Our 2014 Predictions: July 21, 2014
A FEW WEEKS AGO, the IAB Internet Advertising Revenue Report reported that the United States of America spent $11.6 billion on internet advertising in Q1 alone. This
Compare that to 2013 (20.6%) and 2005 (5.6%) and you can see, the shift to digital advertising is getting big.
More specifically, the online advertising realm seems to be dominated by digital video.
According to another study done by the IAB (you can download the study here), almost 66% of the executives interviewed said that they anticipate more spending on online video advertising next year. It’s something they see as being as “important as TV programming within the next three to five years.”
So what does the road to that position look like? No one knows for sure, but here are three predictions we have going forward.
1. New, More Specific Technology
This allows brands to set highly specific targeting. Which as it stands, is coming out as the forefront strength on online advertising. As companies continue to find better algorithms and ways to manipulate the wealth of information online, there will increasingly be better ways to ‘find’ the people you want.
Considering that in every other form of advertising, you can only generalize who sees your ad (such as placing sports adverts in sports magazines), programmatic ads have the potential to put an end to the old saying by John Wanamaker that “half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
2. Expansion into the Canadian Market
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