Trend Forecast

Advertising on a national, broad-based scale will enter a period of transition and uncertainty. The ineffectiveness of digitally manufactured ad placement is quickly reaching a juncture. The data will increasingly demonstrate that digital advertising has reached a saturation level. More and more consumers will actively shun digital advertisements as a detour to the content they seek behind and beyond the ads.

Specifically, media companies, retailers, marketers and businesses should look to integrate more local platforms for digital and print advertising that support targeted audience strategies that they can measure and use to assess effectiveness.

While Facebook, Google and other digital advertising empires will continue to grow, refine their metrics and attract aggregated advertising, their appeal to smaller, more strategic and audience-focused advertisers will lessen.

Advertising that values creativity to reach your heart and wallet, not your digital footprint, will pave the way for a profitable future.