Digital Media Advertising
Been giving a lot of thought to digital media advertising this week. Slow week you say? No, just that I am fortunate to have a glimpse in to some things that are happening and to have the opportunity to chat with smart people in the space.
Here are three general thoughts:
1. Performance will be king
Eric Schmidt is right, the last area of unaccountable corporate spending is marketing. Digital media will continue to deliver better ROI’s – and not just for cpc or cpa deals but brand spends as well. The spending will continue to drift from offline to online to match the engagement of audience in digital media.
2. Data drives audience targeting
Privacy concerns will be overridden by the benefits users receive in the form of better content and advertising targeting. Data will drive this move to thousands of “channels” that will be reachable by marketers across the Web.
3. Marketers will assume more control
Marketers will get smarter and more adept at defining the profiles of users they are trying to reach and how they define success once they reach those users. Self serve will be the wave that changes how everything works – agencies and sales professionals will have to evolve or die.
It’s amazing how fast all of this is happening – an how many smart, talented people are working on the different pieces of the puzzle.
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