THE NEW ADVERTISING SHIFT: THE NEXT 50 YRARS


ADVERTISING THE NEXT GENERATION

The advertising industry is shifting and the next 50 years will take a whole new face lift,
much different than the previous 50. The future of advertising will Increasingly focus on consumers empowerment.

More self-reliant advertisers and ever-evolving new technologies are reshaping how advertising is produced, sold consumed and measured.

“We will see ‘neutral’ evaluation of all media formats. There is no primary role for linear TV
any more.” Managing Director, advertiser, Europe


Traditional advertising players, broadcasters, distributors and advertising agencies may get squeezed unless they can successfully implement consumer-centricity based advertising and stray away from the old creative and business model that for years focused on winning awards disregarding the true essence of advertising The trends toward creative populism, personalized measurements, interactivity, open inventory platforms and greater consumer control will generate more change over the next 5 years than the advertising industry has experienced in the last 50.


  ADVERTISING AND THE NEW CONSUMER


Based on an IBM global survey of more than 2,400 consumers1 and feedback from 80 worldwide collected in conjunction with Bonn University’s Center for Evaluation and ethods,2 we see four change drivers shifting control within the industry

Attention :

Consumers are increasingly exercising control of how they view, interact with and filter advertising in a multichannel world, as they continue to shift their attention away from linear TV and adopt ad-skipping, ad-sharing and ad-rating tools.3 Our survey suggests personal PC time now rivals TV time, with 71 percent of respondents using the Internet more than two hours per day for personal use, versus just 48 percent spending equivalent time watching TV. Among the heaviest users, 19 percent spend six hours or more a day on the PC versus just 9 percent who watch a similar amount of TV.

Creativity Thanks to technology, the rising popularity of user-generated and peer delivered content, and new ad revenue-sharing models, amateurs and semi-professionals are now creating lower-cost advertising content that is arguably as appealing to consumers as versions created by advertising agencies.

Consumer Choice: Tired of intrusions, consumers exert more control over the advertising they view and filter. Formats evolve to contextual, interactive, permission-based and targeted messaging to retain attention.


THE NEW ADVERTISING STRATEGY


As the advertising value chain reconfigures, broadcasters, advertising agencies and media distributors in particular will need to make a number of “no regret” moves (necessary actions regardless of which scenario plays out in the future) to innovate in three key areas:


1. Consumer innovation: Drive greater creativity in traditional ads, while also pursuing new ad formats across media devices to attract and retain customers. For example, consider tactics like campaign bleeds, microversioning, video ad flickers, pod management and ad-supported content creation (embedded in the programming) to limit adskipping.

2. Business model innovation: Pioneer changes in how advertising is sold, the structure and forms of partnerships, revenue models, advertising formats and reporting metrics.

3. Business design and infrastructure innovation:
Support consumer and business model innovation through redesigned organizational and operating capabilities across the advertising lifecycle, consumer analytics, channel planning, buying/selling, creation, delivery and impact reporting.



WHERE IS THE NEW ADVERTISING GOING


According to industry executive EXPERTS, 30 percent of advertising revenues will shift from traditional incumbents to automated placement/auction platforms within the next five years. The two variables likely to be most disruptive to the industry’s future are: the increasing degree of consumer control over marketing and the shift toward open exchange platforms for advertising sales.

Although we expect the industry to eventually become an Ad Marketplace, this scenario as well as the other three Continued Evolution, Open Exchange and Consumer Choice will likely coexist for the next few years.


These prevailing trends are shifting power to consumers, advertisers and interactive players, leaving traditional agencies and broadcasters at risk of disintermediation. Consumer innovation means making marketing more interactive and personalized changing how advertising is developed, delivered and measured. Advertising agencies are developing new approaches to put consumers at the center of marketing programs. Niche-focused consumer research panels are increasingly used to test concepts and develop ongoing dialogues with target segments.


Communication publciité Montréal
Agence de publicité Montréal
Montreal Advertising agencies