Consumers have taken control over media and engaging them is a much harder task today. Gone are the days when we can just interrupt them with 30-seconder ads or just bombard them with radio commercials. With more choices and the empowerment from digital technology, they are more selective and discriminating in their media consumption.

The proliferation of new media may seem to make it tougher to engage our audience, yet it also has the potential to connect deeper with them. The wave of social networking and need for information exchange opens up a spectrum of opportunities. A good example is the vibrant Singapore blogosphere. According to a recent research* by the IDA (Infocomm Development Authority), there are an estimated 862,000 bloggers and 958,000 blog readers in the country. Conversational media is definitely making waves in the local scene as more Singaporeans embrace blogs.

Therefore, it is key to provide customized and relevant content to tap on the strengths of different touchpoints. Here are some emerging media that will boost engagement and interactivity:

Holographic Media

The two most prominent holographic appearances are that of Al Gore and Madonna. In the recent "Live Earth" concert, Al Gore challenged the world to save Mother Earth by appearing in Tokyo through a holographic image. Madonna also performed 'live' with "The Gorillaz"** on stage for the 2005 Grammy Awards. **"The Gorilliaz" is a virtual band and they were projected as 3D holographic cartoon characters on stage.

For more details, you can visit the website:
Al Gore: http://www.youtube.com/watch?v=M29OVORAXcI
Madonna: http://www.youtube.com/watch?v=cXtbiOs9ZUQ

In Singapore, Free Format™ (holographic) technology will be brought in to allow consumers view true-to-life human format and huge images of people and objects through its transparent surfaces. With this, brands can virtually bring to life anyone or anything in Singapore to talk about their campaign and interact with the audience on site. For example, a fashion client can have their celebrity endorser’s hologram in-store to showcase a new collection and consumers can choose which items to mix and match. 

Mobile Advertising

Consumers share a very personal bond with their mobile phones and marketers have been trying to tap on that space. Given this insight, all three telecommunication companies have recently launched their mobile advertising offerings. Full screen ads and embedded text ads while users are using mobile mail are up for grabs. With Singapore’s 106% mobile phone penetration, the medium allows the advertiser to be in contact with their target audience on their phones and in exchange mobile data charges will be free to the users.

Fast moving consumer or retail brands can take advantage of this medium to constantly excite and build customer loyalty. They can advertise via coupons or engage their audience within wireless hotspots. They can help drive traffic to atrium events, retail stores, fast food outlets etc The sophisticated targeting and tracking features of this medium enable advertisers to send messages to the right targets and monitor their speed and the extent of their responses.

Tunnel Advertising

Transit advertising is set to bring new heights to outdoor advertising in Singapore sooner than we think. Launched in Hong Kong recently, this medium recreates the shutter effect similar to a film projector combining still images on tunnel walls with the motions of trains passing by.

Such high impact images will transform the blank tunnel walls to engage with a captive audience. The likes of Coca Cola and Cadillac have already proven its recall value in the US but have yet to make waves locally. Tunnel advertising can be a very effective medium to capture the attention of the "in train" captive audience.

The new consumer space is not unfathomable. All marketers need to do is provide fresh and relevant ways to excite and reignite audience interests with their brands. The challenge now remains for media agencies to maximize these emerging media forms.

Source:
* More Netizens open up to Blog, Digital Life, July 17, 2007