Earlier this week, I drafted up a detailed outline for a potential client regarding the future of media and advertising. In the outline, I briefly discussed both the accelerating pace of change in the industry and emphsized the need for industry members to understand how a variety of emerging technologies will converge in unique ways to transform the landscape of their collective industries.
This past week has provided ample proof of both trends. Just yesterday, I read a fascinating article on how the rock band, Nine Inch Nails is using ”alternative reality games” to circumvent conventional advertising and, in the process, forge a stronger connection with its fans. In many ways, I believe this offers a hint of the future of advertising.
Of course, the technology that such innovators have to play with isn’t going to stay static. A variety of technologies, including virtual reality, haptic technology, mobile projection, GPS technology, and Real Simple Syndication (RSS) are all going continue to improve—as will ”Smart TV’s,” Web Video and Internet radio.
To jump the curve, media producers and advertisers a like need to begin contemplating not only how these technologies are already changing their world, but how they can use these new emerging technologies to do everything from employ virtual reality sites to offer their customers real-world coupons; and use haptic technology to creating interactive advertising to thinking of mobile phones as devices that can project media on new surfaces and connect customers with new buying opportunities.
It is an exciting future, but to profit from it; it is essential to understand how these seemingly different parts will converge and work together to create new opportunities.
Jack Uldrich is a writer, futurist, public speaker and host of jumpthecurve.net. He is the author of seven books, including Jump the Curve and The Next Big Thing is Really Small: How Nanotechnology Will Change the Future of Your Business. He is also a frequent speaker on future technology and future trends, nanotechnology, innovation, change management and executive leadership to a variety of businesses, industries and non-profit organizations and trade associations.
