Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul class="summary-list"><li><strong>The TV advertising industry is facing mounting changes from drops in ratings and new over-the-top streaming services.</strong></li><li><strong>These 23 execs from networks, streaming companies, agencies, and brands are working to fix advertising issues like how ads are bought, sold, and measured.</strong></li><li><strong><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</strong></li></ul><p>The TV advertising business is changing as people shift from watching linear TV to over-the-top services like Roku and Hulu.</p><p>Networks, streaming services and adtech companies are racing for a piece of the $70 billion industry with new ad formats and ad-buying tools.</p><p>Meanwhile, the coronavirus has surged through the industry with <a href="https://www.businessinsider.com/coronavirus-2020-magna-global-breaks-down-live-sports-impact-2020-3">cancelled live sports events,</a> virtual upfront presentations, and <a href="https://www.businessinsider.com/coronavirus-2020-ubs-analyzes-sports-news-tv-networks-2020-3">spikes in daytime news</a> and cable network programs.</p><p>Business Insider identified 23 people from networks, streaming companies, advertising agencies, and brands who are solving problems in TV advertising.</p><p>The list includes names like Laura Molen, president of advertising sales and partnerships at NBCUniversal, who is working with advertisers to launch the upcoming streaming service Peacock and helping direct-to-consumer brands navigate TV. </p><p>We also highlighted Pluto TV's Harold Morgenstern, who is working to build out a direct sales team for the Viacom-owned streaming service after previously leaning on revenue from programmatic advertising.</p><p><strong><a href="https://www.businessinsider.com/the-23-people-shaping-the-tv-advertising-industry-in-2020-2020-4">Click here to see the 23 insiders working to fix TV advertising.</a></strong></p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/brand-investment-esports?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=advertising&amp;itm_campaign=brand-investment-esports"></a></p>

Meet the 23 executives leading the future of TV advertising

<p>Hi! Welcome to the Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> daily for October 16. I'm Lauren Johnson, a senior advertising reporter at Business Insider. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">Subscribe here to get this newsletter in your inbox every weekday.</a> Send me feedback or tips at <a>ljohnson@businessinsider.com.</a></p><p><strong>Today's news: </strong>Inside the future of millennial-news network <keyword id="796414" type="PERSON" weightage="60" keywordseo="Cheddar">Cheddar</keyword>, the FBI interviews former Ruder Finn employees, and the ad experts up for hire.</p><h1><a href="https://www.businessinsider.com/how-altice-cheddar-trying-sustain-model-streaming-tv-news-2020-10"></a></h1><h3><a href="https://www.businessinsider.com/how-altice-cheddar-trying-sustain-model-streaming-tv-news-2020-10">Inside Cheddar, the millennial-news network trying to find its footing after a $200 million exit and big layoffs during the pandemic</a></h3><ul><li><a href="https://www.businessinsider.com/how-altice-cheddar-trying-sustain-model-streaming-tv-news-2020-10">Ashley Rodriguez spoke with Cheddar's founder, former employees, and analysts about the future of the "post-cable-network" model the company was built on after it sold to Altice last year and went through a round of layoffs this year.</a></li><li> Founder Jon Steinberg said the network was focusing its distribution efforts on free streaming-TV services like Samsung TV Plus and growing direct and programmatic ad dollars.</li><li>But some insiders questioned whether ad revenue alone could sustain Cheddar's growth — and how much more Altice is willing to invest in making the network a household name.</li></ul><h3><a href="https://www.businessinsider.com/how-altice-cheddar-trying-sustain-model-streaming-tv-news-2020-10">Read the entire story here.</a></h3><h3><a href="https://www.businessinsider.com/fbi-questions-former-ruder-finn-employees-chinese-consulate-2020-10"><strong><div type="image" title="chinese consulate" height="1334" width="1778" msid="78692020" hostid="261"></div></strong></a></h3><h3><a href="https://www.businessinsider.com/fbi-questions-former-ruder-finn-employees-chinese-consulate-2020-10">The FBI probed public relations giant Ruder Finn about prospective work for the Chinese consulate, former employees say</a></h3><ul><li><a href="https://www.businessinsider.com/fbi-questions-former-ruder-finn-employees-chinese-consulate-2020-10">Sean Czarnecki reports that the FBI questioned former employees at public-relations firm Ruder Finn about work the agency pitched for the Chinese consulate.</a></li><li>The FBI asked the former employees questions like who was involved from the firm and the consulate and what the potential scope of work was.</li><li>Lobbyists and re<keyword id="86164" type="ORGANIZATION" weightage="60" keywordseo="PR">pr</keyword>esentatives for foreign governments, including PR firms, are required to register with the US government, and the US government has been stepping up enforcement of this requirement, said Joshua Rosenstein, a lawyer at Sandler Reiff Lamb Rosenstein &amp; Birkenstock.</li></ul><h3><a href="https://www.businessinsider.com/fbi-questions-former-ruder-finn-employees-chinese-consulate-2020-10">Read the full story here.</a></h3><p><a href="https://www.businessinsider.com/top-advertising-and-marketing-pros-who-are-on-the-market-2020-10"><div type="image" title="2x1 ad" height="600" width="1200" msid="78692022" hostid="261"></div></a></p><h3><a href="https://www.businessinsider.com/top-advertising-and-marketing-pros-who-are-on-the-market-2020-10">Meet 18 top advertising and marketing pros who are expert at positioning brands, persuading consumers — and are on the market</a></h3><ul><li><a href="https://www.businessinsider.com/top-advertising-and-marketing-pros-who-are-on-the-market-2020-10">Michael Kaminer identified 18 respected pros on the market who can help confront brand challenges in these turbulent times.</a></li><li>While the pandemic has significantly cut ad spend, agencies and brands still need talent.</li><li>The list includes agency veterans like Ed Gorman, formerly of Carat; and ex WarnerMedia CMO Chris Spadaccini.</li></ul><h3><a href="https://www.businessinsider.com/top-advertising-and-marketing-pros-who-are-on-the-market-2020-10">Read the full story here.</a></h3><h3>More stories we're reading:</h3><ul><li><a href="https://www.businessinsider.com/founder-exits-agency-racist-remarks-cause-furor-and-clients-flee-2020-10">Inside Dallas ad agency The Richards Group, whose founder just stepped down after a racist remark caused clients like Home Depot and Motel 6 to flee</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/the-walmart-advertising-execs-to-know-competing-with-amazon-2020-1">Meet the 11 execs who are leading Walmart's effort to challenge Amazon's advertising business</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/amazon-prime-day-ditches-celebrity-promotions-this-year-covid-2020-10">Amazon abandoned Prime Day promotions from celebrities this year because it shifted spending to meet demand amid an online shopping boom</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/facebook-new-york-post-hunter-biden-shared-thousands-after-restrictions-2020-10">The New York Post's dubious Hunter Biden article was shared 300,000 times on Facebook even after the company said it limited its reach</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/loreal-opens-offices-to-50-capacity-covid-19-cases-rise-2020-10">Leaked emails show L'Oreal is requiring employees to clean their desks three times a day and giving them two face masks daily</a> (Business Insider)</li><li><a href="https://digiday.com/media/we-want-to-be-as-frictionless-as-possible-samsung-ramps-up-its-pitch-to-advertisers-across-europe/">'We want to be as frictionless as possible': Samsung ramps up its pitch to advertisers across Europe</a> (Digiday)</li></ul><p>Thanks for reading and see you on Monday! You can reach me in the meantime at <a style="color: #222222;">ljohnson@businessinsider.com</a> and <a href="http://newsletter.businessinsider.com/join/4np/advertising-insider">subscribe to this daily email here.</a></p><p>— Lauren</p>

The future of millennial-news network Cheddar post-Altice acquisition and layoffs

