Where is the end of medium development for advertising? In Korea, when I saw an electronic book that allowed the reader to turn the pages of text by touching a screen, I thought it could be a great method for advertising. It would draw consumers’ attention because it is unique. Nowadays, we live in a world that is flooded with a multitude of advertising media, so it is really important to be able to get the attention of the consumer. To make an advertising campaign stick in the mind of the consumer, it should be unique and creative. That is why nowadays ‘design’ is a key component to reach your audience. In the era of ‘artful innovation’, I’d like to emphasize the importance of ‘technology’. Although technology, art and advertising are not an easy match at first glance, it is crucial not only to have a bright idea but also to have an excellent appearance. This is a time when we need the use of technology in our advertising.
If you pass by a wall that is moving with an advertisement, it is hard to take your eyes off it. It has an enormous power of influence. This is demonstrated in the excellent new vessel for advertisement– Hyposurface. It was created by Mark Goulthopre, CEO of Hyposurface Company, who was a professor at Massachusetts Institute of Technology. When I saw Hyposurface, it changed my thinking – technology can express an idea and be an innovative medium for advertising, not just as a tool to make physical products.
Technology also can strengthen your idea. UPS released new campaign called “Whiteboard”. This idea that a man talks about UPS services using white board is not that creative. But animation effects whip up interest in this campaign. Adequate technology is helpful to express your ideas.
As a marketing company, we have to keep an open eye to the changing environment, strategic ideas and the development of technology. The world of advertising is a much more creative place than it was in past years and this is why we should not turn a blind eye to the constantly changing field of technology as an important influence on advertising.