Posts Tagged ‘changing human’

The Future of Advertising

An in depth article on the Future of Advertising by Derek Woodgate.

http://www.beinkandescent.com/articles/1891/nov-future-of-advertising-derek

Takeaways

  1. The four interacting layers making up the strategic architecture for the coming revolution in the world of advertising mean that in the coming decade, the field will likely establish that lifestyle spheres are more important than the format itself.
  2. The ability for players to adapt and offer alternatives in real-time, based on consumer reaction/response or degree of engagement will be paramount to creating brand and offering desirability and uptake.
  3. This revolution in the whole advertising will demand the need for substantial changes to business models/financial structures; types of agencies/players; new creative tools and production techniques; and new content providers.
  4. This revolution will simultaneously provide a whole new world of amazing opportunities.
  5. The ability to leverage these opportunities will depend on how agile, fluid, and responsive the advertising industry can become to the real-time needs of the changing human (especially the coming 18-24 year olds), the power of emerging technologies, and the potential that will be provided by new creative approaches, formats, delivery systems, and reception environments.
  6. Personalized, yet often socially mediated interactive advertising, delivered in blended formats across multiple platforms and media simultaneously, will demand a rethink on the whole concept of advertising as it becomes more and more integrated into everyday life and behaviors.
  7. The impending advertising revolution will deliver a whole range of hitherto unknown augmented sensory experiences and environments that are both exciting and engaging.
  8. While providing a greater level of meaningfulness to the consumer, advertisers will be able to better identify and understand what role and pleasure advertising contributes to our overall human development.

The Futures Lab, Inc.

391 17th Street NW,
Unit 3011
Atlanta, GA 30363, USA

1-678 595 3302

dwoodgate@futures-lab.com
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