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What Technology Will Have The Greatest Impact On The Advertising Industry? 23 Experts Share Their Insights

  • 12 June 2019
  • Expert Insights

The ubiquitous technologies — the internet and mobile phones, to name a couple — have fundamentally changed the way we deploy and consume advertisements. But what will happen when the internet and mobile devices are outfitted with even more cutting-edge technologies?

Let's ask the industry insiders.


1. Dr. Michael Yuan, Co-Founder of the CyberMiles Foundation

Dr. Michael Yuan“Smart contracts (e.g. applications on the CyberMiles network) are automated contracts to transfer funds in cryptocurrencies once certain conditions are met. From a marketing standpoint, consumers will be able to earn cryptocurrency for watching video(s) or other advertising messages that most skip over or tune out today.”


2. Amy King, VP of Product Marketing at Pixalate

Amy King“We believe advancements in ad fraud detection and prevention technology will have the biggest impact on the advertising industry. New Juniper Research estimates show that advertisers will lose $42 billion to ad fraud in 2019, rising to $100 billion in 2023. If ad fraud solutions don’t rise to meet that challenge, especially in emerging areas of digital advertising such as Connected TV (CTV) and over-the-top (OTT), then advertisers’ trust in the digital ad ecosystem will deteriorate. Some of the biggest advertisers are already beginning to question if it’s worth spending so much on digital advertising if fraudsters are pocketing a double-digit percentage.”


3. James Heller, CEO and Co-Founder of Wrapify

“There is a huge opportunity found from leveraging aggregated mobile ad IDs (AAID/IDFA) to power attribution models. Through this anonymized device data, ad platforms can pair this with a number of different channels to gain better insight into how their campaigns are performing. Coupling it with first-party data allows a brand to deliver the right message at the right time and in the right place in a more feasible way. In addition, combining this with blockchain can help to combat ad-fraud as well as increase transparency and, ultimately, data privacy.”


4. Andy Vogel, Chief Commercial Officer, AUDIENCEX

Andy Vogel“Major platforms have readily adopted machine learning and are rapidly implementing AI to augment their human advertising trading desks. This leads to greater ROI for advertisers, richer insights, and better targeting. Greater reliability in an agnostic approach to multiple sources of advertising supply and utilizing multiple demand-side buying platforms, thereby ensuring the highest level of efficacy for advertising buyers, will be the most impactful. AI creates a true added value component for most advertisers, because it will increase the speed to market and open up the ability to use methods that were previously reserved for large brand advertisers only. “


5. Stacy Caprio, Founder of Accelerated Growth Marketing

Stacy Caprio“Mobile devices are starting to heavily impact the advertising industry and they will continue to have the greatest impact on the industry as a whole as we head further into 2019. Already, apps that dominate the market have started running mobile-only type ads such as Instagram story ads and all forms of Snapchat ads. Ads are becoming tailored to play on phones including the dimensions they are filmed and built-in, and they are being watched increasingly by those holding their small mobile devices. This is transforming the ad industry already and will continue to do so into 2019.”


6. Andrew Pearson, Managing Director at Intelligencia

“AI technology that will radically alter the advertising industry in the coming years into five different areas sound, time series, text, image, and video. For sound, voice-activated devices will radically change the way humans interact with a device.

Time series will create recommendation engines that can utilize real-time data. For text technology, NLP will allow businesses to understand sentiment analysis that will help with CRM; AI image technology will help with image search. AI video technology with help with facial recognition, which could help advertisers increase personalization. In Germany, the Astra beer company has a billboard that talks to women as they walk by, ignoring men. The facial recognition technology can figure out a woman's age and give her one of eighty pre-recorded messages.”


7. Gerard Keeley, CEO of Vidsy

Gerard Keeley“Technology platform that drive digital transformation. Technology can improve the processes involved in creative production. For example, it can be incorporated into how a brand briefs or facilitate viewing, selecting and approving content. It can even streamline communication with outsourced talents. Using smart technology to match the right kind of creative with the right audience, the industry will re-think the economic model behind the age of creative scarcity.”


8. P.K. Kannan, Dean’s Chair in marketing science in the Robert H. Smith School of Business at the University of Maryland

P.K. Kannan“This will definitely be augmented and virtual reality in mobile as well as desktop modes. Combined with big data-based precision targeting, these technologies will lead to higher customer engagement and higher impact in terms of returns for ad dollars. Newer forms of shorter and less intrusive ads based on these technologies will revolutionize the ad industry.”


9. Samantha Wolfe,  Managing Partner at We Are Phase2

Samantha Wolfe“Augmented Reality is the biggest shift in advertising since mobile and the web. AR will change each part of the customer decision and purchasing journey: from Awareness (AR-enabled advertising) to Interest, Consideration, and Intent (AR visualization), to Evaluation (AR customization tools) and Purchase (integrated AR tap-to-buy).”


10. Bruce Biegel, Senior Managing Director of Winterberry Group

Bruce Biegel“Marketers need identity solutions that can enable better personalization and accuracy. The technology that we see filling that role is the CDP, which can ingest and manage data, and build PII and non-PII profiles for activation.  As brands seek to move to more real-time interactions, CDPs will complement CRM data solutions at the enterprise level and may serve many of the same functions in the mid-market as well. “


11. Yaniv Masjedi, Chief Marketing Officer at Nextiva

Yaniv Masjedi“Customer experience management software – known as CEM or CXM. With so many channels, it's getting difficult to keep track of it all. CXM is the next generation of CRMs. You need something that can track across all of your channels: your website, offsite content, native ads, inbound phone calls, etc.. CXMs will crunch all of this data and spit out comprehensible analysis for your sales, marketing, and customer service teams. All of this will result in more effective ads, and, the ultimate in sales, better customer service.”