<p>Hello and welcome back to <keyword id="12009106" type="UNKNOWN" weightage="60" keywordseo="insider-advertising" source="Orion">Insider Advertising</keyword>, your weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="11894120" type="UNKNOWN" weightage="100" keywordseo="advertising" source="Orion">advertising</keyword> editor. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising"><em>If this was forwarded to you, sign up here</em></a>.</p><p>As we gear up for the big holiday quarter, <keyword id="11892960" type="UNKNOWN" weightage="60" keywordseo="facebook" source="Orion">Facebook</keyword> advertisers are already experiencing their nightmare before Christmas as <a href="https://www.businessinsider.com/apples-att-idfa-changes-are-disrupting-advertising-on-facebook-2021-5">Apple's recent privacy changes take effect</a>. In a <a href="https://www.facebook.com/business/news/navigating-change-and-improving-performance-and-measurement">blog post</a> Wednesday, Facebook said some advertisers' post-iOS 14 difficulties were hitting harder than they had expected. Some of those issues could be attributed to Facebook underreporting conversions on iOS devices by about 15%, the company said. Direct-to-consumer and so-called performance advertisers in particular are bracing for a bumpy Q4.</p><p>Let's get you caught up on this week's other big advertising news:</p><ul><li><a href="https://www.businessinsider.com/marketers-are-pushing-ad-agencies-to-be-eco-friendly-2021-9?r=US&amp;IR=TIR=T">Marketers are pushing their ad agencies to be eco-friendly</a></li><li><a href="https://adage.com/article/marketing-news-strategy/supply-chain-issues-threaten-ad-spending-comeback/2366671">Supply-chain shortages are affecting ad plans</a></li><li><a href="https://www.businessinsider.com/mark-zuckerberg-surfboard-wasnt-electric-after-nyt-report-hydrofoil-2021-9">Facebook is embarking on a more defensive comms approach</a></li></ul><h3><strong>It's not easy being green</strong></h3>It's been a little over five years since big brands like <a href="https://www.businessinsider.com/general-mills-ad-agency-pitch-diversity-requirements-2016-8?r=UK&amp;IR=TIR=T">General Mills</a> and <a href="https://www.businessinsider.com/hp-demands-ad-agencies-are-more-diverse-2016-9">HP</a> made headlines by setting out requirements for their ad agencies to diversify their workforces.<p>Now, an increasing number of advertisers are also asking agencies pitching for their business to <a href="https://www.businessinsider.com/marketers-are-pushing-ad-agencies-to-be-eco-friendly-2021-9?r=US&amp;IR=TIR=T">lay out their sustainability commitments</a>, the Insider correspondent <a href="https://www.businessinsider.com/author/patrick-coffee">Patrick Coffee</a> reports, quoting one agency exec who said it's now part of every pitch.</p><p>But while <keyword id="11896309" type="UNKNOWN" weightage="60" keywordseo="sustainability" source="Orion">sustainability</keyword> metrics are now front and center of many RFPs, I'd wager that few advertisers are at the point where they can audit compliance with the promises being made.</p><p>"It's an important part of any process, but many of the areas can be quite challenging on an ongoing basis," Ryan Kangisser, the managing partner of strategy at the media-advisory firm MediaSense, told me. </p><p>What's more, as the coronavirus pandemic forced nearly all businesses to significantly rev up their e-commerce operations, some advertisers could do well with turning the mirror back on themselves. Global delivery volume records that were set last year are <a href="https://info.metapack.com/LP-Peak-delivery-trends-2021.html">likely to be smashed once again in the holiday quarter</a>.</p><p>"As e-commerce gets bigger, we all have to recognize the energy and power required to fuel all the e-commerce sites and clicks and transactions that are exponentially exploding at the moment," said Richard Robinson, a managing director of the pitch consultancy Oystercatchers.</p><p>Yet, Robinson said, when brands are leaned on to ask who is ultimately responsible for sustainable e-commerce within their companies - The CMO? CDO? IT? <keyword id="11894138" type="UNKNOWN" weightage="60" keywordseo="supply-chain" source="Orion">Supply chain</keyword>? - many execs still don't have a solid answer.</p><p>"The e-commerce kahuna is everyone's inconvenient secret at the moment," Robinson added.</p><h3><strong>Hey big spender</strong></h3><p>As e-commerce spending continues to soar through 2021 and beyond, so too is retailer spending on digital ads.</p><p>Retail has long been the biggest-spending sector on digital ads in the US - which makes sense, as it's the category with the clearest visibility about whether the ads drove a sale.</p><div type="image" title="Stacked bar chart of digital ad spending estimates shown over 2019, 2020, and 2021" height="2530" width="1240" msid="86452881" hostid="261"></div><p><a href="https://content-na1.emarketer.com/us-digital-ad-spending-by-industry-2021">Insider Intelligence forecasts</a> US retailer digital ad spending will blast through the $50 billion mark in 2022 - "a mark that no other industry will approach in the next couple of years," the Insider-owned research company's analysts wrote. In fact, Insider Intelligence doesn't predict any other single category will spend more than $20 billion in digital ads a year until 2023.</p><p>In the meantime, retailers and e-commerce companies like <a href="https://www.businessinsider.com/walmart-launches-ad-buying-platform-to-take-on-amazon-2021-8">Walmart</a>, <a href="https://www.businessinsider.com/amazon-walmart-instacart-cost-of-advertising-2021-8">Target</a>, and <a href="https://www.businessinsider.com/amazon-walmart-instacart-cost-of-advertising-2021-8">Instacart</a> are busily building their own ad businesses and taking on the market leader Amazon by using their valuable first-party data to help advertisers target the shoppers most likely to buy their products. Insider Intelligence estimates that US retail media ad spending will grow almost 28% to reach $24 billion this year.</p><h3><strong>You can't always get what you want</strong></h3><p><strong><em><div type="image" title="GM assembly line workers" height="1785" width="3000" msid="86452882" hostid="261"></div>Insider's senior reporter </em></strong><a href="https://www.businessinsider.com/author/lauren-johnson"><strong><em>Lauren Johnson</em></strong></a><strong><em> reports: </em></strong>Supply-chain issues are affecting ad spend, <a href="https://adage.com/article/marketing-news-strategy/supply-chain-issues-threaten-ad-spending-comeback/2366671">Ad Age reported</a>, and it's not just mom and pops grappling to stock their shelves.</p><p><a href="https://www.businessinsider.com/gm-shutting-down-some-production-due-to-global-chip-shortage-2021-9">Automakers like GM are also contending with big issues</a> that make it hard to get their products to people, and big names are cutting advertising spend as a result, according to four agency sources who handle ad buying for the auto industry.</p><p>One ad buyer said GM brands like Ford and Chevy, as well as the Dutch automaker Stellantis, cut ad spend earlier this year in response to computer-chip shortages that slashed production cycles, adding that car brands shifted their messaging from selling new vehicles to encouraging people to buy used cars at local dealerships. Representatives for Ford, Chevy, and Stellantis did not respond to requests for comment.</p><p>Agency sources said that such cuts had hit mostly TV advertising and that in cases in which only some of a brand's products were unavailable, advertisers redirected digital ad spend to promote in-stock items with performance tactics like programmatic advertising that can track sales of products.</p><ul><li><strong>Read more:</strong> <a href="https://www.businessinsider.com/kfc-chicken-tenders-shortage-shortages-not-advertising-boneless-2021-9">KFC isn't advertising chicken tenders on TV because of supply-chain shortages</a></li></ul><h3><strong>Sorry seems to be the hardest word</strong></h3><div type="image" title="Mark Zuckerberg." height="2653" width="3980" msid="86452885" hostid="261"></div>A few years ago, as sure as spring would turn to summer and summer to fall, it felt as if the latest Facebook mea culpa was only ever a few months away. (<a href="https://www.washingtonpost.com/graphics/2018/business/facebook-zuckerberg-apologies/">The Washington Post even made a handy timeline</a>.) Yet while Facebook has been significantly ramping up its own ad spend of late, don't expect to see any more <a href="https://markets.businessinsider.com/news/stocks/mark-zuckerberg-newspaper-ads-apologize-for-cambridge-analytica-scandal-2018-3">full-page apology ads</a> from the social network in your favorite newspaper anytime soon.<p>As The New York Times reported, amid the weight of negative scrutiny on the company, Facebook's communications execs are pressing on with a different strategy: <a href="https://www.nytimes.com/2021/09/21/technology/zuckerberg-facebook-project-amplify.html">No more apologies</a>.</p><p>That attack-dog approach has been in plain view following The Wall Street Journal's <a href="https://www.wsj.com/articles/the-facebook-files-11631713039?AID=11557093&amp;PID=6415797&amp;SID=bi%7C61476a4638e1e54c221b7522%7C1632380088769&amp;subid=Business+Insider&amp;cjevent=a0dc4fb11c3b11ec834e6fae0a82b832&amp;tier_1=affiliate&amp;tier_2=moa&amp;tier_3=Business+Insider&amp;tier_4=3861930&amp;tier_5=https%3A%2F%2Fwww.wsj.com%2Farticles%2Fthe-facebook-files-11631713039les%2Fthe-facebook-files-11631713039">explosive "Facebook Files" investigative series</a>, which uncovered a litany of serious issues on that platform that the company appears to be aware of but has failed to fully address.</p><p>Facebook's vice president of global affairs, <a href="https://www.businessinsider.com/facebook-responds-to-the-wall-street-journal-files-series-2021-9">Nick Clegg, fired back with his "What the Wall Street Journal Got Wrong" blog post</a>. Mark Zuckerberg, who personally hasn't responded to The Journal's reporting, instead <a href="https://www.businessinsider.com/mark-zuckerberg-surfboard-wasnt-electric-after-nyt-report-hydrofoil-2021-9">wagged his finger at The Times</a> for implying he had posted a video of himself riding an "electric surfboard" instead of a hydrofoil. Over on Twitter, a Facebook representative <a href="https://twitter.com/joeosborne/status/1440452726433804296?s=21">sought to play down</a> The Times' reporting of "Project Amplify," the social network's initiative to show people positive stories about the company on the platform.</p><p>Meanwhile, the heat on Facebook shows no sign of petering out:</p><ul><li><a href="https://www.axios.com/boycott-facebook-advertisers-consumers-4c551f31-5df0-4e1f-9db6-886cb3422083.html">Another Facebook ad boycott could be around the corner</a></li><li><a href="https://www.wsj.com/articles/senators-seek-answers-from-facebook-after-wsj-report-on-instagrams-impact-on-young-users-11631664695">Senators said they'd investigate Facebook's internal research into Instagram's effects on the mental health of young users</a></li><li><a href="https://www.businessinsider.com/facebook-instagram-user-satisfaction-drops-to-all-time-lows-2021-9">One of Wall Street's top internet analysts says Facebook and Instagram user satisfaction just dropped to all-time lows</a></li></ul><h3><strong>Recommended reading</strong></h3><p>Waze CMO Erin Clift has left amid leadership shake-up at the Google-owned company - <a href="https://www.businessinsider.com/waze-cmo-erin-clift-has-quietly-left-the-company-2021-9">Insider</a></p><p>Roku is rolling out a new tool to compete with Facebook and Google for the $16 billion local advertising market - <a href="https://www.businessinsider.com/roku-shopify-buy-streaming-ads-2021-9">Insider</a></p><p>AT&amp;T CEO John Stankey says he's unhappy with the company's brand and is planning a more future-facing refresh - <a href="https://www.cnbc.com/2021/09/21/att-ceo-john-stankey-says-hes-not-satisfied-with-his-own-companys-brand.html">CNBC</a></p><p>VideoAmp has begun testing its cross-platform TV- and video-measurement ratings alternative with five major ad holding companies - <a href="https://www.campaignlive.co.uk/article/videoamp-kick-off-currency-test-major-holding-companies/1727727">Campaign</a></p><p>Audi is looking for a new ad agency to handle its $185 million ad business - <a href="https://www.businessinsider.com/volkswagen-audi-seeking-ad-agency-in-pivot-to-electric-cars-2021-9">Insider</a></p><p>TikTok insiders describe how parent company ByteDance's culture principles, called 'ByteStyles,' are used to reward and reprimand - <a href="https://www.businessinsider.com/tiktok-employees-bytedance-bytestyles-used-to-reward-and-reprimand-2021-9">Insider</a></p><p>See you next week - and in the meantime please do continue sending your feedback and news tips for this newsletter to <a href="mailto:loreilly@insider.com">loreilly@insider.com</a> </p>

