IAB Future Trends Volume 5: The future of content
Behave like a media owner
Rohan Tambyrajah, Global Innovation Director at PHD/Unilever, analyses what happens when brands adopt the properties of a media owner.
Personalised content: Where next?
Karen Canty, Head of News at Future Foundation, examines what the future looks like for addressable and personalised content.
This is going to go viral!
Stuart Aitken, Editorial Manager at the IAB UK, wonders whether in today's hyper-connected world content can be "organically" shared – or whether this sharing always has to be "engineered".
The future of creativity
Chris Buckley, Director of Social Engagement at TMW, assesses how addressable and targeted content will impact the way brands and their agencies create content.