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As companies like Microsoft keep finding more uses for technology that can track movement and facial expressions, prices for the technology are steadily declining. For advertisers, this means a new tool is at their disposal.

What’s really interesting about this technology is how it has encouraged advertisers to think outside the box in order to have a bigger impact. Over the years, advertisements have become more ‘interactive.’ Typically, this has meant banner ads disguised as games, as well as a few more elaborate approaches. But with new technology that can track movement and gestures, companies can set up large electronic platforms for users to design a kitchen with the wave of an arm or customize the style of windows simply by gesturing to do so. The novelty alone attracts attention, but what really shows promise is letting users exercise creativity, imagining their dream home with an intuitive piece of software. Systems like these have existed for several years, and many companies have implemented them into their websites to serve as a preview with which customers can play. Still, nothing compares to having a giant electronic display in the mall or at a remodeling convention that can feature your products and capture people’s attention at the same time.

Aside from the more creative angles to advertising that this technology presents, traditional aspects of marketing will benefit greatly as advertisers are able to show people ads that are more likely to be relevant to them as individuals as well as to determine how various demographics respond to different ad campaigns. This functionality also derives from the camera embedded in the display, which can approximate age and determine gender. Furthermore, measuring the level of public interest skyrockets, as this software can track passersby as they raise an eyebrow, spend a few seconds looking at the screen or even roll their eyes in disapproval.

These new metrics, which were previously only available while researching focus groups or performing other studies, are becoming much more accessible to advertisers. With more data, advertisers can offer consumers more relevant ads and quickly restructure campaigns based on responses. This new shift toward smarter advertising will undoubtedly have a big impact on ad agencies, corporations, and consumers. Only time will tell exactly how this technology will evolve into a part of our everyday life, but at the rate it’s going, we’re in store for a lot of new and exciting things.

Photo courtesy WSJ.com

It’s what they work hard for all year long. And Super Bowl Sunday is their time to shine. No, not the football players…  advertising execs! With well over 100 million viewers, advertisers intend to strut their best stuff on the biggest television advertising day of the year.

Brands such as Budweiser, Go Daddy, Coca-Cola and E*Trade typically top the “best of” charts, and arguably generate the most commercial buzz year over year. This year, Go Daddy, GM and Lipton seem to be making the most interest, at least pre-game. Not so shockingly, Go Daddy will likely run a commercial starring scantily clad women such as racing star Danica Patrick and fitness guru Jillian Michaels. GM will get the most coverage with eight commercial spots pre, during and post-show, as well as its convertible prize to the game’s MVP. Celebrities such as Justin Bieber, Eminem, Kim Kardashian and Ozzy Osbourne are rumored to make cameos in select commercials as well.

When these spots go for anywhere between one and three million dollars, and an estimated audience of 106 million-plus, we’re sure to see at least a few gems this coming Sunday.

Which ads are you looking forward to? What are some of your favorites from years past?

Every company’s goal is to get its brand noticed by its target audience. But with so many brands out there, a new trend in brand awareness is surfacing: Less is More.

Apple is a perfect example, as its products have become very streamlined and modern while keeping a minimalist design. The logo has also illustrated minimalism, as Apple’s first logo was shown in a scene with Isaac Newton, and has since progressed to a simple, clean, silver apple.  When viewing the storefront of an Apple store, there is no “Apple” or “Mac” title on the storefront; it’s just the logo.  Similarly, Shell Gasoline eliminated the company name from its logo and has since gone with the iconic seashell shape.  This is synonymous with the minimalist aesthetic, but also displays how the title of the company is simply not needed. Apple’s target market recognizes the brand immediately upon seeing that silver apple logo.

A few days ago, we wrote about Starbuck’s logo redesign.  This is just another example of “less is more.” Starbucks is identifying its brand not by its name, but by the mermaid that is now the entirety of the logo. By removing the “Coffee” from the logo, the company could have the opportunity to expand its product line and feature more than just coffee and tea. This has already become apparent with Starbucks offering different items for sale in its shops, such as CDs and apparel.

What other companies should possibly look at brand and logo minimalization?  Only time will tell, but we do know that, for Apple and Starbucks, less certainly means more.