Event 100 Club's predictions: Michael Brown

Over the next two weeks, the Event 100 Club 2016's top ten will reveal how they see the industry shaping up in the months ahead. In the fourth instalment, Michael Brown, managing director of PsLIVE, shares his outlook for 2016.

Brown predicts that pop-up experiences will continue to increase in frequency
Brown predicts that pop-up experiences will continue to increase in frequency

Voted number four in the 2016 edition of the Event 100 Club, Michael reveals his forecast for the next 12 months.

"Next year, virtual reality (VR) should begin to see interesting applications for our sector and the wider ad industry.

Sony’s Playstation VR, Facebook’s Oculus Rift, and other VR applications such as HTC’s Vive, will all become available to consumers. The campaigns around each will need to be immersive and experiential.

However, as widespread consumer familiarity with the technology grows, and the price of using it in the live space decreases, a new breed of VR, free of goggles and wires, should become more visible.

Meanwhile, pop-up experiences will continue to increase in frequency, with research confirming that millennials prefer and value experiences over products.

This will mean more media is planned with an experience at the campaign’s heart, in many instances substituting the product out of the plan completely.

Experiential will be increasingly sought out by clients, ad agencies and media agencies as the medium becomes more measurable and comparable in scale, reach and engagement when viewed against big media.

Finally, data will be folded into brand and advertising content in real time to make it more engaging and relevant to audiences. The challenge for experiential practitioners is how to incorporate this approach into our own campaign solutions."

View the Event 100 Club 2016 rankings in full and biographies from this year's top 20.

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