The digital revolution is radically reshaping the advertising world by changing how consumers interact with media and advertising. Marketers are confronted with a staggering range of new advertising options emerging from the interplay of emerging new media channels and a world in which consumers are in charge. Choosing media and deciding how best to advertise is more complicated than ever.

The purpose of this conference was to draw together cutting edge academics and practitioners to explore what we have learned from current research on advertising. The empirical generalizations submitted for the conference will enable us to better predict the future through a deeper understanding of what has been seriously proven about advertising.


The conference used an empirical generalizations approach wherein an inventory of substantive generalizable findings is evaluated to advance both the science and application of advertising knowledge. Such generalizations based on empirical findings are patterns that are law-like, in that they have been shown to hold across a wide variety of known conditions. The conference accumulated and discussed these ‘laws of advertising’, where they have been shown to hold and where not.

We also discussed the radical changes occurring in advertising, assessing which laws are likely to hold and which are not.

Additional Information

This invitation-only conference was held at The Wharton School and was attended by the world’s leading academic researchers and brought together major players from both established and emerging media.

You can read and comment at our conference blog showcasing reports from the conference and other Future of Advertising related postings.