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Overcoming advertising amnesia: How to emotionally engage the overstimulated

Kiryl Chykeyuk, Founder and CEO at HYPERVSN

We as consumers are inundated with advertising, and often so much so that most of it washes over us. Much like the ad-blockers found in our internet browsers, our brains eventually filter out the noise from our conscious minds. And it’s a lot of noise. The average person sees between 4,000 and 10,000 advertising messages in a single day. Even the most innovative and super-engaging ad concepts can quickly fade into forgetfulness, even if there was a loud initial buzz around the campaign.

Much like retail spaces playing host to potential consumers, expos and business-focused events are incorporating more screens and unique elements all around, with the aim of grabbing the attention of attendees moving through packed halls. Consequently, our brain’s filtering mechanism is in overdrive in these spaces. So how can businesses engage overloaded target audiences? The answer lies in new immersive mediums that can bypass our brain’s information firewall and enter our consciousness.

It’s seemingly all been done before

We’re not just inundated by too many adverts; we’ve become hugely accustomed to the way they are presented to us. Even 2D digital signage was once innovative compared to traditional methods such as TV, radio and cinema ads. Now, we often ignore content that is not relevant to our interests or needs. Some consumers may even actively perceive them as outdated or boring. For event organisers, who may have potentially thousands of people passing through the doors, it’s a lost opportunity to engage attendees and achieve an ROI on their significant advertising outlay.

In addition, advertising of a more traditional nature fails to allow for direct interaction or feedback from consumers. This passive level of engagement means that brands are unable to build relationships, particularly as personalised and immersive experiences become the new expectation. If there’s no opportunity for businesses to initially engage, then they can’t create the emotional response that stays with their audiences long after their interaction.

Bypassing the defences

New advertising deployments must take a different path to bypass the brain’s staunch defences against the mundane. Phygital experiences, made possible by holographic technology, have the ability to leave an indelible mark on consumer consciousness and create a lasting emotional response.

With 3D holograms, advertising campaigns can be presented in fine detail and complex shapes without any distortion or pixelation. Because of this, they can create a sense of depth and presence, making users feel like they are interacting with real objects or environments. This can help to foster deeper connections with attendees and enable campaigns to pop against the plethora of advertisements being shown at a venue.

Engagement at the next level

Two-way interaction is key to fostering engagement between business and user. Hologram-based control panels can be utilised to allow attendees to interact with technology using gestures, voice commands or even eye movements. A key benefit of these panels is the capability to customise and adapt them based on different contexts and needs. They could be implanted alongside virtual reality applications, and attendees simply need to use their hands to fully manipulate holographic objects and environments.

By being more intuitive and natural than traditional interfaces, hologram-based control reduces the cognitive load for users and instead opens up the opportunity for engagement. The technology can also be layered on top of physical aspects to captivate the intended audience, such as physical touchpads to then allow attendees to change or manipulate holographic imagery.

By mixing holographic deployments with other emerging technologies, businesses can really build powerful and lasting connections with end users. Virtual avatars can inform attendees about available services and products, and even interact with them in different languages. People can even step inside the story or theme at an event by live beaming themselves as a digital avatar, bringing them even closer to the action. Each newly-immersed attendee provides the opportunity for improved advertising metrics, new transactions and an improved return on investment.

Accessing the long-term memory of attendees

The evolution of advertising in the face of overwhelming consumer exposure and mental filtering is a challenge for organisations, but also an opportunity for innovation. As traditional methods lose impact amidst the noise of daily ads, holographic technology offers experiences that captivate and create deep emotional connections with attendees. Alongside emerging technologies such as virtual reality and avatars, users can find themselves immersed in stories and themes in relation to products and services.

The future of event advertising lies in creating memorable and emotional experiences that go beyond mere visibility. This way, businesses can navigate around the forgotten noise and into the sanctity of long-term memory.

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Business

How 5G is enhancing communication in critical sectors

Luke Wilkinson, MD, Mobile Tornado

In critical sectors where high-stakes situations are common, effective communication is non-negotiable. Whether it’s first responders dealing with a crisis or a construction team coordinating a complex project, the ability to share information quickly and reliably can mean the difference between success and failure.

