As the landscape continues to change, advertisers that don’t follow suit risk getting left behind.
There’s no question that technology will continue to shape the future of advertising. We’ve already seen dramatic shifts in form and factor, powered by technologies such as 3D, artificial intelligence, augmented reality, and virtual reality. As the landscape continues to change, advertisers that don’t follow suit risk getting left behind.
For this installment of our CMO.com Wants To Know series, we reached out to industry experts to get a better picture of what advertising will look like in the next 10 years or so. Here’s what the experts foresee.
Josh Line, Executive Vice President, Marketing and Creative, Comedy Central:
There’s a lot of skepticism about the future of advertising, and so it’s daunting to make a prediction when things are changing so quickly. But I would argue advertising will be better and more valuable in the hearts and minds of consumers—and, as a result, more effective. The forces of digital disruption are empowering consumers to get what they want, when they want it. And increasingly that means that they don’t want to be interrupted by an ad that isn’t good or relevant. That pressure is a good thing because it forces us to do better.
As marketers, it’s easy to fool ourselves into thinking consumers want to hear what we have to say. We forget that we have to earn their time and attention. So we need to create advertising—content—that’s legitimately entertaining. And we need to make sure it reaches the right people in the right context. Those things seem basic, but they’ve become so much more complicated with the proliferation of platforms. No doubt we’ll have new tools and capabilities that make the processes of advertising easier or more automated 10 years from now, but I’m also hopeful that they will make advertising better for everyone.