Denise Larson – What will advertising look like in 2020?

Denise Larson, President, Leap Media Investments

It has been said that people hardly ever remember what you say or what you do, but they will always remember how you make them feel…

This is the key to what advertising will “look like” in the future. The technological boom has catapulted experiences and these experiences are brought to more people in more places in more ways than ever before. In other words, we can make people experience and “feel” things in ways that never existed before.

Advertising will not be a “passive” intrusive medium… it will be an “experienced” medium whereby the consumer seeks to engage in a conversation with the advertiser depending on what the consumer wants/needs or desires at any point in time. In other words, advertising will be a unique relevant communication experience the consumer “seeks” out because it will mean something to them… advertising will become Experiential Communication.

What do we have to do now to prepare for Experiential Communication?

On the consumer behavior “front”…

continue to develop and apply new methodologies for understanding the experiences people are having and how they feel about them

On the technology “front”…

embrace new ways of giving consumers “experiences” (glean and apply learning from other industries… art, fashion, architecture, design experiences, music etc.)

On the business “front”…

embrace the experiences the consumer is having and provide new ones… it is the New Reality

It has also been said that how you see anything is how you see everything. For “advertising” in the future, this has to be slightly altered… how you experience anything is everything.