Wild and Not-So-Crazy Predictions for Media, Marketing and Society 2013 - 2030

Originally published May 2013 Jack Myers book Hooked Up A New Generation39s Surprising Take on Sex Politics and Saving the World was named winner of the International Book Awards for Youth Issues and finalist for Women39s Issues and Popular Culture In 1993 in my book Adbashing I wrote quotI see four industries converging computers consumer electronics telecommunications and media and entertainment to form a new a new industry that will deliver a wide spectrum of digital goods and services to businesses and homesquot Today I again see multiple industries converging as the quotinternet of thingsquot virtually connects everything and as even the human body becomes digitized Within this decade there will be a metamorphosis of the advertising business and especially the production and distribution of TVvideo content as digital technologies combine with the ageold TV business Within this decade digital video and TV will coalesce into a single multilayered landscape a single thriving and interdependent ecosystem Print and outofhome media will be digital and videocentric Here are some of my predictions for how the digital ecosystem will emerge what the future holds for content how marketers agencies and media companies will respond and I39m adding some longterm forecasts for society business and cultureSend your predictions for the advertising marketing and media business in next decade for publication and attribution in future reports to jmjackmyerscom Prizes for the ten best predictions judged by me will include two Yankees tickets Delta 360 Suite lunch for you and two colleagues with me at Michael39s or if not New York a restaurant in your city an iPad mini a Swatch watch breakfast with a senior industry executive of your choice subject to availability You must be a qualified member of Myers Media Business Network to win If you39re employed by a member company or have an edu address you39re qualified The Digital Technology Ecosystemamp183 Google Glass will emerge as one of the most disruptive communications advances in history while it may flounder at first the initial technology will prove to be the Trojan Horse that ultimately leads to computer chips embedded in our bodies and communications devices worn as contact lenses Voice and motion detection capabilities will be highly sophisticatedamp183 Consumers will be walkingtalking communications devices digitally announcing their presence almost everywhere they visit shop and attend engaging on a selective basis with each other and with marketers 247amp183 Wireless communications and data transmission will accelerate to speeds more than 100 times today39s speeds within 18 months and to 1000 times today39s speeds by the end of the decadeamp183 Portable and wireless devices will be alwayson and powered by solar energy battery packs renewed through human generated energy sources and newly invented environmentally safe power sourcesamp183 Mobile camera computer will be interlinked and interchangeableamp183 Instant language translation apps will become a best selleramp183 3D without glasses will become a TV standard making all pre 3D programming antiquated and in need of an upgrade Upgraded 3D versions of classic movies and TV series like Sopranos True Blood Breaking Bad and The Walking Dead will recapitalize a struggling studio industryWhat39s on the horizon in contentamp183 Google will acquire a leading TV network company along with several smaller content producers and digital marketing technology startupsamp183 Netflix will accept sponsorships and cobranded marketing partnershipsamp183 Gaming music and sports will be a common universal connecting link and marketing priorityamp183 TV networks and video content producers and distributors will shift to the Netflix fullseason release model Sports film tentpoles news and high profile reality series will stick with the current distribution model Authentication technologies will become highly sophisticated with detection of unauthorized viewing becoming downright 1984likeamp183 Networks will test and implement innovative strategies for introducing and promoting new series and in this contextamp8230amp8230Miniseries will return to favoramp8230social second screen initiatives will reward viewers for tunein on demandamp8230 Gaming will become one of media companies39 and marketers39 most dependable media toolsamp183 Variety entertainment in many forms will gain favor as marketers embrace the convergence of streaming and live eventsamp8230Video advertising will integrate instant response technologies that enable engagement and commerce targeted to sports fans moviegoers concert attendees and viewers of realtime eventsamp183 A usergenerated TV series will become a hit without traditional studio or distributor support will most likely be enhanced by crowdsourcing potentially funded by crowdfunding and will incorporate multiplayer realtime gaming Sponsors will jump in just before the series fades into oblivionamp183 TV networksstudios will acquire digital video content producers gaming companies technology startups and distribution partnersamp183 As Sony splits its home electronics and content businesses Samsung LG Intel and other home electronics manufacturers will invest in video content and distribution partnerships At least two of these companies will emerge as dominant media industry forces led by SamsungOn to advertising and marketingamp8230amp183 As Google becomes an increasingly dominant force in the ad business by leveraging technology search dominance and consumer data both Apple and Amazon will emerge as major players in the advertising and marketing business Direct partnerships between major marketers