Advertising Trends Of 2017 From The Industry
When discussing the trends that will take hold in advertising next year, it’s important to understand what a polarising year 2016 has been. As we approach year’s end, we’ve all no doubt grown tired of the generic “I’ll be glad when this year is behind me” platitudes and placid encouragements that “next year will be better,” but has 2016 really been all that bad and why should 2017 be so much better? The trends that appear to have taken hold above all others this year are those related to the digital worlds of VR, AR, AI chatbots and online video, and, if our experts below are to be believed, 2017 will continue to run with these trends. There are, however, a handful of trends earmarking 2017 as a year when advertisers will find a variety of fresh canvases to paint their ideas onto.
Streamlining and collaboration are terms, and concepts, that appears to crop up more often than not, and they are terms that many might baulk at, as they could be misconstrued as signs that we’re heading towards a dreaded ‘jack-of-all-trades’ future, where brands put all of their eggs in one basket and hope for the best and agencies spread themselves too thinly as a result. The overall vibe, however, is one of unbridled optimism, and on that note, let’s dive in and see what adland has to say for itself.
Nikhil Sethi, Co-founder and CEO at Adaptly:
More of the VR companies that were pure platforms will begin to build hardware. We’ve already seen this with Spectacles and Oculus. Pursuing hardware creates new formats and more types of experiences for people, which will ultimately create more advertising opportunities for the platforms.
Something that has less obvious marketing implications is the evolution of the car. As cars become more autonomous, it frees up so much time that will go into using walled gardens instead. If you have an hour commute and you’re no longer doing the driving yourself, you’ll start spending that time on Facebook. There will be more ad loading, more consumption, more data creation. The amount of time the average American spends in a car is huge. Collectively, if you remove the amount of time spent actively engaged in transit and give it to something else, that creates a huge uptick in platform usage, which further compresses out-of-home television, print, radio. It moves all of that time into walled gardens.
Live video will continue to push dollars away from television, especially as new types of shows and live entertainment emerge. For example, Twitter partnered with Buzzfeed to cover election night–not a news medium like CNN or MSNBC. We’ll see a new type of company pop up that takes advantage of the new live broadcast mechanism.
The original article, with additional predictions, can be found on Creativepool.