Six Tech Trends Marketers Need To Get Their Heads Around

Back view of businessman drawing sketch on wall
SHARE
THIS



Whip out your pens and take note. Geoffrey King, director of platform solutions for marketing tech company MediaMath, has some trends marketers and brands need to watch out for this year.

Wearables and connected devices are dominating the events on every marketer’s calendar. As industry experts discuss the Internet of Things in speeches and roundtables across the globe, it’s clear that smart technology is becoming part of the mainstream marketing mix. With this technology set to permeate our everyday lives, it’s crucial that brands consider the impact it may have on their marketing strategies. So what does the future hold for Australia’s marketing industry? Here are six key technology trends that forward-thinking marketers should be aware of for the year ahead:

1. Everyday items are getting smarter

From connected cars, to washing machines, to beds, everyday items are becoming smarter to serve the consumer. As connected devices become mainstream and offer real value to consumers, the Internet of Things promises to equip brands with a much deeper understanding of the consumer, alongside insights into targeting them effectively. The biggest challenges for marketers will be to collect and analyse the large data sets generated by these connected devices.

2. Advances in mobile targeting

Mobile is overtaking desktop as the primary means of accessing the internet. As a result, mobile advertising expenditure in Australia grew 85% year-on-year in the third quarter of 2014. With mobile set to finally tip into the mainstream this year, the key difficulty advertisers face is measuring mobile conversions and understanding the path to purchase across multiple devices. The industry as a whole will see large-scale innovation and development in cross-device targeting and cookieless targeting, which will in turn accelerate mobile ad spend.

3. Increased availability of premium video inventory

There is huge demand for online video. Around 50% of internet-connected Australians actively watch film or television content online, which will inevitably lead to increased availability of premium video inventory online. Cutting the cord on cable will continue to occur, with networks increasingly offering stand-alone streaming services that can be accessed without a pay-tv subscription. In addition, this year will see innovative companies starting to lay the groundwork for programmatic TV including buying over set-top boxes.

4. More and more inventory going programmatic

Programmatic was traditionally used for display advertising using an open auction model. As technology evolves and new types of programmatic transactions develop, different types of inventory are being made available programmatically. One such transaction type is automated guaranteed, which closely resembles a direct sale as it is directly negotiated between buyer and seller. Automated guaranteed reduces risk for buyers and sellers, who are taking advantage of this broader range of ad formats including video and rich-media, TV ads via set-top boxes, digital billboards, and native ads via advertorials or on platforms such as iAds and Twitter.

5. Increased emphasis on viewable impressions

Viewability will remain a hot topic because the industry continues to ask: what is the value of an impression that nobody sees? There will be greater adoption of viewability measurements, as well as a drive to make more impressions measureable. The challenge faced by the industry is bringing consistency to the various viewability methodologies used by vendors to enable the viewable impressions metric to be used as transaction currency.

6. Continued move to one-to-one direct marketing

We will begin to see major brands responding to connected consumers by implementing one-to-one direct marketing. Advertisers will utilise CRM data to ensure customers see relevant ads, and truly take advantage of the RTB promise to reduce clutter and wastage of media. Advertisers are developing bespoke attribution rules based on their own modelling and data, and are using this to drive smarter buying algorithms and increase performance.

The future promises a rapid influx of smart technology and unexplored opportunities for brands to engage with consumers, regardless of their device or location. Marketers can be prepared for a greater emphasis on mobile and smart products, which will demand one-to-one marketing strategies to ensure ads remain relevant and targeted. New technologies will result in more inventories becoming available programmatically, and a greater emphasis on viewability measurements.

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.