Advertising in 2030: Expert predictions on the future of advertising

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
  • What feels like a period of radical technological advancement over the past 10 years could instead be viewed as an explosion of combining existing technologies, rather than developing new breakthrough innovations.
  • Experts were most confident about the impact of the environment on purchase decisions and the likelihood that bot-to-bot interaction will become a dominant component of marketing activity, meaning that personal digital assistants will interface with company chatbots, potentially creating more frictionless transactions and simplifying customer service.
  • Experts were least likely to predict a future in which consumers would be able to opt out of advertising or where a global...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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