Much like regular science, the science of advertising is constantly growing and evolving. The advent of the Internet and mobile devices have given marketers more options than ever for grabbing your attention. But it turns out those marketers are just getting started.
10. Engineered Jingles
The American Psychological Association recently published a revealing paper on the phenomenon of earworms—songs you can’t seem to shake from your head, even if you dislike them. Songs that hang on and won’t let go share some unique characteristics not shared by less catchy hits.
In addition to a quick tempo, these songs share what researchers called a “common melodic shape,” as well as the frequent use of unusual intervals and repetitive notes. That these characteristics are distinct enough that one may be able to predict which songs will get stuck in listeners’ heads by analyzing their melodic content—or, familiarity with these patterns “could help aspiring songwriters or advertisers write a jingle everyone will remember for days or months afterward.”
9. Smart Appliances
Many electronics manufacturers envision smart homes, in which appliances such as clothes washers, refrigerators, and thermostats are connected to the Internet and managed from a central hub. Chinese company Hisense, which recently acquired the use of the Sharp brand name in North and South America, debuted such a system at a 2016 trade show.
A big takeaway for many was the potential for advertising, much of which need not be web-based or even very intrusive. For example, a smart clothes washer could detect when you’re running low on detergent and suggest ordering more of the previous brand, or offer options for other brands. A smart thermostat could chime in with ads for discounted vacation destinations during cold months, or a smart refrigerator could put together and automatically order a shopping list based on preferred brands.
Google has been onboard with this since smart appliances have existed, and it seems all but certain that such targeted advertising will be a major aspect of the connected home of the near future.
Some companies are using drones to capture high quality aerial video for use in commercials that would have otherwise been prohibitively expensive; some, like Tequila maker Patron, have even integrated such footage into successful virtual reality campaigns, combining two cutting edge advertising techniques.
Of more concern, however, is the potential for drones to collect data. Singapore-based advertising firm Near conducted a proof of concept trial in 2015 in several markets, including Los Angeles, in which drones collected publicly available Wi-Fi data to gather user information and deliver super-targeted, location based ads. Despite questions about the trial’s legality, it seems unlikely that marketers would leave such a potentially vast data source untapped.