Advertising 2030 – Marketing Future Shaped By AI, Data Ethics & Environmental Responsibility
Essence, a global data and measurement-driven agency which is part of GroupM, today released a unique report on the future of advertising based on the predictions of experts across academia, business, marketing, technology, publishing, and advertising trade organizations around the world.
The study evaluates the likelihood of 15 different scenarios occurring over the next decade and assesses the implications of each for the future of advertising.
Each scenario tested explores the influence of a key dynamic or catalyst, from the use of biometric data to personalization, privacy, artificial intelligence, virtual reality, regulation, payment models, and more.
“As an industry we have lots of insight into how technology is likely to evolve over time,” said Kyoko Matsushita (main photo) global CEO at Essence.
“We conducted this study to provide more clarity about what that evolution will mean for advertising and marketing, to identify issues in need of the most urgent attention, and to help companies prioritize their innovation and marketing transformation investment decisions.”
Of the scenarios tested, experts surveyed were most confident about the likelihood of a future in which environmental considerations play a major role in consumer purchasing decisions, and the emergence of a new form of marketing interaction, in which companies and consumers outsource decision making to automated personal assistants and bots.
Experts were least likely to predict futures in which consumers would be able to opt out of advertising entirely, or in which countries establish a unified approach to privacy and identity regulation.
Key findings from the report include:
● Companies will need to become more transparent, sustainable, and purpose-driven to meet the expectations of post-Millennial generations over the next decade. As an example, experts predict this audience will make environmental considerations a primary factor in consumer decision making as the 10-year deadline established by the UN to avert the worst effects of climate change draws nearer.
● While experts are optimistic that AI will eliminate inefficiencies without creating widespread joblessness or eliminating the need for people, individuals and companies will need to create new kinds of jobs and embrace new fields in which to apply human creativity. An example of the dramatic impact experts expect AI to have on marketing is the prediction that consumers will begin to outsource purchasing decisions to machines, which will optimize selections based on our goals and preferences.
● Advertising will continue to enable access to content and services for many people, especially in developing countries, but experts also predict companies will begin to prioritize services over products in their marketing. Experts deemed it unlikely that people will be able to opt out of advertising entirely but expect subtler forms of marketing like product placement and sponsorships – integrated into frictionless services and experiences – to play an increasingly important role.
● Biometric data is likely to be established as a key component in consumer identity information by the end of the decade, making it necessary to focus on the development of corporate strategies and policies capable of securing its use.
● In lieu of global regulation, experts predict that companies will collaborate to establish standards across transactions, identity, and security that will enable new payment and exchange models that will create scalable alternatives to subscription-based commerce.
“Advertising plays such an important role in supporting access to reliable news and information, driving culture, and advancing the global economy – we need to make sure it remains sustainable,” added Matsushita. “We hope this report sparks conversation and creative thinking in our industry about what we can do today to create the best possible future.”
Essence’s analysis identified three differing perspectives among experts which define the fault lines of the debate over the future. While most experts predict the combination of artificial intelligence and greater access to data will transform society over the coming decade, opinion was divided between “Pro-AI Societal Transformers” who believe in the positive impact of artificial intelligence and “Pro-Human Societal Transformers” who believe humans will need to remain at the centre of decision making.
A third group of “Pro-Privacy Humanists” are more skeptical about AI and believe a growing prioritization of individual privacy will restrict the use of personal data by both marketers and AI systems. The study was conducted from January to late-February 2020, before the scope of the coronavirus pandemic was fully clear.
“We looked at the likelihood of these dynamics defining the future over a 10-year horizon, but it seems plausible that many of the predictions and trends identified in this report will have been accelerated by the coronavirus pandemic,” said co-author Kate Scott-Dawkins.
“In particular, we expect that the pandemic may increase the use of AI and automation to replace human labor, catalyze increased use of 3D printing to create locally resilient economies and supply chains, and increase people’s readiness to embrace virtual experiences.” The study is based on in-person interviews and online survey responses from a non-random sample of nearly 50 experts, with respondents selected by Essence to uncover perspectives across roles, tenure, and geography.
Latest News
Spinal Life Encourages Australians Living With Disability to “Take Life Back” In First Campaign Via 10 Feet Tall
Queensland-based non-profit Spinal Life has released its first brand campaign in partnership with Melbourne creative agency 10 Feet Tall.
