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@PSFK | #FutureofAdvertising LABS
The
Future
of
Advertising
The New Rules Of
Consumer Engagement
OVERVIEW
- 50+ examples of innovative campaigns, with key performance
indicators and quantitative results
- Insights and statistics...
LABS
@PSFK
#FutureofAdvertising
Seizing The
Industry
Opportunity
Piers Fawkes
Founder & Editor-In-Chief
PSFK.com & PSFK La...
LABS
@PSFK
#FutureofAdvertising
Diminished 

Attention Spans
The human attention span
shortened from 12 seconds in
2000 to...
The PSFK Advertising Survey 2016 polled over 150 professionals from brands, agencies, media outlets
across 14 countries to...
LABS
@PSFK
#FutureofAdvertising
Agencies
Moving past branded messaging, agencies must transition 

to become co-creators o...
LABS
@PSFK
#FutureofAdvertising
The New
Rules Of
Consumer
Engagement
LABS
@PSFK
#FutureofAdvertising
Scott Lachut
President of Research & Strategy
PSFK Labs
The New
Rules Of
Consumer

Engagem...
LABS
@PSFK
#FutureofAdvertising
7 Triggers
To Consumer
Motivation
REWARD
STATUS
UTILITY LOYALTY ENTERTAINMENT
NOVELTY CONV...
LABS
@PSFK
#FutureofAdvertising
The Future Of Advertising:
Emerging Realities
Attention Is
Currency
Relevance Is
Contextua...
- 50+ examples of innovative campaigns, with key performance
indicators and quantitative results
- Insights and statistics...
ACCESS
INNOVATION
PSFK membership provides you a constantly updated
database of over 50,000 ideas for you to leverage as
y...
LABS
@PSFK
#FutureofAdvertising
About
PSFK Labs
PSFK Labs
42 Bond Street, 6th Floor
New York, NY 10012
PSFK Labs is an inn...
@PSFK | #FutureofAdvertising LABS
The
Future
of
Advertising
The New Rules Of
Consumer Engagement
Full Report at: psfk.com/...
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PSFK Future of Advertising Report

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Download a full version of the report at:
www.psfk.com/report/future-of-advertising

By examining a new class of immersive and interactive digital tools, PSFK's Future of Advertising report presents a playbook of strategies to transform digital advertising into rich engagement between brands and consumer. With traditional advertising formats such as print, TV spots and web banners losing their impact and relevance, companies must reframe marketing as a value-based relationship between consumer and brands.

Featured within the 60+ page report, readers can find:
- 50+ examples of innovative campaigns, with key performance indicators and quantitative results
- Insights and statistics from PSFK’s original global survey of the industry’s leading pioneers and researchers
- New realities changing the relationship between people and brands
- Levers impacting purchase decisions for digital consumers
- Best-use strategies for VR, video and mixed reality
- Trends-centered conversations between international professionals
- A bonus 60+ page summary presentation deck

If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com

Vol. 1 | Published April 2016
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.

Published in: Business
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PSFK Future of Advertising Report

