Continuing from our first 6 predictions in yesterday’s post, here are the rest of our thoughts on what advertisers can anticipate in 2012:
7. Acquisitions will heat up in our space and from the more established infrastructure players in addition to the usual suspects.
8. Video will be the fastest growing segment, fueled by YouTube opening up to public bidding and every publisher trying to take advantage of the higher yielding CPMs. Video will grow significantly in 2012
9. The click will loose its grip on every ad buy. With the increase in video and mobile the click will loose ground to the other 99% of ads served. Interactions, branding and post ad activity will garner more focus in 2012 as agencies and advertisers look to diversify their success metrics.
10. Cookie solutions will continue to disappoint. As more and more advertisers engage in data-driven strategies for ad buying, they’ll begin to understand the issues around cookie-driven solutions such as time capsule problems on profiles, a non-experience focus, and targeting that is inventory unaware.
11. With the explosion of content, audiences are in control of where they spend time online, and posses a shorter attention span. The future of ad tech will and must be able to reach audiences at times more closely related to what audiences are doing in that moment– not before, not after, but in that point in time.
12. The wireless carrier wars are back on. With AT&T’s acquisition of T-Mobile falling through, providers will go into a heavy battle for the consumer surrounding smartphones & tablet devices, as the consumer becomes able and willing to fork out more money for the most popular mobile experiences.
We expect to see great traction in 2012 with new exciting developments all across digital advertising industry. It’s going to be an exciting year.
What are your predictions in 2012?