The Future: Seven Trends

Chuck Young, author of The Advertising Research Handbook, offers his views on the trends that will shape the way we do business in the future. (Young pp.27-30)

   1. There will be an emergence of global research standards for global brands. Increasingly, multi-nationals are focusing on the need to build global brands, and for their brands to speak with one voice around the world. This calls for global advertising campaigns that will be increasingly visual in style. Providing both a standard way to measure advertising performance from one region to another, and the tools to identify how different cultural factors affect advertising response, will become more important for managing ad spending in the global marketplace.
   2. There will be more advertising measurement, not less. Advertising is becoming more expensive and the range of executional options becoming so diverse that more control over the process is being demanded by major clients today. Procurement departments, in particular, under the banner of accountability, are challenging advertising agencies and research companies to provide more proof of value to justify ad budgets. This will drive growth in this important sector of advertising research.
   3. Most copy testing will move to the Internet. In an age of rapid-response marketing, the emphasis is on speed of decision-making. The Internet is the obvious choice for shortening the time involved in the research step of the creative development cycle. Many suppliers have already begun migrating their advertising research to the web (for both television and print testing). Economic pressure will probably force the majority of testing online in the near future.
   4. The new value proposition will be filtering plus optimization. For the foreseeable future, the cost of advertising executions will continue to go up. To manage that cost, managers will be increasingly interested in airing only their strongest ideas so that they don’t spend a large portion of their advertising budgets on average ideas. Ad managers will be looking for every opportunity to make executions work harder and research systems will outperform this growing category if they can validate the power of their diagnostics, providing proof that they actually help make ads more effective.
   5. Ad research will move beyond semantics – putting a new emphasis on “wholistic” or 360-degree measurement of integrated advertising campaigns. Both the forces of globalization and the evolution of rich, multi-sensory media environments will continue to challenge researchers to think beyond the boundaries of language and semantics in understanding how advertising builds brand image.
   6. New heuristic models will be built to help managers make ad decisions in a world increasingly confused by media fragmentation. As the world of media becomes increasingly fragmented and media choices proliferate, the need for research to simplify the decision-making process for advertising managers increases. This calls for new heuristics that describe how different media work, e.g., television versus print. These heuristics are necessary to provide a common measurement framework so that advertising managers trying to allocate budgets across television or print or the Internet can compare the relative strengths of the television execution to the print execution to the Internet ad.
   7. Mathematics models of advertising ROI will begin to incorporate measures of creative quality.

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