Essence：2030广告行业猜想（英文版）(19页).pdf

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1、Advertising in 2030 Expert predictions on the future of advertising Kate Scott-Dawkins Senior Director, Thought Leadership and Innovation Belinda Sumali Senior Designer Vivienne Ngo Designer Oona Gleeson Junior Designer Mark Syal Chief Product Officer, EMEA Essence, part of GroupM, is a global data

2、and measurement-driven agency whose mission is to make advertising more valuable to the world. We help top brands earn valuable connections with their consumers. Authors Design its the only unique answer.” In 10 years, its prevalence will only be limited by the spread of technology. “In Africa, the

3、retail industry is very different than the Western and Asian world. Informal retail structures still dominate in most markets (80% in Nigeria). These countries are mobile first and mobile focused and if biometric data comes with mobile, it will have an economic relevance. There are fewer concerns ab

4、out privacy,” said Federico de Nardis of GroupM Sub Saharan Africa. However, there is disagreement over the extent to which biometric data will be in use as a common data currency. Most people felt a global approach was unlikely, and that the use of biometric data would vary by regioni.e., an inesca

5、pable surveillance society in some countries with authoritarian regimes, or a much more respectful and user-controlled world in others. Vismay Sharma, Managing Director of LOral in the UK and Ireland, commenting on European societies, said “Consumers will be able to have full control and provide acc

6、ess to their personal data to corporations depending upon the value exchange. Technologies like blockchain will facilitate this as the interfaces become more sophisticated and adoption rates go up.” Konrad Feldman, CEO of Quantcast feels that there is work for brands to do, to take advantage of the