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“Regardless of the chosen path, being competitive and overcoming substantial hurdles will require a fundamental change in capabilities. New capabilities across four areas hold paramount importance as traditional advertising gives way to consumer centricity: creative, insights, collaboration and workflow.
- Creative – From media-centric development to cross-platform innovation. This requires experimentation across platforms and consumer participation in the creative process.
- Insights – From disparate data to greater insights. The future requires insights to be seamless and more granular, leveraging tools such as integrated campaign dashboards to enable decision making.
- Collaboration – From proprietary models to open collaboration. A new set of partnerships – such as peer collaboration between cable companies or content collaboration with ad networks – is needed across the evolving ecosystem to exploit opportunities, enable scale benefits and deliver efficiencies.
- Workflow – From manual and analog to automated and digital processes. New tools and applications can deliver end-to-end processes, from automated micro-versioning to digital inventory optimization.”