Native advertising has been the focus of the online advertising industry for quite some time now. By integrating relevant visual and text-based ads into web content, advertisers find that people are more likely to engage with the products on offer and fulfill a call to action.
Of course, native advertising is nothing new and has been used in print publications since way back. However, interactive native advertising is a relatively new concept.
When we consider the capabilities of WebRTC, the idea of real-time advertising becomes all the more real.
The Concept of Real-Time Video Advertising
Imagine how real-time video could be added to a piece of online content to encourage interactivity between the customer and the seller.
Customers would be able to engage with salespeople and their products in real-time, without having to leave their laptops.
We’d be able to see live demonstrations of products and ask questions, all without having to physically visit a store.
Consider, for example, shopping online for cosmetics and being able to experience a real-time demonstration of the product being applied on a real person? Or being able to experience a personal guided tour of a holiday resort in real-time from a sales rep?
Leaning Towards Real-Time Advertising
To say that real-time advertising is still in the distant future might be a little hasty. Consider how many websites now have a live chat feature where customers can interact directly with salespeople through their keyboard? The next logical step in this type of interactivity would surely be face-to face interaction with live demonstrations?
We’ve already seen an example of real-time advertising on a social media platform when Oreo cookies’ ‘You can Still Dunk in the Dark Campaign’ hit Twitter during a power outage at the 2013 Super Bowl. When the lights went out one minute into the second-half of the game, Oreo’s Twitter account tweeted:
‘Power out? No problem. You can still dunk in the dark.’
The message was followed by an image of an Oreo cookie against a darkened background. Within one hour, the tweet had been shared over 10,000 times on the platform, proving that real-time advertising on social media can be powerful.
The video below from the Wall Street Journal sees how Oreo’s advertising agency 360i used real-time advertising to the product’s benefit:
Virtual Shopping is Already Here…
Toy Genius is a toy store chain in New Jersey, USA that is already making use of WebRTC to offer visitors to their online store a completely interactive experience. When you first visit ToyGenius.com, you’re offered the opportunity to enter their virtual VIP shopping experience, where after an initial sign up, you can watch live demonstration videos of any of their products from a live salesperson.
Now imagine browsing for kids’ toys online (or any other product) and seeing an interactive advert displayed amongst your search results with the advert offering a live demonstration of a product. Wouldn’t you be tempted by this kind of interactivity?
WebRTC and the Future of Real-Time Advertising
Of course, in order for real-time video advertising to be realised, companies would have to evolve their current text and visual-based ads to have real-time capabilities but with WebRTC, even in current stage of development, this evolution would be entirely possible.
The success of real-time advertising would depend largely on the type of product being sold and the industry in question, but the idea is certainly already within the capabilities of WebRTC technology.