The 2022 IAB NewFront saw buzz around new video ads within streaming services, while major convenience stores in Japan have also started rolling out their own digital signage ads. Recently, new movements in advertising have been particularly noticeable. In this era of rapid digital technology evolution, it's not uncommon for a single technology to ripple across various sectors, driving successive transformations. Understanding today's trending keywords can help clarify the next strategic steps. This article introduces five trend words currently buzzing in the business world.
VPP: A New Product Placement Technique to Boost Video Ad Effectiveness
Signs of change are emerging in "product placement," the advertising technique of featuring products within TV shows and movies. "VPP (Virtual Product Placement)" garnered significant attention at the 2022 global digital content event "IAB NewFront." Unlike traditional methods, which required significant effort in product selection and placement planning, VPP digitally inserts products into completed works after production. This allows for repeated monetization of the work by changing the featured product. Integration with streaming services also enables personalized ad delivery. However, there is a risk that it could impact the work's world-building and be shunned by consumers. Finding the optimal approach will be necessary going forward.
Will "Hyperlocal"Be the Key to Future E-Commerce Business?
While the e-commerce market grew rapidly during the pandemic, momentum has recently slowed in Europe and the US. Calls for in-store consumption are rising again, prompting the search for new business models. Amid this, the "hyperlocal strategy" is gaining attention. Driven by growing consumer demands such as "wanting to choose based on knowing the producer/seller," "wanting to contribute to the local community," and "wanting to get it quickly," region-specific businesses are expanding, particularly in retail and food service. Examples include delivery services limited to nearby residents and the issuance of coupons. Even major global e-commerce players are initiating measures like inventory integration with local stores. Future expansion into sectors like tourism is also anticipated.
Articles related to Hyperlocal covered by Dentsu-ho can be found here
Is the "Every Day Low Price" Strategy Effective for Omnichannel Promotion? " EDLP "
Pricing products and services is a crucial business element. One strategy commonly used in retail is "EDLP (Every Day Low Price)", adopted by major Japanese supermarkets. Unlike "High-Low" tactics that feature special sale days, EDLP provides consistently low prices and is considered particularly resilient during economic downturns. Benefits include reduced work associated with price cuts and improved sales forecasting accuracy by minimizing price fluctuations. This is also considered effective for promoting omnichannel retailing, which requires seamlessly connecting e-commerce sites and physical stores while accurately capturing customer needs through centralized information management.
Articles related to EDLP covered in Dentsu-ho can be found here
Digital signage (store signage): The new trend in digital advertising that also excels as in-store media
A new application for "digital signage"—which displays videos and images on screens to communicate information—is gaining attention. While it's becoming commonplace in city streets and stations, there's a noticeable trend of retail stores and restaurants installing their own digital signage as in-store media. The primary objectives are: ① Boosting sales through enhanced customer experience, and ② Generating revenue through advertising placements. For example, a restaurant chain uses in-store signage to display content such as wait times before entry, deeper information about the restaurant, and advertisements from companies wanting to reach customers. By varying the content per store, it enables region-specific information dissemination, making it a noteworthy new media platform.
Articles related to digital signage (store signage) covered by Dentsu-ho are available here
Can NFTs serve as collateral? How to raise funds using non-fungible tokens: " NFTFi "
With NFTs (non-fungible tokens) becoming a buzzword and news of high-value transactions frequently making headlines, "NFTFi"—a fusion of NFTs and DeFi (decentralized finance)—is now gaining significant attention. NFTFi refers to platforms that offer cryptocurrency loans using NFTs as collateral. While NFT trading has increased in recent years, challenges remain: low market liquidity due to their unique nature, and a system where profits are primarily generated only through resale. With NFTFi, it becomes possible to lend cryptocurrency and earn profits through interest. Although legal protection issues remain, it has significant potential to expand as a new fundraising method in the future.
Articles related to NFTFi covered by Dentsu-ho can be found here
- NFTs: The Cornerstone of the Token Economy. Exploring Their Benefits and the Expanding Potential of Content Business
- What lies beyond DAOs and NFTs? The potential for new value creation through decentralized thinking
GameFi: Play and Earn. The new business possibilities led by games leveraging NFT technology
Terms like product replacement and digital signage—some long-established, others already widespread—are gaining renewed attention due to technological advancements and new corporate initiatives. As the world aims to recover from the pandemic, keywords reflecting a shift in public consciousness compared to the early days of the outbreak are also increasing. If you're looking to reassess your company's strategy or launch new ventures and services in light of these societal trends, why not explore possibilities with us?
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