Our ecosystem loves slogans and we hope to predict that 2015’s will be: “Efficient Proximity Storytelling”. Efficiently telling a story to audiences that are close to the advertiser’s brand. This is our vision of 2015, which is based on 4 predictions.
In 2015, programmatic marketing will have definitively superseded RTB.
RTB will peak at 20-25% of digital purchases, with programmatic marketing (private marketplaces and non-public deals) making up the remaining 75-80%. It is the aim, rather than the technology, that explains this difference: RTB is measured by purchase price, while programmatic marketing is assessed by the generated value. While RTB considers the purchase price and volume, programmatic marketing is unique in that it measures the quality of the target reached, which is and will remain the advertiser’s main objective.
Mobile Will Prevail In 2015.
The shift towards mobile has already taken place: we look at mobile screens 30% more often than we look at computer screens. Although investment is far from representing this: 45% of digital investment in the US, 30% in England and only 15% in France!
While the problems of tracking are partly to blame, shifting trends in France and across the world show no signs of slowing. If the world is moving to mobile devices, advertising in 2015 will be too.
2015 Will Be The Beginning Of The End For Fraud And Visibility
Visibility and fraud are often part of the same issue, and the whole of adtech is starting to become obsessed with them. If we agree on the impact this has on the market, we have to recognise that fraud originates in our own ecosystem. Rather than seeing these issues resolved, 2015 will see them diminish due to the effect of offers focusing much more on performance and the advertiser only paying for what they can see (starting with the click).
In 2015, Advertising Will Finally Reach Its Audience
The public is not allergic to advertising, at least not more today than it was 15 or 20 years ago. The ’90s French TV show Culture Pub demonstrated during its time that it was possible to make advertising content that was approved by a wide audience using mass media. It is time to reconcile digital advertising with its audience!
In 2015 advertising will become more than just a medium, and by getting closer to its audience, it will know how to seduce and captivate. We will go from advertising that favours power to effective advertising that will know how to find and talk to its target. Effective “storytelling” will be a way of bringing meaning back into advertising.
Television is a mass media, while digital advertising is supported by masses of niche media. It is, above all else, about data. Data which can predict intentions by capturing expectations and actions.
In 2015, I strongly believe that performance-driven digital advertising, in its design, its economic model, and by taking into account new behaviours, will progressively become the norm. Even though there are multiple signs of structural change, they are all leading to the same conclusion.
This is why Pretargeting will be a keyword for 2015!
Article originally posted in JDN (in French).