By Gurbaksh Chahal
Advertising is one of the most dynamic and creative industries on the planet, and one that changes rapidly with each passing second. The field of ad technology in particular is constantly propelled forward by the introduction of new innovations and approaches for harnessing online intelligence to attract potential customers. For my first LinkedIn post, I’m sharing my insight into what I predict for this coming year, based on my personal observations and conversations I’ve had with other thought leaders in the space.
The ad industry is charging forward at a rapid pace and only those strong enough to adapt will survive. Over the past year, social technologies paved the way for new innovations for advertisers specifically with the launch of Facebook’s Ad Exchange (FBX) and the introduction of real-time hashtag targeting.
These are the trends I predict will happen in 2013:
1. Companies Who Can Prove Actual ROI Will Become Leaders
Advertisers
are constantly trying to monitor and measure the vast amount of
unstructured data across the open web. While social metrics like tweets,
likes, comments, and mentions determine consumer engagement, companies
have yet to determine how these connections drive a company’s overall
growth. In the next year, the companies that can create technologies to
connect the dots between engagement and customer acquisition will become
the leaders in the advertising sector.
2. Consolidation of the Lumascape Through Acquisitions or Attrition
As the display advertising Lumascape
shows, the industry has become extremely crowded, and as predicted by
Luma Partners & Barclays, consolidation is inevitable. This will
become apparent as strategic acquirers attempt to differentiate their
offerings to reflect the latest innovations.
3. Increased Mobile Engagement Through Introduction of Richer User Interface
With
the rise of the smartphone, advertisers have been taking advantage of
this method of online consumption. According to a study we recently
conducted at RadiumOne,
47% of mobile users between the ages of 18-34 were recorded saying that
they have clicked on a mobile advertisement in the past 3 months, and
54% of respondents made a purchase from their mobile device in the last 6
months. This year, we expect to see a new generation of mobile networks
support even richer online experiences, creating more opportunities for
advertisers.
Over the past decade I’ve seen massive changes to
the digital advertising industry, and in 2013, advertisers will continue
to push the envelope by connecting more intelligently with their
consumers. It will be essential for companies to use actionable insights
garnered from technology providers to increase their top-line growth.
No comments:
Post a Comment