The future of advertising is digital
As part of a panel discussion I took part in on Tuesday at the Multicultural Media Expo in Los Angeles, CA, I was asked to provide my perspective on how clients, agencies and media are responding to the demand for digital. That’s obviously a broad topic that can be interpreted many ways. For my part, I decided to look to the future and expound on what I think is happening in advertising and what our industry will look like in the next few years.
My answer is that advertising will be digital-centric.
So you may ask, what do I mean by “digital-centric?” Basically, I anticipate a future where interactive agencies and digital media are at the center of the advertising and marketing services industry. In fact, this vision is not far off and in many industries this shift is already starting to occur. During my presentation I referenced the groundbreaking decision by Ikea UK in February 2007 to select Agency.com (an interactive agency) as it’s lead agency.
As more recent proof of this growing trend, today’s New York Times reports that Pepsi’s new zero calorie beverage Tava will be launching online only. The Times describes this as a “non-conventional” approach. The reality is that this will be the norm for more and more brands and marketers.
As far as multicultural advertising is concerned, digital will also inevitably take center stage. More to come on this topic on my next post.