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.

1. @PSFK | #FutureofAdvertising LABS
The
Future
of
Advertising
The New Rules Of
Consumer Engagement
OVERVIEW

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. 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. 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. 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. 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. LABS
@PSFK
#FutureofAdvertising
The New
Rules Of
Consumer
Engagement

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. LABS
@PSFK
#FutureofAdvertising
7 Triggers
To Consumer
Motivation
REWARD
STATUS
UTILITY LOYALTY ENTERTAINMENT
NOVELTY CONVENIENCE

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. - 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. 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. 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. @PSFK | #FutureofAdvertising LABS
The
Future
of
Advertising
The New Rules Of
Consumer Engagement
Full Report at: psfk.com/future-of-advertising
OVERVIEW