siliconindia | | September 20188IN MY opinionBy Toru Jhaveri, Senior Director ­ Strategy, DDB Mudra GroupDDB Mudra Group, a part of the DDB Worldwide Communications Group, is the largest integrated marketing communications and services network which specializes in the Advertising, Media Planning, OOH, Retail Design, Experimental, Data-driven Marketing, and many more.T he `future of advertising' is a topic that's been discussed threadbare, as 1,16,00,00,000 search results on Google will attest. Conversations about it burst at the seams with all kinds of buzzwords - immersive, experiential, data-driven, personal-ized, and virtual. It all seems exciting and alien, simultane-ously precarious and promising.So, what will advertising look like a few years from now? What will change, and more importantly, what will stay the same? This question is best answered when one takes a com-bined view of not just changes in the tools and technolo-gies of advertising, but in the changes ­ and consistencies ­ of people, the all-too-easily forgotten consumers whom advertising is actually for. Here are some of my observa-tions, based on over a decade's worth of experience in de-veloping communication that's rooted in cultural, behavioral and media realities.The landscape of the advertising industry will certainly soon be unrecognizable. Once the preserve of `creative' spir-its and their long-suffering `suits,' the business will be popu-lated by technologists, media platforms, consultants, content specialists and production houses. There seems to be a grow-ing belief that advertising is simply well-made content, pro-duced on the basis of, and/or delivered using insights from Big Data. Have one of these skill-sets? Simply acquire the other, and you're in business.TRENDS SHAPING THE FUTURE OF ADVERTISING
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