Entry for Wharton University’s Future of Advertising Program. The Program addresses two questions collaboratively ”What could advertising look like in the future ?” and “What should we do now to get ready for that future ?”
“What could advertising look like in the future?
If we have a look back at the route advertising has taken since its birth, the tremendous empowerment of viewers will appear strikingly. Indeed, viewers have plenty of new tools in their hands to compare offers, be informed about brands, spread messages to their peers, share content widely. There has also never been so much content and so many experiences available to us. And this plethora of choices will grow exponentially in the coming years. It results in viewers being able not only to choose the content but also how they want to interact with it. With remote controls, tablets, computers or smartphones, they have taken control of how they experience audiovisual content. Empowered by an impressive set of tools, such as the social networks, craving compelling content and ready to share it when they like it, they are playing a key role in defining tomorrow’s winning approaches in our increasingly connected world.