COVID-19 has forced the ad industry to accelerate tech adoption and experimentation. Yet, while most would agree that nothing will go back to the way it was in 2019, few have a straightforward answer to how the industry will change in the years to come.
“It’s 20 to 25 trillion dollars of [ad] spend, where everything is changing, and no one really knows what’s going to happen next!” Analyst Benedict Evans notes succinctly at Pioneers: Conversations on our Industry's Future – The Unbundling with Benedict Evans, the first of a series of discussions that dive into emerging trends and cutting edge insights on the changes that will shape the future of the marketing and advertising industry.
Here are some highlights from the presentation and conversation, moderated by Atifa Silk, Haymarket Media Asia’s managing director, and Leigh Thomas, Facebook’s global client & category director, EMEA.
Everyone wants to ‘go direct’“Everything is getting unbundled,’ is the key takeaway from the session. Old value chains are breaking up, …