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I know the technology in the above example isn’t directly applied to advertising (yet), but I think it serves as a great example of how constant innovation is necessary for any industry.

Film has been rapidly evolving with new technologies and techniques like digital video, high definition, IMAX, and 3D to make the viewer’s experience as realistic as possible and engage them to connect with the content. This movie has taken innovation a step further by breaking the “fourth wall” and engaging the viewers directly. As the hype for this movie builds it will be interesting to see its effect on future films. This new technology could potentially change the landscape of movies and how they are experienced in the theater much like emerging 3D technology has with movies like Up and Avatar. Now audiences expect to be engaged and the only way to deliver is through innovation to stay ahead of expectations.

Although they are different industries, this example of evolving technologies and increased interaction parallel the changes in the advertising industry over the past decade. Brands that have embraced innovation and engaged consumers through channels like social media have thrived while late adopters are struggling to catch up. As social media marketing continues to grow and we discover new ways to effectively track returns it has become a crucial part of any digital marketing strategy. As companies like Google reinvent the way data is collected and shared it will open up exciting new frontiers in marketing that simply must be embraced. This is why constant innovation is so important for industry growth and must be embraced for survival.