What’s next in Advertising? A conversation with Vincenzo Schifano, COO and Co-Founder of Aryel

In the ever-changing world of AdTech, Vincenzo Schifano is passionately committed to making a significant impact on the industry. As the COO and Co-Founder of Aryel, his mission is crystal clear: to revolutionize how brands connect with audiences through immersive advertising experiences that leave a lasting impression.

In this exclusive article and interview, we delve into Vincenzo Schifano’s viewpoint on the marketing and advertising landscape, unveiling upcoming insights that will shape the industry in 2024. We’ll explore the intersection of technology, creativity, and brand communication in the constantly evolving realm of marketing.

Furthermore, we will explore content insights, the theme of attention, and personalization.

Let’s dive deeper into it!

In recent times, niche social media platforms like Lemon8 and Threads have been emerging, and there’s a strong expectation of more platforms entering the scene in 2024.

When a promising new social media app emerges, it offers brands a unique opportunity to be early adopters and establish their presence on the platform. Early adoption comes with significant advantages, including natural exposure and substantial follower growth. This is particularly valuable because brands can distinguish themselves in these early stages, well before the space becomes crowded with competing content and brands. By being early adopters, brands not only gain a competitive edge but also have the chance to influence and shape the platform’s community and culture, ultimately shaping their brand identity in a highly impactful manner.

TikTok is currently facing a bit of a dilemma – its users are growing increasingly discontented. Initially, they were already unhappy due to TikTok bombarding them with numerous ads, which is quite typical for any ad-supported app. Now, their frustration has escalated further because TikTok creators seem relentless in their promotion of one product after another.

What adds a humorous twist to the situation is that people have been generating a plethora of videos and memes lately, poking fun at the relentless product promotion by creators. They’re jesting about influencers attempting to sell us “the world’s best vacuum” or declaring a certain lip gloss as their “absolute favorite ever.” It has turned into a widespread joke on TikTok!

So, at first glance, it may appear that the lion’s share of marketing budgets is flowing into influencer collaborations and lavish spending on social media ads. But guess what? There are two significant trends on the horizon that could introduce some changes and challenge the industry’s dominance by tech giants. Exciting times ahead, wouldn’t you say?

Social media and online shopping are forming an unbreakable bond! Imagine a blend of social interaction, gaming, ticket purchasing, and dating all rolled into one massive online event known as eCommerce. Here’s the scenario: Temu, the life of this virtual party, became the hottest app on the Apple Store. What’s even more astonishing is that within just four months of its launch in December 2022, it amassed a larger following than SHEIN and Wish combined!

Now, let’s introduce you to the trailblazers, Flip and YaySay, who are riding the wave of this social-commerce phenomenon.

But hold on, the excitement doesn’t stop there! Remember when I mentioned the theory of “Creators over-promoting products”? Well, TikTok and Instagram are transforming into ultimate sales platforms. They’re donning their sales hats and making it incredibly convenient for you to purchase items directly from their platforms. It’s like a one-stop-shop with a checkout process smoother than a dance move. Get ready for a shopping spree in the trendiest social playgrounds!

One of this year’s hottest TV shows goes by the name of “The Bear,” and it has sparked a significant interest in the T-shirt worn by Jeremy Allen White’s character on the show. This demonstrates the powerful influence TV shows can have in shaping people’s fashion preferences, inspiring them to emulate the characters they admire.

This phenomenon is by no means a novel one. Iconic TV series like “Friends” and “Gossip Girl” have had a profound impact on fashion trends when they first premiered. However, what sets the present era apart is the accessibility provided by streaming services like Roku and Amazon, which enable viewers to purchase the very clothing items they see on their favorite TV shows while they watch. This opens up a plethora of opportunities for brands to capitalize on this trend in the upcoming months.

Today, everything seems somewhat uniform and repetitive.

People are becoming increasingly uninterested, and guess what? They’re becoming creators themselves! Entertainment and brand content don’t have the same allure they once did; it’s all just so-so.

Creativity used to revolve around delighting the audience, but now it’s stuck in an efficiency mode. Middleman technologies are striving to take the lead and be the trendsetters, resulting in a somewhat uninspiring atmosphere. However, there’s an opportunity for those ready to invest in genuine innovation and creativity, and the emergence of Augmented Reality (AR) is one avenue to explore.

To truly stand out, you must break free from the monotony and rekindle the excitement of novelty. Standing out has always been a challenge for businesses, but now it’s even more complex.

People perpetually seek novelty and relish their creative sides. Regardless of the industry you’re in, brands must recognize the immense value of creativity. Provide creative individuals with the time, resources, and opportunities they need to shine, and leverage technology, including AR, for positive outcomes. That’s the winning strategy.

Making things personal is like giving your brand a superpower to bring customers back for more fun!

Imagine a world where lots of brands are fighting for the same customers. It’s like a big party, and everyone wants to be the star. But how do you make sure people remember your brand in the middle of all this excitement? Easy peasy – just add a sprinkle of personalization!

