{"id":117433,"date":"2017-11-28T22:24:00","date_gmt":"2017-11-29T03:24:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/2018-predictions-series-display\/"},"modified":"2024-12-21T05:50:05","modified_gmt":"2024-12-21T10:50:05","slug":"2018-predictions-series-display","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/2018-predictions-series-display\/","title":{"rendered":"3 Tech Phenomena that will Revolutionize the Media Industry"},"content":{"rendered":"

Display media has always been an exciting, dynamic marketing channel. With the ability to place media in front of almost any target audience, a multitude of different creative options available and nearly limitless data sets to buy and optimize against, display remains a critical (and ever-changing) part of the marketer\u2019s toolkit.<\/p>\n

In 2017, we heard all about how Russians tried to sway the US Presidential Election via specifically- targeted buys on social networks. We also saw more vendors in the marketplace offering data-first solutions for media targeting and buying, touting the superior decision-making abilities of their algorithms and AI as compared to human buying and optimization. Many brands continued their display buying with a heavy programmatic element, while others adjusted their display mix away from such a significant reliance on programmatic, due to concerns about transparency and fraud.<\/p>\n

So, what will 2018 bring?<\/p>\n

1. Data Ownership and Transparency Will Be Key <\/strong><\/h3>\n

As maligned as it has been due to fraudulent traffic, bad content and news items including the Russian election meddling<\/a>, highly targeted, data-first\/machine-based media buying will still be a critical part of the marketer\u2019s media mix. The wealth of audience data available to marketers for targeting, combined with the amount of data marketers can get back about their customers from these programs, makes this type of media buy highly effective, as it limits wasted media impressions and allows for more relevant, audience-aligned messaging.<\/p>\n

However, I predict more and more marketers will want to take full control of their media and audience data, expecting transparency regarding where their media buys and placements are served, what the viewability of their impressions were and bringing on their own data management platforms to manage their audience data (as opposed to relying on media platforms\u2019 DMPs). As marketers take more control of their buying environments and their data, it will allow them to draft strategies and tactical plans that are incredibly targeted and impactful, and will also mean that agencies and publishers will need to be able to offer the full view of their buys to buyers\/clients.<\/p>\n

2. Local Will See a Resurgence <\/strong><\/h3>\n

At DAC, we believe where you are is as important as who you are. Any brand that has physical brick-and-mortar locations (in addition to an online presence), or service offerings in specific geographies, can benefit from a local strategy that places specific types of media buys in specific geographic locations. With audience targeting, many brands have focused more on the person (demographics, psychographics, etc.) than their location. At DAC, we\u2019ve seen double-digit performance growth from locally-targeted strategies that perfectly align the ad creative to the audience and their geography, and drives them to landing pages that mirror the geographic messaging they saw in the ad. We also find valuable performance in locally-focused tactics and techniques, such as geo-fencing, that deliver messages to users when they\u2019re near a physical location, and create rich experiences for users that are unique for every location. Many clients and brands are seeing the value in local campaigns, and I expect this trend will continue to be a significant focal point of any enterprise\/brand-level media plan in 2018.<\/p>\n

3. Artificial Intelligence Will Tip-Toe Over the Buzzword Line into Actionable Reality <\/strong><\/h3>\n
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