Dean Donaldson *
The year 2011 and Carnival are already behind us. From now on, we have days that promise to be intense for the online world. But what really comes next? I’m sure that in the course of 2012 we will come across some very interesting news. Therefore, I have gathered a dozen projections that should mark the year that has just begun.
1. HTML 5
Without a shadow of a doubt, the main trend for 2012 will be a move to embrace HTML5 definitely, especially now that Adobe has killed Flash for mobile. Still taking the first steps to achieve a good navigation standard, the industry’s efforts will focus on understanding the benefits of HTML 5 over Flash.
2. Rich Media for Mobile
Thanks to the increase in time spent browsing the Internet from mobile devices such as smartphones and tablets, advertising should explore new opportunities. However, it is worth a caveat: the market should distinguish between standard 3G ads and Rich Media pieces for the user who will download or be connected to a wi-fi network.
3. Facebook Apps
The stumbling block for Facebook to take off once and for all gives brands more opportunities and visibility to mobile users from its immense database. As Mark Zuckerberg’s social network has again launched its offer to incorporate HTML 5 applications, I believe that advertisers will be able to further exploit its potential, as agencies are able to calculate the increase in exposure to even brands considered doomed.
4. Tailored coupons
The main discussions regarding activities based on Direct Response Marketing will revolve around how to take the next step after the user clicks on the advertising piece. So, what would be the best ways to maximize consumer response? Targeted ads online, mobile apps for Social Media and QR Codes on billboards or on TV screens are just a few of the options. Agencies will look for technologies to move the display advertising inventory, always trying to bring it closer to the purchase funnel, but that may only mean more coupons.
5. Social Buzz
It has been accepted for a long time that display advertising prompts users to use search engines to obtain more information about a product, service or brand. However, it seems that Social Media is mobilizing people with the most diverse interests, regardless of whether the focus is offline or online. The buzz caused by brand actions carried out through social media will reach a new dimension during 2012.
6. Brands as Publishers
Some brands are already more successful on Facebook and Twitter than on traditional media and even established publishers. For this reason, agencies and advertisers will go to great lengths to keep end consumers engaged. Wait to see brands producing exclusive content and looking for new ways to market their own inventory.
7. Double Projection
Interaction with content available on a screen next to you related to the linear display of a video on a large public screen will become increasingly common. This phenomenon will gain prominence and will attract advertisers to develop interconnected content, allowing an even deeper brand experience for people who chose to watch a video and interact with it from a tablet or smartphone.
8. Planet of TV Apps
With a constantly changing consumer base that currently migrates from content on demand to content on the move, media owners seek to adopt and monetize applications for browsers with the most diverse content. Newspapers and magazines expand the offer of applications at great speed. And, more recently, television channels have also started to adopt this strategy.
9. Cross-Media Measurement
Whether in China or the United States, agencies already buy combined reach through TV channels and online media through a single iGRP (Interior Gateway Routing Protocol). Because of this new reality, the media divisions are starting to fall apart. Some questions about methodology will dominate the discussions and will be debated tirelessly. However, the need for consolidation must overlap. Wait for TV and online media buyers struggling to learn each language.
10. Audio watermark
My main tip refers to the audio watermark. This technology should not only make its debut in 2012. I believe it will become the star of the year. Knowing who is in a room connected to the TV with a mobile device via high-frequency audio signals, in addition to challenging the audience measurement mechanisms, will also pave the way for the creation of new advertisements aimed at the desired consumer through media channels. connected to each other. Of course, privacy issues will turn into headlines. However, content sharing on social networks and projection are two aspects that can balance the discussion. Interesting times are coming!
* Dean Donaldson Global Media Innovation Director at MediaMind, a company that provides digital advertising technology and solutions to agencies and advertisers.