High Technologies In The Advertising Sphere: 7 Examples Of Hi-Tech Advertising

Last Updated: 17.01.2018 17:48


The modern advertising market is rather diverse. As recently as 10 years ago manufacturers could not even dream of the abundance of presentation methods. Naturally, this became possible due to technology. Hi-tech advertising that utilizes the newest technological advancements rarely goes unnoticed.


3D printing has not become a part of our everyday routine yet, but it doesn’t surprise anyone any longer. It is used in the industry segment, where even airplane details are printed out, science, with whole organs are produced by printing, and commerce, where goods are created via a 3D printer.

3D printing also works for the benefit of the advertising segment – there are industrial printers that produce souvenir goods. There are many models, differentiated by purpose and manufacturer. For instance, ErectorBot EB 2076 LX, Moebyus M3, CoLiDo Mega are all designed for printing large objects with complex shapes from a wide range of materials, including polymer gel. This is the primary material in 3D printing.

Such printers can handle the creation of models and shapes for street signs and interiors in several minutes. 3D printing on MMassivit 1800 printers is used for decorating sightseeing buses, as well as for other purposes: printing out street signs, letters, banners and other randomly shaped objects.


Unmanned aerial vehicles have been used in advertising for as long as several years. Drones form flying advertising stands, and assist in putting banners up in the air.

For example, Audi had utilized several drones for advertising Audi SQ5.


Not an innovative technology, yet due to technological difficulties (holographic systems require either the presence of a special aerosol in the air, or a particular type of screens), holograms have not yet become a part of everyday reality. However, they are used actively for presentation of goods.

Mattel, for instance, has introduced its new Barbie doll using a hologram.

Laser Projections

Compared to the above-mentioned technologies, laser projections may be considered veterans, since they’ve been implemented for over 10 years.

With proper organization, a show can become truly spectacular. Anything can be advertised by projecting laser beams onto trees, buildings, or even clouds.

In 2013 Nike used a laser in order to turn streets into improvised football fields.

Hi-tech advertising example

AR and VR

AR and VR are far more recent technologies. They are the way to offer “live” advertising to the user, which a person would not be able to see under regular circumstances. This type of advertising is subdivided into two categories.

The first is active advertising: games, moving objects. Dutch Lady, a milk manufacturer, had launched an AR app that allows to learn about the operations of a farm.

The second is passive advertising: signs and banners. As the user points the camera of the smartphone or smart glasses at a business’s street sign, he or she sees all the necessary info – prices, menu, or Wi-Fi availability.

Modern advertising example

Artificial Intelligence

Here we are referring to machine learning and neural networks. Technologies assist in displaying relevant advertisements to the user. This allows to reach the target audience exclusively and save your advertising budget. As time goes on, technology will only improve, turning into the so-called predictive advertising.

The algorithm studies a person’s behavior pattern and, after analyzing the information, the advertising script begins to function with regard to the diverse range of his or her preferences. For example, a user buys clothes online both for him/herself and for the children. Then the neural network that manages the advertising will use this information for improving the level of advertising relevance.

For instance, the Bahio coffee advertising campaign comprised the placement of alternating images on a screen set up in a crowded area. There were over 1000 images, fonts and pictures in the memory of the computer that controlled the screen. Kinect cameras, also linked up to the system, transmitted visual information to the computer, demonstrating the reaction of the passers-by to the advertisement. By changing on-screen content, the neural network managed to achieve a situation where the advertising had maximum appeal for the user at the screen at that time.

Advertising Via The ‘Internet Of Things’

Appliances are getting smarter by the minute. Fridges order missing food items via the internet, while washing machines remind us to buy fabric softener. Perhaps, in the future advertising will also be built into the appliances’ ‘subconscious’. For instance, if you run out of detergent, your washing machine will suggest the brand of a friendly manufacturer that the company partners with.

Another way of using IoT technology in advertising is interactive exterior advertising. Advertising billboards for the new Lexus lineup, which can read off the models of the passing cars, are a vivid example. Based on data obtained with the assistance of IoT, the information is transmitted into and processed by the central computer, leading to the drivers seeing customized messages, different for everyone. For example, “Hi, Audi Q7 driver, you have an excellent opportunity to buy a new SUV from Lexus.”

Yet another case is the Johnny Walker whiskey advertising for mobile device users via the sensors located in the bottle label.

Technologies that used to seem ‘out of this world’ are wedging into our lives. Since the rate of their development is increasing, it is impossible to predict what the advertising market will be like and which technologies will dominate on it ten years from now. However, using modern advertising methods in order to distinguish yourself from the competitors is essential.




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Kate Nut
++ Editor