Advertisers demand agencies prove their eco credentials

<ul><li>If an industry can flourish during a global pandemic and one of the worst economic crises we had to face, it can survive through any challenges that come in its way.</li><li>Digital media has proven time and again how integral it is to the advertising industry’s survival and growth.</li><li>However, every year brings with it a set of challenges different from the previous one. So, in our second year-ender, we look at digital marketing, its growth trajectory and look at what lies ahead.</li><li>Experts are optimistic that 2022 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques.</li></ul>The digital marketing industry in India not only managed to weather the pandemic’s impact but also flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to invest in digital. Digital media became one of the most effective mediums to reach out to people locked inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone consumption is only expected to amplify as more people, especially in Tier II and III cities, engage more digitally and make purchase decisions through websites, apps, social media platforms. Apps have undoubtedly become the most popular destination for consumers and marketers are capitalizing on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith also estimates that global adspend will reach $705 billion in 2021, up from $634 billion in 2019, and will rise to $873 billion by 2024.<br /><br />Digital marketing in India is also at the cusp of a massive revolution as brands explore options beyond <keyword id="640850" type="General" weightage="20" keywordseo="social-media-marketing" source="Orion">social media marketing</keyword> within the digital ecosystem and look to expand their presence across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times over the next decade and will likely account for 70-85% of the total ad market, which currently stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without a doubt, digital marketing is the future of advertising and the only way brands can grow is by harnessing various digital tools. <br /><br />From buying medicine to groceries or shopping for a wedding, many consumers who would otherwise prefer to browse and purchase in person, have moved to online shopping due to the limitations that the pandemic threw at them. This quick change in consumer behaviour, accelerated by the pandemic, gave a push to e-commerce, performance marketing, augmented reality, mobile marketing, digital animation, video content, voice search, audio advertising and influencer marketing. In this last year, Instagram has also moved beyond just a discovery platform and influencer-led commerce has arrived earlier than expected. According to WARC, Instagram grew to become the largest social media platform globally in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. Apart from social commerce, Instagram’s parent company’s Metaverse was the hot topic and trailblazer of 2021. In 2022, more brands will prepare for the next phase of the internet, include Metaverse in their marketing strategy and experiment with AR and VR. <br /><br />As we enter a new year and it brings a new set of challenges, different from the previous one, we speak to digital marketing experts, discuss the industry’s growth trajectory and look at what lies ahead. Here’s what experts had to say about digital marketing’s future in India:<br /><br /><strong>Neena Dasgupta, CEO and Director, Zirca Digital Solutions:</strong><br /><br />The dominant trend that seems imminent and set to grow is the cross media measurement. The customer connect is critical given the significant shift in consumption patterns. Understanding the impact of the mediums and planning connect basis that is an inevitability. This would require customer segmentation by cohorts, enablement of linking these cohorts between brand and publisher (any medium) and tracking response and measuring attribution using data integration at a CRM level. The entire system is data and tech driven supported by psychometric tools for the purpose of cohort creation and mapping. All in real time. <br /><br />Single source panel is the need of the hour. And there are multiple measurement organisations working together on this. More importantly it’s critical that a brand understands trading needs to be made more efficient by enabling customer segmentation in real time that can be activated using programmatic means, also in real time. The data pool and nodes will take some time to build as in any data led ML, and eventually it’s data science and creativity at work to engage prospects. <br /><br /><strong>Harshil Karia, Co-founder and Managing Director, Schbang:</strong><br /><br />I think two big trends will dominate marketing:<br /><br />1) More and more brands using a combination of technology to enrich what they do at last mile conversion, data management, and using the marketing data as signals to business and sales teams more effectively. Expect more martech being deployed. And expect more people to learn martech and it's capabilities and the ability to learn and unlearn the same. <br /><br />2) The use of automation will start to affect creativity. One ad can be delivered in a 100 ways using video Ai and voice. One copy can be written in many ways customised to context. The writers to can work well with an Ai and make it their friend will do well. An Ai works as well as the instructional data it recieves. <br /><br />The factor that will help drive this is increased demands from CEOs to integrate the marketing function into large scale business processes and have the vision to see the value it can unlock - a push but also some patience. The automation allows marketing to now affect at scale far more parts of the organisation than they already have. Marketers and creators will do well to be curious and have a learn it all attitude while knowing and deepening their craft on copy and design." <br /><br /><strong>Prashant Puri, Co-Founder &amp; CEO, AdLift:</strong><br /><br />We’re entering the organic first age where prioritizing organic search becomes paramount. We see content playing a vital role here, be it optimizing for voice search or improving user experience via engaging content across all brand touchpoint.<br /><br />We estimate influencer marketing spends to catapult to $150 to $225 in 2022 with brands doubling down on influencer led marketing campaigns across nano, micro and macro influencers - capturing 7 to 9% of overall digital marketing spends in India.<br /><br /><strong>Chandni Shah, Founder and COO, Kinnect:<br /><br /></strong>The one trend I see dominating 2022 is Social Commerce. The e-commerce industry experienced accelerated growth with the pandemic, and social commerce emerged as the 'flavour of the year'. Social media platforms too joined the bandwagon and introduced features and tools to enhance the consumer journey - from product discovery to purchasing them on/through the platform itself. <br /><br />Covid-19 pandemic in 2020 contributed significantly to the new era of online social retail. In 2020, Facebook introduced Instagram shops, integrating e-commerce and the world's most popular social media platform. In the Covid-19 pandemic, the worldwide social commerce market is anticipated to increase at a whopping <a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=GNOM&amp;utm_medium=PressRelease&amp;utm_code=rm7g2f&amp;utm_campaign=1434938+-+Global+Social+Commerce+Market+Worth+%24604.5+Billion+by+2027+-+COVID-19+Updated&amp;utm_exec=joca220prd" target="_blank">31.4</a><u>%</u>. By 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post-Covid-19 reality. Combining e-commerce with social media can be highly valuable; it allows consumers to look for brands via social media platforms and search for products they wouldn't usually look for on an e-commerce website. Brand hunt, influencers, and mobile payments are examples of social commerce in action. Thanks to AI, marketers can now gather real-time data on consumers and transform it into actionable insights. <br /><br />The upcoming year will see more users turn into buyers and make purchases through social commerce. Brands that haven't explored the opportunity yet will be quick to jump onto this trend. To sum this up, the shorter the buyers' journey will be, the lesser chance of them abandoning products in their cart. <br /><br /><strong>Hareesh Tibrewala Joint CEO of Mirum India:</strong> <br /><br />Covid has taught us that every business, big or small, B2B or B2C, irrespective of the category -- needs to have a way of reaching out to the consumers online, be able to showcase ones products and services, collect payment and make delivery. We will see e-commerce driving investments in the area of technology, content creation and media. We will see continued expansion of market places as well as emergence of D2C brands. Within ecommerce we will see movement towards voice-based ordering as well as conversational commerce<br /><br /><strong>Harsh Shah, EVP, Business- North and West, Dentsu Webchutney:</strong><br /><br />2022 is going to be the year of alternate digital realities. Yes, the metaverse! That moment in time where our digital life seamlessly co-exists with our physical life. That year, where our virtual possessions are of as much worth as our real-life possessions. Bank accounts and crypto wallets. Art works and NFTs. One of the key outlooks for brands should be to see how they can use 2022 to prep themselves to be not only present in the metaverse but also for immersive storytelling.<br /><br />With growing interest in the concept and it being part of popular culture, will accelerate adoption. It will outgrow the internet in adoption. Also, with 5G hitting the market, it can act as a great platform to drive that initial burst of growth.<br /><br /><strong>Shradha Agarwal, COO and Strategy Head- Grapes:</strong><br /><br />In my opinion, AI will play a crucial role in the digital marketing ecosphere. We have witnessed that from data collection to geo-fencing, AI has been helping businesses grow extensively. The technology comes with such a great combination that it has been used widely in certain aspects such as content creation, chatbots and search engines.<br /><br />Sectors like retail, e-commerce, banking, healthcare, gaming and others are already backed upon on artificial intelligence as it helps them recognize consumer behaviour, search patterns and it also helps businesses understand how customers find their products and services. In the coming time, we would see many others sectors trying their hands on the tool marketers want good sales and better ROI through their marketing strategy. Therefore, AI applications can predict what customers are likely to buy in the future based on their past purchases and browsing history. With this approach, it becomes easier for them to target their users.<br /><br />Also, AI use is becoming of utmost importance for those companies whose business depends on smartphones and drive sales through social media. Hence, AI as a market will grow exponentially.<br /><br /><strong>Raman Mittal, CMO and Co-Founder, TO THE NEW:</strong><br /><br />I believe the dominant trend of 2022 will be Contextual Targeting.<br />Contextual targeting isn’t something new, but for a while it was in the shadows because it’s performance was lower than Behavioral Targeting that used cookies.<br /><br />But in this cookie-less world, the modes of serving personalized ads to the audience have shrunk and marketers are moving back to contextual targeting. Whether it is category, keyword, or semantic contextual targeting, it will be exciting to see future developments in this arena.<br /><br /><strong>Mohit Gyanchandani, Head, media planning and growth, DCMN India:</strong><br /><br />For several years, the marketing industry has witnessed an ongoing contest between performance and brand marketing in terms of budget, resources and impact. But in 2022, we predict that the old dichotomy between the two will become increasingly blurred. This is in part due to the impact of COVID on businesses. After a volatile 18 months, many organisations are re-evaluating their goals and moulding themselves to survive and thrive in this new economy. Above all, companies know that to succeed, they need to build brand salience.<br /><br />We’re already seeing that for many of our clients, it’s not simply about brand versus performance anymore: the two need to work in tandem. That means bringing both sides of marketing even closer together and building fully integrated, 360 degree campaigns that power growth and build brand recognition across online and offline channels. Marketers will also start looking at results more holistically. Instead of just looking at one specific channel and its impact on direct KPIs, they will look at results through a broader lens: for example, the impact that a TV campaign might have on digital channels like search or retargeting.<br /><br />This doesn’t mean that pure performance-driven campaigns are going away completely. The best approach for a brand will always depend on the company’s stage of growth and their overall marketing goals. But for companies looking to scale, taking a fully integrated approach will be key to achieving cut-through in an increasingly competitive industry."<br /><br /><strong>Ankur Gattani, VP - Growth and Marketing, WebEngage around MarTech:</strong><br /><br />Majority of Indian organizations have been using a mix bag of first-party (1P) and third-party (3P) data for marketing and advertising. However, the usage and impact of 1P data are expected to amplify in 2022 in a big way. This trend will dominantly be driven by the legal framework that will prohibit the usage of 3P data and force the adoption for 1P.<br /><br />Organisations like Amazon and Netflix have spoilt the customers with their personalisation mechanisms. What this means is that customers expect personalisation from the websites and apps that they visit. Marketeers will have to make optimal use of data and analytics to bring that level of experience for their customers.<br /><br />Reports suggest that over 80% of marketeers see benefits in leveraging consumer data for marketing. At WebEngage, we work 100% on 1P customer data and we believe this trend will not only help our clients engage with consumers in a meaningful manner but also improve their business ROI.<br /><br /><strong>Shivani Kamdar - Associate Creative Director, SoCheers:<br /></strong><br />2020 &amp; 2021 showed us how content is still the centrepiece of every marketing communication and how brands went the extra mile to establish a better connection with their audience. The coming year is going to be no different, in fact "Localisation of Content" is the need of the hour. A marketing technique for product promotion leveraging the local culture of the target areas by studying their preference, likes, dislikes. The customer begins to relate with the content at a subconscious level which in turn not only helps aid their purchase decision but in the long run, also helps forge a better recall for the brand.<br /><br />One of the key factors that will help drive this trend home is ground research - an intense focus on understanding the consumer intent by renewing SEO efforts. The other is the medium of communication. Building the right story is not enough; finding the most compelling way to sell it will do just the right thing. Will that copy be more relatable as a video or will adding audio to this help enhance the user experience? Consumers are craving interactive, consumable, entertaining content be it on mobile or across social channels; question is, will you give it to them?<br /><br /><strong>Dia Kirpalani, VP, Head of Strategy, Blink Digital:</strong><br /><br />As we move into 2022 and beyond, we believe that both marketers and consumers will increasingly seek a clearly demonstrable line to value.<br /><br />To achieve this, marketers will need to harness the ability of end-to-end measurement, with an eye on their north star metric. India is moving online more than ever. With everything from shoppable content on social media, to conversational commerce bringing India's smaller towns further into the fold, this measurement is progressively important to assess where and how to communicate.<br />Meanwhile, consumers will seek value and authenticity from their brands. Brands that win consumers' hearts will meet consumers where they are with content that has real relevance, whether they access it through voice, video or vernacular. Brands will need to also provide consumers an exceedingly easy content consumption or shopping experience through hiccup-free, friendly interfaces. Importantly, content will also need to authentically reflect evolving consumer values, and this will help determine what brands should communicate. For brands looking to scale up further, this combination of multiple elements is what will ultimately drive value.<br /><br /><strong>Rahul Nanwani, Co-founder &amp; CEO of ImageKit:</strong><br /><br />It is predicted that globally, 82% of consumer web traffic in 2022 would be from videos. With India’s video market set to touch $18 billion by 2026, it will soon play a dominant role in digital marketing as well. Short-form videos have already attracted the attention of many Indians and the market is predicted to reach 650 million users by 2025. Thus, if brands need to reach a wider audience in the coming year, they need to utilize tools that will maximize their outreach through videos. Video optimization and media management tools help improve internal collaboration for teams creating the videos and then ensure that those high-quality videos can load quickly on a user's device. With several advancements being made in this field, brands will be able to provide better customer experiences and ensure their messaging reaches them through videos.<br />

Metaverse, social commerce and personalisation in a cookie-less world: Here’s how digital marketers are preparing for the future

