What's in store for advertising media and technology next year? Gleaned from proprietary research and in-depth conversations from advertising leaders around the globe, here are five predictions that identify critical inflection points that we believe should inform strategic thinking over the next 12-18 months.
Go ahead, and explore what's in store for advertising media and technology in 2015.
We've already witnessed the marriage of creative work and strategic execution with recent versions of dynamic creative—where the right placement, contextual ad content and audience are key drivers of success. The best creative will continue to evolve and leverage more robust, granular data sets available to marketers. The advancement of platform algorithms, predictive tools, tracking mechanisms and analytics will enable sophisticated machine intelligence. The result? Programmatic creative steered by deeper consumer knowledge and even more insight into the moment of impact.
In 2014, brand advertisers and agencies invested heavily in programmatic, incorporating automated systems and processes up and down their marketing organizations. In 2015, those investments will begin to see significantly greater ROI, and marketers late to programmatic adoption will be left behind. The "tell me" year is over. 2015 will be the "show me" year where results will become even more pronounced and show even greater brand lift and incremental sales.
The $70B TV industry is on the verge of experiencing meaningful disruption. In 2015, we will see broadcasters, cable networks and MVPDs begin to open their legacy systems, adopt programmatic technology, measure attribution and transact on more precise audience segments. This will align with the ad industry's movement towards data-driven marketing, enabling advertisers to understand what is driving ROI—all from one platform.
One of a marketer's most valuable assets is data. It's at the core of their ecosystem and fuels their business. Smart brands will become increasingly aware of the negative impact of "giving away data" and the real need to own it. We can expect advertisers to start asking tough questions of their providers and, to the extent possible, take complete ownership of their data.
Programmatic platforms have much more to offer publishers than the automation of their operations and workflow. Programmatically-charged data will also begin to empower publishers to boost the return they are getting for their inventory and inform how they run their businesses. By leveraging sophisticated tools to more precisely identify and segment key audiences, publishers will be able to entice a greater number of brands to spend through programmatic channels. The publishers who can best plan, execute, analyze and report—across audiences, screens, ad formats, time of day and content types—will see the greatest ROI.
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