Long-distance communication became feasible in the 1950s when wireless network connectivity was first utilised in mobile radio-telephone systems, often using push-to-talk (PTT) technology. As private companies invested in cellular infrastructure, the networks developed and data speeds improved increasingly. Each major leap forward in mobile network capabilities was classed as a different generation and thus 1G, 2G, 3G, 4G, and now 5G were born.

5G is the fifth generation of wireless technology and has been gradually rolled out since 2019 when the first commercial 5G network was launched. Since then, the deployment of 5G infrastructure has been steadily increasing, with more and more countries and regions around the world adopting this cutting-edge technology.

Its rollout has been particularly significant for critical sectors that rely heavily on push-to-talk over cellular (PTToC) solutions. With 5G, PTToC communications can be carried out with higher bandwidth and speed, resulting in clearer and more seamless conversations, helping to mitigate risks in difficult scenarios within critical sectors.

How is 5G benefiting businesses?

According to Statista, by 2030, half of all connections worldwide are predicted to use 5G technology, increasing from one-tenth in 2022. This showcases the rapid pace at which 5G is becoming the standard in global communication infrastructure.

But what does this mean for businesses? Two of the key improvements under 5G are improved bandwidth and download speeds, facilitating faster and more reliable communication within teams. PTToC solutions can harness the capabilities of 5G and bring the benefits to critical sectors that need it most, whether that’s in public safety, security, or logistics: the use cases are infinite. For example, this could be leveraging 5G’s increased bandwidth to enable larger group calls and screen sharing for effective communication.

Communication between workers in critical industries can be difficult, as often the workforces are made up of lone workers or small groups of individuals in remote locations. PTToC is indispensable in these scenarios for producing quick and secure communication, as well as additional features including real-time location information and the ability to send SOS alerts. PTToC with 5G works effectively in critical sectors, as 5G is designed to be compatible with various network conditions, including 2G and 3G. This ensures that communication remains reliable and efficient even in countries or areas where 5G infrastructure is not fully deployed to keep remote, lone workers safe and secure.

The impact of 5G on critical communications

The International Telecommunication Union has reported that 95 percent of the world’s population can access a mobile broadband network. This opens up a world of new possibilities for PTToC, particularly when harnessing new capabilities for 5G as it’s being rolled out.

One of the most significant improvements brought by 5G is within video communications, which most PTToC solutions now offer. Faster speeds, higher bandwidth, and lower latency enhance the stability and quality of video calls, which are crucial in critical sectors. After all, in industries like public safety, construction, and logistics, the importance of visual information for effective decision-making and situational awareness cannot be overstated. 5G enables the real-time transmission of high-quality video, allowing for effective coordination and response strategies, ultimately improving operational outcomes and safety measures.

Challenges in Adopting 5G in Critical Sectors

While the benefits of 5G are undeniable, the industry faces some challenges in its widespread adoption. Network coverage and interoperability are two key concerns that need to be addressed to ensure communication can keep improving in critical sectors.

According to the International Telecommunication Union, older-generation networks are being phased out in many countries to allow for collaborative 5G standards development across industries. Yet, particularly in lower-income countries in Sub-Saharan Africa, Latin America, and Asia-Pacific, there is a need for infrastructure upgrades and investment to support 5G connectivity. The potential barriers to adoption, including device accessibility, the expense of deploying the new networks, and regulatory issues, must be carefully navigated to help countries make the most out of 5G capabilities within critical sectors and beyond.

However, the rollout of 5G does cause data security concerns for mission-critical communications and operations, as mobile networks present an expanded attack surface. Nonetheless, IT professionals, including PTToC developers, have the means to safeguard remote and lone workers and shield corporate and employee data. Encryption, authentication, remote access, and offline functionality are vital attributes that tackle emerging data threats both on devices and during transmission. Deploying this multi-tiered strategy alongside regular updates substantially diminishes the vulnerabilities associated with exploiting 5G mobile networks and devices within critical sectors.

