What changes do you expect to see within the next five years, and what will stay the same?
I believe that we will live the evolution of the current Era of Social Conversation intensely, and that it is becoming increasingly visual and “hypermediatic”, resulting in a more involving, less intrusive and less interruptive context. The audience will become even more intelligent and sophisticated and will demand challenging and interesting narratives in all forms of content. Literally, if it is interesting for them, they will be interested in it.
The endless willingness of the audience to participate in the networked participatory culture – simultaneously, live and in real-time - and expand the non linear conversation around the content will improve the technologies and initiatives around SocialTV, Second Screen and Real-Time marketing. It will also increase the production of “Event TV” programs, especially reality shows such as the “X Factor”, where the audience fully participates and feels like the true winner. Talk shows such as Talking Dead and Talking Bad will continue to appear on TV as well as in the web.
Marketers will seriously focus on creating Branded Content in all formats and platforms, targeting customers based on their personal context, moving from a media-centric approach to one based on human context. A content where the consumer is the protagonist and hero of every story.
In the next five years we will see Storytelling getting deeply connected to Branded Content, assuring the evolution of the power and the reign of content, with more relevance, involvement and efficiency.
While de way to connect will be the story, entertainment will be in the essence of the content, as the language used.
Native Advertising will become the starlet in the blurred lines between ads and content, by reinventing the business of publishing and snatching the emerging markets. A growing number of publishers will create their own branded content divisions, paid media operations, brand strategy units and digital production services, in-house. More often, they will be hiring publishers to create content on their behalf.
What Stays The Same ….
Advertising will have more stories and entertainment than today, but it still will be responsible for pushing products and for putting the brand in the foreground through traditional messages in the old broadcast style.
Traditional Advertising will still represent the largest slice of marketing investments while branded video content should remain as the main form of branded content to reach the audience on social media.
Patricia Weiss, Strategic Consultant at the Intersection of Marketing, Advertising & Entertainment, Chief Strategy Officer at Asas da Imaginação
(Cultural, Entertainment and Art platform through Transmedia Storytelling)