Rapid Response: New technology-driven opportunities for brand growth

This LinkedIn newsletter provides exclusive insight into OMD's internal Rapid Response series, created by OMD Worldwide 's Managing Director of Product, Jean-Paul Edwards . This month's edition covers new technology-driven opportunities for brand growth.??

Virtual Immersion??

A wide range of new technologies are driving new kinds of immersive experiences.???

Meta has made significant progress in rendering lifelike avatars. Mark Zuckerberg and Lex Fridman appeared in a 1-hour podcast as 3D avatars despite being hundreds of miles apart. This technology is cutting-edge but will get cheaper.???

This is not just the developing areas of VR and AR.? ???

Creative experiences can be immersive as we get lost in the creativity flow. When it comes to visual assets, few of us are skilled enough to create something pleasing – but with the increasing availability of AI art and synthography, visual creativity is being democratized. In the past month, we have seen the launch of DALL.E 3 (free through Bing) and Meta's EMU image fast and free image generation. We can expect greater uptake in AI image creation as platforms compete to deliver free AI functionality on their platforms and devices to support user time and data permissions.??

Brands should consider utilizing new capabilities to deliver immersive experiences that shift perceptions and associations as new routes to immersion develop.

Physical Immersion??

Immersion is not just a virtual thing; it can be more powerful in physical environments. We saw the opening of the MSG Sphere in Las Vegas. At 15,000 square meters, it is the world's largest and highest-resolution LED screen, and the outer screen is 3.5x larger. Together, they herald a new wave of giant screens built in stadiums, event spaces, and cinemas worldwide. An MSG sphere is also planned for London.??

Advertising will be a significant source of revenue at the MSG Sphere. The rate card for a one-day advertising flight on the screen is $450,000, estimated to deliver 300,000 physical impressions but 4.4m through social media. This illustrates the imperative for highly creative, impactful, and meaningful ideas, as much of the value will come through the reflected experience shared through social channels or news coverage.???

The giant screen unlocks use cases. E-sports, fashion shows, and car launches will enable unique in-person and virtual experiences.

Immersion Implications??

The opportunity to create stories with creative thinking is scaling. Technologies like 3D anamorphic video billboards, digital light projections, and enormous drone shows have developed from one-off demonstrations to scalable market opportunities.??

Big ideas still require activation support through paid media and influencer outreach; locality is also crucial; there are now numerous sites in many cities where we can create high-profile messages to deliver significant reach through direct experience.???

To be impactful, immersive experiences must be meaningful, expressing the brand's values, not using technology for its own sake. Decisions are also made on direct reach and the potential to amplify through media to differentiate.

AI Social Activation??

In September, we saw a resurgence of Generative AI announcements as innovation continues to push brand growth. Platform tools are also developing quickly. Meta released its AI creative sandbox earlier this year. YouTube announced AI-powered creative guidance to optimize video assets, ad campaigns, and new AI content tools. TikTok release Script Generator.???

The capability of generative AI is expanding at every level, opening new routes to efficiency and effectiveness. Significant dangers exist, so AI innovation must be deployed responsibly within secure environments, with expert oversight and clarity of application to deliver sustainable long-term growth.

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