What challenges does the

industry face for improved creative?

Once again, the answer comes down to user experience.

With the growth of those technologies which enable agencies to engage consumers more effectively, so is some other application learning to keep commercial messaging out. Remember, with every action there’s an equal and opposite reaction -- pop-up blocking being the most basic example.

Smart creative shops with foresight will think well outside the machine to earn a coveted “brain bookmark” with their audience members. The others -- what with having to involve (heaven forbid) traditional, direct response, and other kinds of agencies -- will be pulled kicking and screaming into the real-world user’s sphere, probably recognizing too late that this was where they should have been all along.