Category
Lifestyle
Assisted Choices
Trend cluster
Category
Analog
Divergence
Digital brands take advertising offline with traditional mediums.
4.1
Trend score
Trend
What is the Analog Divergence trend?
Analog Divergence: As well-established digital platforms look to drive growth in usership, many have begun using offline advertising methods that are now considered "old world." Investing in billboards or elaborate publicity stunts, these strategies highlight the blending of online-offline worlds and the interest of driving consumers to the nearest screen. This shift showcases the value of traditional offline advertising efforts in both shifting the attention of current users back to the digital space and engaging with new, hard to reach consumer groups.
Trend themes
Themes within the Analog Divergence trend
Three behaviours holding the trend together01
Blending online-offline worlds
As digital platforms invest in offline advertising methods, there is an opportunity for brands to create unique promotional contests and engagements to attract the attention of current users and new hard-to-reach consumer groups.
02
In-flight streaming
As Amazon partners with JetBlue to bring its media catalog to customers, there is an opportunity for airlines and e-commerce companies to collaborate and provide unique travel experiences.
03
Social media billboards
As Snapchat turns static billboards into dynamic social media advertisements, there is an opportunity for brands to leverage low-tech approaches to outdoor advertising to reach tech-savvy consumers.
Industry implications
What the Analog Divergence trend means for industry
Where the trend changes the playbookFor
Advertising
The blending of online-offline worlds presents opportunities for companies to invest in traditional advertising methods and create unique promotional campaigns.
For
Travel and Hospitality
As in-flight streaming becomes more mainstream, there is an opportunity for airlines and e-commerce companies to collaborate and provide unique travel experiences for customers.
For
Technology
As social media platforms turn to low-tech approaches to outdoor advertising, there is an opportunity for technology companies to leverage non-traditional advertising methods to appeal to tech-savvy consumers.
Workshop question
How could your brand adopt an analog approach to marketing to generate meaningful IRL interactions with your consumer?
Trend signals
Trend signals for Analog Divergence
Trend score 4.1 out of 10, from popularity 54%, activity 61%, freshness 8%.
Popularity54%
Activity61%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Analog Divergence trend
5 featured examples from May 18, 2015 to Mar 24, 2016CategoryWorld
In-Flight Streaming Launches
The Amazon on JetBlue Pop-Up Showcases the New In-Flight Media
Opportunity for airlines to differentiate themselves and enhance customer loyalty through partnerships with streaming services.
CategoryMarketing
Floating Website Birthday Cakes
The eBay Birthday Cake Floated Down the River Thames
Event planning and marketing professionals can explore innovative ways to incorporate floating and waterway elements into their campaigns to enhance brand visibility and create un…
CategoryWorld
Promotional Floating Accommodations
The Airbnb Floating House Can Be Won for a Single Night
Creating unique and immersive rental experiences for promotional purposes can build brand awareness and create buzz.
CategoryMarketing
Social City Billboards
Snapchat is Turned Its Geofilters into Social Media Advertisements
The use of dynamic billboards and geofilters-inspired advertising campaigns can revolutionize traditional outdoor advertising methods and connect brands with their target audience…
CategoryMarketing
E-Commerce Birthday Road Trips
The eBay 20th Anniversary Airstream Trailer Showcased Deals
E-commerce brands can use physical marketing efforts to reach new audiences and promote their platform.