and these three companies will increasingly define the business landscape of the futureamp183 Programmatic and automated media buying and selling will be essential to manage the growing complexity of advertising placement systems and technology By 2020 at least 40 of reach and impressions based advertising across all media will be bought and sold programmatically Almost all digital display rich media and video ad inventory will be bought and sold programmaticallyamp183 Marketers will continue to invest directly in content that is brand neutral following the GE FocusForwardFilmscom modelamp183 While maintaining traditional awareness and reachdependent advertising models marketers will become far more knowledgeable about ad effectiveness and will adjust budgets on a realtime basis consolidating spending with fewer largescale media partners to simplify their communications Advanced dynamic advertising insertion capabilities will create new models for ad insertion into ondemand programming with minimal viewer loss due to fast forwardamp183 Multiple media companies will merge their sales forces and inventory and build sales side platforms to gain greater market efficiency and competitive effectivenessamp183 Marketers will proactively integrate their ad budgets with media partners who have sophisticated promotional marketing capabilities with digital interactive capabilities at the coreamp183 Real time consumer connected marketing amp8211 the battle for the last moment of attention before purchase amp8211 will be at the core of marketers39 prioritiesamp183 A significant share of marketers39 couponing budgets currently invested in free standing inserts print and direct mail will move to digital with consumers required to make only one click or blink of an eyewave of the hand to accept and in real time or at some future time redeem themamp183 Marketers agencies and media partners will enter into returnoninvestmentperformancebased compensation relationshipsamp183 A media company will be formed andor acquired with funding from a consortium of marketers enabling them to gain contentdistribution ownership rights and revenues As the economics of achieving concentrated target audience reach become cost prohibitive advertising budgets will require dual returnoninvestment from both traditional sales and media ownershipamp183 The quotUpfrontquot will continue in its present format for years but a second quotFar Upfrontquot will evolve for presentation of marketing and promotional partnership opportunities that require 1224 month lead time for development and implementationAnd in the meantime in society culture and businessamp8230amp183 Internet Natives the Hooked Up Generation born post 1991 will become soughtafter employees and partners as they prove their value as employees advisors leaders and mentorsamp183 Females will become increasingly influential in all aspects of culture society and business with more and more content and marketing targeted to them and developed by them By 2035 the number of stayathome dads will surpass the number of stayathome momsamp183 Diversity outreach by companies and organizations will become moot as the percentage of young Blacks and Hispanics entering the workforce grows and as traditional barriers collapse Companies that maintain these barriers will themselves collapseamp183 Global marketing strategies will be essential as digital media make all messages globally accessibleamp183 Africa will become a hot market for consumer product expansion with mobile marketing at the forefront of enabling their economiesamp183 Neighborhoodtargeting will capture a growing share of marketers39 attention with concentrated focus on highly localized messaging opportunitiesamp183 Marketers will seek out partnerships and platforms that help underwrite and advance educational institutions cause related groups and initiatives human rights efforts talent training and development parenting and family programs and community enhancement groupsamp183 On a very personal note I39m hopeful that in two decades we will look back at the political polarization of the first two decades of this century as an especially dark and depressing time in American history when forces tied to the past battled to prevent the inevitable advance of the economy culture basic human rights and a globally connected free society The price will be steep environmental and infrastructure decay social upheaval political morass economic struggles the longlasting impact of war the overall health of society the failures of educational systems the role and value of organized religion and the repression of a great generation that fundamentally wants to come together for the betterment of society But ultimately the connected generations born to the Internet and technology will prove to be a unifying force that advances society to an era of economic security relative peace and social progress We can no longer prevent the advance of society than we can the march forward of technology In the media and marketing business we can enthusiastically embrace the future even as many of our colleagues yearn for an easier and less complicated but also far less interesting past

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Wild and Not-So-Crazy Predictions for Media, Marketing and Society 2013 - 2030

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Jack Myers

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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Wild and Not-So-Crazy Predictions for Media, Marketing and Society 2013 - 2030

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Jack Myers

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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