I guess you could say this is the million-dollar question? No one knows the answer but many have added their two bob and had a punt. Well today, it’s my turn. Firstly I don’t believe interactive TV is the way forward. I’ve seen research (not to hand I'm afraid) that shows less people are actually watching TV nowadays so this route is down the toilet.
I see so many ads, whether it be on the box, internet or in the press that have absolutely no relevance what so ever to the products in question. The ads are simply a push for the agency rather than the client and this is so wrong or they are simply asking way too much of the audience. You only ever get seconds to engage and it appears that on occasions, ads that are created aren’t focused on this point.
This is why the key words I associate with the future of advertising is ‘tailored’ and ‘unique.’ We live in a society where the consumer has become more knowledgeable than ever before through the likes of Internet and we the agencies will need to re-invent to adapt.
The challenges and methods of communications that agencies and clients will become even more dependant on than ever before will be new media through social networks and new technological developments and virals which I firmly believe are key due to their limit cost inputs. We also need to pay particular attention to everyday life situations i.e. regular routines that stimulate the mind (subliminal advertising) – socialising, playing computer games, shopping, going to the gym etc... There is a massive gap here for marketers to utilise. I’m talking about advertising on pint glasses, arcade games like Pro Evolution, the lavatories etc… anything that stimulates the mind and soul. Whether we like it or not (I’m one of those who does like), advertising is there in every shape and form and it’s up to us, the marketers, to make the most of it.
In summary, agencies need to listen and interact with consumers more than ever before!
We need to be more personal through ‘tailoring’ and be more ‘unique’ with what we do than ever before to stand out from the rest.