Fast forward Vicki Davis, head of customer experience at Universal Pictures There will be consequences for creative marketing, too. As the number of pixels in our screens grows, so will the need for perfect images to be shown on them. Brands will have to ensure their content producers are fully conversant with the latest standards when it comes to creating high-impact marketing communications. Presenting consumers with fantastically shot, stunning visuals and immersive sound will convince them of the optimum ew tech will raise N showcase their products in this way will steal a production march on competitors. standards way to see content in the future and brands that Fast forward Marketers will also need to ensure that any creative assets are as future-proof as possible. You will How a high-definition future needwill to use the best technology, shoot AV footage in the highest possible definition and make sure affect consumer expectations you put enough budget aside to produce the very in the coming years best assets and use the top production companies. But, at the same time, you will still need to create assets to be viewed in less high-tech environments on YouTube, for example. The breadth of content ptimised content O increase too. comes at a cost being created will increase, so budgets may need to he future T of audience interaction In the space of a lifetime, TV screens have grown from being a tiny box in the corner of the living room to an integral part of its furniture (or wall). Watching The role of the TV has evolved over time. Today, the 8k, ultra-high definition TV demonstrated The rise of virtual and augmented reality (VR and the big TV screen is the social glue for the family. A at thisyears Consumer Electronics Show was AR) technologies will give people the opportunity movie night watching a film together is a treat and described as like looking through a window. to immerse themselves, and experience content, in an occasion for which consumers plan. It follows that Such technology excites consumers, but raises ways that can only be dreamed of at the moment. In they will want to use the best possible technology for immediate practical implications. How many homes the future, shoppable content will become a reality, these lean forward occasions. Marketers will need can accommodate an 85-inch-plus screen? Will bringing a whole new level of data and consumer insights into content creation. he way we T to consider how best they can engage consumers at consume media these times. continues to change cim.co.uk/exchange H D world brings content to be streamed? practical demands broadband speeds increase rapidly enough to allow