Five Future Looking Trends in Media and Marketing -- Trend 4
I've written frequently that "change" is an over-used word. In a business plan I wrote in 1980 when I was an executive at CBS-TV, I emphasized the need for change, as emerging technologies such as cable impacted our businesses and revenue models. Before and since, there has been non-stop change in the media and advertising business. Do you remember any time in your career when change has not been an industry mantra? "Transformation," "Transition," "Reinvention." All over-used and redundant. But today, unlike just a few years ago, patterns are emerging that inform us how to change, that empower us to form a reasonably reliable vision for the future, and to adapt our businesses and revenue models accordingly. Here are five future looking trends in media and advertising that we can confidently incorporate into our strategic planning, organizational restructuring and investments.
DATA, BIG DATA AND EMOTIONAL DATA
- The industry will continue to buzz and tweet and fume about viewability, click fraud, and adblocking. Little will actually change.
- Oracle, Adobe, Salesforce, IBM, Accenture and others will expand their presence in the media businessas the marketing cloud becomes the central hub for big data analytics.
- The focus on performance-based metrics will increasingly dominate but not replace traditional media currencies.
- Nielsen will remain the key source for media industry currency, with Kantar, comScore/Rentrak inspiring currency innovation and advances.
- Comcast/NBCU and Google will engage in a war of acquisition and investment to consolidate and dominate back-end administration, addressability, and data implementation.
- Amazon will deliver the most advanced measurement of the relationships between content, advertising and commerce with One-Click to Purchase integrated in content and advertising.
- Emotion-Technologywill emerge through the integration of marketing exposure, purchase behavior and metrics, neuro-science, location analytics, galvanic response data and the Internet of Things, delivering the first new viable currencies in decades for both media selection and creative application.
- Emotional technologies will drive the next wave of innovation, invention and investment in both media content and ad tech.
- The most valuable short-term media assets will be qualified customer/prospective customer databases.
Read the other trends here:
1 - AGENCY AND MEDIA REALIGNMENT AND REINVENTION
Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
