Ever tried to predict the future? Not easy, is it?
I don’t know if this article comes close but it is an interesting read. Dax Hamman, Chief Product Officer, Rubicon Project, did a nice job with it.
The future of advertising may take many forms, some of which may not even be known to us at present – wait, let me jump into my time travel Shuttlecraft (on loan from Star Fleet) and I’ll get back with you.
Well, for one thing, how will advertisers get consumers to pay attention to ads
if when we all live in an era of super-saturation? The author states we start by using information as advertising – using data available to us in order to make our ads as relevant as possible so the consumer has no choice but to pay attention.
Hmmmm, I thought that’s what we try and do everyday . . . now. That’s what smart creativity is supposed to do. Let’s face it, cutesy only goes so far! Mr. Hamman further states “. . . that elegant design won’t be enough if your ads are not providing valuable information.” That’s true.
I agree with the author when he says the future of advertising is full of tremendous promise. It’s also full of a whole bunch of challenges and subsequent responsibilities. Information overload will, I think, be even more so than it is today.
Still, consumers are a fickle bunch; they’re also quite intelligent and can certainly discern an ad that makes sense, is relevant and interesting. Our future world will most likely be more intense, with more information, quite problematic, more programmatic and probably more “anything-atic.”
Oh, boy, pass the Excedrin!
Since you folks will undoubtedly have a thought or two on this subject and the article, pro and con, let me know. Don’t be bashful. There’s plenty of Excedrin for all of us.