As consumer media consumption continues to move online, digital is beginning to dictate the global ad market. Digital is due to hit 54% of ad spend worldwide in 2020, increasing to 61% by 2023. The markets leading the way are seeing an even greater pace of change, with digital ad spend in the UK predicted to be 69% of the market in 2020, rising to 74% by 2023 (eMarketer, 2019).
Linked to this growth is a rapid evolution of digital media, and the data and technology used to buy it. Advertisers are feeling an increased burden to keep on top of these changes to the digital ad market. As brands who get their strategies right in this crucial time, will help define the business landscape over the next decade.
1. The in-housing pendulum will begin to swing back
With in-house brands starting to renew ties with agencies, is the in-housing trend doing a U-turn?
2. Adapting to social ecommerce will give a competitive advantage
Consumer media consumption and purchasing habits are changing fast, advertisers need to keep up with evolving social commerce platforms in order to meet demand
3. Why 2020 will, once more, not be the year of the mobile
Whilst 2020 is not the year of the mobile, with 44% of all ecommerce purchases coming through apps, this should be the year for a focused mobile app strategy.
4. IMDb TV is set to produce Video-On-Demand’s Pokémon GO moment
The European release of IMDb TV in 2020, ad-supported video on demand (AVOD) has the potential to produce a lightbulb moment.
5. Google Cloud will play a central role in Google’s future of marketing
With the underlying trend of Google consolidating their technology stack, the interplay between GMP and GCP will be one to watch this year.
6. A useful identity solution will emerge from data privacy
This year marketers must step up their explorations of identity-based solutions to learn how to better build value using the data now available.
7. Automation will save media measurement
With measurement being hampered by GDPR and the death of the third-party cookie, how do marketers need to respond?
8. Google’s ‘SameSite’ changes to the cookie heralds its demise
The enforcement of SameSite cookies has the potential to break adtech in the long term, but will it, and if so when?
© Infectious Media 2020