NEWS12 September 2014

Turn identifies three trends shaping advertising

News UK

UK — Marketers have been grappling with how to engage consumers and their ever-decreasing attention spans, and three trends affecting the ad industry are now emerging says Turn’s managing director, Pierre Naggar.


The marketing software and analytics company’s Naggar has identified the key topics that were discussed by marketers at this year’s dmexco event in Cologne, Germany.

Joining the advertising dots

Although attention spans are shortening consumers are looking at more content and across more devices, so the opportunity to engage increases. These complex consumption habits mean the advertising experience has to cross all channels. Brands cannot think in silos, they need to ‘join the dots’ because consumers are looking at content everywhere and on different devices.

Data is key to identifying where those ‘right time, right place’ opportunities are along the way. Only with information about how audiences move between devices can brands create campaigns to that specific user journey.

Data for knowledge

Actioning big data is where most brands fall down. Marketing technologies allow brands to get under the skin of their customers, understanding their preferences and browsing habits.

These insights are universal too, they’re not just for the marketing department. Marketing is rising on the agenda of corporate strategy because its insights can be used by the whole business. With its client Kraft, Turn used anonymised data about existing customers to create content that meets their needs and to find new audiences. By looking at browsing habits, Kraft can understand its customers by brand affinity, cohort, geography, income break, and even interest so it applies these insights about existing customers to engage new ones.

Data brings valuable business knowledge, but it’s up to marketers to communicate its importance so that it can be used to develop new products, make stocking decisions and inform the strategic direction of the company.

The rise of programmatic TV 

Marketers are already using data insights to plan programmatic campaigns across video, social and mobile, but TV is the next format on the agenda. Programmatic TV will allow brands to reach particular audiences based on data-defined profiles. It will reverse the traditional TV model – instead of using data about programming to find desirable placements, marketers will be able to use data about their audiences to find those placements.

However there’s still some way to go in Europe before the technology necessary to automate TV buys is matched by the industry infrastructure.


1 Comment

10 years ago

Interesting points, but perhaps lacking in how the world is changing... heck I wrote this in 1996 as part of a impact study for an iconic Big Agency: "Advertising agencies must address three fundamental truths about the future of this industry in order to survive. 1. Empowered consumers will drive the transformation of the advertising industry. 2. Agencies must be prepared to implement creative new approaches to reach and communicate with clients and consumers. 3. Agencies who empower themselves by harnessing technology add tremendous value to the advertising process." The article covers point 2 well. What is still missing, I think, is a little context. What we’ve seen so far is minimal compared to the sweeping changes down the road. Today, most agency clients struggle with competitive pressures, a myriad of media options and the need to establish a more intimate conversation with consumers. I expand on the changing world more here: Interesting thoughts, so thank you for that!

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