The Launch Of Drone Advertising
(By Gil Gerretsen) Look, up in the sky! It's a bird, it's a plane, it's ... a drone ad?
If you haven't seen it yet, you probably will soon. The constant battle for the consumer's eyes and money has now gone airborne.
It what some are calling drone advertising, aerial marketing, or skyvertising (ugh), the use of drones to deliver ads is reshaping how some brands are connecting with their audience. Drones are increasingly being used to create captivating and memorable ad messages and campaigns in a way that traditional tools cannot match.
Drones are being used to deliver dynamic content in two ways. The less sophisticated way is to use drones to ferry banners around an audience, much like airplanes float banners behind them. The more sophisticated way reminiscent of skywriters, utilizes massive swarms of tiny lit-up drones (typically at night) to fly in sync with each other to display a well-known logo or a simple message.
New service providers that run such shows are claiming they are a key messaging platform for the future. However, although some people enjoy the displays, many others are pushing back at the idea of having yet another annoying advertisement thrust into their face.
One current downside of drone advertising is that battery life limits the length of an average engagement. As a result, the ad is only in public view for a relatively short period of time. While there are ways to creatively lengthen the delivery of the ad, there are certainly technological limitations. As a result, advertisers will need to be creative and efficient with their deployment plans.
Another rising question is whether legal restrictions will emerge? It's too early to tell, but using drones for advertising, which falls under commercial use rules, is primarily governed in the USA by the Federal Aviation Administration (FAA) and subject to specific legal requirements.
But here's the bottom line.
First, drone ads have unmatched visibility because they can appear in places people don't expect to see marketing -- above their heads.
Second, drone ads have a wow factor that can be visually stunning and highly shareable on social media, thereby extending the reach and memory of the message.
Third, drone ads can be location targeted to specific areas or venues, making them more relevant and personalized.
Fourth, drone ads are considerably less expensive than planes, helicopters, and even billboards, thereby improving the potential return on investment.
Fifth, drone ads are a cleaner and quieter delivery mechanism. When the show is over, there is no residue to clean up.
This fledgling platform will likely emerge in new ways. Even if you are not ready to activate the tactic yet, keep an eye on the concept and potential for your business.
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