Real-life experiences replace simulated ones. People today want real experiences

Personalize campaigns in a deep way. Make it easy for consumers to see themselves in a particular situation.

Consumers expect to participate in the storyline offered by an advertiser. Enable them to affect the narrative.

For ads to resonate, they must be relevant to the here and now. Many of the panelists recommended using real-time data and world events to dictate an ad's narrative.