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Adobe</span></p><p class="caption">Keith Eadie, VP and general manager of Adobe <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> Cloud.</p></div><p></p></div></div></p><ul class="summary-list"><li><span></span><strong>A new report from Adobe looks at the history of digital advertising and where it's headed.</strong></li><li><span></span><strong>Programmatic TV and new creative tools are two big areas of marketer interest, said Keith Eadie, VP and general manager of Adobe Advertising Cloud.</strong></li><li><span></span><strong>More ad-tech consolidation is on the way as brands seek to work with fewer than 10 vendors, he said.</strong></li></ul><p>A quarter-century after Hotwired.com, a digital offshoot of Wired magazine, <a href="https://www.wired.com/2010/10/1027hotwired-banner-ads/">sold the first banner ad</a> for AT&amp;T, US digital ad spending has eclipsed traditional advertising and is expected to hit $129.34 billion in 2019, <a href="https://www.businessinsider.com/digital-advertising-is-bigger-than-ever-and-amazon-is-growing-fast-report-2019-2">according to eMarketer.</a></p><p>A new report from Adobe <a href="https://www.adobe.com/advertising/25th-anniversary-digital-ad.html">chronicles the evolution</a> of digital advertising, including big moves like Yahoo launching search ads in 1996 to Snap's rollout of ads in 2016. The report also details advertisers' shift from direct to programmatic buying.</p><p>Business Insider talked with Keith Eadie, VP and general manager of Adobe Advertising Cloud, about five big trends that Adobe sees shaping the future of digital advertising. Below are excerpts from the interview.</p><p><em><strong>Read more:</strong> '<a href="https://www.businessinsider.com/adobe-acquisition-of-marketo-could-trigger-a-takeover-spree-at-salesforce-and-oracle-2018-9">We're going to see continued consolidation': Adobe's $4.75 billion acquisition of Marketo could spur a takeover spree at Salesforce and Oracle</a></em></p><h2>TV is the next battleground for programmatic advertising</h2><p>Adobe is betting big on the future of video.</p><p>Today, most TV ads are not purchased through data-based deals but Eadie sees that changing as more companies like AT&amp;T and <a href="https://www.businessinsider.com/disney-plus-could-hit-50-million-subscribers-in-5-years-ubs-2019-1">Disney move into</a> streaming TV services and content.</p><p>"You're going to see a spectrum of packaging options put forth by the publisher," Eadie said. "I don't see a scale challenge in over-the-top - it's a pretty big and rapidly growing pie."</p><p>For its part, Adobe is focusing on building programmatic pipes for buyers to plan and measure addressable TV (which uses cable-box data to target ads), OTT and digital video. The company <a href="https://theblog.adobe.com/adobe-advertising-cloud-advances-personalization-of-tv-advertising-with-industry-firsts/">has partnerships</a> with companies like NBCUniversal, Nielsen, Experian and Placed.</p><h2>Ad-tech consolidation will continue - and brands are asking for it</h2><p>Eadie joined Adobe through the acquisition of TubeMogul and said he expects <a href="https://www.businessinsider.com/ad-tech-and-mar-tech-acquisitions-could-slow-down-in-2019-2018-12">more consolidation</a> in ad tech, with eventually two or three companies emerging to compete with Facebook and Google.</p><p>Brands are pushing for some of that consolidation, who want to work with fewer than 10 companies, not hundreds, he said.</p><p>Some marketers have <a href="https://www.businessinsider.com/advertisers-are-wary-of-adobe-and-salesforces-big-ambitions-2018-10">pushed back on the pitch by marketing clouds including Adobe</a> of a one-stop shop for advertising and data because they are wary of getting locked into big deals, but Eadie said Adobe is well-positioned to work with big brands.</p><p>"Our approach is to be empower the digital transformation of the largest brands in the world," he said. "We also approach it from the perspective that we're building an open platform and our solutions will integrate with other technology if the marketer wants to do that."</p><h2>Ad fraud and viewability concerns are "teenager-like problems" for digital advertising</h2><p>One area that is getting better is ad fraud and transparency, Eadie said.</p><p>Advertisers began grappling with tough problems like ad fraud, viewability and brand safety issues nearly 10 years ago. While advertising boycotts over brand-safety concerns on <a href="https://www.businessinsider.com/youtube-is-facing-another-brand-safety-crisis-and-agencies-see-it-as-an-opportunity-to-get-the-video-platform-to-pay-the-brand-safety-tab-2019-2">platforms like YouTube</a> persist and bad actors continue to find new ways to siphon away ad dollars, Eadie said advertisers have made progress in tamping down areas of fraud like bots and malware that hijack ad networks and generate fake ad impressions. </p><p>Advertisers have also made headway in bringing transparency  to ad-tech fees as more companies disclose their <a href="https://www.emarketer.com/content/five-charts-explaining-the-ad-tech-tax">"tech tax" rates.</a></p><p>"We just have to be diligent and mindful about it, but we're not spending an outsized amount of time on them as we used to be," he said.</p><h2>Marketers struggle to manage multiple channels</h2><p>While technical issues in digital advertising are getting better, brands face new pressure to orchestrate marketing across multiple platforms.</p><p>Marketers are trying to sync up email, text messaging and website data to make ads more personalized. That requires brands to focus more on customer experiences and less on ad copy and messaging in specific campaigns. The challenge for CMOs is organizing teams accordingly, Eadie said.</p><h2>Creative will become more important in digital</h2><p>As the number of distribution platforms grows, brands increasingly are creating several versions of assets, like switching between horizontal web and email campaigns to vertical formats for Instagram and Snapchat.</p><p>Advertisers have tinkered with tactics like dynamic creative optimization that in theory can swap out ad copy, colors and click-through actions on the fly, but they struggle to do so, he said.</p><p>Adobe is tackling creative because it believes that digital advertisers haven't focused on it as much as they should.</p><p>"If you don't start with a channel that the ad is going to be delivered on and build a bespoke asset for that, you're essentially wasting your money because the creative doesn't match the format you want to utilize," he said.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-happens-when-you-dont-get-enough-sleep-2017-12">A sleep expert explains what happens to your body and brain if you don't get enough sleep</a></h3>        <div>                    </div>    </div>

These are the 5 big trends that will shape the future of digital advertising, according to Adobe

<p><strong><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Ricky Carioti/The Washington Post via Getty Images</span></p><p class="caption">Jim Bankoff is the chairman and CEO of Vox <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword>.</p></div><p></p></div></div></strong></p><ul><li><strong>Vox Media's programmatic ad marketplace Concert now claims to reach 250 million monthly U.S. visitors and is building out its network of publishers with Popsugar, Rolling Stone and New York Media</strong></li><li><strong>At the same, publishers are dealing with declining ad revenue and have cut staff.</strong></li><li><strong>Concert hopes to band publishers' ad inventory together to give advertisers big, brand-safe placements.</strong></li></ul><p>Faced with <a href="https://www.theatlantic.com/business/archive/2018/02/advertising-jobs-programmatic-tech/552629/">layoffs and stagnant advertising growth, </a>some publishers are teaming up together to handle programmatic <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>.</p><p>Popsugar, New York Media and Rolling Stone are joining Concert, the two-year-old programmatic marketplace owned by Vox Media. A team of dedicated staffers from Concert, Vox Media and NBCUniversal sell ads across 40 sites that claim to reach 250 million monthly unique visitors in the U.S. including CNBC, Bravo, Eater and Quartz.</p><p>By joining Concert, New York Media, Rolling Stone and Popsugar will hand off a portion of ad sale responsibilities.</p><p>According to Ryan Pauley, head of Concert and vice president of revenue operations at Vox Media, the three new publishers will allow advertisers to run ads against more specific audiences, such as readers of lifestyle and entertainment content.</p><p>"We've crossed the scale threshold [with Concert[ and now it's about depth and engagement," Pauley said. "What we believe we're solving for in the market is scale and engagement married with contextual relevance-that's the piece that's been missing in the digital space. You can get scale with Google, you can get data with Facebook with limited engagement but what they haven't been able to do is reach these audiences at scale in a brand-safe environment with a differentiated product."</p><h2>The media industry's being flipped over</h2><p>Part of the reason why publishers are banding together is to offset declining revenue in the media industry that have forced cost cutting and <a href="https://www.bloomberg.com/news/articles/2017-06-13/time-inc-cuts-300-jobs-as-struggling-publisher-seeks-turnaround">layoffs</a>. Unlike direct<span> </span>deals that are handled by a human sales executives, programmatic ad buys can be transacted online and use auctions to set ad prices.</p><p>"There are places and times where it's important to give a team inventory to sell where you're just selling basic banner ads that can be automated," said Rebecca Lieb, analyst and founding partner at Kaleido Insights, referencing how sponsored content and video that requires customized content, packages and pricing for advertisers. "Programmatic is about automation so for better or worse, it's sweeping humans out of the equation."</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>HBO</span></p></div><p></p></div></div></p><p>Avi Zimak, chief revenue officer and publisher at New York Media, said that 10% of the company's digital ad revenue this year has come from programmatic so far and it may use the partnership with Concert "to package larger deals" in the future, "but in this initial phase we're primarily using Concert to bolster our non-endemic sales."</p><p>Like other regional publishers, New York Media-which includes New York magazine and sites like The Cut, Vulture and Grub Street-has decreased its reliance on print sales in recent years and has <a href="http://wwd.com/business-news/media/new-york-magazine-to-expand-business-launches-e-commerce-strategist-10704988/">pushed into new revenue areas</a> like ecommerce. </p><p>Similarly, Popsugar says that its experiential business that hosts conferences and events is the company's fastest-growing part of the company. At the same time, Popsugar <a href="https://www.hollywoodreporter.com/news/popsugar-lays-19-staffers-cost-cutting-moves-1109745">recently laid off 19 staffers</a>-equivalent to 5% of employees-as part of a goal to "achieve profitability."</p><p>In terms of programmatic, Geoff Schiller, Popsugar's CRO, declined to say how much of the publisher's ad inventory is handled through programmatic but said that "the majority of our programmatic business is guaranteed." He added that the women-focused publisher is joining Concert because "the ability to create a solution for advertisers that is premium and brand safe beyond Popsugar makes perfect sense."</p><h2>Facebook and Google will be tough to topple</h2><p><span>As Lieb put it, "a</span>nything that publishers can do is to get more revenue at less cost is going to be worthwhile."</p><p>And of course, there's Facebook and Google that make up the bulk of digital advertising spend, leaving a sliver of money to go to publishers. While the vision of Concert is to bundle well-known publishers together for advertisers, fending off the duopoly will be tough, said Lieb.</p><p>"There's strength in numbers but I don't think it's going to topple Facebook or Google," she said.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-to-survive-snake-bite-venomous-venom-attack-2018-5">How to survive a snake bite</a></h3>        <div>                    </div>    </div>

'Sweeping humans out of the equation': More web publishers are banning together to sell ads programmatically

