It’s that time of yr. Predictions. With the New Year a mere few hours away, we have now gathered the opinions of quite a lot of media business CEOs and commentators for their tackle what 2019 may maintain.
Like most other sectors, media shouldn’t be immune from the headwinds confronting society on a mess of fronts – ecologically, economically, culturally, politically and technologically. However amidst the challenges, disruption, and insecurity, alternatives will current themselves for these publishers prepared to forge an entrepreneurial mindset and take dangers.
2019 may even see a necessity for elevated collaboration. As Ronan Harris, MD UK & Ireland, Google, identified in the course of the current AOP Summit in Westminster, “15% of searches we see each day have never been seen before which demonstrates the pace of change in wider society, and this pace of change will force us to collaborate much closer together.”
Whether that collaboration shall be voluntary or thrust upon us is altogether another question. Until publishers and tech platforms can ensure data privacy, transparency, ethics and trust, 2019 might be the yr that politics intervenes. As James Harding, ex-Editor of the Occasions warned the tech platforms in this yr’s Hugh Cudlipp lecture, “don’t underestimate the power of the state to intervene.” We shall see.
Without additional ado, listed here are a number of predictions for 2019:
Brian Kane, COO and Co-Founder, Sourcepoint
“Submit-GDPR and with the rise of latest data privacy laws within the US, consent will continue to be an essential issue as we move into 2019. We anticipate that – following the UK’s planned exit from the EU – the main target will remain on data privacy laws, although GDPR in its present type won’t be applicable post-Brexit. There could also be short-term confusion on legislative requirements however it’s protected to say that data privacy will remain a spotlight. Add to this the extra necessities of the planned ePrivacy Directive and it’s clear that privateness and respectful use of shoppers’ personal data will stay entrance of mind for publishers.
“Publishers that concentrate on improving transparency in how user data is collected, used, and stored, will enhance customer relationships built on a foundation of trust and choice.”
Thomas Bremond, Basic Supervisor, International, FreeWheel andComcast Know-how Solutions
“Brand security, trust and transparency will proceed to be the main target in 2019. Safeguarding the quality of their digital video stock is paramount for publishers wanting to attract advertising spend on their channels and at the similar time optimise the consumer experience.
“Video is probably the most partaking form of digital content and it’s not arduous to see why its share of the market continues to grow. Prioritising premium content material is the important thing for publishers to stay ahead of the competition and ship a viewable, fraud-free and brand-safe surroundings for advertisers to operate in.
“Publishing alliances such as The Ozone Project, where major publishers such as The Guardian, UK News and The Telegraph are pooling digital ad inventory, represent a significant step towards creating the future marketplace. We can expect more publishers to follow this trend in the next few years. Also, investing in the right technology will boost buyer confidence in the integrity of the inventory they’re purchasing, and allow publishers to pursue more effective monetisation strategies.”
Marino Gualano, Basic Supervisor and Co-Founder, MainAd
“Digital promoting has typically acquired unfavorable attention because of the highnumber of irrelevant and intrusive advertisements which are being positioned incorrectly. Nevertheless, harnessing the facility of machine studying (ML) will help overcome these points, bridging the gap between publishers and brands, and enhancing marketing campaign optimisation.
“Publishers themselves often take the blame for bad digital ad practices when in reality they are relying on affiliate marketing. Publishers need to take back control and recognise the impact this can have on an advertiser’s brand, as well as their own reputation. Choosing their technology partners wisely is a fundamental step, so that ads, and consumer incentives, are only placed alongside appropriate content.”
Nick Welch, VP Enterprise Improvement UK and Northern Europe, ADmantX
“With international brands together with Mars, Spotify and Land Rover all encountering brand security breaches and a staggering 77% of shoppers confirming that seeing an ad next to unsavoury content might injury their perception of the brand, it is important motion is taken to deal with this in 2019.
“Brands must move beyond a standardised concept of what is unsafe – such as hate speech, adult content, illegal content and world news – and instead take a deep dive into brand care: the creation of solutions that consider the core values of a particular brand and potentially negative contexts that relate specifically to them. Shifting from outdated techniques such as keyword search terms, blacklists and whitelists, to advanced semantic technologies can help identify the precise context – as well as an accurate understanding of sentiment at page level – ensuring placements are safe, unintrusive, and effective.”
