With advertising’s evolution, new formats, such as DOOH and CTV advertising, have emerged. Now, with the proliferation of immersive technologies, immersive advertising is making its way into brands’ toolkits. Discover the advantages of immersive advertising and why brands should explore it.
Â Advertising plays a pivotal role when it comes to marketing. And just like humans, advertising has evolved over the years, and many say it is just the beginning. But if one goes back to history’s pages, one can say that the real evolution of advertising started in 1994. It was the year when the first online display ad was created when advertisers created a banner ad to drive customers to website landing pages. From radio, print, television, online banner ads, digital out-of-home (DOOH) ads, and so on, the latest to join the bandwagon is immersive advertising, which has been grabbing brands’ and customers’ attention.Â
So the question that may pop up in an advertiser’s mind is why immersive advertising is gaining so much popularity and why marketers should look beyond traditional advertising and switch to an immersive form of advertising.Â
Here are a few reasons immersive advertising is vital for marketers to improve their brand presence.
1. It Improves Brand Trust and Engagement
One of the main goals of brands and advertisers is to create buzz among their audience and improve customer engagement. And that is why immersive advertising holds the key. According to the 2023 Zendesk Customer Experience Trends ReportOpens a new window , 77% of business leaders have seen a positive return on investments (ROI) using immersive experiences. One of the significant reasons immersive advertising holds an advantage over other traditional forms of advertising is because of personalization. Unlike other advertising formats, immersive advertising provides a personalized experience to the audience.
As immersive advertising helps deliver more tailor-made content to the audience, the audience feels better connected with the brand, which increases brand trust and reputation. Also another advantage of immersive advertising is that because of rich media, immersive media gives customers complete control and freedom to explore the ads. People can play with designs, colors, music etc., allowing them to spend more time on a particular brand, thus increasing brand engagement.
2. It Helps Bid Goodbye To Third-party Cookies
In the traditional advertising format, many advertisers typically rely on third-party cookies. After carefully analyzing the data, advertisers use this data to target/re-target specific audience segments. However, the changing data privacy landscape and stricter regulations have made using third-party cookies challenging. Further, thanks to the new age of advertising, marketers can use different methods and not rely only on cookies to target the audience.Â
With the help of immersive advertising, marketers can target the audience based on how customers have engaged with the brand. They can go into a detailed inquiry of the product. For example, if it is a car, marketers can determine what color car the prospect looked at, and if there are any other unique features the customer was looking for, among others. This creates fewer hassles for the marketer and enhances the overall customer experience. Also, by combining first-party data with immersive advertising, marketers can match a customer’s exact interest, which helps in improving the content consumption experience.Â
3. It Helps Optimize Campaign Performance
Advertising is also a game of numbers. So every advertiser likes to keep a close tab on the numbers, such as the number of times a particular ad was opened and how many clicks the ad received. However, this process can be time-consuming, and if you rely on the method of attribution as a marketer, it can take several weeks or months to find the result. However, with immersive advertising, marketers can use sensor data and identify within hours if a campaign is working simply by looking at how real people engage with the brand. This helps brands gauge precisely what customers like and dislike, giving actionable insights. Marketers can further use this learning to tweak and optimize their campaigns.
4. It Helps Break Boundaries
The world has become much smaller, thanks to the internet and new-age technology. More brands today aim to go global, and immersive advertising is just the train they need to hop on. One of the significant benefits of immersive advertising is that it breaks away from the shackles of language. Going immersive with your marketing gives marketers an easy, effective way to reach audiences who do not speak your native tongue. This helps brands gain attention from an audience not only from a particular geography but beyond that, thus helping increase brand awareness.Â
As marketers, one should look beyond fancy websites and millions of followers on social media to guarantee customer engagement, especially in today’s techno world. Today’s customers are also looking for new ways through which brands can keep them engaged. And one way to do this is through immersive advertising. Some industry leaders feel there are a few years to go before immersive advertising fully matures. However, one cannot ignore the power of immersive advertising, especially if you want to make your brand’s presence felt not just in the local market but even in the global market. Immersive advertising holds the key.
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