Next year programmatic is going to get interesting. Users need to make sure they’re keeping on top of user identity, brand partnerships and becoming sophisticated, says Turn’s Cindy Deng.
Trends don’t emerge out of thin air each December and I will simply be one of many making an educated but calculated guess at what is to come. My goal is that, as a company, we listen to market trends and get it “right” for our customers.
Truth is, anything that’s going to happen in ad tech over the next 12 months has already been taking root for some time. That said, over the course of a year things can and do evolve dramatically. Programmatic, for example, has made enormous headway during 2014, and video advertising is no longer considered a separate “channel” – brands think about the creative for TV and online video in the same way, now focusing more on the audience. What are we going to see in the next 12 months? Here are three movements that I believe will gain serious momentum in 2015, and drive even more epic change.
Identity becomes an imperative
This has been brewing for some time, but in 2015 we will see broad adoption of identity solutions by advertisers and their digital providers. Major industry players (Amazon, Facebook, Yahoo, Google, etc.) that own personally identifiable information (PII) and niche players that specialise in “cross-device” will debate the scale, accuracy and privacy compliance of their IDs. This will confuse the market and cause some minor adoption delays, but ultimately budgets will shift to players with sound identity solutions. Since it’s unlikely that we’ll ever see a marketer willing to put their data into many different systems, there will only be a few winners.
There will be more acquisitions and strategic partnerships in this space, and I predict that by the end of 2015, identity won’t be a standalone product or niche business, but rather, identity will be an integrated and core component of larger solutions. As this market shakes out, marketers will want a solution to map IDs from any digital touch-point consistently and safely.
CRM meets PRM: Prospect Relationship Management
In 2015 we’ll see more frequent and larger-scale use cases of brands bringing their customer relationship management (CRM) data assets to bear on their anonymous marketing. Some brands have been utilising CRM onboarding (the process of bringing anonymous and aggregated CRM data and appending it to a cookie or Mobile ID), but friction in the market, lack of training and standardisation of ID matching and fear of privacy compliance has slowed down a marketer’s ability to actually DO things with the data.
Partnerships that bridge the two sides of the marketing spectrum are now allowing brands to think about coordinating their messaging and getting smarter with their dollars. The increase in available data (both third-party and onboarded first-party data) will take customer modelling away from small-scale experiments into real-time implementations. Marketers are thinking about customer lifetime value and how to find more audiences that look like their ideal customers. The pieces are in place for marketers to use important consumer information in a secure and anonymous way to make their paid media more effective.
Programmatic goes vertical
Over the last three years we in the ad tech industry have built out the infrastructure needed for programmatic buying to take root, starting with open auction real-time bidding (RTB). This took a lot of work and a lot of thought about what the pipes had to look like and what the business rules between buyer and seller should be. Now, with our systems in place, we have an opportunity to develop more sophisticated approaches to programmatic.
I predict that 2015 will see more custom solutions for specific verticals – FMCG, B2B and Financial Services, for example – using programmatic channels to drive education. Applying data to content strategies that go beyond traditional “advertising” can help change customer behaviour, eventually encouraging buying behaviour. Don’t be fooled by fancy site lists though – this should go well beyond the packaging up of some inventory, to solutions truly tailored to the workflow and needs of specific industry verticals.
Cindy Deng is the managing director, Asia-Pacific, at digital ad solution company, Turn.
Tastemade, launched the Snap Mini “Tastemade Me Do It” – a bite-sized, third-party experience that lives in Snapchat and does not require extra installation. With “Tastemade Me Do It,” Snapchatters can test their at-home cooking and DIY skills with weekly challenges, and can answer polls about their taste preferences to earn personalised stickers that they […]
Deakin University has launched a new campaign, created by TBWA\Melbourne in partnership with Revolver which looks to lift Deakin’s long-running ‘Future belongs to the Ready’ platform to a more emotive level. Set to Berton Braley’s circa 1917 poem “Opportunity”, directed by Revolver’s Dani Pearce and featuring Jamaican/First Nations poet and multidisciplinary artist, Aurora Liddle-Christie, the […]
A supermarket in regional NSW has received an important lesson in hashtagging after it was forced to pull an online competition for an innocent chocolate giveaway. The IGA at Yass – north of Canberra – announced it had pulled its Cadbury chocolate bar competition after the accompanying hashtag #igayass was reportedly bombarded with juvenile comments. […]
Global creative network the Stink Group has appointed Dan Forman as its new chief operating officer. In the position, Forman will drive global growth and commercial strategy across Stink Films and Stink Studios, with the objective of expanding both companies’ offerings to more global clients. Forman, who leaves WPP, will work closely with leads across […]
Telecommunications, Media, and Technology (TMT) strategy consulting firm Altman Solon today announces its acquisition of Venture Consulting, the largest TMT specialist consulting firm in Australia and New Zealand. Venture Consulting will start operating as part of Altman Solon in Australia and New Zealand (ANZ) today under the leadership of two of the region’s most experienced and well-respected […]
Ancestry, the global leader in family history, has launched ‘There Could Be More To You Story’, an integrated campaign to broaden the brand’s appeal to a wider audience. Created by Saatchi & Saatchi Australia, the campaign is the agency’s first piece of work for Ancestry since winning the project in December 2020. The campaign creative […]
Commonwealth Bank of Australia (CBA) and Quantium have combined to form CommBank iQ, a new joint venture to help Australian businesses leverage insights from data. CommBank iQ will create a new range of data-driven products to help businesses gain a better understanding of their customers. Andrew Hinchliff, CBA’s Group Executive of Institutional Banking and Markets […]
DDB Sydney has unveiled its latest work for Volkswagen Amarok. The Amarok V6 W-Series is a collaboration between Volkswagen and legendary performance tuning house Walkinshaw. The integrated launch, created by DDB Group Sydney, unfolds like a tourism campaign, showing Walkinshaw Station not as a theme park or polished racetrack, but as its own world, the […]
QMS Media has promoted current senior executive and CMO Sara Lappage to chief operating officer – customer, as the business looks to streamline processes and communication, it said. The new role will see Lappage oversee the sales, strategy, and marketing functions, enabling complete alignment across the business as QMS further expands its digital offering and […]
On the back of 12 months of sustained growth from a string of agency acquisitions and new business wins including Toyota, Maybelline New York and eBay, HERO has appointed industry luminary James Greet to the newly created role of Chief Operating Officer. HERO was launched by Ben Lilley in 2020 after a rapid succession of […]
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.