The charm of traditional advertising was in cost and efficacy. One ad could be produced and — with minor adaptation — pumped into a handful of media channels with enough repetition to create awareness and interest to buy. If advertisers are going to have to create unique formats mixed with unique content for each and every different channel and platform, it’s going to massively affect not only budgets and timelines, but also a brand’s ability to get their message out to a larger audience in the same way that they used to. The somewhat ironic irritant here is that marketers know and understand that the best kind of advertising is when the message feels unique and highly personalized to both the consumer and how the ad is placed within the context of the media channels.
After hearing of Mozilla’s move to block third-party cookies unless users opted in to them, Mike Zanies, the Interactive Advertising Bureau’s general counsel, reacted fiercely on Twitter: “This default setting would be a nuclear first strike against ad industry.
Branded entertainment will continue to grow, fueling the need for higher-quality stories. The focus will be getting consumers closer to the product. This means bringing tactile feedback technology into the living room, smell and taste in TV advertising through new remote control apps or hardware, according to Puopolo. Some of the biggest changes will have to occur in analytics. Delivery and the way ads are tracked will also change. Meta data associated with content creation will enable targeted product placement.