Advertising has already gone through many changes throughout the decades. There are many forms of advertising available including direct marketing, social media marketing and more. Despite this, it seems as though the last decade has seen the fastest change and that is all down to data. The speed at which advertising has changed will be seen in the future and so, it seems as though there will be more data feeding into the whole advertising process.
A vast amount of data already exists and that has driven the change in advertising but as we move forward, computers are going to gain a greater understanding of our behaviors. Therefore, pattern spotting will become a thing and that will see computers work through data in order to find correlations between the data you create and the things that appeal to you.
At this moment in time, this is something that we are already seeing, especially when you see targeted ads or videos displayed on social media. This kind of data will allow automated systems to create insights about people that are based on their behavior and not because they have stated a preference. It is now possible to calculate types of personalities based on surveys and cross-referencing the results against social media in order to create a predictive personality model that is based on likes or shares. However, there is no evidence that this has worked but there is no doubt it will in the future.
We are now all connected in some way or other. Our smartwatches, our social media interaction and even the data from our search engine results can all help to create new techniques that work by extracting something personal about us without us knowing. As we move towards the middle of the 21st century, data sets will have a big role to play but this won’t come without concerns because of the way in which our personal data is used. Therefore, privacy and privacy laws will still be a significant concern for many.
What will come from all of this is ad targeting. It will be so effective that our understanding of it all will completely disappear. Whether it is data taken from your fridge, your smart TV or even your facial expressions, we will see personalized ads on a level that we have never seen before. The end result is that humans will form a very small part of the equation as advertisers seek great efficiency and more effective advertising. This can mean that advertising could be fine-tuned and streamlined to become more effective at certain times of the day or at times when we are vulnerable. With humans taken out of the loop, it simply means that machines and computers won’t consider our feelings. They will simply act.
When we look at the increase of the social media influencers over the last ten years and how they post content that is branded, it can feel as though it is more real than your standard advertising. However, this is also likely to become driven by algorithms and automation. From the images shared by casual users, it could lead to people getting paid simply for having their photo taken wearing a certain brand.
All of this will lead to the same problems that we face right now. Despite innovation, technology, data and automation it will still be intrusive. It will still require personalization but on a greater scale. However, this will allow advertisers to create effective ads where they have more control and power to manipulate.
As machines and algorithms will take over all of this, it will mean that fewer people understand and that will still lead to tension and problems, however, the outcome and the stakes will be higher.
To find out more about advertising and what it means, take a look at the Ultimate Banners Blog https://ultimatebanners.co/pull-up-banners/. It is full of useful information and advice.
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