Mark Henning, head of media and digital, AMAP,
Millward Brown, while talking about the predictions that will influence
marketing in 2015 says that we will see synchronised messaging across TV and
the other devices.
Speaking to Campaign India, he
said, “The silos of different social strategy and mobile strategy will be
broken down. Currently marketers are spending energy developing siloed
strategies for social and mobile platform. In 2015, brands will highlight the
need to understand the impact of cross-platform and cross-device behaviours to
justify continued increases in media investment.”
Sharing insights about changing media landscape, and
the evolving role of digital, Henning said, “Analogue will become digital.
Consumers’ will continue to desire control over content engagement.” He further
asserted that micro-video will be propelled into the mainstream, and there will
be more opportunities to build reach in the micro-video landscape with paid
messages. Henning is of the view that brands and agencies will succeed by
understanding the nuances of micro-creativity and the different roles fulfilled
by platforms such as Vine and Instagram.
Talking about the buzzword, ‘big data’, he said,
“Big data will become intelligent data. Marketers are data rich but insights
poor. In 2015, marketers will question the quality of their data assets,
streamlining to must haves and investing in analytic talent to identify the
metrics that are actual predictors for brand and sales growth.”
While native advertising will become an established
part of the advertising landscape, programmatic advertising will get more
creative. “Creative agencies will design smart, engaging and customisable
creative elements (rather than ads), which merge seamlessly with programmatic
media buying algorithms to deliver relevant message based on the individual
consumer context,” Henning shared.
“Successful organisations will structure for success
in the digital age by courting innovators, focusing on digital training and
becoming more collaborative,” he concluded.
Source: http://www.campaignindia.in/