This week marks the 12th year that Advertising Week will be held in New York City. The week-long event, which combines thought leadership with special events, brings together thousands of people from brands, agencies, and technology companies to focus on key topics influencing the marketing and advertising industry.
As I attend a small handful of some of the 300 or so planned events, I'll be looking out for any developments on these three key trends:
1. The state of programmatic advertising
With programmatic spending on the rise, it's no secret that marketers and publishers will increasingly gravitate toward programmatic advertising platforms. As adoption continues, I'm curious whether publishers will then gain greater control over the data and their campaign execution. One of the biggest debates in programmatic is the fact that currently publishers can't self-govern their campaigns. Companies that offer this ability will be favored among advertisers.
In today's session, "Transparency and Openness in Programmatic: What it Means, Why It's Crucial, and How We Get There," panelists will determine what transparency and openness mean in programmatic. And in "Programmatic without the BS" held tomorrow speakers will discuss the high-stakes decisions made by agencies, advertisers, and brands as programmatic goes mainstream.
2. How will mobile continue to evolve?
The market for mobile advertising and cross-platform advertising is doubling year over year. In August, Research and Reports released, "Cross Platform and Mobile Advertising Market by Advertising Platform, Solution (Advertising Campaign Solutions, Content Delivery Solutions, and others), by End User, by Vertical, and by Geography - Forecast to 2020" report. The results showed that the overall cross-platform and mobile advertising market size is expected to grow from $25.19 billion in 2015 to $80.45 billion in 2020, at an estimated CAGR of 26.1 percent.
The stats indicate that the next level of advertising will be cross-platform advertising that targets on reaching audiences on their desktops and follow them to their smartphones, tablets, and other mobile devices. In the session, Capitalizing On Mobile Video," industry leaders will sound off on how they're capitalizing on mobile video and using new tools and technologies to reach people in compelling, measurable ways.
3. Will Big Data continue to challenge marketers?
While Big Data has been challenging everything we know about marketing, turning creative types into data scientists along the way, it's also creating massive opportunities for companies to build competitive advantage. Marketers and advertisers are finally able to tie their campaigns to clear results, arming them with proof they need to show that their strategies work.
In Wednesday's session, "Is Your Data Making You Sick? How to Resolve the Marketer's Identity Crisis," speakers will offer advice on such pain points as the inability to reach or measure marketing performance and how to adequately use first party data. And in "You Look Great in Our Data. That Lie Fits You So Well!" panelists will discuss how to identify and overcome discrepancies in marketing data.
What trends and topics do you predict will be hot this week?