Traditional advertising has a problem.
Even a few years ago, a world without interruptive TV spots or intrusive digital ads was almost unimaginable. As more people exchange cable packages for ad-free environments like Netflix and Amazon Prime, and tap into voice-activated technologies such as Google Home, however, the number of opportunities to reach consumers in tried-and-tested ways is in decline – even before the rise of online ad-blocking is taken into account.
Given the resultant dire predictions about the prospectsfor some of the advertising industry’s core foundation stones, it might be expected that agencies – the very enterprises...