"The era of mass-marketed products is drawing to a close. TV and radio commercials are great at reaching millions of viewers, but they don’t offer the best engagement. Instead, advertisers in the future will pinpoint the exact moments and needs that users have—entertainment, retail searches, even sports scores—and supply consumers with the solutions they are looking for in real time. In the next couple of decades, as new wearables and connected devices are introduced, advertising will progress more than it has in the past 50 years.
One thing is certain: To future-proof your brand, you have to build a strategy that focuses on human activity. Find the connected moments when people want you to reach them, and add value to those consumers’ lives. Your brand will flourish."