For decades, much of advertising has been a passive, lean-back experience. But ads have begun to make consumers work harder during the past few years, a trend Madison Avenue executives predict will accelerate in 2011.
More companies are incorporating technology into their marketing to make their promotions stand out. The changes are upending the ad business and forcing consumers to engage with pitches in new ways. Think virtual test-drives of cars and storefronts that let consumers interact with the screen.
There is no slowdown in sight for this year. Even print and TV ads are asking users to do something, such as scan ads with cellphones to pull up more information from a mobile website. Interactive TV commercials are expected to become more widespread.
Jacquie Corbelli, chief executive of BrightLine Partners LLC, an ad firm that specializes in interactive ads, says brands will turn to Internet TV to “entice consumers with everything from simple games, sweepstakes and coupons, to robust educational and entertainment encounters.”
At the same time, nostalgia never seems to go out of style and some ad executives are forecasting retro trends. Can you get more low tech than a jingle? Here are some of Madison Avenue’s predictions for 2011:
Continues at: Ad Execs Gaze Into 2011 Crystal Ball – WSJ.com.
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- Nice future-gazing presentation by JWT Intelligence: 100 things to watch in 2011 (mediafuturist.com)
- Crystal Ball 2011 – Experience Trends (customerthink.com)
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