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About ten years ago, I was working at a small data company in the offline predictive analytics and data management industry at a time when offline data, segmentation, predictive analytics, algorithms and machine learning were largely the domain of database marketers and CRM teams. Though many of my colleagues were excited about the potential future of online customer acquisition, real-time segmentation and bridging the gap between offline data and online data, the data management industry and the respective companies all slowly realized the opportunity. The most aggressive shifted employees to exciting new roles and opportunities that drove further growth. The least aggressive continued with business as usual and missed the outsized opportunities and outcomes created by companies like LiveRamp, DataLogix, BlueKai, Krux and others. More than anything else, the most successful firms were the ones who saw this convergence and opportunity as something to be seized – one that would allow them to leverage their offline expertise with new technologies, faster and at a fraction of the cost. I believe that we can achieve the same sort of transformation here in the advertising and marketing space.
The concept of brands will fade over time under the influence of bots, the sharing economy and the very recent ‛unbranding’ movement. Brands are Big Business. A lot of cold hard cash is invested in keeping the names of Nike, Coca Cola, Louis Vuitton or Harley Davidson resonating in our heads. Successful brands make sure they embody as much a ‛lifestyle’ as they are representative of products and services. That’s the way they ease themselves into the minds and hearts of the consumer. But that’s about to change. There are several forces at work that will make the concept of a brand increasingly irrelevant and will have a huge impact on how we will market our companies, products and services. Here’s what you need to know.
One could argue, as I’m about to, that when the agency compensation system moved from commission to fees the equivalent of a slow moving meteorite was launched toward the advertising business. But because it was so slow at the time, real calamity felt like it was a zillion miles away so there wasn’t a sense of urgency to change things much. Staffing adjustments were made and things moved on as usual. In the years that followed, the meteor began to pick up steam. The media environment began to evolve making things harder to measure. Digital exploded on the scene. Pitches based on price wars began. Some clients went to zero-based budgeting. Consultancies decided the agency business was fair game. Tech companies like Google and Facebook have grown increasingly powerful. P&G pulled $100MM of digital spend and nothing happened. And most recently, WPP’s stock price plunged when they reported a slowdown in global ad spending. Slow no more, the meteor is now breaking earth’s atmosphere.
With some of the biggest AdTech shows fast approaching (Exchange Wire #ATSL17, Dmexco & Programmatic IO), I thought it would be a good time to compile a quick guide as to the key events & areas currently shaping programmatic advertising from my own personal viewpoint. Click to read more.
This business is going to kill me one day. The autopsy will show that the cause of death was a high speed, head on collision with banal bean counters masquerading as experienced marketers. My remains will be impossible to identify as a result of the crushing weight of countless spreadsheets. Once I’m six feet under, a 20-something digital media expert will gleefully frolick on my grave because a display banner featuring a dancing alien touting low mortgage rates garnered an industry average .02% click-through rate. Click to read more
Facebook has set the pace for how social networks can grow their advertising revenues by leveraging advances and ad tech and the information that they collect about users and their interests throug…
Clay Shirky, Writer, Consultant & Teacher on New Technology & Social Media, presents "The End of The Audience" at TechConnect:12 in Silicon Valley. The 20th ...
