2017 is gonna be a good year for advertising industry

January 23, 2017

The last couple of months of 2016 showed many signs that the advertising industry, especially the online medium, was prepping up for a thorough catharsis from the inside and outside.

Facebook owning up to the flaws with its algorithm and its encouraging promise to fix the hole is refreshing to see.

Twitter has finally realized its business model is not set for the long run, shot the messenger in the heart, and now contemplating whether 2017 will be the year when it finally starts to cave in.

For personal reasons, I really do hope and wish 2017 will be the year of the resurgence of print advertisements. After having been let down by the candy land of social media, businesses might want to give the more tangible and human form of advertisement another chance.

But without a doubt, my money is on video advertising to rule this year. TV ads, cinema ads, ads specifically made for online streaming platforms like Netflix and Hulu, ads for social media etc will gain traction and see an exponential increase.

Agencies will be hiring film makers, editors, scriptwriters, VFK and SFX experts in droves. Starting a dedicated wing for video generation will become commonplace.

Virtual and augmented reality will be tried by progressive clients and agencies, but the effectiveness of such ventures will be limited. It will take another 3–5 years for this medium to be used on par with others.

Hollywood will begin to outsource their marketing activities to agencies, largely because of the immense affect we got to see it had on last year’s US presidential election.

Overall, the ad industry will be a thriving place for creativity and risk taking. The shock and awe tactics will be taken to new mind-blowing heights.

We at Outofbox wish to be at the thick of things. Email if you want to collaborate or hire us — think@outofbox.co.

Recent Posts

What’s it like to work with clients who understand design and how to get them?

In the 2.5 years we have been around, we at Outofbox have always looked forward to working with clients who understood design. Isn’t that the wish of all design agencies around the world? It could be. But we like to think that we wanted that more than anybody else. Largely because before we started Outofbox, we were part of few other agencies that, not particularly because of a fault of their own, dealt with clients to whom design is just another part of a list of services they were outsourcing. As people who love design and strongly believe in the power of design, it was frustrating to know that it was not given its due attention.

To our dismay, even after a year into starting Outofbox, our wish was not answered. We continued to meet clients, who although were great, never took design seriously. With them the farthest we went with a design conversation was about the font and the colour.

But working with such clients taught us one crucial lesson — to work towards fulfilling the requirements of the client.

But is that enough?

Calling ourselves a design agency does come with a lot of responsibility. We think it’s our duty to go beyond delivering to expectations. The client may always know what they want, but it’s the job of the agency to tell them what they need. Going beyond the ‘finish the work and get the cheque’ attitude is absolutely necessary if you want your agency to be taken seriously and be known for doing extraordinary work.

Calling ourselves a design agency does come with a lot of responsibility. We think it’s our duty to go beyond delivering to expectations. The client may always know what they want, but it’s the job of the agency to tell them what they need. Going beyond the ‘finish the work and get the cheque’ attitude is absolutely necessary if you want your agency to be taken seriously and be known for doing extraordinary work.

It is of course easier said than done.

When you are informing your client that they need to think about the bigger picture, to think outside of the box, that they should trust us with the work we are doing, it is always heard as ‘more money’ and ‘more time’ by the client. Can’t really blame them for that. And this where the challenge I mentioned at the beginning of the article arises.

Come once in a good Adam Sandler movie that we get to encounter clients who say “so if you are saying you will not only solve my problem but also transform my brand’s design identity for the better, of course I am willing to give you more time and a little bit of extra money”.

We had the good fortune of working with 3 such clients recently who had not only given us the freedom but also the confidence to do what we thought was best for their brand.

I will share more about these works in my subsequent blog posts this month. Please come back to read about it.

So now, how do you find such clients? Well, most of the times they find you. But you sure have to do your part in it. By

  • making sure that you put everything you got in every work you do
  • not being too calculative, but by being bold and willing to take risks, even though it means you end up giving lots of explanation and doing lots of convincing to the client
  • not worrying too much about the pay cheque — because if you want to do good work, you have to accept the fact that the reward is not always in the form of dollars

Practice these and you will in no time find yourself working with clients who allow you to experiment and explore for their benefit.

Outofbox is a design and digital agency always on the lookout to solve the next big problem for a brand. Do you have one to be solved? Email your requirement to think@outofbox.co. 

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical liter asas ature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from "de Finibus Bonorum et Malorum" by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham. ascsacasc ascasc
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