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><ul><li><strong>The big TV networks spent the past week hopping to dazzle ad buyers with clips of their new shows, while selling the enduring emotional power of the medium.</strong></li><li><strong>That still matters to many legacy brands. But increasingly marketing is about brands selling directly to consumers, using tech and data.</strong></li><li><strong>The TV industry largely doesn't seem to have a plan for this future.</strong></li><li><strong>"The broadcasters must be aware that the big, television-centric consumer brands are being challenged by direct brands," IAB president and CEO Randall Rothenberg told Business Insider. "They must adapt their capabilities and processes to be more appealing both to these disruptor brands, and to the giant incumbents."</strong><p>&#xa0;</p></li></ul><p>American consumers are buying <a href="https://www.qualitylogoproducts.com/custom-lip-balm.htm">personalized lip glosses </a>from brands they only been exposed to on Instagram, or <a href="http://www.businessinsider.com/best-mattress">custom mattresses they've never touched or laid up on</a>, or curated <a href="https://www.stitchfix.com/?ad=194747158487?theme=clothinggeneral&amp;campname=3Q_Google_NB_ClothingGeneral_Fix:U_Beta_Search&amp;gclid=EAIaIQobChMI9OXqr9CP2wIVAtbACh1vPg51EAAYASAAEgI8EPD_BwE">subscription boxes of form-fitting apparel.</a></p><p>At the same they're ordering household items in bulk with a few mindless clicks on Amazon.</p><p>And the TV industry is <a href="http://adage.com/article/news/friday-wake-call-takeaways-2018-upfronts-tgif/313573/">still focused on selling the whole country the same soap, beer or chips.</a></p><p>Marketing is going through a revolution, as upstart brands chip away at the business of legacy giants in nearly every category. As <a href="http://www.businessinsider.com/the-ceo-of-the-interactive-advertising-bureau-says-most-big-marketers-are-screwed-2018-2">chronicled in a recent Interactive Advertising Bureau Report</a>, these newbie brands are focused on selling directly to consumers, using data, sophisticated targeting and primarily digital <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword>.</p><p>They buy ad space using automated software. And they only buy ads when they want to sell more stuff.</p><p>Yet as the top broadcast and cable networks <a href="http://variety.com/2018/biz/news/2018-tv-upfronts-advertising-takeaways-1202814221/">rolled out splashy presentations of their upcoming shows in New York this past week</a>&#xa0;at the fabled upfronts, it seemed clear that the TV business doesn't have a plan.</p><p>Sure, most of the sales chiefs at the big broadcast players paid lip service to data and so-called advanced TV this past week, though more often<a href="http://www.businessinsider.com/nbcuniversal-slams-facebook-privacy-data-mishaps-advertiser-upfronts-2018-5">&#xa0;they criticized social platforms for how they misuse data</a>. But primarily their pitches were more heart than science, hoping to get brands to tell their stories to as many people as they can alongside TV's comedies and dramas.</p><p>That may make sense for now, as the Cokes and Budweisers and General Motors and Procter and Gambles of the world still have massive media budgets compared to every indy purse maker or craft hot sauce purveyor selling products one by one on Facebook or Instagram.</p><p>The big brands will be big for a while, and TV is still a $70 billion plus market. And they'll still want to buy loads of TV ad space up front, since TV ad space is a shrinking commodity, given how ratings continue to slide.&#xa0;</p><p>Yet TV <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> had its first down year in a while, <a href="https://www.bloomberg.com/news/articles/2018-02-14/advertisers-tuning-out-tv-in-sign-of-trouble-for-media-companies">reported Bloomberg.</a></p><p>And what happens when these giant brands start fading into the background? What does TV do then?</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><h2>It's the biggest change to marketing in decades</h2><p>Dave Morgan, CEO of the TV tech firm Simulmedia, said the shift from mass marketing to direct brands is the biggest he's seen in 15 to 20 years in the ad business.</p><p>It's not easy to quantify, but the IAB recently noted that "non store retailing" (which includes direct selling on the web, catalogs, etc.)&#xa0; accounted for less than 4% of retail sales in the early 1990s. That figure swelled to 9.4% of a $5.3 trillion retail economy as of 2015.</p><p>Is TV ready for this?</p><p>"TV remains an extraordinarily efficient way of connecting brands and retailers to consumers," said IAB president and CEO Randall Rothenberg. "That said, the broadcasters must be aware that the big, television-centric consumer brands are being challenged by direct brands ... they must adapt their capabilities and processes to be more appealing both to these disruptor brands, and to the giant incumbents."</p><p>That's why this week's upfront presentations were striking - for hardly talking about this new reality.</p><p>"It's not inevitable that these brands get to TV," Morgan said. "But for TV's sake they better get there or it's going to lose its growth."</p><h2>There's no going back for direct brands</h2><p><span>Take&#xa0;</span><a href="http://ever-eden.com/" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?hl=en&amp;q=http://ever-eden.com&amp;source=gmail&amp;ust=1526676406735000&amp;usg=AFQjCNFGyuaEzltg_PmYzdfXheZyp0eYWA">Evereden, a new skin care brand for babies.</a></p><p><a href="https://www.forbes.com/sites/dominiquefluker/2018/05/17/evereden/#4469d82b36ae" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?hl=en&amp;q=https://www.forbes.com/sites/dominiquefluker/2018/05/17/evereden/%234469d82b36ae&amp;source=gmail&amp;ust=1526676406735000&amp;usg=AFQjCNGNiH_7CPD2m0udpSZcwQPufwpazA">Kim Huang</a><span>, the cofounder and CEO said that the company spent hundreds of hours brainstorming marketing strategies before launching, and "never once did TV come up" as an option.</span></p><p><span>To be sure, Evereden isn't exactly spending hundreds of millions of marketing dollars. But regardless, the company sees TV as simply not viable for its data-driven approach.</span></p><p><span>"We grew up on social, and we have people shopping on Facebook," she said. "We don't think about TV, because not only is our demographic hard to reach there but the analytics are just lagging."</span></p><p><span>"On Facebook, we know who is buying what, who is abandoning purchases, what people are interested in. There is no way TV could ever tell me that."</span></p><p>Huang's point of view regarding TV advertising is increasingly common, even among larger direct brand marketers like Warby Parker, Casper, and Dollar Shave Club.</p><p>Terry Kawaja, CEO of Luma Partners, explained the mentality of a new generation of marketing leaders this way: "The nature of the person who controls ad budgets at Airbnb is not a chief marketing officer. They're a growth officer. They're a revenue person."</p><p>Jackson Jeyanayagam, CMO of the e-commerce startup Boxed, said there's often another factor at play for these disruptive brands. Many are backed by venture capital.</p><p>"Digital is the best way to track exactly what you're going to get," he said. "When you are spending other people's money, TV's very difficult to measure and justify."</p><h2>If you're Casper, what's is the point of an upfront?</h2><p>For decades, the big TV networks have been able to sell roughly 70% of their annual ad inventory during just a few short weeks in the spring, at the so-called upfront. Marketers like Unilever wanted to lock up ad space, get preferred rates and importantly, not get shut out, since the amount of ad space in linear TV is finite. There are just 24 hours in a day after all.</p><p>So you can see why they'd be hesitant to change their approach.</p><p>But direct brands don't think ahead that way. They buy ads online where there's always plenty of inventory. And they buy at the last minute.&#xa0;</p><p><span>"The upfronts were built on the idea of scarcity," said prominent media investor and former top News Corp and AOL executive&#xa0;Jon Miller. "If you wanted to secure the best environment and context for your messaging, which for a long time was adjacent to high quality TV, you needed to participate in the upfront."&#xa0;&#xa0;</span></p><p><span>But on platforms like Facebook and Google, marketers buy ads through programmatic tools, and space is sold via an auction, not upfront.</span></p><p><span>"Some of the larger brands will continue to need this kind of lock in, but many if not most brands will and are gravitating to a pay as you go model," said Miller.</span></p><p>Booking.com is a big-budget direct brand that actually does some TV advertising. But upfront buying? "Probably never will unless TV's ad tech fundamentally changes," said Pepijn Rijvers, chief marketing officer at Booking.com</p><p>"This type of buying does not give us the flexibility nor the inventory nor the prices we need."&#xa0;</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><h2>TV advertising is not a platform</h2><p>The fundamental difference between TV advertising and digital is that TV ads are sold, while digital ads are purchased. Meaning that the bulk of TV advertising is still negotiated between ad buyers and sellers on the phone and over lunches.</p><p>Compared to Facebook, Google, Pinterest and others, there's no way for a small brand to log onto a self-serve platform and start buying primetime ads on Fox. The process is largely analogue, and the cost of entry is high.</p><h2>Yes TV advertising is changing. Just slowly</h2><p>To be sure, all of the major TV networks are experimenting with selling more ads using sophisticated data. For example, Disney announced recently the formation of a new division, <a href="https://www.broadcastingcable.com/news/disney-lights-up-luminate-advanced-advertsing">Luminate</a>, focused on helping bring more sophisticated targeting to its networks.&#xa0;</p><p>And CBS announced plans to use tech to insert ads dynamically into live TV,<a href="http://deadline.com/2018/05/cbs-and-nielsen-live-dynamic-ad-insertion-1202390625/"> a la digital advertising.</a></p><p>Turner, NBCU, Fox and Viacom are working together on an <a href="http://www.businessinsider.com/the-biggest-companies-in-the-tv-industry-are-banding-together-to-arm-themselves-against-google-and-facebook-2018-4">initiative called Open AP</a> which aspires to help marketers better define specific audiences to run ads against.&#xa0;</p><p>But these initiatives are tiny in the grand scheme of things. According to eMarketer, addressable TV advertising (which uses cable boxes to deliver ads to specific households) is growing fast, <a href="https://www.emarketer.com/Article/eMarketer-Releases-New-Addressable-TV-Ad-Spending-Estimates/1016153">but represents less than 2% of the US market.</a></p><p><span style="font-weight: 400;">"The scale is just not there yet," said Courtney Lawrie, director of brand &amp; integrated marketing at Wayfair.</span></p><p><span style="font-weight: 400;">Jeyanayagam, who before joining Boxed ran digital marketing for Chipotle, said he's excited about the potential of more automated, targeted TV ad buying.</span></p><p><span style="font-weight: 400;">"The networks are more progressive than they get credit for," he said. "But they are going to have to move faster."</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></p><h2><strong>There's also the Amazon factor</strong></h2><p>Ok, so new brands are not drawn to TV upfront buying. But plenty of legacy giants still are. Procter and Gamble and Unilever and others still need to sell paper towels and kitchen cleaners and the like to the whole country.&#xa0;</p><p><span style="font-weight: 400;">So that's a win for the TV ad business. That is, "until you just buy all that stuff on Amazon," said digital ad veteran&#xa0;</span><span style="font-weight: 400;">Eric Bader.</span></p><p><span style="font-weight: 400;">"I really have to question whether the P&amp;Gs, Unilevers, and multi-brand conglomerates are p</span><span style="font-weight: 400;">repared for the next decade," he said. "They are m</span><span style="font-weight: 400;">ostly still using the formula developed over the last 70 years. These c</span><span style="font-weight: 400;">hanges are significant and they are no</span><span style="font-weight: 400;">t changing fast enough."</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></p><h2>But wait. This could be good for the TV networks - someday</h2><p>Kawaja sees a huge opportunity for TV, if it can eventually embrace opening up its ad sales process to technology&#xa0;as more people stream TV shows over the internet."You may see a democratization of TV ad spending," he said.</p><p>That may require the TV business to lower pricing in some areas, so that small brands can buy ads in piecemeal. Easier said than done.</p><p>Indeed, it would be a a huge mental shift for these networks, going from selling $10 to $20 million ad packages to a few hundred advertisers to letting thousands or even millions of brands buy ads on TV whenever they want, like they do on Facebook and Google</p><p>A scary plunge for sure, but one that could reduce operational costs, said Morgan. "That kind of platform buying will actually be very good for networks since their cost of sale will be much lower," he said. "They won't have commissions, bonuses and heavy customer service costs."</p><p>Small brands like the aforementioned Evereden would love to jump on board if TV goes fully programmatic some day. "This is the future of marketing," said founder Kim. "So 100% we'd be interested."</p><div></div><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/what-happens-next-north-south-korea-peace-treaty-2018-4">What will probably happen with the North and South Korean peace treaty</a></h3>        <div>                    </div>    </div></hr>

