Prediction: VR will be everywhere. Our agency will design our first VR Ad next year.
Why it’ll happen: VR is becoming more of a norm these days, it won't be long before brands want to be in there.
Prediction: Social advertising with an expiration.
Why It’ll Happen: Snapchat started it all, with quick, expiring photos and videos. It had so much steam that Instagram stole the idea and made it their own. I think expiring content makes users pay attention because it's only on screen for so long (and no one has the attention span to watch full-length videos anymore). It makes content exclusive and exciting. Brands that master advertising with an expiration date are going to be pioneers in a new wave of advertising.
Prediction: The introduction of post-specific verification tools across social media
Why it’ll happen: As social networks come under more scrutiny for spreading false news, I anticipate changes to the algorithms, processes, and toolsets available to help users vet and identify authentic stories and posts.
Prediction: An ad will be more live than the news.
Why It’ll Happen: Real time tech is getting faster and faster.
Prediction: The Internet will continue its evolution towards a fully take-based economy.
Why It’ll Happen: People love seeing things on screens that reify their preconceptions. Advertisers love eyeballs. So long as opinion-harvesting remains more profitable than asking people to question their own worldviews, the Internet will continue to careen toward a fully take-based future.
Prediction: VR proposals will be all the rage.
Why It’ll Happen: Because the basic "Will you marry me?" is so 2016.
Prediction: 360 videos and VR will get married and have content babies.
Why it’ll happen: 2016 saw the successful takeoff of VR into mainstream gaming and is creeping into the fringe of UGC on Facebook and Youtube. It's a new and exciting way to tell a story or stream an event so brands will be looking to capitalize on these experiences further. Think Snapchat 360 stories.
Prediction: Snapchat will start looking more like TV and less like social media. Think original series, network partnerships, and behind-the-scenes looks at primetime shows.
Why it’ll happen: It has already begun to move this direction, but I think we will see more dramatic moves made before 2018. The branded video content will be pushed more
Prediction: Live video will either find itself or go away forever.
Why It’ll Happen: Marketers, social channels, and, apparently, viewers are still really hot on live video, even after a year of a lot of really awkward live content. The year 2017 will be make or break for the tool, and the people will either find a way to make entertaining, unique, informative content–or simply stop trying to make fetch happen.
Prediction: Online listening tools will expand to include image recognition for products. For example, someone publishes an Instagram photo wearing your brand's shoes. Even if the user doesn't tag your brand or use a relevant hashtag, the image recognition tools will be able tell you that someone posted about your product. The tools will probably cull through your online store and find similar images online.
Why It’ll Happen: In 2016, it became doable with brand logos. I think the next step is being able to perform "similar image searching" of all images within a domain.
Prediction: Scratch 'n’ sniff banner ads.
Why It’ll Happen: Science.
Prediction: The rise of chatbots will encompass influencers.
Why It’ll Happen: As pop-culture-centric influencer marketing and A.I.-driven branded experiences continue to grow in 2017, it's inevitable for them to collide. When the Kylie Jenner chatbot is released, it will prompt even more influencers to attempt to digitize their personalities. The humans in your Facebook messenger contacts will slowly be replaced by A.I. counterparts always ready to entertain, inform, or comfort.
Prediction: Snake oil bites back.
Why It’ll Happen: In the post-factual era, who's to say what's "true" anymore? Certainly not the government under President Tweet. Expect companies to return to making unverified claims of the healthful effects and absolute safety of their products. The resulting illness and death? That's just the market sorting things out.
Prediction: Still holding out for ambient footer video.
Why It’ll Happen: It's the only part of web design that interactive designers haven't added ambient video to.
Prediction: The first case of CELL PHONE CANCER will be diagnosed.
Why It’ll Happen: We now look back in bewilderment at the "smoking generation" and how smoking cigarettes was not only socially acceptable but a way of life. Future generations will be amazed that EVERYONE once held a "phone," sometimes even up to their ear!?!
Prediction: Immersive advertising finally takes off.
Why It’ll Happen: Advertisers know that web surfers are blind to banner ads, tiffany tiles, and skyscrapers. There has been a push for a long time to have more engaging, relevant, and immersive advertising experiences. Now that modern technology is finally ubiquitous enough for interactive ad sales to have strong market reach, and websites trying ever-harder to break the boxy web mold, we'll see more and more immersive ad experiences tailored to the individual, to include content from social feeds in places like Netflix and Hulu, as well as in-content adverts and ads that don't even feel like ads anymore. Never mind whatever happens on the VR front!
Prediction: In May 2016 Google said that 20% of all searches are voice searches. I predict that by the end of 2017, the share of voice searches will increase to ~40%.
Why It’ll Happen: Voice search is growing exponentially. In one year from 2015 to 2016, voice search went from a statistical zero to 10%. The increase in personal assistant searches is helping to drive this.