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19 Things You Probably Shouldn’t Ignore In Advertising

The next big thing will be evolving around the depth of user interaction with ads, which is directly related to a thorough big data analysis and developing actionable insights.

Ecommerce brands will continue to connect offline to online data – mixing location data with beacons, and packaging data from one platform to another in order to fully engage customers.

Mobile devices are personal so, unlike desktop or TV, data is specific to each individual. Increasingly, we’ll be able to leverage that data to make ads more personalized and effective.

As budgets are wasted on fraudulent bot ad impressions ($7.2B this year in the US, according to ANA), advertisers will turn to fraud detection tools when buying traffic.

Marketers will see cross system results of all their data in one place. Real time notifications of opportunities and analyzed trends will be how they drive business value with data.

With the rise of wearable technology, data driven advertising will rely on people’s day-to-day activity levels in order to form the basis around predictive behavioral targeting.

Widespread adoption of capturing better, more actionable, first party data by simply asking for consent. 25 major retailers are implementing opt-in price drop, new item email and SMS alerts on their product pages today.

Machine learning techniques are shaping advertising by enabling more granular targeting and automated optimizations. AI complements media buying efforts providing campaign insights for real-time optimization.

A company recruiting influencers without having access to their complete data profile (engagements, post history…) is basically playing poker without looking at its hand. The likelihood of winning is close to zero.

Because people all over the world are becoming “constantly connected” via smartphones and even their cars, real-time data will become even more important to successful advertising campaigns.

Tracking online interactions with offline store visits will keep growing dramatically. Facebook is starting to use this for its ads, beacons are on the rise. That’s where we are heading.

With ad blocking on the rise, companies will find new ways of engaging customers. One of these will be listening to “intentcasts”, where buyers broadcast their purchasing intent to vendors.

Greater adoption of the direct-to-consumer approach, so brands are developing richer first party data sets; and deployment of quasi (70%) programmatic linear TV buying via local inventory aggregation.

I see higher spend and budget allocation toward highly targeted digital campaigns. Consequently, TV advertising budgets will likely sink dramatically, and social media will be the hub for Super Bowl advertising.

Continued growth of automated marketing and custom CRM’s – companies are getting WAY more automated with their lead generation and having custom CRM platforms to assist their automation.

More ad agencies will begin experimenting with AI-powered messenger bots that provide individualized services to consumers based on the customer profile companies have of them.

All of our present systems will be combined and automated with big data, machine learning and other technologies that have not been developed using our digital footprint.

The advancement in tracking through things like store visit conversions and cross-device tracking will lead to much more of digital spend being properly attributed and tracked to bottom line revenue.

Online advertising gets more personalized, driven by a single source of reliable customer profiles created with data from all internal, external and third-party sources, including interactions, transactions, and click-stream data.