Looking to the next 60 YEARS of TV advertising

TV advertising is still going strong, despite the threat presented by the internet. Campaign asks three experts in the field to predict what the next 60 years of video advertising will look like

The empowerment of individuals will continue apace over the next 60 years. Everyone will be a director. Technology will provide the tools. Cameras will get more and more sophisticated, and cheaper and cheaper. Broadcast-quality cameras will be in everyone’s hands. Colour and lighting will be improved at the touch of a button. Editing programmes will allow you to choose the style of Hollywood’s best.

Drones will become smaller, more nimble and controllable and, because of wireless, footage from any remote location will be able to be broadcast instantly. That sweeping helicopter shot that would have broken the bank can be included in everyone’s home movie. Everyone will be filming everything. People will be incentivised to make ads to target their friends.

There will be so much film content that we will not know where to put it. YouTube will have to install servers on the moon. And how will we show it all?

Every surface will become a screen. The walls, the pavement, the ceiling. We will not be able to look without seeing a moving image. We will look out of a plane window and there will be a film playing on the clouds. We will open a biscuit tin and there will be an advert playing on the inside of the lid.

Advertisers will use profiling to target individuals. Films will be tailored to include everything that you are interested in. Scenes added or taken out depending on what the data says about you. Your favourite celebrities, dead or alive, included in the story couldbe swapped out for someone else’s favourite celebrity when they watch it. Sensors will know when you desire a product so it will be dispatched immediately (by drone, of course).

Appointment-to-view television will be even bigger. A slot in the middle of the Super Bowl or Champions League final will cost a zillion dollars. Downton

Abbey series 67 will be sponsored by Virgin Galactic. A virtual Richard Branson will appear in the ads.

The X Factor will be sponsored by the Venus tourist board. The real Simon Cowell will introduce his new line-up. Twenty-four-hour surveillance footage will be available on all contestants. Voting will be done in the blink of an eye, literally.

The advancements in technology will eventually mean we do not actually have to film anything. We will simply send a script to a lab and it will create everything in computer generated imaging. Or maybe it will just create a few wave patterns that get implanted into your brain.

Bring it on.