MEC report: Advertising Week shed light on the ever-growing virtual reality market and the extensive use of augmented reality

MEC, leader global media agency, was an active party in the recent Advertising Week in New York (AW2016). The firm pinpointed the key issues discussed during the event and that will be part of the advertising and marketing business. Innovation, transformation and disruption; the marriage between data & creativity; talent, diversity and social impact, and content were the trends that drew most of the attention. According to the report, the event highlighted the immense need for the industry to move beyond the norm and everyday comfort zones into a place of growth, risk and innovation. “The event shed light on the ever-growing virtual reality market, the extensive use of augmented reality and the need for start-up development and partnerships” says the report. About the Future of Media: The Marriage of Data & Creativity, MEC’s reports says that AW2016 highlighted the need for the industry to deliver compelling experiences to ensure consumer engagement. “AW2016 clarified the focus of three major purpose-driven concepts important to our industry and our people; Talent, Diversity & Social Impact” says the report. MEC also noted that the panels, presentations and sessions at AW2016 spoke to a monumental shift of the value exchange that is expected between consumers and content. “Whether the content is long or short, it is the key first seconds that matter most. Moreover, content should be built for each platform and only live on the platform that is most appropriate.”