If we look into the past, talking 35 years ago, where less than 8 percent of households had access to personal computers, we can see how far technology has evolved. And as technology evolves in our lives, we are facing new challenges. The future of media advertising will have to be personalized, immersive, automated, and globalized.
We are bombarded with so much information and so many areas of different stimuli that I am guilty of this as well, where I’ve downloaded an app when I’m on the phone or scrolling through Twitter or watching television.
And once we install these apps, we kind of giving it a 5 to 10-second glance, and maybe you fall in the 23 percent bracket, who will use it once and never touch it again. Just the ability to get someone to really dig in and check out all of the core features of your app or service and truly understand if what you’re about to gauge is a right fit. This remains the challenge, but that’s where we lean into opportunity.
The ability to get someone to actually notice your ad service is very difficult.
A macro challenge we are facing as an industry is the starvation of creativity. We are facing a crisis in innovation and creativity. On the ad agency side, we focus so much on the data, that, more often than not, we’re stripping the humane factor from the data. As a result, we have one-dimensional advertising, where we’re not necessarily thinking about the consumer.
We need to bring back that curiosity and creativity, making sure we are consumer-centric.
To establish deeper connections with comedy fans and consumers, we are looking at the depth of the stories being told, because every area is so saturated. The crisis on creativity is very real, and creating layers of stories behind every piece of content we create should be for experiential campaigns that are heavily data driven but not void of the human element, not just a digital experience, but to directly connect with customers in a meaningful way.
The goal is to leave people talking about this experience long term.