With 2014 coming to an end, many industry leaders are sharing their predictions and what they expect from 2015. John Haake, CMO of Verve, Engagement Labs CMO and CSO, Eli Singer, and Yieldbot CEO Jonathan Mendez share their thoughts on the new year ahead.
John Haake, CMO of Verve
The shift from targeting in-market audiences to in-the-moment shoppers
It is clear from purchases thus far this holiday season that big opportunities exist in mobile. We are in the midst of a paradigm shift where the right “place” meant webpage, but now refers to an actual location occupied by a consumer. This closer proximity to real world behaviors also means markets will be able to connect the dots between their media budgets and actual conversions, even when the path jumps from one path to another.
First Party Data Gets A Mobile Reboot
To counter the prevalence of unreliable, third party location data on mobile exchanges, advertisers will leverage buying platforms that have access to location data that comes directly from the source. In other words, advertisers will utilize a “true north” via GPS coordinates received directly from the device generating the impression. In using this first-party data, accurate location targeting and location-informed audience segmentation is reliable and the risk of fraud decreased.
When It Comes To Data, Consumers Take The Reins
It’s clear that there is a growing understanding from consumers around the value of their personal data. We’ve seen consumers have moved from asking basic questions like “Who is tracking me and how are they doing it?” to “How can I take better control of my personal data?”. In mobile, especially with iOS, consumers are given a higher level of control with no cookies as a default and complete opt-in control over sharing location data.
Eli Singer, CMO and CSO of Engagment Labs
YouTube Becomes Marketers’ “Shiny New Toy”
Marketers will begin leveraging YouTube as a key medium within their mix. For too long, it’s predominantly been a place to play TV commercials, and has been ignored by most marketers. But the opportunity for long-form content and performance targeting, in addition to YouTube’s ability to develop custom features to make a unique and exciting video experience for consumers.
Niche Social Grows Up
Marketers will fork in their efforts – some will be doubling down on the main social sites of Facebook, Instagram, Twitter and YouTube, while others will begin to shift their efforts to more niche sites such as Reddit and forums. The direction brands go will depend upon their sophistication as it regards to the space, as well as their social media budgets. It also depends upon how they use the medium, whether it’s for broadcasting purposes or engagement and community building.
Make-goods Go Digital
As automation and algorithmic targeting and buying improves, we have seen people find ways to cheat the system. In 2015, brands will begin to establish a proper performance measure that will allow them to audit the activity/value of their ad buys for all platforms. Just like make-goods in broadcast media we will need to start seeing the same in digital.
Jonathan Mendez, CEO of Yieldbot
Programmatic Hype Will End
In 2014 major publishers like New York Times and Conde Nast, once seen as the bellwethers of programmatic, parted ways with their programmatic leads. Other publishers struggle to properly staff and organize around programmatic in general. Don’t believe the hype, chatter around programmatic will begin to fade.
Clicks More Important Than Ever
More hype busting here. There’s lots of talk about how clicks are “the wrong metric,” but marketers are not buying clicks. They are buying an audience coming to their sites, where they can market to them best. Brands are no longer willing to cede their digital presence to Facebook, and in 2015 they will have a renewed focus on collecting their first-party data, while fostering new customer creation and customer relationship management initiatives. That only scales by getting people to their sites.
Creative Matters More Than Data
There’s been far too much focus this year about data. Creative is actually what drives people to have an emotional connection with brands and messages. In 2015 there will be more talk about creative products, applications and the piping of real-time data and information to optimize and align brand messages with consumer emotions.