Lori Senecal Paints a Picture of the Future of Advertising

Lori Senecal, the Chief Executive Officer of Crispin Porter and Bogusky, LLC, has blazed quite the trail in the world of marketing and advertising, creating innovative approaches to the craft that have changed the trajectory of her company, as well as many others. Lori insists that, as the world changes in regards to the dominant forms of technology that we use, so does the marketing approaches for companies looking to garner greater connections with their target audiences. Lori Senecal recently broke down a number of trends in the world of advertising and listed approaches that can help you take your company to the next level.


Mobile advertising is now the dominant form of online advertising, replacing the more traditional, desktop advertising. In 2015, the revenue from internet advertising reached an all-time high, topping out a $60 billion – much of that was directly attributed to mobile advertising. Reports have concluded that most people now spend as much as a quarter of their day online, shopping and making other daily transactions. This has greatly affected the potential revenue of major corporations around the world.


According to Fast Company, at the top of the internet marketing arena is social media. Facebook, which saw nearly a 60 percent jump in increased advertising revenue from 2014 to 2015, has consistently dominated the social media platform, changing the course of online marketing forever. Google was not far behind Facebook in terms of the revenue increases the company saw because of online advertising, as it jumped nearly twenty percent. When factored in together, Google and Facebook were clearly the champions of the online advertising boom, as they controlled 76 percent of the growth from 2014 to 2015.


In response to ad blocking software, which has an estimated 92 percent usage rate amongst internet users, many companies have begun shortening their ads, helping to keep the attention of their audiences, while still getting their message across. Companies such as Universal Picture, Spotify, and Snapchat, were among those that were able to utilize this new method to its fullest potential, with many of their advertisements reaching well above 14 million views. Lori Senecal recently spoke at 3% conference.