Industry Leaders Offer Predictions for 2013 (Part 9)


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Dan Beltramo, Executive Vice President, Product Leadership, Nielsen

“Device technology for advertising on mobile phones unleashes pent up ad dollars by enabling solid ad effectiveness measurement for advertisers.  Location based marketing gets more media coverage but remains in its infancy.”

Jeff Smith, SVP, Solution Marketing and Account Activation, Nielsen

  • “Mobile advertising becomes the new ‘shiny bauble’ for online brand advertisers, supplanting social media. Marketers continue to seek out a meaningful ROI metric, but it doesn’t stop them from pouring money into the space.”
  • “The distinctions between screens – television, computer, tablet, and mobile – continue to fade in importance for advertisers, as they fade in the minds of consumers who are using all interchangeably. TV starts to look and feel more like online and mobile—and the other way around.”
  • “The Cubs win the World Series, a certain netherworld freezes over, and there is a vast simplification of the online and mobile advertising landscape – brand advertisers can finally invest their dollars without first consulting a Rosetta Stone (Consequently, Terry Kawaja is looking for new opportunities).”

Howard Lerman, CEO, Yext

“Local search from users is growing as devices proliferate (Customers are depending more on search to find necessary local information).”

  • Google just announced that 1/3 of their searches are local… people looking for places.
  • Nearly twice as many adults use location-based services in 2012 compared to 2011 (eMarketer).
  • The Ad/Telmetrics study showed that as high as 73 percent of smartphone and tablet users said they look for a business phone number in their searches and subsequently contact the business.

“Local searches often end in listings on dozens of local search engines, directories, and mapping applications.”

  • 50% of local search are outside of Google.

“Most businesses do not own their local information, but location information drives commerce.”

  • “Local depends on depth” – Jeremy Stoppelman from Yelp.
  • 37% of internet users who conducted a local search ended up visiting the store in person (eMarketer).
  • About eight in 10 users of either type of directory bought or planned to buy a product after their search (eMarketer).

Nikhil Sethi, Co-founder and CEO, Adaptly

  • “The proliferation of the internet of things coupled with increased device fragmentation changes the way we define ‘mobile’ and how we reach audiences.”
  • “As physical objects become more digitally connected and develop identities, the extension of the digital world will force us as an industry to think hard about definitions. What is truly mobile and how do digital processes and success criteria apply. How do the metrics as we know them change to facilitate how consumers use these ‘mobile’ interfaces?”
  • “Facebook’s Open Graph is a powerful mechanism to begin to annotate aspects of human behavior both digitally and its physical counterparts that cannot be merely inferred. This massive wave of first party data allows marketing programs to become that much more specialized, delivering valuable products/services to consumers.”

Mark Westlake, Chief Revenue Officer, TechMediaNetwork

“In 2013 programmatic buying will grow and it will be increasingly important for publishers to embrace this technology to grow their top and bottom line revenue.  As a result, the RFP process will evolve, with agencies sending out fewer RFPs to publishers but for larger ad buys.”

Gurbaksh Chahal, CEO and Founder, RadiumOne

  1. “Due to being overcrowded and fragmented, there will be consolidation in the ad industry.”
  2. “Mobile Ad receptiveness is on the rise.”
  3. “Brands will move away from vanity metrics and focus on metrics that map back to ROI.”
  4. “Multichannel becomes a reality, not just a buzzword.”
  5. “Vertical social networks will be hot (i.e. Tumblr, Pinterest, etc.).”

Eric Hadley, SVP, Sales Strategy and Marketing, The Weather Company

“Context and content will be ever more important as users tune out messages they feel aren’t personally relevant. The local dream will be realized and it will actually work for marketers. Time, Place and Weather will be the killer combo for marketers.  And the NBA finals will have another weather showdown: Heat vs. Thunder II.”

Omar Tawakol, CEO, BlueKai

“2013 will be the critical junction for ROI and this time next year, forward-thinking brands will take charge of their own audience data in order to drive media efficiencies across multiple channels like search, video, social, display and mobile.”

Ranvir Gujral, Co-founder, Chute

“Usage rights for social media photos and videos will be a larger issue in 2013 and will be a very contentious issue for several of the largest social platforms.”

David Grant, CEO and Co-Founder, AdVantage Networks

“In 2013, Web portals will continue to decline as viable options for online advertising, with consumers spending more time on social networks and niche sites. Advertisers will look to providers that supply premium inventory across a variety of channels that deliver more value through targeted reach and segmentation.”

Richard Pasewark, CEO, Visible Technologies

  • “The rise of visual social media channels like Pinterest will create a need for businesses to track the sharing of images versus just text. New abilities will be added to search engines allowing users to copy and paste images to find a match versus relying on text-only search options.”
  • “Data pulled from social media sources will become a de facto way for companies to measure customer sentiment, overall satisfaction and identify any problem areas. Businesses will begin to immediately react and rely on social data and the struggle to stay on top of social insights will consume most marketing teams in the coming  year.”

Matthew Standish, CEO, IDInteract

  • “Investments in leveraging brand sentiment on social media have run into the billions of dollars. In 2013, we expect to see a backlash as enterprises recognize that they aren’t seeing measurable ROI, waking up with a social hangover in the New Year. Rather than try to cure it, IDInteract expects to see enterprises demand new solutions that will deliver on the promise of measurable ROI.”
  • “As Pinterest’s user-base continues to grow at a rapid pace, it is creating a vast new opportunity for brands to connect with their customers and to expand their customer base.  In 2013, brands will need to “Pin it to win it” – collecting and leveraging data from Pinterest in order to better target consumers by identifying their interests.”
  • “In 2013, it will be important for enterprises to move past simply analyzing data from certain channels in a vacuum. In order to be successful, enterprises will seek out solutions that cross-pollinate data from sources like mobile and social media to create a more wholistic view of brand sentiment and demand within the market.”

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