This article was taken from the March 2015 issue of WIRED magazine. Be the first to read WIRED's articles in print before they're posted online, and get your hands on loads of additional content by subscribing online.
Sue Anderson
Executive creative director, Crispin Porter +
Bogusky "As opportunities to talk to people are squeezed out of TV and printed media -- and ultimately out of desktops -- and into mobile, we will have to ensure brands have a strong voice and a point of view. We will have to give consumers information and inspiration that is genuinely useful. Soulless one-liner ads with end gags will hopefully die. People will become loyal to the brands that they feel understand their values, and this will make them seek those brands out, without brands having to yell to seek people out."
Naveen Tewari
Founder and CEO, mobile advertising network InMobi "The future of advertising will be about anticipating what a user is going to do in the next minute, hour or day -- and using this to aid visual discovery of products and services. This will require a convergence of big data, creative ad formats and cognitive sciences, made possible because of the mobile platform's capabilities. Companies that are able to deliver on this will thrive."
Meredith Levien
Executive vice president of advertising, The New York Times "Brands will continue on their march to being creators and distributors of valuable programming worthy of competing for our attention. Likewise, advertising will become one of the higher-IQ enterprises of our society, requiring the cleverness and creativity of journalism and entertainment, and the technological prowess to solve every imaginable consumer problem."
John Hegarty
Cofounder, Bartle, Bogle, Hegarty; The Garage "Media fragmentation, increased competition for an audience's attention, growing scepticism with marketing and corporate disillusionment: advertising's usual answer to this is to devise more devious ways to dupe the public into getting their messages.
Seeing is not believing. In a fragmenting world, a brand needs a big unifying idea that is daring, inspiring and shareable."
Nicole Yershon
Director, innovative solutions, Ogilvy Group Advertising "The next evolution of advertising is far beyond linear channels of communication. Brands and agencies need to collaborate with technology companies, startups, media owners, designers, academics and more, in order to tell an engaging story to relevant, niche audiences. Brands are there to facilitate conversations, not dictate them."
Henry Stuart
Cofounder, virtual-reality ad startup Visualise "Virtual reality brings huge potential for advertising -- you could not have a more captive audience than someone with a headset, immersed in your content. Creating advertising material in VR means curating a whole environment that the user will associate with the brand. Facebook's involvement is going to push VR towards these populated virtual spaces."
This article was originally published by WIRED UK
