Millward Brown has issued its full set of predictions for the advertising and media sector, highlighting in particular that programmatic advertising is on course for evolutionary change.
The UK-based research firm published its first set of crystal-ball gazing results in the back end of last year, where it noted that TV ads will increasingly be backed by an increasing number of reminder and reinforcement messages on digital devices.
However, one of the main tenets of the full research document is that programmatic advertising will significantly evolve over the next 12 months.
It suggests that algorithms will become more sophisticated, and the appearance of the creative will evolve to enhance the viewer’s experience with an increasing number of variables taken into account.
Ultimately, the report says, programmatic creative “will become more human, seamless, efficient, and easy to digest…"
It says creative executions themselves will utilise mixable and employable elements as opposed to the current model of discrete ads.”
“To date, the debate around programmatic media has been firmly centred on the ‘how’ of operations and behavioural metrics such as cost per click,” said Duncan Southgate, global brand director for digital at Millward Brown.
“In 2015 we expect marketers to be equally focused on the benefits programmatic may be able to bring to building meaningful brands and the opportunities to leverage it more creatively."
However, the report stresses that marketers will need to ensure the advantages that come from programmatic targeting are not delivered at the expense of other key campaign objectives such as communicating brand messages and building long-term desire.
“Successful programmatic providers will increasingly differentiate themselves based on their ability to deliver campaigns that not only drive behaviours but also improve brand metrics,” it says.
Millward Brown also anticipates other changes in the media landscape around the world and describes in the 2015 predictions how marketers can “get media right”. These include: as native advertising becomes an established medium, advertisers should partner with best-in-class publishers who strike the right balance between advertising and editorial; new and exciting paid marketing opportunities will emerge on micro-video platforms, but only brands who know, learn and love those platforms will succeed and that location-based marketing opportunities will become powerful when brands focus on consumers’ interests rather than on their own.
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