The TV industry seems to have no plan for the future of advertising

<p></p>
<p><span><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>New data</strong></a> from <a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>BI Intelligence</strong></a> finds that US </span>social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018, up from just $6.1 billion in 2013. Social will grow faster than all other offline ad mediums, <em>and</em> faster than traditional digital formats, like desktop display ads and search ads. </p>
<p>In the report and associated PowerPoint presentation, BI Intelligence looks at all the numbers for this fast-growing ad industry and explores the drivers of social ad adoption.</p>
<p><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>Access The Full Report And Downloads By Signing Up For A Free Trial »</strong></a></p>
<p>Here are some of the key takeaways:</p>
<ul>
<li><strong><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Social-media advertising spend will grow rapidly through 2018.</a> </strong>It's up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%. </li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>Social media ad spend has reached the mobile-tipping point.</strong></a> Spending on mobile social-media ads, including <span>mobile app-install ads, </span>will surpass non-mobile spend by the end of this year in the US. <a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">In 2018, two-thirds of social-media ad spend will go to mobile</a>, creating a $9.1 billion social-mobile market. </li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>Mobile app-install ads and programmatic buying are also growth drivers. </strong></a>Analyses suggest that mobile app-install ads could account for anywhere from one-quarter to more than one-half of Facebook's mobile ad revenues.</li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>Social programmatic ad platforms are also growth engines.</strong></a> Spending on FBX, Facebook's programmatic platform, increased by 150% year-over-year globally during the second quarter of 2014, based on a sample of advertisers compiled by Ignition One.</li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>Prices are increasing as performance and targeting improve</strong></a><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">,</a> even as ad loads stay steady on the established platforms. Facebook, for example, is not likely to increase the amount of in-feed native ads an average user will see. </li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"><strong>The market is expanding with the introduction of paid ad units at Pinterest and Instagram.</strong></a> <span><br /></span></li>
</ul>
<p><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The report is full of files, slides, charts and data that can easily be downloaded and put to use.</a></p>
<p>In full, the report: </p>
<ul>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Provides over 15 charts and datasets on social media ad spend and performance trends</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Includes revenue/spend trends for Twitter, Facebook, and LinkedIn</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Tracks trends in price, click-throughs, conversions and paid vs. organic reach statistics (5 charts)</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Explains why there has been a spike in spending growth on social-mobile</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Sets the context in terms of social media audience trends and user growth</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Lists the news on Instagram and Pinterest's ad efforts</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Analyzes the influence of FBX and MoPub on the social ad ecosystem</a></li>
<li><a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Shows how a disproportionate amount of social media ad spend is domestic rather than international</a></li>
</ul>
<p><strong>For full access receive to all BI Intelligence's analysis, reporting, and <a href="https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8?utm_source=House&amp;utm_medium=Edit&amp;utm_term=DM-SOCIAL ADS-2014-9-29&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">downloadable charts and presentations</a> on the digital media industry, sign up for a free trial.</strong></p>

THE FUTURE OF SOCIAL-MEDIA ADVERTISING: Programmatic, Mobile, And Improved Analytics Fuel Aggressive Spending

<p><span style="line-height: 1.5em;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Creativity was once thought of as the heart and soul of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>, but the rise of programmatic and the obsession with real-time bidding and targeting has made it nearly impossible to deliver a powerful piece of creative that really stands out online. </span></p>
<p><span style="line-height: 1.5em;">In principle, it's simple: advertisers pick what types of people they want to reach online, set parameters around what they're willing to spend, and then let algorithm-powered software automatically buy their ads for them in live auctions, so they get the best possible price.<br /></span></p>
<p><span style="line-height: 1.5em;">But here's the problem with that. </span></p>
<p><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">If an advertiser or a brand wants to push an ad through the </span><span style="line-height: 1.5em;">programmatic pipes, the ad needs to fit a standard model. That way the ad can actually go through the complex, automated process and end up on a webpage. </span></p>
<p><span style="line-height: 1.5em;">Unfortunately, this means that the ad is constrained to a little box that no one really wants to look at or pay attention to: and most of the time, this is the banner ad. Even though a b</span><span style="line-height: 1.5em;">anner ad is plain, boring even, it's widely accepted as the standard ad unit for programmatic because it's what the technology can support. <span>There's little room to be innovative within the constraints of a little box. </span></span></p>
<p><span style="line-height: 1.5em;"><span>In the past, creative people went into advertising because they wanted to design and paint on big canvases - TV screens and billboards. They literally had outsized portfolio carriers, larger than suitcases, which they took to job interviews to display their past work.<br /></span></span></p>
<p><span style="line-height: 1.5em;"><span>But the money is flowing out of TV and print and going online, increasingly in the form of programmatic ads. <span style="line-height: 1.5em;">Programmatic is a <a href="http://www.businessinsider.com/the-programmatic-ad-industry-report-2014-10">growing part of the business</a>. In the future as much as <a href="http://www.adexchanger.com/data-driven-thinking/beware-of-advertisings-innovation-tax/">80% of online ad transactions may be</a> automated, some industry folks believe.</span></span></span></p>
<p>So if a person wants to earn money by being creative in advertising today, they probably don't want to be in the print or TV business. They want to be on the digital side. And, more often than not, digital is now where the money - and the stock options - are.</p>
<p>Not everyone is completely on board just yet though. Sir John Hegarty, a founder of Bartle Bogle Hegarty, recently blamed technology and data for what he calls a "<a href="http://www.marketingweek.co.uk/analysis/data-strategy/data-vs-creativity/4006159.article">creative deficit</a>" arguing people get distracted by the technology and forget to focus on what the technology can actually deliver. </p>
<p><span style="line-height: 1.5em;">Hegarty, who is often called an advertising traditionalist, </span><a href="http://www.brandrepublic.com/news/1183818/">argues new technology isn't the answer for advertisers</a><span style="line-height: 1.5em;">. The idea is what really matters. He also says TV revolutionzed the ad world much more than the arrival of digital did and it's still the most powerful medium out there. </span></p>
<p>Dylan Mouratsing, an evidence director for Manning Gottlieb OMD, dsiagrees with Hegarty's theory and <a href="http://www.exchangewire.com/blog/2014/08/14/marrying-data-and-creativity/">tells ExchangeWire that new technology and data become a way for advertisers to build stronger, more relevant campaigns</a>.</p>
<p>"One common misconception is that use of evidence straightjackets creativity," says. "This is something traditionalists struggle with, and it's a process of education to get away from that. One of our central beliefs is that using the body of data that's available on a given project doesn't lead to less creativity, but actually creates a more fertile ground for original work."     </p>
<p><span style="line-height: 1.5em;"><span style="line-height: 1.5em;"> Danny Hopwood</span>, the <span style="line-height: 1.5em;">head of platform</span> at Publicis Groupe's digital unit, VivaKi, says the industry should not lose hope on the creative quality of ads delivered programmatically. </span>Hopwood argues programmatic is not actually killing creativity: "It has just taken a different guise. The increase in smart technology means you can now be creative with not just the message but the method of delivery and the audience itself," <a href="http://www.advertising.aol.co.uk/2014/10/06/aol-uk-unveils-programmatic-futures-where-culture-meets-code/">he says in a report from AOL UK on the status of programmatic advertising.</a></p>
<p><span style="line-height: 1.5em;">There are also a handful of companies working to create ad units that are engaging and can still be delivered through the programmatic pipes. For example, digital advertising company Undertone recently announced <a href="http://www.undertone.com/2014/10/virtuoso-automation-meets-art-advertising">Virtuoso</a>, a platform that aims to serve "high impact digital ad campaigns." In other words the company is trying to bring more dynamic ads units online, thinking outside of the standard banner ad box. </span></p>
<p><span style="line-height: 1.5em;">It's not altogether impossible and many marketers feel that there's a lot of room to be creative through programmatic. The AOL UK report</span><span style="line-height: 1.5em;"> </span><span style="line-height: 1.5em;">suggests positive feelings about the ability to be creative with programmatic are high. Almost half (48%) of marketers surveyed said programmatic actually enhances creativity, while 28% disagree and 24% felt it has no impact.</span></p>
<p><span style="line-height: 1.5em;">Plus, the number of active advertising technology companies is quickly growing, emphasizing there is a clear market in practices such as programmatic, despite an old-school hankering for traditional creative. Ad tech companies were a </span><a href="http://www.exchangewire.com/blog/2014/06/16/why-exchangewire-is-making-its-cannes-lions-debut/">big part of this year's Cannes Lions Festival</a><span style="line-height: 1.5em;"> agenda, an annual event that celebrates the creativity of advertising.</span></p>
<p>So while programmatic may be killing creativity in the traditional sense - think Don Draper conjuring up the Lucky Strike "It's Toasted" campaign to a board room of adoring agency juniors - it may not be necessarily killing it all together. Instead, programmatic is creating a new <em>era</em> for creativity, complete with a new meaning of what it means to be creative.</p>

Why Programmatic Is Killing Creativity In Advertising

<ul><li>The pandemic has changed our lives and the way we do business in the last 2 years.</li><li><keyword id="13297693" type="General" weightage="20" keywordseo="komal-lath" source="Orion">Komal Lath</keyword>, Founder, Tute Consult writes about a few trends that will dominate the communications and <keyword id="86164" type="General" weightage="20" keywordseo="pr" source="Orion">PR</keyword> industry in this new world order.</li></ul>As the clock ticked past 12 bringing in 2022, one was reminded of American rock band, Green Day’s classics – from 'Wake me up when September (read COVID) ends' to 'Boulevard of broken dreams' (and resolutions) … the<br />pandemic has 'disrupted' the world in more ways than one and as industry practitioners it’s time for us to ‘not be<br />disruptive, but be constructive’… brick by brick, stone by stone, message by message.<br /><br />Being 'constructive' starts with unlearning to be disruptive and rebuilding the core of communications business to<br />better suit the new world unveiling in front of our eyes – a world wherein news apps DAUs dwarves’ newspaper<br />circulations by double digit multiples, wherein an erstwhile journalist’s Instagram feeds are shared as legitimate news sources across social media and so on. Quoting celebrated Indian entrepreneur <keyword id="25725" type="General" weightage="20" keywordseo="ronnie-screwvala" source="Orion">Ronnie Screwvala</keyword> here - 'the past will no longer be a reliable guide for our future' – the adage can’t be any more apt. As the pendulum goes back and forth, “Hybridization” is expected to be the way of life and work in 2022.<br /><br />What we would see unfold this year:<br /><br /><strong>1) Value over volume</strong><br />Quality over quantity any day! Bid adieu to quantifying monetary value for press articles – it would be a thing of the past (our hope). Even “paid media” is talking about “programmatic” and “outcome-based advertising” and the time is ripe for PR and communications business to start being accountable of business outcomes and not coverage volume.<br /><br /><strong>2) Experiential economy takes centerstage</strong><br />Worthwhile “brand experiences” organically makes it to people’s Instagram stories and reels. Thanks to India’s smartphone revolution the quality of these “stories and reels” are enviable and create a sense of FOMO. Can one ask for a better PR and communications plan? That’s the power of 'experiential economy' and communications industry will not only start recognizing but harnessing its power in 2022.<br /><br /><strong>3) Textual to audio to video<br /></strong>Press Releases will go through a metamorphosis. If the medium of dissemination is evolving real-time, how can the source of information stagnate to the age-old textual media? 2022 will see press releases going through an irreversible change wherein traditional releases will coexist with new age ones like ready-to-use AVs, infographics et cetera. Exciting times ahead!<br /><br /><strong>4) ESG comes to the fore</strong><br />2021 has laid the foundation stones for Environment, Social and Corporate Governance (ESG) to come to the fore in 2022. COP26 at Glasgow, BRSR (business responsibility and sustainability report) becoming mandatory for Top 1000 listed Indian companies during FY2022-23 and pop culture conversations (read: Netflix original Don’t Look Up) gaining steam are early indicators of pink papers having dedicated sections for ESG alongside stocks, startups and crypto later this year.<br /><br /><strong>5) Technological intelligence vs human consciousness</strong><br />There’s an exponentially accelerating conversation on technology intervention disrupting human efforts across 'intelligence business'. While the inevitable is fast approaching, human consciousness will edge over technological intelligence in the long run. 2022 shall act as a stepping stone towards identifying and honing 'human consciousness' as an important skill.<br /><br />In conclusion, putting the ‘social’ right back in social media, emphasis on Owned media (creating infographics,<br />audio visual content, podcasts, <keyword id="28120" type="General" weightage="20" keywordseo="linkedin" source="Orion">LinkedIn</keyword>) for clients and partners to build valuable brand narratives would be the<br />key takeaways for this year!<br />

