OOH) advertising phenomenon and why are brands like Adidas, Jacquemus, Maybelline and Pandora embracing it?
What is faux OOH?
OOH advertising is advertising that reaches the consumer while they are outside their home - billboards, transit advertising, events etc.
Faux OOH is where brands use computer-generated imagery (CGI) to create ads that mimic real-world outdoor ads
Since we saw giant Jacquemus handbags driving around the streets of Paris earlier this year, more brands have delved into faux OOH ads.
Why is faux OOH gaining popularity?
An opportunity to boost brand visibility:
Faux OOH, powered by CGI, can reach a broader audience compared to traditional billboards.
It's a fantastic way to surprise and engage younger consumers, potentially sparking viral trends.
For instance, Jacquemus' viral handbag video on Instagram received over 48 million views, surpassing their typical engagement on the platform.
Cheaper than physical marketing activations:
Faux OOH advertising is cost-effective and quicker to execute compared to physical marketing activations.
It offers a creative outlet that isn't limited by budget and resource constraints typically associated with physical marketing campaigns.
What are some of the challenges with faux OOH?
Customers can’t interact with a digital-only activation:
Digital-only activations in Faux OOH miss the chance for genuine interaction and engagement, between physical ads and audiences passing by. In some cases, this means they don't fully utilise the potential of OOH advertising.
Potential for Customer Distrust:
With the increasing use of AI and deep fakes, online consumers are already cautious about authenticity. Faux OOH advertising can mislead consumers, leading them to question the existence of these activations in the real world.
As AI becomes more accessible, faux OOH is likely to become more widespread.
The primary objective in advertising is to ensure your message garners attention, resonates with your target audience, and prompts them to take action.
So if faux OOH campaigns achieve that, who are we to say that they need to be physical?
Find the post here.
At Meta’s Connect event, Zuckerberg announced two new mixed reality products. How can these new tools transform the way we interact with our favourite brands?
The Meta Quest 3 (AR headset):
The Quest 3 resembles ski goggles, covering the eyes and side of the face. With a double tap on the goggles' side arm, you can view what’s physically around you.
Zuckerberg said he envisions a merged physical-digital future for computing: where face-mounted computers may enhance the real world rather than replace it entirely. This has been one of it’s biggest barriers to adoption previously.
Travel, entertainment and gaming apps are currently the most popular experiences on their headsets.
Meta x Ray-Ban Smart Glasses:
Meta revealed their latest video-capturing smart glasses with Ray-Ban, offering sunglasses and clear-lens options, including prescription lenses.
The glasses feature loud speakers and embedded microphones for chatting with Meta's AI assistant.
They capture 1080p HD video with an LED light that indicates the glasses are recording (privacy nightmare?). They also connect to the Meta View app for sharing photos and videos.
Meta has redesigned their original sunglasses into a mainstream-friendly product, particularly appealing to content creators.
I'm excited about how these new tools could transform the way we interact with our favourite brands:
Digital overlays of discounts and rewards as we browse products in store, while wearing the smart glasses?
Or being able to have a front-row seat to Milan Fashion Week and purchasing digital-goods, virtually via our AR headsets? (e.g. Earlier this week, Gucci recreated their Ancora Fashion Show from Milan FW, in the gaming platform, Roblox)
With Amazon also recently releasing their Echo Frames (AR Smart Glasses), the spatial computing race is on!
What do you think?
Find the post here.
I recently had the pleasure of being on a panel as part of Kalicoo’s inaugural event, to celebrate their 100 Women in Web3, AI and Emerging Technologies.
We had a great conversation about how emerging technologies (like AI, Web3 and XR/AR) are reshaping industries, the pioneering brands and use cases, as well as how you can use emerging technologies to future-proof your business.
Brands from Nike and Starbucks, to Salesforce and J.P. Morgan and more, are exploring emerging use cases in Web3. Here are some I found interesting:
In Marketing:
Nike is creating immersive customer experiences through Metaverse/Roblox showrooms and brand spaces.
Salesforce is using Web3 wallet technology to build a next-gen CRM and gather new data for personalized customer interactions.
Forever New is innovating with digital-first goods and services to engage Gen Z and Alpha audiences on platforms like Roblox, which has over 65 million users, with 67% under the age of 16.
In Manufacturing:
Digital twins are software models that replicate physical environments. They’re revolutionising the manufacturing industry by providing visibility into the production process.
Car manufacturers, including Tesla, are using digital twins to test different scenarios, predict failures, and make real-time adjustments.
In Education:
Traditional methods of verifying educational credentials can be time-consuming and prone to fraud.
Blockchain technology is being leveraged across use cases such as digital credentials, student record management, secure data sharing and more.
Find the post here.
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