The future of advertising media is in the intersections between smart management platforms and disruptive new content channels.
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When the new becomes necessary |
10 platforms and perspectives changing how we think about advertising
To be blunt about it: Advertising has gotten lazy.
For too long the industry has emphasised tech and targeting over creativity and connection. We reduced people and feelings to numbers and categories in the name of so-called efficiency, and the industry suffered for it.
And audiences aren’t standing for it.
They are wise to fake news, actively managing their own privacy, and refusing the abuse of surveillance and targeting technology.
So it’s time to course-correct.
Right under the noses of the established giants, TikTok and Twitch have built armies of engaged followers who relate to creative advertising content in whole new ways. Podcasts and newsletters have become important channels for credible, specialist brands to reach cohesive, high-value audiences.
Some of the platforms and tech we explore in this report are brand new.
Some have been around a while.
But all are offering constructive ways of thinking about advertising. Meeting and empowering audiences to make authentic choices.
They are connecting new perspectives that resonate with peoples’ lives and needs, and sharing them through channels and platforms that meet them where they are.
This report is about those channels and platforms. Where you find them, what they can do, how we use them to build out the stories we need to tell each other for the world ahead.