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Security and the Future of Advertising


At Adcorp, prior to making media recommendations, we define the client’s marketing challenges by analysing our target market and then translating these finds into media solutions by formulating targeted and cost efficient strategies.
With advancing technology, especially over recent years, we ensure we keep up to date, by constantly looking at what is coming up and determining its relevance to the client and the target audience.
Mumbrella recently published this post – “Pictures and online video are the social currency of our times, with an average of 12.5 million Australians now streaming video content each month,” he says. “Technology will continue to shape the way in which we communicate, but one underlying theme remains: the need to tell a good story.”
We understand that clients want to trust agencies to place their advertising with media that will effectively reach the target audience/s. This means trusted media and of course, relevant creative content. With literally billions of online sites in the world, we are also conscious of a multitude of global piracy portals funneling consumers to illegal content and making millions from display advertising in the process.  Sites are sneaking through blacklists or via retargeting, the practice of keeping track of people who visit a site and displaying the brand’s retargeting ads to them as they visit other sites online.

One example of ad fraud on a website was an Allianz ad which had been placed in seven iframes in order to disguise where it was being placed, in a tactic referred to as adnesting. The tactic basically sees the brand buy space on one website but then find it is paying to appear on another, often illegal or unsafe website.

An iframe is a basic building block of web design, and works as a shell which allows a webpage to be embedded inside another website. Adnesting allows people to mask the true location of where an ad is being served, while for consumers the ad appears to have been legitimately placed.

Adcorp is constantly monitoring sites and working with our media partners to remove them as soon as we become aware of infringement. We will not pay, and would not expect our clients to pay, for advertisements appearing on these sites.

We know the trusted sites and can offer good creative, so once we have established “security” for our clients, we will have to ensure this happens for all future “media”.
So what else may take off that we need to be aware of and be conscious of security risks? Here is one potential thought in the marketplace.  
Augmented Reality – this is becoming more developed each day, and some of the things clients are working on include having the ability to “pretend” driving a car, adding furniture / changing colour into a picture of your lounge. Ikea is currently doing this is in the USA, but systems still need some work. Using AR technology to superimpose 3D digital graphics on real-life objects has actually been around for years in various forms, but a lot of innovations are emerging now in the general market, with wearable tech like Google Glass one of the better known. Toyota, Starbucks, and Kellogg's are just a few big-name examples of brands that are testing the waters with this technology.
Testing is being done to do your shopping in a supermarket and sort of like Google Maps, walk around the aisles and check out any products that appeal.
With property there are opportunities to showcase different furniture/colours so people can add in what they want in a property to personalise it before buying. Automotive is currently doing it. Soon we will be able to use this for recruitment to show what each job does on a day to day basis. When “pretend” driving, we should be able to include virtual billboards, or have ads above furniture in property to advise sales from retailers, or just branding ads. The opportunities are endless. Imagine business cards that show more about companies offerings – holograms soon?
Here are a couple of examples of organisations currently using augmented reality:
Bus shelter that uses augmented reality
Hair-raising subway ad blows away the competition

Paul Carney
The Adcorp Media Team





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