Breaking the fourth wall: Future formats for effective advertising – identifying the trends that will define the future of business and public relationships

Lisa Speck and Steve Silvers

By using rich-behavioural data alongside historic brand trend data, brands can understand the impact of their digital advertising efforts directly and see the correlative effects on overall brand perception and power against competitors.

Introduction

How we as humans connect, communicate and create has permanently changed, and the future lies in breaking the fourth wall-the wall behind us, the wall we can’t see. From the metaverse to TikTok challenges, the public is clamouring for blended, immersive experiences both in their personal lives and in their interactions with businesses. These environments create breakthroughs, and have the power to bring people and technology closer together than ever before, if used correctly. Many brands and marketers have adopted digital advertising strategies to ensure they are present in these new spaces, and while digital advertising is traditionally less...

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