While the challenges faced by the industry must be addressed, the potential benefits of 5G in enhancing communication and collaboration are undeniable. As the rollout of 5G continues to gain momentum, the benefits of this cutting-edge technology in enhancing communication in critical sectors are becoming increasingly evident. The faster, more reliable, and efficient communication enabled by 5G is crucial for industries that rely on real-time information exchange and decision-making.

Looking ahead, the potential for further advancements and increased adoption of 5G in critical sectors is truly exciting. As the industry continues to address the challenges faced, such as network coverage, interoperability, and data security concerns, we can expect to see even greater integration of this technology across a wide range of mission-critical applications for critical sectors.

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Could electric vehicles be the answer to energy flexibility?

Rolf Bienert, Managing and Technical Director, OpenADR Alliance

Last year, what was the Department for Business, Energy & Industrial Strategy and Ofgem published its Electric Vehicle Smart Charging Action plans to unlock the power of electric vehicle (EV) charging. Owners would have the opportunity to charge their vehicles while powering their homes with excess electricity stored in their car.

Known as vehicle to grid (V2G) or vehicle to everything (V2X), it is the communication between a vehicle and another entity. This could be the transfer of electricity stored in an EV to the home, the grid, or to other destinations. V2X requires bi-directional energy flow from the charger to the vehicle and bi- or unidirectional flow from the charger to the destination, depending on how it is being used.

While there are V2X pilots already out there, it’s considered an emerging technology. The Government is backing it with its V2X Innovation Programme with the aim of addressing barriers to enabling energy flexibility from EV charging. Phase 1 will support development of V2X bi-directional charging prototype hardware, software or business models, while phase 2 will support small scale V2X demonstrations.

The programme is part of the Flexibility Innovation Programme which looks to enable large-scale widespread electricity system flexibility through smart, flexible, secure, and accessible technologies – and will fund innovation across a range of key smart energy applications.

As part of the initiative, the Government will also fund Demand Side Response (DSR) projects activated through both the Innovation Programme and its Interoperable Demand Side Response Programme (IDSR) designed to support innovation and design of IDSR systems. DSR and energy flexibility is becoming increasingly important as demand for energy grows.

The EV potential

EVs offer a potential energy resource, especially at peak times when the electricity grid is under pressure. Designed to power cars weighing two tonnes or more, EV batteries are large, especially when compared to other potential energy resources.

While a typical solar system for the home is around 10kWh, electric car batteries range from 30kWh or more. A Jaguar i-Pace is 85kWh while the Tesla model S has a 100kWh battery, which offers a much larger resource. This means that a fully powered EV could support an average home for several days.

But to make this a reality the technology needs to be in place first to ensure there is a stable, reliable and secure supply of power. Most EV charging systems are already connected via apps and control platforms with pre-set systems, so easy to access and easy to use. But, owners will need to factor in possible additional hardware costs, including invertors for charging and discharging the power.

The vehicle owner must also have control over what they want to do. For example, how much of the charge from the car battery they want to make available to the grid and how much they want to leave in the vehicle.

The concept of bi-directional charging means that vehicles need to be designed with bi-directional power flow in mind and Electric Vehicle Supply Equipment will have to be upgraded as Electric Vehicle Power Exchange Equipment (EVPE).

Critical success factors

Open standards will be also critical to the success of this opportunity, and to ensure the charging infrastructure for V2X and V2G use cases is fit for purpose.

There are also lifecycle implications for the battery that need to be addressed as bi-directional charging can lead to degradation and shortening of battery life. Typically EVs are sold with an eight-year battery life, but this depends on the model, so drivers might be reluctant to add extra wear and tear, or pay for new batteries before time.

There is also the question of power quality. With more and more high-powered invertors pushing power into the grid, it could lead to questions about power quality that is not up to standard, and that may require periodic grid code adjustments.

But before this becomes reality, it has to be something that EV owners want. The industry is looking to educate users about the benefits and opportunities of V2X, but is it enough? We need a unified message, from automotive companies and OEMs, to government, and a concerted effort to promote new smart energy initiatives.

While plans are not yet agreed with regards to a ban on the sale on new petrol and diesel vehicles, figures from the IEA show that by 2035, one in four vehicles on the road will be electric. So, it’s time to raise awareness the opportunities of these programs.

