Future Focus 2016

With more than a third of CMOs already using generative AI, the technology will rise to center stage as it touches everything from creativity to search, to media planning and activation. Yet its massive potential to power new opportunities for brands also reveals the importance for marketers to define new rules of engagement.

Competition between tech platforms will intensify as they ramp up their advertising offerings and become more protective of their data. Platforms will rely on deep people intelligence as they look for  greater efficiencies to better monetize their services.

Hand in hand with these business considerations, we will see increased emphasis on brands’ sustainable contributions to society. From safe online spaces to actionable carbon efficiencies, audiences expect brands to include societal priorities in their overall success strategies.

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Constant adaptation is a reality of our current times, the continual need to react, adapt, and respond to unparalleled change in our world, our industry, and most importantly in ourselves. 

In a world reshaped by numerous crises, we have seen human interaction, digital behaviour, and consumer habits fundamentally shifted. With nervousness about the future the overwhelming feeling in societies globally, and with 86% of global leaders believing that both positive and negative digital change will be the longest lasting change the world we see, the digital world holds the potential to completely reshape how we move forward as a global community. 

Whether this shift is permanent, remains to be seen. This pace of change in our lifetime has given focus on a need for availability, accountability, and sustainability across media and yet has also borne witness to the reimagining of what media could be.

At iProspect, we have seen a new intersection of media emerging. Media has become the intersection of culture, content, data, and technology. With digitally native brands accelerating growth at this new intersection at triple the rate of e-commerce overall, we see that this new intersection of media allows for possibility, innovation, and change. Brands must examine the fundamental shifts in how they operate, organise, and ultimately transact.