What are your predictions for the future of online advertising?
‘Reality optimization’ will become a thing, content feeds will become finely-tuned for each individual, non-digital ads will die, privacy concerns will reach their zenith, spawning more brands that prioritize it. Competition will be reduced, strange new social interactions will be introduced and face-to-face interactions will be rare, but highly valued.
I think that advertising will continue to go "native." in articles until some lawsuits endeavor to establish guidelines for what's "content" and what's "advertising" that will immediately have more loopholes found in them.
I think that remarketing will become even stronger and more effective. So, when you've put that shirt into your shopping cart, but haven't gone back to it, it will haunt you, along with similar shirts from other companies, for a very long time.
I also think that advertising will be smarter about related products. I buy a lot of dresses that are dry-clean only. In the not-distant future I will start to see ads for dry cleaners near me, alternations, and clothing-donation shops like Goodwill. These are all targeting my fancy dresses.
I believe that product reviews and customer testimonials are going to continue to be powerful forms of advertisement. In a way, they are the digital equivalent of word-of-mouth advertising between happy customers in person (now just online).
I think ads will move deeper into the content almost like product sponsorship (reminiscent of the 1950's TV shows at least here in the United States). Obviously it'll be a bit craftier but most advertisements will try to be as subconscious as possible (as those are harder ideas to shake than a poster or a TV spot).
In many ways I see a bigger surge happening on and within our clothing. I have a feeling you'll pay more for clothes that have little or no advertising on them. Also, if you want clothing without tracking sensors, RFID tags and other wearable tech you'll be paying more. Why? Even though you'd think those sensors would cost more, retailers will have figured out how to leverage them to track your every movement and use it much like Facebook currently uses your personal data. However, the difference being this time the data will be your physical movements, frequency of use, perspiration, speed and places you frequent.
Intriguing? Scary? Maybe both.