The report studies the likelihood of 15 different scenarios occurring in the next decade and its impact on advertising.
Essence, a global data and measure-driven agency under GroupM has released a report on the future of advertising.
The report spoke to nearly 50 advertising and marketing experts on how likely 15 different scenarios were to be true in the year 2030 and assess the implication of each for the future of advertising.
Kyoko Matsushita, Global CEO at Essence said, “As an industry, we have lots of insight into how technology is likely to evolve over time. We conducted this study to provide more clarity about what that evolution will mean for advertising and marketing, to identify issues in need of the most urgent attention, and to help companies prioritize their innovation and marketing transformation investment decisions.”
Here the key takeaways from the report:
-
There is general optimism that AI and automation would reduce the friction of transactions, take over tedious daily tasks, and yet not result in widespread joblessness or underemployment. Some respondents echoed a familiar refrain, saying that AI would create new jobs to replace those it made redundant.
-
Experts don’t expect a consistent worldwide approach to privacy legislation. It is more likely that global corporations will tacitly, or overtly, collaborate among themselves to enact standards across payments, identity, or even additive manufacturing.
You can read the entire report here:
Essence Report.pdf