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For B2C Marketing Professionals

The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

Vision: The Omnichannel Advertising Playbook

April 7, 2020


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This is the Vision report in The Omnichannel Advertising Playbook For 2021.

Why Read This Report

In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening advertisers' and publishers' livelihood. This research explores what the imminent future of advertising looks like and what it means for B2C marketers over the next three to five years.

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Table of Contents

  • Consumers' Desire For Free Content Secures Advertising's Future
  • The Future Of Advertising: Less Wild West, More Gated Community
  • Recommendations

  • Rethink Your Ad Approach Through The Lens Of Consumer Value
  • What It Means

  • Advertising Will Achieve Balance Only After Overcorrections Disrupt
  • Supplemental Material
  • Related Research Documents

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