Ever wonder what the world will be like 10 years from now? Maybe consumers will finally have the jetpacks, flying cars, and robot maids The Jetsons promised. But what kind of changes can marketers expect to face in 2024? To get an idea, Goo Technologies asked Harris Poll to survey more than 2,000 U.S. adults about what they expect ads to be like 10 years down the line in its “Future of Advertising Survey.”
Although data collection remains a problem today, consumers expect marketers to have greater access to customer information in the future. In fact, 58% of respondents say that advertisers will have more personal data about consumers over the next 10 years. In addition, 52% predict that there will be better-targeted advertisements directed toward certain demographics. As a result, 19% of participants expect ads to be more helpful. Of course, marketers will have to be wary of crossing into “creepy” territory. Forty-two percent of consumers expect technology to use consumers’ personal information to sell them products, and 43% say geo-location services will help advertisers with purchasing predictions.
Not only will marketers know more about their customers, but they’ll experiment with new ways to connect with them, as well. For example, 44% of consumers expect billboards to be animated, and 16% predict that digital ads will appear on clothing. Interactivity will also play a key role. The popularity of banner ads among marketers may wane, considering that more than one quarter of consumers (29%) expect video to beat out display. Furthermore, more than one third of respondents say that 3D graphics will make ads more engaging.
But as new channels make their way into the mainstream, old ones will fall to the wayside. So, although 90% of Americans say that video and mobile are here to stay, 59% say that some channels won’t make it into the future. For example, 29% of consumers expect pop-up ads to become a distant memory; they also expect flash (22%), banners (19%), in-text ads (13%), 3D (10%), and native and contextual advertising (7%) to go the way of the dinosaur.
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