2030年的广告业：专家对未来广告业的预测（英文）

Advertising in 2030Expert predictions on the future of advertising 行业研究报告，服务于财经领域，整合发布高质量的财经相关领域精品资讯，提供各行业研究报告和干货。我们以微信公众号为基础，覆盖第三方平台为财经相关领域从业群体提供高质量的免费资讯信息服务。 我们的优势： 高质量的内容生产模式、多平台覆盖的整合营销服务、超百余万的高净值人群粉丝、专业、稳定的管理与团队。 旗下的矩阵号： 行业研究资本、行研资本、行研君、IPO智囊团、IPO最前沿、并购大讲堂、科创板的韭菜花、海外投资政策、海外置业政策、海外留学政策、海外留学、全球海外移民政策、番国志。 扫码关注公众号： 行研君 IPO最前沿 全球海外移民政策 报告索取请加：report08 商务合作请加：report998 Kate Scott-DawkinsSenior Director, Thought Leadership and InnovationBelinda SumaliSenior DesignerVivienne NgoDesignerOona GleesonJunior DesignerMark SyalChief Product Officer, EMEAEssence, part of GroupM, is a global data and measurement-driven agency whose mission is to make advertising more valuable to the world. We help top brands earn valuable connections with their consumers. essenceglobal.comAuthorsDesign & IllustrationContentsIntroduction05Key Findings10Data and Personalization13Content, Creativity, and Media18Society, AI, andthe Future of Work22Commerce and Payments26Public Policy and Regulation30Conclusion32 Introduction5IntroductionMarketers have always been captivated by the future, whether selling it—foldable phones and self-parking cars—or trying to interpret and predict it to gain a strategic advantage.This has never been more true than over the last decade, where our collective imaginations have been shaped by the technologies and technology companies remaking the way we do business and live out our daily lives.Yet for all the insight into the potential paths for technologies to evolve over the next decade and well into the 21st century, we were struck by the lack of clarity around how marketing and advertising might evolve in conjunction with those changes.With so little certainty around what brand marketers should expect over the coming decade, we set out to identify the boundaries of expectation and the areas of conventional wisdom and agreement. We were curious: Do leading decision makers and experts in our own field even believe advertising will continue to exist in ten years’ time? IntroductionIntroduction76MethodologyBetween January 4 and February 24 2020, Essence canvassed nearly 50 advertising and marketing experts—representing brands, agencies, academia, publishing, and trade organizations—to rate how likely 15 different scenarios were to be true in the year 2030 and to expound on their rating as well as the implications for the future of advertising. Each potential future scenario tested was designed to elicit predictions about the behaviors and drivers expected to play a key role in defining the future of advertising.The scenarios tested are listed on the following page.The results of this canvassing are qualitative in nature and are only representative of the individuals surveyed. This is a non-random sample, selected by Essence to uncover a range of perspectives across various roles, tenure, and geography. The opinions cannot be projected onto the population at large. The majority of our findings below are taken from the respondents’ written explanations and recorded interviews.1. Biometrics. Biometric data is standardized and commoditized to the extent that it is widely used to access, personalize, and/or secure data and services.2. Personalization. Everything is personalized to individuals based on chosen settings, historical data, genetic and medical information, and other sources. 3. Privacy. Governments and corporations have vast or total access to information about who people are (DNA and biometric data), what they do (GPS and communication data), and what they think/believe (search data, listening devices).4. AI. Companies rely on artificial intelligence to produce the majority of creative content including music, tv, movies, and art. 5. Ad blocking. It is easy for individual consumers to eliminate all exposure to advertising from their daily lives. 6. Social media. Most people use social media platforms privately while the public social space is dominated by promotional content, mainly from brands and public institutions. 7. Automation and the economy. Reduction in working hours and wages due to the application of artificial intelligence and automation lowers consumer purchasing power. 8. Bot-to-bot interaction. Most interaction between brands and consumers is bot-to-bot with personal digital assistants interfacing directly with customer service bots or virtual representatives.9. Virtual reality. People spend more time interacting with virtual worlds than the physical one.10. Subscriptions. Most products and services are purchased as part of individual or bundled subscriptions. 11. 3D printing. Consumers have embraced 3d printed alternatives to mass-produced products. 12. Micropayments. Publishers have embraced seamless micropayments as a meaningful alternative to subscription and advertising revenue. 13. Regulation. A single global approach to consumer privacy and identity has replaced regional regulatory approaches. 14. Platform sustainability. Today’s leading internet-based