4 of the Biggest Advertising Trends of 2016

2016 was a year of unprecedented creative opportunities for advertisers.

Advancements in technology enabled agencies to develop campaigns across innovative new mediums, pushing the boundaries of digital advertising and inviting consumers to experience brands like never before.

Before we see what 2017 has in store, let’s take a look back at some of this year’s most impactful advertising trends. The following four marketing tactics left a big mark on 2016, and they show no signs of slowing down as we head into the new year.

See which trends fueled some of the most creative ad campaigns, and start planning your first 2017 campaign.

1) Experiential Marketing

From branded pop-up shops to larger promotional events, brands definitely embraced experiential marketing in 2016. And agencies rose to meet this growing demand.

Big brands like Coca-Cola, Google, and Anheuser-Busch sought out agency partners who specialize in creating brand experiences that woo participants and generate buzz on social media.

So what makes experiential marketing so powerful? Casey Conway, a founding partner of Say OK — the agency behind experiential work for brands like Google, Microsoft, and Converse — says it helps brands relate to people who don’t typically connect with traditional advertising mediums.

“We pride ourselves on getting those people who think they know better, who can see right through the traditional side [of advertising], and hit them in a cool, unique way,” Conway said to Adweek. “It’s not about a brand just being the logo [in an immersive experience]; it’s about giving the consumer an awesome experience from a brand.”

Example: SXSW ‘Suicide Squad’ Tattoo Shop Pop-Up

When Warner Brothers wanted a unique way to promote the Suicide Squad movie at SXSW, they turned to the experiential ad experts at Milwaukee-based GMR.

Their team temporarily converted a tattoo shop in downtown Austin into Harley Quinn’s Tattoo Parlor, offering free temporary and permanent tattoos inspired by the film’s characters to anyone who was interested. The shop was redesigned with decor from the movie and staffed with a team of Harley Quinn lookalikes to draw people in.

The event was a massive success for Warner Brothers, drawing in over 2,400 SXSW attendees and generating 35.4 million impressions on Twitter and Instagram.

2) Virtual Reality

Virtual and augmented reality have been rapidly gaining momentum for a few years, with investments in the space topping $1.1 billion in 2016. Skeptics have expressed concerns as to whether or not the tech is accessible enough to generate widespread and sustainable consumer interest, but this year advertisers began to realize that people are generally enthusiastic about exploring the new medium.

A survey conducted by Nielsen’s Media lab found that 24% of consumers said they will likely use or purchase VR next year, and another 20% said they would try it after learning some of the basics of the technology.

Companies like North Face, Samsung, and NBC all got in on the action, and smaller VR-focused marketing startups began cropping up to meet demand from major brands. In a signal of commitment to the medium, The New York Times even purchased Fake Love, a New York-based agency specializing in VR and AR campaigns.

“It’s completely immersive,” said Adam Harter, VP of marketing and cultural connections at Pepsi, speaking at a video conference. “We believe that if you can create an emotional connection with the consumer, you will hook them, you will make them fans of your brand. And I don’t think that any other experience other than VR can create an experience that people want to share more.”

Example: The National Park Service’s “Through the Ages” short film

To celebrate the National Park Service’s centennial anniversary, National Geographic partnered with Facebook’s Oculus Team and VR production agency Felix & Paul Studios to create a short film highlighting the natural beauty of Yosemite National Park.

Starring President Obama and his family, the 11-minute VR film offers viewers a uniquely immersive glimpse at the park as the first family explores the landscape. The video is available for Oculus Rift and on Facebook’s 360-degree video platform.

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