There are no shortages of predictions about what the advertising industry will look like in five, ten, or twenty years time.
From hyper-personalisation to automation, to the proliferation of AR and VR, there are endless possibilities for what the future of advertising holds.
But what if in as little as five years time we could be living in an ad-less world? Or, not quite a world without ads, but one where advertising is so baked into content, consumers are almost unaware they’re being advertised to?
This could very well be a near-future reality.
At the recent Adobe MAX 2019 creativity conference, there was plenty of conversation around the shift of advertising powered by 3D technologies, artificial intelligence, augmented reality, and virtual reality.
Speaking to B&T at the conference, Publicis owned SapientRazorfish creative director Erik Norgaard said he sees the world of advertising going in a few directions suggesting that by 2025, we could be living in a world of advertising without ads.
“[The future of advertising] is branded entertainment – advertising without ads. Brand awareness will be elevated by integrating brands directly inside entertainment scenes such as in movies, video games, influencers, song lyrics, streaming TV, music videos, podcasts, blogs and so on. It’s where the audience is.”
It is true technology is allowed creative agencies and marketers to push boundaries across the brand and consumer relationship and in the next few years, it’s safe to say emerging tech will significantly transform the engagement model, making the experience much more curated and customized.
And, as consumers are increasingly able to choose what they want to watch and how they want to watch it, Norgaard said he believes advertisers will start baking ads into what people are doing in the moment, seamlessly integrating the experience and making it more entertaining.