Communication Mantra 2022: Move from volume to value

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Glow</span></p></div><p></p></div></div></p><ul><li><strong>With <a href="http://www.businessinsider.com/snap-stock-price-betting-its-future-on-augmented-reality-ads-2018-4">Snap</a> and now Facebook making augmented reality ads an increasing priority, ad agencies have started accelerating their efforts to crack the format. </strong></li><li><strong>Agencies are taking a variety of approaches, such as forming new teams, internal demos, dedicated Slack channels and happy hours to get employees and clients better acquainted with AR.</strong></li><li><strong>Client interest and spending in AR is also going up, agencies say.</strong></li></ul><p>This week, Facebook announced that augmented reality ads would now be making their way into people's News Feeds. </p><p>With both Facebook and <a href="http://www.businessinsider.com/snap-stock-price-betting-its-future-on-augmented-reality-ads-2018-4">Snap</a> making AR ads an increasing priority, ad agencies have started cranking up their efforts to master the format and are scrambling to figure out where it fits in the digital <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> landscape. </p><p>Currently, agencies including BBDO, OMD, Wavemaker, Glow and Avatarlabs are trying everything from building dedicated AR teams, to conducting internal demos, to dedicated Slack channels focused on AR ad craft. Some are even hosting happy hours to get employees and clients better acquainted with AR concepts.</p><p>The rationale behind this pus is that AR is no longer just a shiny, new object. While S<a href="https://www.adweek.com/digital/snapchat-introduces-3-new-capabilities-of-its-augmented-reality-lenses-with-shoppable-ar/">napchat has been pioneer of the medium</a>- <span>through which real-world images can be blended with computer-generated visuals - Facebook's push has given AR ads a whole new stage and unprecedented scale.</span></p><p>"Between Snapchat and Facebook, the writing is on the wall," said Robert Lester, associate creative director at Glow. "AR ads are at an inflection point, and now have reached a certain level of reach and distribution."</p><h2>Agencies can no longer leave AR ads to others</h2><p>AR has gained enough traction to make agencies change the way they approach its execution. Instead of outsourcing their production to the platforms, or production companies and other partners as they had typically done in the past, some agencies are now hiring or developing in-house experts and teams that are well-versed in AR or 3D modeling.</p><p>Los Angeles-based agency Avatarlabs, for example, is investing in building up its own 3D depatrtment. The agency wants to capitalize on the momentum, believes that AR is one of its leading offerings and thinks there is enough client demand for it to warrant a dedicated team working on AR efforts round-the-clock.</p><p>"This isn't like programmatic advertising where a campaign manager can create an entire campaign in an hour, this is a very specialized skill," said Jason Steinberg, vp of strategic initiatives at Avatarlabs. "There is no room for sloppy code or bad modeling, and you have to consistently deliver."</p><p>The agency, which helped Budweiser bring its Clydesdales to life using AR this Super Bowl among other projects, also hosts regular lunch-and-learns and developer sprints focused on AR. It even has a dedicated Slack channel, where designers, developers and creatives share examples of latest work and tips and tricks, said James Safechuck, the agency's director of innovation and technology.</p><p>Social media and digital agency Glow, on the other hand, hosts AR-focused happy hours, showcasing the latest and best-in-class examples of AR ads and prototypes it's been working on. The events initially began as an internal effort led by its innovation wing, Glow Labs, but have evolved to become client-focused soirées in recent months, according to Lester.</p><p>"AR is tantamount to success and important for us to create a meaningful positioning for ourselves as an agency today," he said. "The happy hours are super efficient in educating clients, but also creating shared energy and direction."</p><p>Marketers seem to be responding. While a handful of clients - maybe 5% of them - were serious about buying AR ads a year ago, that number has jumped to 60%, said Kerry Perse, head of social media at OMD. Others agreed, with Avatarlabs saying that it has started to get 2-3 requests per day.</p><p>With more brands willing to move their ad budgets toward AR, media-buying agencies are also pushing into this realm. AR has become a focal point in discussions that both OMD and Wavemaker's innovation teams have with their clients, with the teams working on more creative ways to execute on them in the future. </p><p>"The interest is really starting to ramp up," said Noah Mallin, head of content, experience and sponsorship at Wavemaker. "Even on the media side, there's opportunity for creativity in how we buy these ads."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/what-is-super-earth-2018-6">Super-Earths are real and they could be an even better place for life than Earth</a></h3>        <div>                    </div>    </div>

'This isn't like programmatic advertising; it's a specialized skill': As AR ads take off, ad agencies are scrambling to figure it out

<p>Good morning and welcome to Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> for March 16. I'm senior advertising reporter Lauren Johnson, and here's what's going on:</p><ul><li><a href="https://www.businessinsider.com/zimmerman-advertising-employees-say-agency-is-pressuring-them-to-return-2021-3">Zimmerman's return to the office.</a></li><li><a href="https://www.businessinsider.com/public-relations-startup-memo-raises-7-million-in-seed-funding-2021-3">Memo's funding raise.</a></li><li><a href="https://www.businessinsider.com/netflix-and-espn-added-most-tiktok-followers-among-brands-research-2021-3">Netflix's TikTok followers boom.</a></li></ul><p>If this email was forwarded to you, <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising&amp;hash=7b80d46ae169287dfc6c392039d198579857">sign up here for your daily insider's guide to advertising and media.</a></p><p>Tips, comments, suggestions? Drop me a line at <a href="mailto:ljohnson@insider.com">LJohnson@insider.com </a>or on Twitter at <a href="https://twitter.com/LaurenJohnson">@LaurenJohnson.</a></p><p><a href="https://www.businessinsider.com/zimmerman-advertising-employees-say-agency-is-pressuring-them-to-return-2021-3"></a></p><h3><a href="https://www.businessinsider.com/zimmerman-advertising-employees-say-agency-is-pressuring-them-to-return-2021-3">Employees at Omnicom-owned Zimmerman Advertising say the agency is pressuring them to return to the office</a></h3><ul><li><a href="https://www.businessinsider.com/zimmerman-advertising-employees-say-agency-is-pressuring-them-to-return-2021-3">Lindsay Rittenhouse reports that employees said agency execs have been pressuring them to return and that some are doing so for fear of losing their jobs.</a></li><li>The employees said execs told them that remote work was hurting the company financially.</li><li>According to the staffers, the execs said if they did not return to the office, there would likely be layoffs.</li></ul><h3><a href="https://twitter.com/LaurenJohnson"></a><a href="https://www.businessinsider.com/zimmerman-advertising-employees-say-agency-is-pressuring-them-to-return-2021-3">Read the story.</a></h3><h3><a href="https://www.businessinsider.com/public-relations-startup-memo-raises-7-million-in-seed-funding-2021-3"><div type="image" title="Eddie Kim, founder and CEO of Memo" height="2251" width="3002" msid="81521999" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/public-relations-startup-memo-raises-7-million-in-seed-funding-2021-3">Public relations startup Memo raises $7 million from investors in Uber, Robinhood, and The Trade Desk, to take on giants like Cision</a></h3><ul><li><a href="https://www.businessinsider.com/public-relations-startup-memo-raises-7-million-in-seed-funding-2021-3">Sean Czarnecki reports that Memo, a startup that measures public relations work, has raised $7 million in seed funding.</a></li><li>Susa Ventures and MHS Capital led the funding round.</li><li>Memo plans to use the proceeds to more than double its headcount to about 50.</li></ul><h3><a href="https://twitter.com/LaurenJohnson"></a><a href="https://www.businessinsider.com/public-relations-startup-memo-raises-7-million-in-seed-funding-2021-3">Read the story.</a></h3><h3><a href="https://www.businessinsider.com/netflix-and-espn-added-most-tiktok-followers-among-brands-research-2021-3"><div type="image" title="bridgerton" height="2404" width="3206" msid="81522000" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/netflix-and-espn-added-most-tiktok-followers-among-brands-research-2021-3">Netflix and ESPN gained the most TikTok followers among brands in the last year, according to new research. Here were the other top performers.</a></h3><ul><li><a href="https://www.businessinsider.com/netflix-and-espn-added-most-tiktok-followers-among-brands-research-2021-3">New research from Conviva found that Netflix and ESPN added the most followers among brands on TikTok last year, reports Dan Whateley.</a></li><li><keyword id="128682" type="COMPANY" weightage="60" keywordseo="Netflix">Netflix</keyword> has also leaned into its own <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> account as an avenue for promotion, posting 536 videos between February 2020 and February 2021.</li><li>Other fast-growing brand accounts included Overtime, Barstool Sports, and the WWE.</li></ul><h3><a href="https://www.businessinsider.com/public-relations-startup-memo-raises-7-million-in-seed-funding-2021-3"></a><a href="https://www.businessinsider.com/netflix-and-espn-added-most-tiktok-followers-among-brands-research-2021-3">Read the story.</a></h3><h3>More stories we're reading:</h3><ul><li><a href="https://www.businessinsider.com/how-to-navigate-streaming-video-advertising-execs-roku-uta-more-2021-3">WATCH: Top execs from Roku, UTA, and Molson Coors explain how to navigate the future of streaming-video advertising</a> (Insider)</li><li><a href="https://www.businessinsider.com/inside-mailchimp-mass-exodus-women-people-color-ben-chestnut-2021-3">30 current and former Mailchimp employees detail the conditions that led to a 'mass exodus' of women and people of color</a> (Insider)</li><li><a href="https://www.businessinsider.com/amc-stock-ownership-cut-by-largest-shareholder-after-record-loss-2021-3">The biggest shareholder of Reddit darling AMC downsized its stake after the theater chain's record $4.6 billion loss last year</a> (Insider)</li><li><a href="https://www.businessinsider.com/scott-galloway-says-startup-founders-should-take-more-money-2021-3">Scott Galloway says a tough road for 'second-tier VCs' is good news for startup founders raising money: 'It's a great time to be a seller.'</a> (Insider)</li><li><a href="https://www.businessinsider.com/stolen-nfts-on-nifty-gateway-reports-nft-art-marketplace-2021-3">People are reporting that thousands of dollars' worth of crypto art was stolen on an NFT marketplace</a> (Insider)</li><li><a href="https://www.nytimes.com/2021/03/15/business/media/grammy-awards-ratings.html">Grammys television audience shrinks to a new low</a> (New York Times)</li><li><a href="https://www.adexchanger.com/social-media/polar-spins-off-its-programmatic-buy-side-business-into-a-new-company-called-nova/">Polar spins off its programmatic buy-side business into a new company called Nova</a> (AdExchanger)</li></ul><p>Thanks for reading and see you tomorrow! You can reach me in the meantime at <a href="mailto:ljohnson@insider.com">LJohnson@insider.com</a> and <a href="http://newsletter.businessinsider.com/join/4np/advertising-insider">subscribe to this daily email here</a>.</p>

