Wonya Lucas – What could/should “advertising” look like in 2020?

Wonya Lucas, President & CEO, TV One

Advertising will continue to become more customized and targeted. I believe that mobile advertising will be even more prominent, but under the guise of “context” and “assistance/help”. I also see television advertising morphing into a more customizable model. Consumers will have the opportunity to share their interests, likes/dislikes, etc. via a television interface and this would create more customizable and targeted ads. This could also create a big opportunity for more localized ads even if there is a national product.

What do we need to do now for this future?

Garner as much information as possible about consumer needs, wants and desires. The world we live in today which offers more consumer control than ever has been bantered about for decades. I’m not sure anyone envisioned the product offerings that we have today to operational consumer choice, but the consumer need had been clearly expressed and documented. I would like to see basic “packaged goods” type of consumer insight research partnered with an innovative, technological product development team to map out possibilities for the advertising future. The basic question is how do we partner to optimize the insights and transform them into product development? If we’d partnered those two disciplines together decades ago, the future might have been clearer.