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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.

6 Comments

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  1. Most of the social media is running on collecting data or posting advt. to targeted customers. Most of the digital subscribers especially on desktops have “Adblocker” installed., which effects advertisements performance.

    Also, most of them are irritating , like that of a youtube. So, we need to find technical solution by embedding advt. in web page or making them creative , so that individual do not feel irritated..

  2. Most people think of ads as spam – something they have to sit through only in order to get to a YouTube video – unless they are really relevant. Many of my friends are annoyed that Facebook or Google apps show them the same products they searched for on Amazon or Flipkart. This is normally quite harmless but it’s a dead giveaway (and a somewhat far-fetched one) that users are being watched. This often induces, at least subconsciously, the sense of violation of privacy. I think one of the few ways to get around this is to offer the user *really* relevant content and the best possible deals. Users may not think much of online activity tracking if that helps them save money. While there’s enough data for targeted advertising efforts to leverage and there are enough tools to implement this, the real challenge lies in making advertising more and more personalized and relevant.

    Now all that is user-centric, but it is equally lucrative for e-commerce players to guard themselves against fraudulent bot impressions (The figures about the budgets wasted in combating these bots are truly astonishing). It’s possible that while making advertisement more and more relevant for the user, we might forget to think about how to distinguish a user from a bot. Software that can uniquely identify individuals across the world wide web will also play a big role here.

  3. So what you are saying is that with ad block the companies are getting our history and all .isn’t it illegal ? I mean its invading in someone’s privacy!

  4. I think the super high valuation of Facebook, Google, Apple and Amazon is mainly because has highly personal data of billions of users. Facebook knows when and what kind of places we travel to, the kind of movies we watch, the kind of social events we are interested in, the food we love, the people we hang out with and so on so forth. Amazon knows very well the size and kind of shirts I like to buy. This ‘Big’ data of millions of users not only increase the barriers to entry in the market but also gives their business a huge boost by helping brands reach out to the right consumer at the right time and right place. Users are tired of random banner ads, that have no relevance with them, popping up on their screens. The highly targeted advertising using the highly precious users preferential data is the in-thing

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