  1. 1. @PSFK | #FutureofAdvertising LABS The Future of Advertising The New Rules Of Consumer Engagement OVERVIEW
  2. 2. - 50+ examples of innovative campaigns, with key performance indicators and quantitative results - Insights and statistics from PSFK’s original global survey of the industry’s leading pioneers and researchers - New realities changing the relationship between people and brands - Levers impacting purchase decisions for digital consumers - Best-use strategies for VR, video and mixed reality - Trends-centered conversations between international professionals - A bonus 60+ page summary presentation deck Shaped by changing audience habits and evolving industry practice, the PSFK Future of Advertising report presents a playbook of strategies to transform digital advertising into richer engagement between brand and consumer. Get the full report for: Download the Full Report at: psfk.com/future-of-advertising Access all Reports and Debriefs as a PSFK Member: psfk.com/membership Get The Full Report @PSFK #FutureofAdvertising
  3. 3. LABS @PSFK #FutureofAdvertising Seizing The Industry Opportunity Piers Fawkes Founder & Editor-In-Chief PSFK.com & PSFK Labs Version 1 | Published April 2016 The evolution of advertising is driven by a fairer, balanced and more engaging relationship between consumer and brand. While we may preface our findings by pointing out some of the obstructions to the sector (cue: ad blocking), a new dynamic is really at work here: digitally-charged consumers have new- found power and they are willing to yield it. That said, people still want to connect with brands—but will it be your brand? Folks aren’t content sitting back anymore, listening to the messages that corporations preach. Brands must seek their customers and engage them appropriately at the right time and right place. The great opportunity is that by leveraging the strategies, tools and inspiration in PSFK’s Future of Advertising report, brands can reach their target market at appropriate scale within budgets that provide a return on investment. Sure, there’s hard work to be done to create the future of advertising (and some creative thinking)—but what true relationship ever came about without effort, care and attention? Download the Full Report at: psfk.com/future-of-advertising “ “
  4. 4. LABS @PSFK #FutureofAdvertising Diminished 
 Attention Spans The human attention span shortened from 12 seconds in 2000 to 8 seconds in 2013. Attention Spans: Consumer Insight, Microsoft, 2015 New Interfaces : 
 Chat And Voice Millennials spend equal or 
 more time in messaging apps 
 than on social networks. Brand Engagement Report, 
 Frank N. Magid Associates, 2015 Ad Blocking Spending on digital video advertising increased almost 
 60% in 2014, while the number of ad blockers rose from 54 million to 
 121 million. Ad Blocking Goes Mainstream, 
 PageFair, 2015 Artificial Intelligence 59% of online traffic stems not from humans, but from query-focused bots. Distill Networks, 2015 The Audience
 Is Changing
  5. 5. The PSFK Advertising Survey 2016 polled over 150 professionals from brands, agencies, media outlets across 14 countries to understand how advertising professionals view the future of their industry. The Industry Is Changing 50% of brands think that advertising is more important than ever. Advertising Is Still Important 56% of the industry says advertising agencies are 
 less important. But Agencies Are Less So 44% agree that media outlets are less important as well. 49% of agencies worry that the agency is less important than before. Agencies Are Struggling To Find Their Role 80% of media outlets think the agency is less important than before. Media Outlets Are Encroaching On 
 Agency Responsibilities Media Outlets Are Fading Too LABS @PSFK #FutureofAdvertising
  6. 6. LABS @PSFK #FutureofAdvertising Agencies Moving past branded messaging, agencies must transition 
 to become co-creators of identities, tools and products 
 with their clients. Brands Brands must assemble a diverse team of agencies, producers, innovation partners and media providers to not only create content, but also to reach them in the right moments. Media Providers Media providers will expand the scope of branded content, 
 integrate contextual activations into offerings, and develop more immersive platforms. Evolution Of The 
 Marketing Industry
  7. 7. LABS @PSFK #FutureofAdvertising The New Rules Of Consumer Engagement
  8. 8. LABS @PSFK #FutureofAdvertising Scott Lachut President of Research & Strategy PSFK Labs The New Rules Of Consumer
 Engagement Today, digital is an expansive term that spans devices, platforms and channels; a conduit that brings media, entertainment, information, social communication and messaging into nearly every aspect of consumer lives. By its very nature, digital is simultaneously mass and niche. Even as hugely popular networks like Facebook, YouTube, WhatsApp or Reddit grow, they can be home at any given moment to one collective conversation or thousands of disparate ones. The race for consumer attention is more competitive than ever. Big, commercial campaigns shouting top-down messages to broad demographics are no longer tenable or effective. Savvy consumers simply ignore, block or even subvert the marketing that is being pushed their way. As a result, a new paradigm for engagement is beginning to emerge that recognizes the ascendant role that consumers play in today's marketplace. This model views advertising as more of a choice, a conversation or a point of connection. Within this report, PSFK Labs describes the new rules to building consumer engagement, charting effective strategies for capturing audience attention and growing mindshare. Throughout the document, we highlight best-in-class case studies and expert opinions and share actionable insights for brands, agencies and content providers. “ “
  9. 9. LABS @PSFK #FutureofAdvertising 7 Triggers To Consumer Motivation REWARD STATUS UTILITY LOYALTY ENTERTAINMENT NOVELTY CONVENIENCE
  10. 10. LABS @PSFK #FutureofAdvertising The Future Of Advertising: Emerging Realities Attention Is Currency Relevance Is Contextual Perspective Is Impermanent Media Talks Back Learning Breeds Loyalty Experimentation Is Welcome @PSFK #FutureofAdvertising Success Leans Qualitative
  11. 11. - 50+ examples of innovative campaigns, with key performance indicators and quantitative results - Insights and statistics from PSFK’s original global survey of the industry’s leading pioneers and researchers - New realities changing the relationship between people and brands - Levers impacting purchase decisions for digital consumers - Best-use strategies for VR, video and mixed reality - Trends-centered conversations between international professionals - A bonus 60+ page summary presentation deck Shaped by changing audience habits and evolving industry practice, the PSFK Future of Advertising report presents a playbook of strategies to transform digital advertising into richer engagement between brand and consumer. Get the full report for: Download the Full Report at: psfk.com/future-of-advertising Access all Reports and Debriefs as a PSFK Member: psfk.com/membership Read The Full Report @PSFK #FutureofAdvertising
  12. 12. ACCESS INNOVATION PSFK membership provides you a constantly updated database of over 50,000 ideas for you to leverage as you build the future. PSFK Membership includes access to: •360+ Innovation Stories Monthly •Archive of over 55,000 Ideas •All PSFK Published Debriefs And Reports •Events and Networking Opportunities Become A PSFK Member to access all 
 PSFK Labs Reports: psfk.com/membership PREMIUMPURPLEBASIC
  13. 13. LABS @PSFK #FutureofAdvertising About PSFK Labs PSFK Labs 42 Bond Street, 6th Floor New York, NY 10012 PSFK Labs is an innovation consulting firm. Since 2004, our agency team has helped global corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands. In addition to our client work, PSFK Labs oversees the innovation portal PSFK.com and produces a series of reports, workshops and events that inspire creative professionals in their work. Insights And Ideation Workshops PSFK Labs' workshop program integrates trend immersion, innovation ideation and expert speakers to take teams from emerging insights to future-forward ideation in a single day. If you are interested in organizing a workshop, seeing a presentation of this report, or understanding how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com LABS
  14. 14. @PSFK | #FutureofAdvertising LABS The Future of Advertising The New Rules Of Consumer Engagement Full Report at: psfk.com/future-of-advertising OVERVIEW

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