12. Kwesi Robertson, Director of Marketing at Howerton + White

Kwesi Robertson“Virtual and augmented reality will have the biggest impact on the advertising industry. 4D technology allows storytelling and brands to be beyond interactive but holistically immersive. Like most trends, the cost of entry is vastly high but overtime technology starts to target the masses instead of the techno-savvy first-movers.”


13. Brett Cravatt, Co-CEO and Co-founder of Centerfield

Brett Cravatt“Twenty years ago, the brands that first figured out digital marketing and e-commerce became market leaders and had massive competitive advantages.

I believe there will be a similar competitive advantage for marketers that effectively leverage machine learning and AI. AI will not simply predictthe right message for a consumer at any given moment, but how that interaction shapes and informs future engagements across other platforms and media. While a lot of investment in AI has been around chatbots, there is perhaps a bigger opportunity to shape offline, real-world engagements such as over-the-phone conversations or in-store purchases.”


14. Dr. Dustin York, Director of Undergraduate and Graduate Communication at Maryville University

Dustin York“Tactically what advertisers should focus on in 2019 is organic and branded content. As Netflix increases its content budget and Disney+ rolls out this year, traditional ads will change. As Youtubers and Twitch casters are attracting more eyeballs than movie stars and NFL players, influencer endorsements will change. And as smartphones, Alexa and wearables continue to provide interactivity, stagnant advertising will change. Those who hate change will hate brand irrelevancy even worse.”


15. Matt Johnston, Founder and CEO of Guide Social

Matt Johnston“Certainly VR will have the biggest impact on advertising in the next 10-15 years. It does still feel like we are further away from that, however, than many might think. The media capabilities of recent iPhones are certainly one of the biggest opportunities to bring that human touch through video and messaging. But if we dream about VR for a moment and the impact it will  have – just imagine a community of people, all with the same likes, needs,  and wants, in the same virtual space – connected from all over the world.”


16. Jacob Edenfield, Associate Creative Director at Starmark International

Jacob Edenfield“Hands-down, Augmented Reality will have the biggest impact on advertising. Here’s the deal: AR is an integral part of every new phone that ships now. The development platforms are easy and accessible. This is the thing that’s finally going to erode the barrier between in-store and eCommerce. If I’m in the snack aisle trying to decide between your tortilla chips and another brand, I’m not whipping out my phone to compare and contrast your shitty mobile websites. Just let me point my phone at the bag and get something more fun or useful. Guaranteed, that’s the bag of chips I’m walking out with.”


17. Larissa Lowthorp, Founder and President of TimeJump Media

Larissa Lowthorp“I believe augmented reality will have the largest impact on advertising in the near future due to its ability to both help consumers make informed decisions, try before you buy and allow users to form an emotional and psychological relationship to your product. It also has the potential for users to have greater control over the messages they receive – and if customers are already interested in your product, they are more likely to convert to a sale. Ikea recently launched the Place app, which allows people to use their cell phone camera to view their living space and virtually overlay Ikea furnishings in their actual home. They never have to visit a store, and they gain a realistic example of how a sofa, for example, would fit into their living room, how well it would go with their other furniture, and what color would look best. The potential for augmented reality to enhance the customer experience is almost unlimited — it's convenient, informative, and fun.”


18. Tony DeGennaro, Director of Business Development at Dragon Social

Tony DeGennaro“There are a few technologies that are definitely going to make an impact in the coming years, but I think one of the newer ones that are already available is deep-links. For those in the app industry, deep links are an absolute godsend. These links make tracking user behavior and attribution so much easier. I've only recently discovered these and it's made my work so much easier.”


19. Kimberly Afonso, Digital Marketing Expert and Advisor, Clarity.fm

Kimberly Afonso“Social listening definitely impacts the advertising industry. Why? Because when you can see in real-time what your customers are saying about you, the tone they use, and what they like and don't like, you have huge insights into how to re-launch and re-do campaigns. This just makes advertising more effective by being able to tweak to what customers really want versus what you think they want.”


20. Mark Moran, Director and Editor at Shift Visuals

Mark Moran“The future of advertising is undoubtedly video. Until recently it was prohibitively expensive to get video content in front of potential clients, now it’s easier and cheaper than ever. However, there are caveats; Video isn’t always the right tool. If you have a message that can be conveyed in an image, or in fifteen words, do it that way instead. Your clients will thank you! Secondly, the content has to be purposeful, authentic and well executed. Poor video can easily do more harm than good to a brand’s image,  and video for the sake of video is wasting everyone’s time.”


21.  Nate Masterson, Chief Marketing Officer at Maple Holistics

Nate Masterson“Automation. While human beings can make educated decisions regarding who to target and with what kind of advertisement, algorithms can make decisions and create ads that minimize error to the smallest degree. AI advancement will help companies target their ideal demographics with effective advertisements while minimizing time and costs.”


22. Andrei Vasilescu, CEO and Digital Marketing Head for DontPayFull

Andrei Vasilescu“Today we generate data in almost every digital action in our daily life, such as paying online, using plastic cards or searching on the internet.  This long data trail will be collected by AI-driven software and will be surgically analyzed by AI-driven analytical tools to identify the accurate searching and buying patterns of the individual audience. Another AI-driven content management tool will send precise ad content to different audiences according to their specific behavior with pinpoint precision. Artificial Intelligence will deliver the most relevant advertising content to produce maximum conversion.”


23. Danielle Milne, Co-Owner and CEO of Digital Hopper

Danielle Milne“The next biggest technology to have a huge impact on advertising will be highly flexible mass text message software. Other advertising platforms are relatively saturated. Effective text message marketing is relatively untapped by the majority of advertisers out there. It’s where email
marketing was 10 years ago, and it will move to be dynamic, personalized and widely used.”


 

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