A new year awards us a fresh start and an opportunity to make some predictions for what we think will influence decisions in the year to come. In the digital space, which moves at breakneck speed, discussion around what trends we think will dominate the coming months not only sheds light on what is driving marketer demand, but what we actually want to happen, sooner rather than later. As such, we connected with best of breed email, attribution, and native partners that are a part of MediaMath’s OPEN Partner Marketplace, which enables marketers to access relevant information about the companies integrated with MediaMath. We also heard from Upcast Social, a MediaMath company. Here is what they had to say:
Dave Hendricks, President, LiveIntent
“The biggest shift will be more widespread use of first-party data for increased customer reach and frequency. Smart use of ‘people-based’ marketing technology will go a long way towards alleviating concerns about viewability and quality. Snapchat will successfully monetize. Mobile ad spend will quadruple as marketers with first-party data find ways to connect on the go. Programmatic Direct will become big business as brands bring the power of their data and combine it with SSP technology to increase page yields while still maintaining human relationships between publishers and the brands who want to reach their audiences.”
Nicole Loiacono, Marketing Events Manager, Visual IQ
“To truly engage with consumers, brands need to deliver highly relevant, personalized messages to each potential customer. In 2015, the ability to leverage first-party data stored in a brand’s customer relationship management (CRM) and enterprise data warehouse (EDW) systems will become essential for building customized audience targeting strategies. By using this data in combination with advanced attribution, marketers can gain a much richer understanding of the “right” audiences to target, what products or services are most relevant to them, when they are most likely to buy, and the optimal combination of marketing tactics needed to convert them.”
Mike Goldberg, Senior Director of Marketing, TripleLift
“2015 will finally be the year of mobile, thanks to native advertising and programmatic media buying. Despite the explosive growth of consumers using mobile devices over the past few years, mobile advertising never really found its stride. Banner ads intended for desktops weren’t always suitable on screens almost 1/8 the size. Sure, we had higher CTRs, but this was mostly due to accidental clicks in attempts to close out of them. Enter native advertising. Delivered in-feed and integrated with content, these ads will be adopted by mobile marketers as a way to reach consumers without disrupting the user experience. And with more of this inventory being available programmatically, it will be easier to execute.”
Colin Kim, Product Marketing Manager, Upcast Social
“With MediaMath’s offering for native Facebook advertising via Upcast and FBX via T1, marketers are already set to take full advantage of paid social’s continuing growth this year. In 2015, we expect that the boundary between the two will become blurred, with native social inventory becoming more programmatic. Social advertising will be able to incorporate more consumer signals, purchase intention and behaviour, to generate real-time, efficient exposure of brand messages. Additionally, 2015 will determine if Facebook can successfully overcome YouTube’s dominance in online video. As Facebook continues to push beyond the ‘social’ label and extend its reach across the web, marketers will have even greater capability to target real people across the web and multiple devices.”
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