When customers feel like your brand really gets them and gives them a special experience, they’re more likely to keep coming back. And guess what? Just a small boost in customer loyalty, like 5%, can make your profits skyrocket by 25%-95% in the long run. That’s like turning a little wave into a big splash!

In 2024, it’s all about making digital content feel like it’s made just for you. Brands are going all out to win the customer game, and they know that old-school marketing tricks just won’t cut it anymore. So, get ready for a year of super-personalized fun where brands become besties with their customers from every angle!

Reactive content involves posts that quickly chime in on the latest trends, popular topics, or ongoing online conversations. In 2024, more brands will start jumping on this bandwagon, but not all of them will hit the mark. The real trick to successful reactive content is adding something unique to the ongoing discussion. Simply trying to ride a trend wave without thoughtful planning can actually harm a brand’s reputation. It’s all about finding that sweet spot between timing, relevance, and staying true to the brand’s identity.

Now, envision this: by the summer of 2024, people won’t be thrilled to see your brand’s comments on viral content anymore. Why? Because it’s becoming somewhat overused. With every brand trying to be humorous and joining the bandwagon, the space is getting crowded. It’s like a race for people’s attention, and the content quality is starting to suffer.

Picture this: transforming everyday activities into engaging games by incorporating fun elements like challenges, rewards, and competitions – that’s what we call ‘gamification’!

In 2024, you can expect to encounter gamification across various domains, from advertisements to a wide range of exciting applications. It injects an extra layer of fun and interactivity into user experiences.

And here’s the kicker – gamification has the potential to skyrocket content discovery and engagement by a staggering 68%! When you reward users for participating in enjoyable content activities, it motivates them to get involved, have a good time, and feel a sense of accomplishment. Now, isn’t that pretty awesome?

There’s a captivating trend emerging – it’s all about infusing creativity into ads to make them incredibly effective. Marketers are on a quest to maximize their return on investment, and it’s reshaping the game.

Here’s the deal: Attention is multi-layered, just like an onion! Traditionally, marketers heavily emphasized how long people gazed at ads (as noted by 62% of them in Kantar Media Reactions 2023), believing it was the key to success. But wait, there’s more to the story.

Nowadays, savvy marketers are delving deeper into the intricacies. They don’t just want to know how long you glance at their ad; they’re keen to understand how much you genuinely resonate with it. This is where fascinating techniques like facial coding and eyetracking come into play (and here’s the kicker, with Aryel, you don’t even need expensive eye-tracking or lab-based methods to gather emotional data). It’s almost as if they’re deciphering your thoughts, or in this case, your facial expressions!

Picture this: Your facial reactions and the path your eyes take are akin to a covert code. Some experts in facial coding even incorporate eye-tracking. It’s a double whammy approach to gaining insights into what truly captures your attention. Aryel Analytics, with its ability to collect emotional states data and attention time data, is becoming an indispensable tool in this pursuit.

Furthermore, AI is making its grand entrance to the party. While it might not be as widespread as the traditional watch-and-timing methods just yet, it’s swiftly gaining ground. In 2024, AI is poised to become the superstar, aiding marketers in measuring attention on a grand scale, especially for those sophisticated digital ads.

Changes in consumer behavior have led many brands to recognize the significance of utilizing retail media as a means to engage with shoppers. It’s almost become a weekly occurrence to see the launch of new retail media networks. According to Kantar’s recent B2B Industry Benchmarking Study, 56% of retail media professionals in North America are planning to increase their investments in this channel. Additionally, 46% of global marketers have intentions to expand their budget for retail media, as reported by Kantar Media Reactions in 2023.

A retail media network refers to an advertising venture established by a retailer to sell advertising space on their own platforms and paid media. The use of detailed, first-party consumer purchase data sets retail media apart, helping to address the challenges posed by cookie deprecation and the removal of third-party identifiers.

Marketers are understandably cautious about reallocating funds from well-established channels. They seek independent, third-party validation to ensure they are receiving value for their investments in terms of audience reach and delivery. For sellers, retail media networks provide an additional revenue stream, particularly valuable during uncertain economic times.

Looking ahead to 2024, both buyers and sellers require media-neutral, independent measurement to validate the effectiveness of various channels and enhance advertising experiences. Third-party measurement is poised to play a pivotal role in the evolution of retail media.

In summary, our conversation with Vincenzo Schifano sheds light on the dynamic and evolving landscape of advertising and marketing.

From the rising importance of social-commerce platforms like TikTok and Instagram in online shopping to the challenges and opportunities presented by user dissatisfaction and the importance of early adoption on niche platforms, the industry is at a crucial juncture. The influence of streaming services on consumer behavior, the need for creativity and innovation to stand out, and the significance of personalized digital content highlight the shifting priorities in brand strategy.

Moreover, the exploration of reactive content, the expansion of gamification, and the innovative approaches to understanding audience engagement beyond ad viewing duration underscore the industry’s move towards more interactive and engaging advertising methods.

Lastly, the discussion on first-party data and the challenges for retail media in 2024 emphasize the ongoing transformation in how brands connect with and understand their audiences.

The future of advertising is set to be more immersive, personalized, and technologically integrated, offering exciting opportunities for brands willing to innovate and adapt.