We went to the online lecture and discussion: “The future of advertising” in the Freedomlab in Amsterdam. Based on exciting propositions, he was surprised by three experts and their vision of developments in the advertising world.
Where are we from?
How did we initially have contact with the consumer? It started with one on one conversations with the customer on the market, where the market vendor explored what was possible through direct contact. Eventually, his message was adjusted based on this. Because of printing, new possibilities arose, and the scale was increased. This then developed further through mass media (radio, newspaper, etc.). We have now arrived in the digital media era. Using data, we again have the option of entering into one on one conversations with the consumer and thus becoming more relevant again. However, this also brings new problems: data & privacy, appearance and the organisation of the advertising market. How do we handle this? Where does advertising go? These were the major issues during the lecture and discussion: “The future of advertising” in the Freedomlab in Amsterdam.
Where are we going?
What is the future of advertising? Three experts talk about the ‘future of advertising’ based on three propositions. Through their practical experience, they discuss how the above issues may develop.
Theorem: The future of advertising is not advertising.
From: Ruud de Langen (COO Talpa Network).
This is because advertising does not create product benefits but communicates. This can be done in a practical way such as (Airbnb, Uber and van Moof) or in a sustainable way which adds something to society (for example the recently developed Menzis app or the Safelock app from KPN). In short, we are increasingly moving towards brands that focus on products that have a distinctive direct character for the consumer, which means that less and less advertising will be needed.
Statement: We are moving towards a pre-programmed (programmatic) advertising environment.
Advertising is fully automated, which will ultimately be in the interest of the consumer. Artificial intelligence will play a significant role on the publisher side, such as optimisations based on large data sets and algorithms. This gives consumers more and more relevant advertisements. The major players are aware of the importance of programmatic advertising and will increasingly focus on this in the future. “Whoever does not go will not make it,” Wubbe even dares to say.
Theorem: We will understand consumers better and better.
We are moving towards a more transparent advertising world, where we are becoming increasingly relevant to consumers. Now Facebook & Google don’t have enough information to become connected to the consumer. Analysts believe that more and more data will be paid to target consumers with more relevant content ultimately. However, this does involve the privacy issue, as consumers will increasingly want transparency and control over what they do or do not share. Also, another development will take place; consumers will pay for environments without advertising. Think of YouTube that already offers this, parties like Facebook and Google will follow.