The great thing about Advertising Week is that everyone there is clairvoyant! Here's a rundown of all the things we heard the future of advertising will be (drumroll please...):
Artificial intelligence that knows you, possibly too well. "I don't think it will be too long, probably within the next five to 10 years, that you're going to be able to talk to a voice assistant in the same way you would to somebody on a shop room floor, that knows all the information about the products, but more importantly knows everything about you, knows you as well as your own mom and dad does," said Marc Lore, CEO of Walmart E-commerce for the U.S. during his Wednesday panel alongside Sridhar Ramaswamy, senior VP of ads and commerce at Google.
"The age of assistance," said Allan Thygesen, president of Google Americas, in his panel by the same name, alongside Unilever Chief Marketing and Communications Officer Keith Weed. "I'm not talking about self-driving cars or contact lenses that project the internet. I'm talking about things that are happening today," like Unilever's voice-activated tips for stain removal served up via Google Home. Weed pointed to a Hellmann's app in Brazil that delivers recipe ideas based on photos taken of what's in a refrigerator.
Threatened by the many problems with digital media today, Weed said on the same panel.
"The digital ecosphere is still just too mucky and difficult, whether you're talking about viewability or verification or brand safety or ad fraud. And we seem to lurch from one to the other."
Virtual reality: Lore said one of the projects in the works at Walmart's tech incubator, Store No. 8, are virtual-reality apps that, for example, let you go to a remote lake to try out fishing gear.