Edward Macaulay Joins Emotive as Senior Art Director
Independent Creative Agency, Emotive, today announces the appointment of Edward Macaulay as Senior Art Director, further strengthening its Creative Collective.
Tinkerbell Is Putting Vegemite On Pizza
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Levelling Up And Up: Tales From An ANZ Marketing Graduate
In this guest post, Dalal Nasser, graduate at ANZ, explains the challenges of starting a career in marketing in the COVID environm
Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
NITV Appoints Peter Noble To General Manager
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Donald Trump Set To Launch His Own Social Media Platform TRUTH Social
Donald Trump announces plans for his own social media platform. Melina to offer tips on how to look perennially sour.
Facebook Trademarks Names In Australia As Rumours Of A Rebrand Mount!
If you were to rank tech billionaires on hair, it'd go Musk, Zuckerberg, Gates, Bezos. Honourable mention Cannon-Brooks.
Nine Radio Network Records 11.07 Million Streams For September
These radio numbers certainly prove a renaissance in 'old media'. Then you only need look at the recent Hey Hey reunion.
Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
Cheetah Digital Announces Major CM Group Merger
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Thursday TV Wrap: Gogglebox Wins Entertainment War, Growing Audience From Last Week
Gogglebox is always wholesome Thursday night fun. And certainly more wholesome than the pub's 'porn & prawn' night.
The OG Wiggles Are Guest Programming Iconic Music Show rage
The Wiggles set to program iconic music show rage & enabling fans to re-visit their 25-year hatred of The Cockroaches.
German Finance Reporter Hilariously Trolled By Cheeky Son During Live Cross
Here's one of those fun Friday stories B&T likes to run. Not like on our maudlin Mondays or our tumultuous Tuesdays.
Smart Accelerates CTV Growth Ambitions Via Publica Partnership
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
TV News Network Calls In The Police After Mistakenly Playing Porn Instead Of The Weather Report
Thanks to the overuse of pixillation, this article seamlessly moves from extreme NSFW to mere gentle reprimand from HR.
The Hallway Extends Work With Streamotion, Creating Name And Brand Identity For News Streaming Service Flash
B&T is loving the new 24-hour news site Flash. And we will be loving it right up to the end of our four-week free trial.
ID Collective Snares Sportsgirl Account
B&T's editor is a huge Sportsgirl fan. Which is rather strange, because he's not particularly sporty.
Good Weekend Celebrates The World Reopening With Special ‘52 Weekends Away’ Edition
Good Weekend's '52 Weekends Away' allows you to spend the same on two-nights that'd get you flights and a week in Bali.
Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Dishing The Dirt On 10’s Upfronts With Beverley McGarvey & Rod Prosser
B&T has gone right to the coalface to get the lowdown on 10's Upfronts here. So expect a bit of the 'black lung' too.
“We’ve Got Massive Goals”: Meet The Foundation Working To Support NSW’s Most Vulnerable Women
As much as we love a porn weather story, B&T loves nothing more than reporting on bold initiatives like this one.
Seven Appoints Tara Carlon As Executive Producer Of Digital/Sport
Tara Carlon now left with few excuses in the office footy tipping comp after being named Seven's EP of digital/sport.
Apparent Tunes Up With Sydney Symphony Orchestra After Being Appointed Media Agency Of Record
B&T loves a bit of the Sydney Symphony. Although we have to admit we don't know our overtures from our virtuosos.
Bundaberg & Leos Enlist Comic Becky Lucas To Celebrate The Pubs Reopening
B&T is definitely celebrating the pubs reopening, and that's despite spending most of lockdown pissed.
Burberry Dazzles In Spectacular Spot As Models Literally Take To The Air
Burberry once again chasing the Millennials in spunky new work. Begrudgingly holding on to that whole beige/check thing.
IPG Unveils “Remarkable” 15% Q3 Growth
With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.
Why Facebook’s Metaverse Will Transform Marketing As We Know It
Metaverse all set to usurp cookieless as the most overused word in the media and marketing industries.
NGINX Launches Parodic “Investigative Reporter” Campaign Via The Misfits
As a disclaimer, The Misfits is also the publisher of B&T. Proof we're both omni-dimensional & gluten strategic.
Pinterest Announces New Tools, Features and Experiences For Users
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
