The future of advertising: how to avoid brand bypass
Unruly Futurist Elena Corchero talks about her experience at DMEXCO earlier this month, the future of advertising, and how to avoid brand bypass.
This year a lot of the conversations we had were around the future of advertising and the rise of ambient tech. We also spoke about the growth of data produced by humans, and how it’s doubling every year.
Everyone knows that voice technology and voice shopping is on the rise. However, I was surprised about the number of brands who hadn’t considered the implications of brand bypass.
Brand bypass in AI
Companies are using voice assistants, and piggybacking on the tech of Alexa, Google or Messenger to create specialised assistants. A good example of this is Diageo’s “Open the bar”, or Estée Laude offering nutritional advice, where you have the dialogue with the brand, not Alexa. This is one way for brands to avoid the brand bypass.
It’s a big issue. I spoke to a lot of people about the new B2B: bot to bot. In the future new AI applications will take over interaction, negotiation and even advertising which will lead to the elimination of choice for consumers. Just think it through: the first brand you choose comes into your connected home, and there are going to be many barriers to switch that brand out for another.
Imagine your fridge has image recognition. It knows what brands you have on the shelves so when you run out of juice, the fridge and home AI reorder the same juice for delivery. So when are you going to switch brands? It’s going to take significant energy to get in the way of that bot to bot transition.
Brand bypass in voice
Another example is that we will order through voice but not mention a specific brand. This means our AI will default to our usual choice. Appliances are partnering with cleaning brands so they can already come pre-programmed to order specific chemicals such as detergent or dishwasher tablets.
It’s clear we need to understand how to use these technologies to create stronger brand and emotional connections, and also how these technologies can allow people to switch brands when they know something better is available.
Brand bypass in image recognition
Brand bypass is also an issue in image recognition. Google had an enormous stand at DMEXCO showing image recognition technology. I checked it out and it was a surprise to me to see how many brands had not considered the impact of this. Not least the value of the data which the image search platforms will generate. They will know exactly what people are searching for and buying to a highly accurate level. This sort of data can impact the manufacturing chain. Pinterest gets around 600,000 visual searches a month, so consumers are ahead of brands on this!
All the ambient technologies were on show at DMEXCO. For me, voice is where the action is. Primarily because the car will drive voice adoption. New cars are increasingly voice enabled, so when you leave the car and don’t have that assistance, you’re going to miss it!
Ambient tech awareness
Strangely, as I talked people through the implications of voice, AR and AI technologies, the most common question I was asked was “is this out now?”
Many people, senior brand marketers among them, didn’t realise how these ‘futuristic’ things were actually here now, even in a mature market like Germany. And where there was some awareness of ambient tech, there was very little first-hand experience.
It reaffirmed the role the Home plays in telling the story of ambient technology, which is essential if brands are going to build effective consumer relationships and deliver effective, relevant and timely advertising. The future of advertising is already here!