"Art, Copywriting and code" to the imagination of advertising

Remember Adidas and Google's joint production of the "Talking sneakers"? It looks like a fantastic idea, but it's actually an experiment that is part of Google's newest "art, copy, and Code" project. On the Artcopycode website, Google calls it "re-imagination of advertising" (advertising re-imagined).

Since AdWords opened the door to Google's revenue, it has been the company's main advertising product and the most important source of revenue. According to Wikipedia, the revenue that Adwords brought to Google in 2012 was 42.5 billion dollars. However, more than 10 years after AdWords was released, the internet has changed a lot. In particular, the rise of mobile internet, search engine status is declining, more importantly, people in mobile devices on the advertising tolerance is very low. More recently, Google has begun to remove advertising shielding applications from the play Store, proving that such applications are widely used and threaten Google's revenue in the mobile market.

"Art, copy and Code" is the company's exploration of new forms of advertising. It's inspired by the advertising revolution of the 60 's. On the website, the company says:

"In the the 1860s, advertising experienced an innovative revolution that was achieved through collaboration with art direction and copywriting." The idea of a creative team made up of art and Copywriting was born. Today, everything repeats itself. We are in the midst of a second innovation revolution, this time driven by technology. Code becomes part of the core creation process, enabling new forms of brand expression and participation to be realized. Art, copywriting and code are innovative teams in the interconnected world.

Google will conduct a series of experiments to explore new forms of advertising. The company's partners include innovative brands, storytellers and creators.

"Talking sneakers" is one of those experiments. Its partners include the famous sports brand Adidas, creative company Yesyesno, design company Studio 5050. The subject of the experiment is "interconnected goods". By connecting sneakers to the Web, "the unique link between goods and electronic advertising" was created. The various sensors on the sneakers record the data produced by the user's movement, then push it to the phone and convert it into a real-time humorous comment. These comments can be pushed to social networks as well as real-time advertising units.

The link between virtual worlds and the real world is growing, creating new opportunities for marketers to "invite people to interact with their products through the Web".

Another experiment was smileage (smile stroke). This is a social application developed by Google in partnership with Volkswagen. When a user logs on with a Google account and the application is paired with a car, the application automatically records the user's journey and can be shared on a social network. In addition, the application provides some interesting features. When you meet another Volkswagen that launches Smileage, there will be a "Punch", and if the car is exactly the same as yours, you will win a special medal (stickers): Twinsies. Currently, this application is under development.

Other trials in gestation include: "The Only Listener" (audiences of one) explores individual brand interactions; Co-storytelling "(collaborative storytelling) will explore the user's involvement in advertising creation, and the data story Stories will explore the possibility of storytelling through data.

These are the ideas of exploration. What is the future advertising format? Google doesn't have a clear answer. In an interview with the Marvell Reviews website, Project director Aman Govil said, "Today's electronic advertising is great, but the future will be better." We designed these experiences to peek into future forms of advertising. To be honest, I don't think Google has found the answer yet and I won't pretend that we've found the answer.

For the Google project, Marvell Review also interviewed several industry participants. Altimeter Groups analyst Jeremiah Owyang said the tests show that the meaning of new advertising is deeper user loyalty. "In the future, if we can do a good job of matching content and advertising, the ads we know will disappear; it becomes useful, helpful information," he said. That's the future that Google, Facebook and everyone wants to achieve.

Justin Osborne, head of Volkswagen's marketing in the US, has been involved in Smileage's campaign, and he argues that new forms of advertising are necessary because consumers have increased control over advertising attention, and "the way in which information is stuffed into people's throats is no longer feasible". Smileage not only to provide entertainment, but also to provide real help.

But it is not easy to win the approval of advertisers.

Justin Osborn mentions some of the brand's resistance. He says brands understand banner ads (Bannner ads), but it's hard to understand other forms of advertising. In the process of developing mileage, the executive team has a lot of anxiety. "They realized it was innovative and experimental."

Edwards Boches, a professor at Boston University, has been in the advertising industry for 35 and has been a Google customer. He said it would be a "crazy, challenging and difficult journey" to make advertising companies break through the spotlight on art and copywriting and use technology and social media in an effective way. However, if the advertising company can creatively use the technical tools, it is good for the company.

"We are no longer creating one-way messages. We are creating experiences, he said, and you need to take advantage of technology and everything it offers.