Zimmerman Advertising employees say they feel pressure to return to the office

<ul><li>As we come closer to the end of 2021, we take a look back at a few learnings from the year, and talk to experts from different industries about what lies ahead.</li><li>In today's feature, we bring you prominent voices from the <keyword id="2014281" type="General" weightage="100" keywordseo="ooh" source="Orion">OOH</keyword> and <keyword id="1784761" type="General" weightage="20" keywordseo="experiential" source="Orion">Experiential</keyword> industry who tell us about their expectations from 2022.</li></ul>For years, the Indian Out-of-home (OOH) industry has depended on traditional way of measuring the success of its campaigns which has led to marketers spending less on the medium. With the advent of the digital medium and the marriage of technology, almost all mediums have become more accountable, easily measurable. OOH, however, has taken it time to embrace data and technology.<br /><br /> The industry has been long working on a measurement system that will help advertisers better understand the effectiveness of their campaigns and there is hope that in 2022, this system will be up and running, which will be that much-needed boost for the industry. Since the pandemic, OOH has suffered, and most experts feel this measurement system will help the medium get back in the game, and even help make it one of the most effective mediums. <br /><br /> Meanwhile, another medium which suffered massive losses due to the pandemic was experiential and live events. The lockdown ensured that people are stuck at their homes. It led to the cancellation of many events. While things were slowly starting to get back to normal at the end of 2020, things came to a complete standstill again, once the country was hit by the second wave in April-May this year. There was hope of things slowly limping towards normalcy with the Covid numbers going down but the spread of Omicron again has put a question mark on the way things progress next year.<br /><br /> To understand how things are expected to pan out for both the OOH and Experiential industry in 2022, we spoke to some prominent voices from both the industries and here are their predictions:<br /><br /> <strong><keyword id="939652" type="General" weightage="20" keywordseo="noomi-mehta" source="Orion">Noomi Mehta</keyword>, Chairman &amp; MD, Selvel One<br /><br /></strong>                          <div type="image" title="Noomi." msid="88546058" hostid="261"></div><br />Measurement to revolutionize Indian OOH <br /> There is hope that 2022 will be a standout year for Indian OOH. The industry association has been working on a common currency of measurement and there is hope that we will be able to launch it in the next few months. Once that happens, OOH will not just become more accountable with effective measurement, we will be able to prove that it is perhaps one of the most effective mediums, owing to its reach and impact. While business has been slow, there is hope things will pick up in 2022. We will see the coming together of digital and technology that will help make OOH much more stronger than its current form.<br /> <br /> <strong><keyword id="2406965" type="General" weightage="20" keywordseo="atul-shrivastava" source="Orion">Atul Shrivastava</keyword>, CEO, Laqshya Media Group<br /></strong><br />                        <div type="image" title="atul-main-image" msid="88546322" hostid="261"></div><br /> The year of convergence of OOH and Digital<br /> The cliché is more apt than ever before: 2022 will be one of the defining years for both OOH and Experiential media. Needless to add, this is apropos the challenges that were 2020 and 2021.<br /><br /> The application of technology and analytics will be the primary trend that we shall hope to see for both the verticals. However, important to point out that it will be the intelligent application of technology that will separate the men from the boys.<br /><br />Convergence between OOH and digital media will make its presence felt in India – and help OOH garner a larger, a more significant share of marketing spends, and indeed a more serious share of the brand managers’ mindspace.<br /><br /> Experiential marketing must go/will go far beyond physicality and capitalise on the brilliant ideas and experiences that our agencies can conceive – and again receive the attention that it truly deserves. <br /><br /> Overall, we hope that India becomes more democratic in its marketing processes – look at wider audiences and increases her per capita <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> spend – which lags significantly behind the more developed markets.<br /><br /> <strong>Aman Nanda, Chief Strategy Officer, Times Innovative Media<br /><br />                        <div type="image" title="Image." msid="88546370" hostid="261"></div></strong><br />Out of home to move Beyond just Brand Advertising<br /><br /> OOH advertising has been primarily used for Brand marketing campaigns. Originally, the focus of OOH was to drive high impact and enhance brand awareness. While it still has the potential to do that, we believe now OOH is powered enough to drive tactical brand objectives. Whether it means to target only students near colleges, or to target CXO’s in the morning drive time or to drive sales to the nearest store – out-of-home media is now evolved enough to deliver it. DOOH and PDOOH are growing faster than any other advertising format as a result we are able to offer pin-pointed campaigns – ranging from few hours to multi-years and deliver logic and rationale for ad placement through programmatic and planning tools. OOH also helps now, like no other media, to deliver online response through phones. This ability of OOH to amplify the online activity and drive offline sales is being embraced by brands and will help OOH grow multi-fold in near future.<br /><br /> <strong>Nandini Nayyar, Associate Vice President, <keyword id="2091244" type="General" weightage="20" keywordseo="kinetic-india" source="Orion">Kinetic India</keyword><br /><br />          <div type="image" title="nandini" msid="88547222" hostid="261"></div><br /></strong>OOH has seen a lot of disruption, integration, upgradation, and use of contextually targeted campaigns in 2021. A media that has shown high level of resilience and managed to bounce back with the caliber of allowing high consumer interaction as mobility numbers seemed back in order post the pandemic slowdown from the months of August onwards. Organizations like Kinetic India worked towards heavy data ammunitions to back the medium across cities and important touchpoints saw a lot of revival. DOOH, most importantly programmatic way of functioning in particular was in vogue across airports&amp; mall. Cinema as a touch point saw a huge boom with big titles releasing across movie theatres. Clients who were unlikely to advertise through OOH formats in the pre-Covid times reflected a sudden interest in the data backed OOH formats and with Digital, we saw brands advertising through OOH as second preferred medium for a continuous reminder.<br /> 2022 will also have its own trend in the OOH, where brands will be mindful of the Omicron and its effects and spends will again be partially dependent on the mobility numbers and seasonality across the cities for various categories. The OOH agencies will need to be cognizant of the situation, brand requirements, act flexible, be spontaneous with their bespoke data driven approach &amp; close on long term deals for better efficiencies across relevant touchpoints. Agencies will also need to move towards transitioning and educating their clients towards investing programmatically on digital OOH formats for the desired ROI.<br /><br /><strong><keyword id="52304" type="General" weightage="20" keywordseo="roshan-abbas" source="Orion">Roshan Abbas</keyword>, MD, Geometry Encompass</strong><br /><br />                <div type="image" title="Roshan Abbas, President, EEMA (1)" msid="88546575" hostid="261"></div><br /> Time for brands to build live experiences<br /><br /> In a world of revenge travel and revenge shopping there will be a surge of live experiences. Tickets to concerts are selling out in minutes. NH7 Weekender early bird, India Bike Week, spoken all are returning slowly.<br /><br /> It’s time for brands to take advantage and build live experiences. To keep these safe will be paramount so vaccine passes and apps are a must. We have relegated the virtual to the essential. So most knowledge-based events and experiences will have hybrid components to satisfy the remote audience. This will also lead to a surge of all on ground events having a broadcast component.<br /><br /><strong>Sanjoy K Roy, Managing Director, Teamwork Arts</strong><br /><br />  <div type="image" title="Sanjoy K  Roy - MD Teamwork Arts @ JLF 2015 Curtain Raiser (3)" msid="88549459" hostid="261"></div><br />Hybrid events will continue to dominate<br /><br />2022 will be dependent on the world opening up and dealing with new variants of Covid -19. Even as digital fatigue abounds and people long for on ground events, celebrations and conferences, there is wish to return to the old `normal’. This is unlikely to play out, hybrid events will continue to dominate with organizers trying to improve the virtual experience and convert these from cookie cutter formats to more endearing and immersive programs. Tech continues to power forward looking to create more opportunities to control our motivations and experiences by ensuring flawless online delivery. <br /><br /><strong><keyword id="1586079" type="General" weightage="20" keywordseo="dalveer-singh" source="Orion">Dalveer Singh</keyword>, Head of Experiential Marketing - APAC, GroupM Dialogue Factory</strong> <br /><br />                <div type="image" title="Dalveer Singh, , Head of Experiential Marketing- APAC, Dialogue Factory  (1)" msid="88546762" hostid="261"></div><br /> 2022 the year of taking ‘Store to the Door’<br /><br /> The experiential marketing space has been fast changing in the last 5 years and more so in the last couple of months and seems will continue to disrupt. The last two years have been a rollercoaster ride for this highly specialized practice.<br /><br /> The biggest trend that we see unfolding in 2022 in this space will be to take the store experience to the door of the consumers across geographies including metros, mini metros, semi-urban &amp; rural cities. The store experiences could be in the form of any of these:<br /><br /> AVATARS – Kirana store, General store, modern trade outlet, Pharmacy, Showroom, Mall or Multiplex etc.<br /><br /> It will be all about bringing the brand and brand experiences closer to where the consumer lives. The store-to-door experience must marry the best of both physical and digital brand assets, thus creating strong hybrid experiences. All this needs to have a creative spin that surprises, entertains and drives both brand equity as well as brand sales.<br /><br /> C ya @ the door!<br />

You Searched For "future of programmatic advertising" and got 13 results

Meet the 23 executives leading the future of TV advertising

Lauren Johnson

The future of millennial-news network Cheddar post-Altice acquisition and layoffs

Lauren Johnson

Advertisers demand agencies prove their eco credentials

Lara O'Reilly

Metaverse, social commerce and personalisation in a cookie-less world: Here’s how digital marketers are preparing for the future

Karuna Sharma

These are the 5 big trends that will shape the future of digital advertising, according to Adobe

Lauren Johnson

'Sweeping humans out of the equation': More web publishers are banning together to sell ads programmatically

Lauren Johnson

The TV industry seems to have no plan for the future of advertising

Mike Shields

THE FUTURE OF SOCIAL-MEDIA ADVERTISING: Programmatic, Mobile, And Improved Analytics Fuel Aggressive Spending

Mark Hoelzel

Why Programmatic Is Killing Creativity In Advertising

Katie Richards

Communication Mantra 2022: Move from volume to value

Guest Author

'This isn't like programmatic advertising; it's a specialized skill': As AR ads take off, ad agencies are scrambling to figure it out

Tanya Dua

Zimmerman Advertising employees say they feel pressure to return to the office

Lauren Johnson

What 2022 has in store for the Indian Out-of-Home and Experiential industry

Samarpita Banerjee

Popular Keywords

Buying Guides

You Searched For "future of programmatic advertising" and got 13 results

Meet the 23 executives leading the future of TV advertising

Lauren Johnson

The future of millennial-news network Cheddar post-Altice acquisition and layoffs

Lauren Johnson

Advertisers demand agencies prove their eco credentials

Lara O&apos;Reilly

Metaverse, social commerce and personalisation in a cookie-less world: Here’s how digital marketers are preparing for the future

Karuna Sharma

These are the 5 big trends that will shape the future of digital advertising, according to Adobe

Lauren Johnson

'Sweeping humans out of the equation': More web publishers are banning together to sell ads programmatically

Lauren Johnson

The TV industry seems to have no plan for the future of advertising

Mike Shields

THE FUTURE OF SOCIAL-MEDIA ADVERTISING: Programmatic, Mobile, And Improved Analytics Fuel Aggressive Spending

Mark Hoelzel

Why Programmatic Is Killing Creativity In Advertising

Katie Richards

Communication Mantra 2022: Move from volume to value

Guest Author

'This isn't like programmatic advertising; it's a specialized skill': As AR ads take off, ad agencies are scrambling to figure it out

Tanya Dua

Zimmerman Advertising employees say they feel pressure to return to the office

Lauren Johnson

What 2022 has in store for the Indian Out-of-Home and Experiential industry

Samarpita Banerjee

Popular Keywords

Buying Guides

Lara O'Reilly