How AI Creative, Contextual Targeting and Immersive Experiences will Impact Media by 2027
By: The AXM Media Team
The media landscape is evolving at an unprecedented speed. At AXM, we have the ability to analyze a vast amount of data that allows us to identify trends early and pivot as necessary. Below are three trends that we think will have a big impact on Media by 2027. Let’s get into them.
AI-Generated Creative and Real-Time Engagement
Prediction: By 2027, AI will dominate digital ad creation, hyper-personalization and real-time engagement.
AI’s integration into digital advertising is not just about efficiency; it’s about revolutionizing the creative process as well as taking media targeting and personalization to the next level. We foresee AI taking the lead in creating, testing, and optimizing ads, producing thousands of personalized variations tailored to individual user preferences and behaviors. In addition, hyper-personalization and media targeting will reach new heights with real-time engagement. Imagine AI systems that not only predict what content a prospect needs next but also create and deliver that content instantly. This would involve dynamic websites, emails, and ads that change in real-time based on user behavior and preferences.
The Shift from Behavioral to Contextual Advertising
Prediction: Contextual advertising will surpass behavioral targeting due to privacy concerns.
Despite Google’s recent delay in phasing out third-party cookies, increasing privacy regulations and user demand for data control signal a shift away from behavioral targeting. As consumers become more concerned about privacy and data security, advertisers are moving away from tracking individual behaviors and toward more privacy-friendly strategies like contextual advertising. This approach focuses on delivering ads based on the content a user is currently viewing, rather than their personal browsing history, ensuring relevance without compromising privacy.
Further, advancements in AI and natural language processing are enhancing the effectiveness of contextual advertising by allowing for a deeper understanding of content. AI can now analyze not just keywords but also the sentiment and tone of a page, delivering ads that align with the user’s immediate interests and emotional state.
As we approach a cookieless future, contextual advertising offers a sustainable and compliant alternative that respects user privacy while maintaining ad effectiveness. Advertisers must adapt by investing in advanced technologies that enhance contextual targeting, ensuring they continue to reach audiences effectively and responsibly in this new landscape.
Immersive and Interactive Advertising
Prediction: Interactive and immersive ad formats will become the norm.
The future of advertising lies in engaging users through immersive experiences that captivate attention and foster deeper connections with brands. By 2027, we anticipate that interactive formats such as interactive video ads along with augmented reality (AR) and potentially virtual reality (VR), will dominate digital advertising, moving beyond traditional static ads and banners. These formats enable users to engage with ads actively rather than passively viewing them, creating memorable experiences that are more likely to drive action and increase brand loyalty. For instance, AR ads can allow users to visualize products in their own environment before purchasing, while VR experiences can transport users to virtual showrooms or events. Interactive video ads might enable viewers to make choices that influence the storyline, offering a personalized experience that feels unique to each user. This shift towards more engaging ad formats will be driven by advancements in technology, including faster internet speeds and more sophisticated mobile devices, making high-quality immersive experiences more accessible to a broader audience.