Rick Jones, Senior Vice President, International Revenue Improvement, Adform
“The difficulty with walled gardens is that huge quantities of data move into them, but solely a fraction is then accessible. This makes it very onerous to construct a 360 view of goal audiences or clients – which is the place a lot of the worth of data stems from – and an enormous problem for advertisers who value their data.
“The way the walled gardens operate is reflected in the dwindling trust in the services offered. If there’s one thing we learned in 2018, it’s that the much talked about data control, clean data handling, and reliable metrics aren’t that far off. The fronts between the big tech players and the independent providers in all industries have long since hardened. So, it is all the more understandable that the call for alternatives is becoming louder. In marketing, it is ultimately the cross-platform user identity that allows tracking and personalised targeting of the user, even outside the walled gardens. While a lot of preparatory work has gone into this topic this year, we at Adform expect the industry to go to market in 2019 with a real counterweight.”
Simon Theakston, Co-founder and Managing Associate of SBDS
“As we look forward to 2019 we may also see extra ‘friendly’ corporations establishing agreements to share data and insights. Think about Information Corp’s promoting platform News IQ, which launched earlier this yr. This can be a prime example of a second get together data partnership; the platform pulls together viewers data from all of its publications – this is then be utilized by advertisers to focus on based mostly on audience opinions and emotions.
“Stemming from this, there will be more alignment of supply and demand in the advertising value chain: advertisers bringing their own data to publishers for suppression or targeting.”
Ian Woolley, Chief Income Officer, Ensighten
“Regulation was a scorching matter in 2018 spurred on by GDPR coming into pressure and it can proceed to dominate conversation in 2019 as other international policies such as the California Shopper Privateness Act (CCPA) play out. The challenge we’ll see for international organisations is managing the nuances of regional data practices simultaneously. Know-how will assist corporations navigate this but as we’ve seen with GDPR there are various interpretations of what regulation means. As such, many companies might choose to make use of the strictest data practices and processes companywide to keep away from potential slip-ups and penalties.
“2018 has been a learning curve. New data regulation has revealed issues that many companies were not even aware of. This, in the long term, is a good thing for data owners and also their customers. However, businesses are still in the process of addressing the security of their data and this will continue to trip up organisations in 2019.”
Michael Kruger, Head of Digital at LEWIS International Communications
“Over the previous few years, stay video has been a continuing development showing within the predictions so it’s no surprise that it continues to remain on the record.
“Augmented reality will also become more accessible. Snapchat recently launched Snap Originals, a feature that uses AR to allow you to interact and watch original television programming created by Snapchat. It allows you to step right into the programme you are watching. The best way to think about this is to remember Pokémon Go, but instead of finding a Pokémon on your street, you discover what could appear next in your favourite Snap Original show.”
Yuval Ben-Itzhak, CEO of Socialbakers
“In 2018, it became clear that influencer marketing should not be considered an experimental or boutique advertising model. It is a big enabler of revenue, and big brands are getting on board. It’s estimated that influencer marketing ad spending will reach $10 billion by 2020. But in this golden age of influencer marketing, there is also a good deal of fraud. In 2019, social media marketers learned they need to do their due diligence before investing in an influencer– and watch out for fake fans, fake engagement, and fake interests. If brands aren’t vigilant, they’ll become victims of influencer fraud, and risk the fines and reputation that goes with this.”
Noam Neumann, COO of Glispa
“In 2018 we’ve already seen a lower in entrepreneurs using purely model consciousness elevating techniques in favour of KPI-based campaigns. It’s turn into more essential than ever to accurately measure advertising efforts to know exactly how they contribute to the bottom line.
“In 2019, we expect to seean increase in performance marketing, particularly on mobile and specifically in-app, as it can deliver insights against definitive metrics such as app downloads or in-app purchases, providing marketers with a precise understanding of how individual tactics are performing.”
Simon Thorne, UK Country Director at Flashtalking
“There’s no doubt that video will continue to grow in prominence across the omnichannel marketing landscape and drive growth across the industry. But as the lines become increasingly blurred between online video, OTT, and linear television, we will see a growing need for brands to collect and use data effectively to connect, and captivate audience attention.”
From: What’s New In Publishing