Seven media predictions for 2014
TV and tablets: “Smart advertisers now get that fact that TV is the biggest real-time response generating medium and I expect to see this further acknowledged with greater investment next year. TV has always made things happen but thanks to more and more viewers having a connected second screen to hand as they watch TV, […]
TV and tablets: “Smart advertisers now get that fact that TV is the biggest real-time response generating medium and I expect to see this further acknowledged with greater investment next year. TV has always made things happen but thanks to more and more viewers having a connected second screen to hand as they watch TV, the potential for instant reaction to what they see is on the increase. The number of tablets likely to be in stockings this Christmas will help fuel this trend.”
Watch out for wearables: “The emergence of the mobile market posed challenges to marketers well-versed in serving ads and recognising consumers via the desktop. But now another emerging trend is attracting headlines: the wearables market. Wearable devices combine technology with fashion, and allow a greater bi-directional flow of information between the consumer and the marketer.
Interactive video: “Audiences are quickly migrating to digital and in 2014, advertising dollars are going to continue to follow them. According to eMarketer, digital video will continue to outpace its traditional counterpart with an impressive 40% growth rate.
Immersive experiences and the end of anonymity: “Entertainment, narratives and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers’ imagination and attention. In addition, thanks to an array of new technologies and a growing drive to collect personal data, it’s becoming nearly impossible to remain unobserved and untracked by corporations and governments. As anonymity becomes more elusive.
Automation and the end of siloes: “In 2014, the marketing industry will accelerate its shift to the new data-driven and programmatic world order. Marketers will demand more comprehensive, one-stop solutions to meet the needs of this data-driven approach, rather than juggling a complex range of vendors offering siloed solutions.TV and radio coming to the UK marketplace in the not too distant futuremade campaigns next year, proving that programmatic can reap benefits beyond direct-response campaigns.
Mobile programmatic: “Programmatic mobile display will continue to grow, but it will mean the role for native, or “in stream”, biddable ads on the major global platforms will proliferate as the demand to scale simple, limited creative input solutions across devices builds. These ads, which best represent the wide spectrum of native ads, provide the best outlet for that to happen.
TV holds strong as web ad tech looms: “TV advertising is currently in a weird position of being surrounded by new media Jeremiah’s calling its death, while it merrily goes on delivering value to brands and growing as a total market. The tech community sometimes struggles with the idea that some of the brightest marketing brains, with the best research and data analysis possible, keep spending money on TV. The problem is that is what the evidence recommends. That is not to say that it won’t be affected by change as new waves of ad tech get developed, but the TV industry has done a remarkable job so far of keeping control of its future. 2014 won’t challenge that, but further out it gets complicated.
Culled from the guardian