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Tech and Marketing collide: how businesses are keeping up with the latest trends in 2023

December 16, 2022

Tech and Marketing Collide: How Businesses Are Keeping Up With the Latest Trends in 2023


Technology is rapidly disrupting the world of marketing, allowing brands to reach their audience in new and innovative ways. The traditional methods of advertising have become less effective as consumers become more savvy and selective about the content they consume. As a result, brands must adapt and find new ways to engage their audience and stand out in a crowded marketplace.

One way they can do this is by leveraging the power of technology to create personalized and targeted campaigns that resonate with their customers. By staying up-to-date on the latest technology trends and using them to their advantage, brands can stay ahead of the competition and effectively reach their target audience.

So let’s see what we think are the emerging trends and technologies that are transforming the industry, for good.

From viewability to attentiveness

In today‚Äôs fast-paced, digital environment, it‚Äôs not enough for a person to simply ‚Äúsee‚ÄĚ the media. Instead, brands need to focus on what the person does during that time and the degree of attention they give to the experience.
This shift from viewability metrics to a focus on attention is becoming increasingly important as brands strive to stay competitive.

Measuring attention is crucial for understanding the effectiveness of marketing campaigns. Simply having someone see an ad or piece of content does not guarantee that it will have an impact. By focusing on attention, brands can better tune the engagement and interest of their audience, and adjust their strategies accordingly.

There are various ways to measure attention, such as through ad recall and memorability. Ad recall measures how well someone remembers seeing an ad, while memorability measures how well they remember the specific content of the ad. By tracking these metrics, brands can better understand how their campaigns are resonating with their audience and whether they are effectively capturing their attention.

In line with the trend towards a focus on attention, there is also a¬†shift towards human-centric metrics in the world of marketing. These metrics focus on consumer behavior and¬†how long they are ‚Äúpaying attention‚Ä̬†and ‚Äúwhat they do during that time.‚ÄĚ

By focusing on human-centric metrics, brands can gain valuable insights into how their campaigns are being received and how well they are resonating with their target audience.

By prioritizing these metrics in their marketing efforts, brands can better connect with their customers and achieve campaign success.

Tailored quality content

In today’s digital world, there is an abundance of creative content available online.
This can make it challenging for brands to stand out and achieve campaign success.

As a result, media quality is becoming increasingly important for brands looking to differentiate themselves and capture the attention of their audience.

Having high-quality content is crucial to stand out in a crowded marketplace and effectively communicate a brand’s message. This includes both the design and the messaging of the content, as well as ensuring that it is relevant and engaging for the audience.

Dynamic creative is replacing static creative as the preferred approach, as it allows for more flexibility and adaptability based on first- and third-party data and contexts.
This allows brands to better tailor their content to the needs and preferences of their audience, increasing the chances of success.

One of the most dynamic pieces of content on the market today is Augmented Reality content.

Two factors, in particular, go to validate what we are saying:

  • Media Quality
  • Phygital Experience

Both go to build two golden loops.

Media Quality systematically generates increased attention to the content, this increased attention results in increased recall and thus Memorability of a piece of content.
What does memorability bring us? An increase in Awareness.
And this is a Branding Golden Loop.

A Phygital experience on the other hand improves the overall experience for the customer, creating more engagement between brand and audience resulting in more data being collected on the customer journey.
What we call: Customer Experience Golden Loop.

Short Video Content is the new Black

Video content is becoming increasingly popular as a way for brands to engage their audience and stand out in a crowded online marketplace.
Short-form video platforms such as Reels, TikTok, and YouTube Shorts are particularly useful because they allow brands to capture the attention of their audience in a short amount of time.

The format of this type of content and the context where platforms have placed it outlines a new way of consuming content on platforms.

That shift from a social media consumption to a consumption closer to television.

A TV that knows your tastes. Advertising and non-advertising.

With the rise of brand-new social media and the abundance of content available online, people are spending more and more time scrolling through their feeds and discovering new content. These short-form video platforms allow brands to create engaging and visually appealing content that is easy for their audience to consume and share.

Accuracy and Granularity

Precision marketing is a trend to watch out for as it involves using dynamic creative that is tailored to specific audience variables, such as geographic location, time of day, and weather. This approach allows brands to create more personalized and effective campaigns by targeting specific segments of their audience with relevant and engaging content.

Precision marketing can be used in conjunction with metadata and CRM data to further tailor the content to the individual needs and preferences of the audience. By using this data, brands can create a more seamless and personalized experience for their customers, increasing the chances of success.

In-Game Advertising

Programmatic in-game advertising is becoming a hot topic in the world of marketing, with more and more brands allocating media budgets to this channel. Companies like Anzu are leading the charge in this space and helping brands reach their target audience in a new and exciting way.

In-game advertising allows brands to reach users while they are actively engaged in a game, providing a unique opportunity for brand exposure and engagement. By using programmatic technology, brands can target specific segments of the gaming audience with relevant and personalized content.

Overall, the trend towards programmatic in-game advertising highlights the importance of reaching audiences in new and innovative ways.
Banally, if we were playing a game like FIFA, we would find these ads within the banner ads on the sidelines.

Considering the timing of utilization, the volume of daily active users, and the across-the-board nature of the video-game world, this type of advertising could become a must-have in the next years.

Metaverse? Mh, better bet on AR!

The use of augmented reality (AR) is expected to increase in 2023.
AR is a technology that allows businesses to create immersive experiences for their customers by overlaying digital content onto the physical world. This technology is already being used in a variety of industries, including retail, advertising, and gaming, and we can expect to see even more businesses adopting AR as a way to stand out and engage with their audience in 2023.

AR has the potential to revolutionize the way businesses interact with their customers.
Brands can create unique and engaging experiences that truly capture the attention of their audience.

Augmented reality goes to support the new trends that are being created around the advertising metrics to be monitored, as we mentioned above.

AR is one of the most effective emerging technologies when used for advertising purposes.
It has a critical impact over traditional advertising models, especially on some of the attentiveness metrics we were talking about.

This can be particularly effective in industries such as retail, where customers can use AR to virtually try on products or see how they would look in their home before making a purchase.

Overall, the trend towards the increased use of AR highlights the importance of creating immersive and engaging experiences for customers in order to stand out and differentiate a brand.


As we move into 2023, it’s important for brands to stay on top of the latest marketing trends in order to stay competitive and effectively reach their target audience.
Some of the key trends to watch out for, include a focus on attention, human-centric metrics, media quality, precision marketing, brand lift surveys, programmatic in-game advertising and AR experiences to engage the attention and appetite for testing emerging technologies.

By keeping an eye on these trends and incorporating them into their marketing efforts, brands can better connect with their customers and achieve success.