Prediction: Advertising To Fall 30% By 2023

At a time when it seems there are more opportunities to advertise than ever before, one of Madison Avenue’s most visionary futurists, Publicis Groupe’s Rishad Tobaccowala, predicts the ability of advertising to actually reach consumers will decline “20% to 30%” over the next five years.


Local TV Is A ‘Massive Growth Industry’

Marketing strategy guru Rishad Tobaccowala: “Video and TV remain the most powerful ways one can potentially market … and people watch more video than ever before” and “local matters more and more, so things look really positive as long as we all continue to evolve with the needs of the principals we are serving.” The trend that TV marketers must keep a close eye on is how consumers are behaving with video, and that means being mindful of “companies that are simultaneously your best possible friends and your worst possible enemies,”