Industry Leaders Offer Predictions for 2013 (Part 6)
Sean O’Neal, Global CMO, Mail Online
“Native Advertising will become a standard line item in the online media RFP. Brands continue to become publishers in their own right, and will seek to integrate their marketing messages seamlessly within high-quality publisher content. Well executed Native Advertising drives consumer value, which increases returns for the marketer and loyalty for the publisher.”
Will Luttrell, CTO and Co-Founder, Integral Ad Science
- “The attention on viewability will continue into 2013. But with 20% of campaigns not being seen by actual humans the most publicized issue will be suspicious activity. Advertisers will demand accountability to address viewability and curb suspicious activity. This in turn will cause the entire industry to rethink traditional attribution modeling.”
- “Advertisers will emphasize high quality media in addition to their traditional KPIs. Advertisers will demand a higher standard around quality environments and quality ad exposures, rather than focusing on clicks and served impressions.”
Jeff Sporn, SVP & GM, Digital Solutions, IXI, an Equifax company
“Advertisers will focus on performance beyond the click for marketing campaigns. Yes, the industry has been bemoaning last click attribution for years, but in 2013 we’ll finally see wider adoption of technologies that simplify the correlation between online spend and sales and conversions. The technology has finally matured, and success will rely largely on buy-in from the advertisers themselves.”
Scott Allan, Senior Vice President of Marketing, Rakuten LinkShare
“Consumer behavior is leading the e-commerce revolution and many retailers can barely keep up. Having a clear view of ‘conversion’ or the path to purchase and understanding which channels are influencing sales most is the holy grail of analytics and attribution. But once a retailer has that transparency, then what? The challenge for marketing leaders in 2013 and beyond is to build cross channel teams that are highly analytical, collaborative, and nimble in their approach to trying new campaigns and implementing new technology driven solutions that can apply insights from big data. In 2013 we will continue to see retailers breaking down the marketing silos creating nimble, cross-channel marketing teams that harness big-data solutions which leverage insights from every channel including email, search, affiliate and retargeting.”
Jeff Rosenblum, CEO, Questus
“In 2013, marketers will finally learn how to use digital to create a breakthrough brand. We will break our addiction to banner ads and learn how to use digital to create transparent, immersive experiences that serve the entire sales funnel.”
Rich Routman, EVP and GM, SEASON
“Google’s recent acquisition of the rights to NBA D-league games further points toward digital media properties moving in the direction of rights aggregation, especially when it comes to sports and premium entertainment content. Live streaming may take a bit longer to develop scalable audiences, but look to folks like Google, Microsoft and even a few of the major OTT players to make an aggressive push in 2013, endeavoring to secure exclusive and meaningful content distribution rights.”
Jay Habegger, CEO, OwnerIQ
“‘Top funnel’ attribution and data transparency will be much bigger themes. Advertisers will look for solutions that help them fill the purchasing funnel with new consumers. They’ll want to know why we delivered their ad impressions — i.e., which specific behaviors we were targeting, and where our data came from.
Scott Snyder, Ph.D. President, Chief Strategy Officer & Co-founder, Mobiquity
- “mPayments, Loyalty, and Rewards Converge. Consumers are getting comfortable paying for goods with various forms of mPayments solutions, from barcode-based (Level-up and Starbucks) to NFC-based (Google Wallet and Isis) to P2P (person to person)-based (Dwolla and Venmo). As a result, mobile transactions are expected to hit $1.3T by 2017. In 2013, retailers will further the mPayment momentum by integrating deals and reward points to loyalty systems. Intermediaries like Passbook, for example, may allow you to pay for a soda at a vending machine using your BJs or Stop & Shop points and perform the credit-currency translation in the background. This disintermediation could be very disruptive to retailers and brands with strong loyalty programs, as well as credit card companies and other traditional payment providers as consumers steer towards payment types that optimize their reward benefits for each transaction.”
- “Sensors go mainstream. There will be nearly 10 billion things connected by the end of 2012 and only about half of them will be phones. Yet until now the hundreds of millions of connected objects – truck fleets, environmental sensors, smart meters, etc. – were considered part of the closed ‘Machine-to-Machine’ or M2M world, virtually inaccessible from standard consumer devices. This is changing. Fueled by the integration of technologies such as WiFi, Bluetooth, QR Codes and NFC into mobile devices, we are lowering the barrier for people to interact with objects and open up a new category of innovations we call P2M or ‘People to Machines.’ In 2013 we will start to see more interaction between people and objects. With a few touches on your smartphone or tablet, you can check for an open parking spot from a meter, text your oven to preheat before you get home, turn the air conditioner on or off, get a tweet from your pet’s collar when they eat, or view the ingredients of a product when you scan it.”
- “Mobile drives real behavior change. The convergence of smartphones, social media, sensors, analytics, and big data are enabling a new level of precision around user interactions, more than ever before. This precision can be leveraged to drive value-added interventions for mobile users to modify and sustain behavior change in a variety of industries like health and wellness, energy, financial services, and retail. Almost $25B will be spent on technology-enabled behavior change solutions by 2014, yet to date, most solutions have failed by treating every user the same with a ‘one-size-fits-all’ approach. Mobile makes it possible to make interventions more personalized and context-based to maximize the chance the user will follow it. This has the chance to drive lasting change in everything from raising patient adherence when taking medicine to improving teen driving habits.”
Gagan Kanwar, Director of Research and Partnerships, Marin Software
- “Mobile Reaches Critical Mass: Smart mobile devices account for 30% of Google’s paid-search clicks by mid 2013.”
- “Social Ads & Commerce: Facebook launches view-through attribution, showing marketers how social ads influence purchases.”
- “Google Cannibalizes Search: Google’s push into retargeting blurs the line between search and display, shifting ad budgets from search to performance display.”
Dave Zinman, CEO, Infolinks
“Let’s make 2013 the year we win the battle against Banner Blindness! If publishers use intent-based ads and display them in non-traditional web places, they’ll both improve user experience and increase the value of their remaining inventory. At the same time, this will reduce the glut of inventory in the industry and increase the likelihood that ads served are relevant – the beginning of the end of Banner Blindness. Broader use of native ads will also support this goal; ads that fit seamlessly into a site’s look and feel and are user-activated will be more effective for publishers, advertisers and consumers.”
Raj Chauhan, President of North America & Europe, Adslot
Publishers will direct more focus on automating their direct sales channel in 2013. The emergence of this trend will improve publishers’ sales efficiencies and open up access to guaranteed inventory to advertisers of all sizes, not just the largest.
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