12 Jan What to Expect From Display Advertising in 2015
It’s hard to believe we’re almost two weeks into the new year! Looking back on the past year, 2014 was definitely the year of big data, mobile and programmatic. As for 2015, we once again expect to see significant and exciting new changes. Advertisers and agencies alike will need to shift their strategies and spend in order to adapt.
Looking ahead, we expect Identity Management, Small Data, and Expressed Data to be three broad-stroke trends that will significantly change the display advertising landscape in 2015. Here’s a preview:
- Identity Management
Ad measurement became much more difficult in 2014 due to (1) the decline of third-party cookies, and (2) a large beahvioral shift in which consumers relied on multiple devices unlike ever before. This two factors led to great inaccuracies in crucial ad measurements such as reach, frequency and targeting. In order to solve this problem in 2015, we expect ad tech vendors to start providing identity management solutions that will both aggregate cookies into a single identity and in some cases, connect advertising touch points to a real-world identity.
- Small Data > Big Data
Big Data was a main focus of 2014 and unfortunately, this overwhelmed many organizations. Consequently, we predict that organizations willl switch their focus to “Small Data”, i.e. smaller data sets that organizations already collect about it’s customers. The organization can look at this data and pick out the few pieces of information that are extra valuable in impacting customer response. Instead of taking the time and resources in order to cull through humongous data sets, an organization can understand and utilize these small tidbits in a powerful way on a regular basis.
Trueffect Chief Product Officer, Jeff Hassemer, recently wrote about this topic in AdAge and the response has been enormous. Check out the full article here to learn more.
- Expressed Data over Inferred Data
In the past, users were defined by the media they consumed in the third-party cookie ecosystem (inferred data). Advertisers are quickly transitioning to relying on more accurate and powerful expressed data such as:
- First-Party data which consists of CRM data, registration data and on-website information
- Social data from providers including Facebook and LinkedIn
- Mobile and wearable device data, which can provide very strong signals for targeting such as location and activity.
Learn more about the benefits and power of expressed data in a recent AdExchanger column by Chief Marketing Officer Tim Mayer.
Do you agree with these trends for 2015? What did we miss? Let us know in the comments below!