Mobile technology will dominate in 2013, with over 4.5 billion mobile users expected. Agencies will need to adapt to this mobile world by integrating brand management, innovative media buying, and consumer research across departments. Creatives and account executives will both need to understand new media and foster relationships on social networks. While traditional media still has a place, new media is here to stay, so agencies must decide now how to seamlessly integrate brands without constant bombardment in order to build trust and avoid annoyance by 2013.

1. 2013… Flying Cars and robots Maybe.

2. Buy a flying car or robot on my cell phone? Talk to my flying car and robot on Facebook? Program my flying car and robot to record reruns of Lost for me? Definitely.

3. Flying cars and robots aside, the future is bright for New technologies New opportunities and a new frontier for advertising and the media world.

4. What can we predict? Mobile is KING.

5. In 2009… 78% of Americans own cell phones 16.5% of mobile users spent over $100 in app stores 14.7% of US households are completely wireless 66% of Americans aged 30-49 use text messaging 76% of Internet users watched video on their PCs Average US mobile subscriber sends 357 SMS messages a month *www.itfacts.com

6. In the Future… 500 million mobile TV viewers by 2013 4.5 billion mobile users by 2013 23% of all mobile users to use mobile social networks by 2012 *www.itfacts.com

7. What does this mean?

8. Mobile is our connection. To ourselves, to each other, to the world. It is our identity. And what else of course? Completely integrated with brands. This is the advertising world’s opportunity to become a part of people’s lives as they live it second to second, not 30 second spot to 30 second spot. This means adaptation, evolution and scariest of all… change.

9. Many agencies have seen it coming: A shift from traditional practices media methods and ways of thinking. Agencies of 2013 will be more like Public Relations brand managers mixed with innovative media buyers on the leading edge of technology. Account Planner’s job will span across the entire agency. From research to segmentation to consumer behavior. These are too important and multi-faceted in the future, they must incorporate every part of the advertising process. Creatives must understand the new media as well as the media buyers do. Account executives must look beyond traditional client relations to relationships on social networks and blogs. It is this melding of positions and roles that will not only create a new agency structure, it will build a stronger, more competitive, more informed environment, that is not only better for the advertising industry, but that also ultimately benefits the client and the consumer.

10. Is traditional media gone? Of course not. Is new media here to stay? You better believe it. This leaves the industry to make a pivotal decision RIGHT NOW They decide how things will look in 2013.

11. The integrity of the blogosphere the sincerity of social networks the intrusion of mobile Consumers do not have to feel this way about advertisers by 2013 but the change must be made now. Brands must find a way to become seamlessly integrated not constantly bombarding. This not only creates annoyance with the brand it fosters mistrust with the medium.

12. So take a look around.

13. The possibilities are endless for the future. BUT success is not guaranteed. Responsibility and Innovation must also occur in the advertising world to not only support new technology, but also to help it thrive and improve our lives…

14. In 2013.