The future of digital advertising creativity and how to get ready

So what does this mean for advertising creativity? I had been presenting the “MAdTech” mash up the intersection of media, advertising and technology to a group of marketing execs at a Fortune 50 company when the most senior among them threw down the gauntlet. “So what?” she asked. “We understand that the environment is changing inextricably, but what do we do now to prepare for this new reality? “I had become so accustomed to describing the changes in content consumption and its implications for marketers, media companies, and tech-enabled content platforms that I was taken aback. The nods among her team made it abundantly clear that “what now?” was more than a theoretical question, and one that needed to be addressed ASAP. Thus, herewith are five practical predictions on the future of digital advertising creativity and real-world recommendations on what to do now to prepare.