The best advertisements, from a company perspective, are those that entertain people without annoying and make an emotional connection. Even with new technologies this will probably not change. However, 25 years from now advertising will not look nor feel like it does nowadays.
When you see an advertisement, for example on Youtube, people are counting down to click on the skip or next button. We are being annoyed and feel interrupted by advertisements, but this will and is already changing. Nowadays companies try to make advertisements more personalized and more inviting and valuable to watch.
Traditional (personal) word-of-mouth (WOM) differs from electronic word-of-mouth on social sites (sWOM). Both types of WOM share certain characteristics, but sWOM gives consumers the opportunity to share information at a time and place that are most convenient for them. Therefore you would expect that consumers feel more comfortable to share their opinions and experiences but this is not the case.
The explosion of data
If you think of what you can accomplish in 60 seconds, it is probably not much. But if you think of the amount of data that is created in these same 60 seconds, it is a whole different story. Google received over four million search queries per minute in 2015 and Facebook users share over 2,5 million pieces of content and like over four million posts (Gunelius 2014). Besides this, there are a whole bunch of other (online) things happening in this same one minute, which is graphically shown in figure 1.
Consumer Value Creation 