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9 trends that will transform the advertising world

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Most of us consume ads every day, and if you're in the industry, you know just how difficult it is to cut through the noise. The good news is, technology and applications today allow even the smallest brands to catch and maintain the attention of the consumer at large.

To help industry players stay competitive, nine experts from Ad Age Collective share trends that will continue to shape the advertising world over the next few years.

1. There will be a mass deployment of in-house video production personnel.

Brands and agencies with a content-centric marketing strategy will need to create their own in-house production teams capable of producing both high-volume and high-quality video content on a revolving basis. Hero content will still be produced by top-tier production companies; however, hygiene and hub content will be serviced in-house. — Chris Carter, VideoFort

2. The repetitive parts of creative jobs will be outsourced to AI.

As creative work scaled over the past decade, the repetitive and frustrating parts that have resulted and made our lives tough will be outsourced to AI. This will allow creative jobs to become fun again. — Brennan White, Cortex

3. The consumer at large will continue to be a force to be reckoned with.

The biggest change we will continue to note as an industry is the empowerment of the consumer at large. We have only scratched the surface. The truth is, we are marketing to gods. The era of g2g (god-to-god) marketing is just beginning. As consumers become more empowered and demanding, brands will also have to rise to meet those demands. — Shama Hyder, Zen Media

4. Coding skills will become increasingly valuable to marketing teams.

Coding skills and knowledge will become key traits that marketing departments look for when hiring and building teams. We talk a lot about the breakdown of silos, but a full-force integration of digital capabilities at the hands of increasing AI, machine learning and VR/AR will become just as valuable (if not more valuable) than design and photography talents will be. — Constance Aguilar, The Abbi Agency

5. Targeting will be a game-changer for even the smallest brands.

Targeting is blending democratization and meritocratic scoring to allow even the smallest brands to connect to consumers in new and inventive ways. It's less about big budgets and more about quality and integrity. That's exciting for truly authentic brands, value-led companies, and the agencies that have the skills to tell those stories ethically, responsibly, efficiently and skillfully. — Reid Carr, Red Door Interactive

6. Profitable growth will look like high conversion rates and customer lifetime values.

Advertising costs continue to increase, and it's forcing brands focused on performance and revenue growth to start looking at ways to react and continue to grow profitably. We are seeing a surge of branded content on these sites because, by getting users to visit more often than making a purchase, you inherently increase conversion rates and customer lifetime values. — Erik Huberman, Hawke Media

7. The contention between consumer privacy and ad targeting will play a big factor.

Privacy (and its related aspects) will have the biggest impact on our industry over the next two years. In many ways, ad targeting and consumer privacy are at odds with one another, and there are valid arguments on both sides. In the coming years, we are going to see a lot of trial and error and I think a new normal will be established and lay the foundation for the next decade of marketing. — Matt Peters, Pandemic Labs

8. CMOs will become a more prolific position.

CMOs are becoming a more powerful force in business than ever, and they know it. A world of opportunities is beginning to open up for the most talented marketers. CMOs are now managing "portfolio careers," leveraging their unique skills, networks and influence as venture investors, board members, social activists and entrepreneurs. — Ross Martin, Blackbird

9. Biz dev teams will use tech-backed processes to reach prospects more efficiently.

Traditional sales methods don't work anymore since emails, phone calls and advertising are no longer getting prospects' attention. Instead, business development teams are creating a smoother process to reach prospects. Capabilities are being developed across the industry to speed past the initial qualification or discovery meeting in favor of a qualified meeting upon first contact. Technology now exists to make this happen. — Jason Weaver, Halo

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About Ad Age Collective
Ad Age Collective is an invitation-only, fee-based membership organization of industry leaders with influential voices. The Ad Age editorial team is not involved in the curation or management of the Ad Age Collective and the content within. The opinion expressed by contributors are their own. Learn more.
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