With trials already happening in the UK, US, and other markets, I’m optimistic that it could become a disruptor market for this technology.

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Adapt or fall behind: why embracing data-centric technology is key for investment firms

Source: Finance Derivative

By Murray Campbell, Product Manager at AutoRek

The investment sector has often relied on conventional procedures and stringent regulations. However, coping with obsolete legacy software can impede an organisation’s growth and development. Despite being aware of these challenges, investment companies worldwide tend to persist with these systems due to the perceived high cost and complexity in implementing modern technology. 

As technology continues to advance and the world becomes more digitally dependent, there is increasing pressure on firms to ensure their buy-side operating model is as efficient as possible. While investment firms have typically prioritised the front-end of their product, the back-office is equally important as this is the engine that drives any organisation. This is particularly key in today’s rapidly evolving markets where significant rewards await businesses that can successfully deliver innovation and efficiency within their organisation.

The unforeseen costs of manual processes

When investment firms operate independently, they often end up utilising various platforms that offer similar functions. However, this approach results in the accumulation of expensive and disjointed systems, leading to inefficient workflows, high costs, and the need to maintain multiple vendor relationships. Such inefficiencies can hinder a firm’s ability to adapt to new market challenges and demands, which can be a major problem for companies in the long-term.

For many, the lack of suitable IT systems is the most common operational challenge UK investment businesses face. Many face obstacles when it comes to reliance on manual processes, an absence of suitable solutions available in the market, or a lack of resources available to invest in such solutions. In the dynamic realm of data management, the choice of tools and solutions is crucial for steering business decision-making and operational efficiency. Investors need faster, more personalised customer experiences and investment firms need to focus on providing seamless journeys – even in the face of economic turbulence and increasing regulatory requirements.

One area where organisations can greatly benefit from advanced technology is by reducing their dependency on spreadsheets. Currently, many buy-side investment managers are still reconciling data in spreadsheets or using generic platforms that lack key features. In fact, more than nine in 10 agree that their firm relies too heavily on manual tasks and spreadsheets, meaning that the UK investment management industry still has some distance to go to remove reliance on manual reconciliations. Relying on outdated methods can be a costly mistake.

The expansion of the digital economy, increasing transactional volumes, and ever-changing regulatory obligations have made it necessary to adopt more sophisticated solutions. Excel, for instance, lacks key controls and has limited auditability, making it almost impossible to track and evidence actions. As a result, organisations end up spending more resources and money to fix errors, leading to higher costs in the long run. Therefore, transitioning to more advanced solutions is crucial to ensure data accuracy, integrity, and scalability as they continue to grow and evolve.

How is automation changing the investment industry?

In the current digital age, management of complex operations is heavily reliant on automation. With the help of data-driven insights, automation can enable investment managers to make informed decisions, identify market trends, and optimise portfolio performance. By automating tasks such as validations and cash transfers, investment managers can ensure that data-related tasks are executed with speed and accuracy, freeing up their time to focus on activities where their human expertise and creativity can add more value.

According to a recent report by AutoRek, UK-based investment managers claim they are continuing to invest in automation, with 100% of respondents either maintaining or increasing their automation expenditure in the years ahead. Continued investment in automation is promising given firms remain too reliant on manual processes, particularly when it comes to reconciliations. Nevertheless, successful implementation isn’t about adopting every automation tool available. Instead, companies should focus on strategically selecting applications and carefully refining processes that are in line with their corporate objectives and unique requirements.

Act now or fall behind

The promise of emerging technologies lies in the ability to unlock new insights and improve productivity. But to use this technology effectively, modern infrastructure that can capture and validate large volumes of data in a scalable manner is required. Replacing manual processes with end-to-end automation can drive significant benefits for investment firms as it presents an opportunity to eliminate much of the friction around reconciliations, reduce operating costs, and liberate staff from repetitive manual tasks.

To conclude, the integration of data-centric technology is crucial. If investment firms want to remain competitive and innovative they must keep up with the demands of fast-moving markets. They must clear their data clutter and evolve quickly – or risk being left behind.

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