This time of year I must admit I’m like a lot of people and can’t help reading through all the predictions for what’s coming up in 2012. Although we clearly see an uptick in traditional online advertisement, I would personally like to see an evolution in the ad models, rather than simply increased frequency.
With Forrester predicting digital video advertising (US) will reach at least $5.4 billion by 2016 and in 2011 digital video ads pulled in $2 billion (http://www.bizreport.com/2012/01/forrester-more-ad-dollars-to-video-through-2016.html) – I think there will be more opportunities than ever for new video formats.
Beyond wanting to see their own videos go viral, it seems consumers attention will be captured by the ads that are highly targeted, provide something fun but also informative and not overly intrusive. Now that we can get clips from a variety of places, phone – home – laptop – tablet – perhaps we’d like to see something different? By different, I don’t necessarily mean it has to be extremely load or incredibly noisy, but something that’s a part of the experience, something that fits with what we are watching or doing. Given all the advances that have been made with more ad serving, better targeting and new ad units. I’m looking forward to seeing what the creative developers, publishers and advertisers will be coming up with – that goes way beyond pre-roll. It is after all no longer about ‘pages’ but rather ‘stages’.
What do you think?
