Degree: MA in advertising and design, University of Leeds, UK
Position: Junior executive, digital planning, PHD
As the lines between offline and online continue to blur, we will witness a data-driven programmatic approach being applied to traditional media as well as digital, starting on an experimental basis.
With TV, for instance, instead of buying spots on select channels at times you think a particular audience will most likely be tuned in, you will begin buying against an audience group, based on their demographics, interests or other relevant parameters. As a result, ads will show up dynamically across a number of channels, during programming that is relevant to the precise target audience, perhaps even at a moment that better suits their emotional state. Such developments will inevitably shift our planning away from that of just smartphones, websites and apps and towards all media platforms instead.
Although we can only guess what the future will look like based on where we are heading today, one thing I am confident about is that technology will become even more intertwined with the way we work and live, pushing us to become well-versed with an ever-evolving digital language.
Data will remain king, but only those who can stay up to speed in analysing it and translating it into tangible business results will retain control of the kingdom, meaning we may all forever be ‘fresh graduates’. But that’s what makes being a part of this industry all the more satisfying; there will never be a dull moment or point where you stop growing.
