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Tis the season to predict
What does 2022 hold?
I’ve been asked in the last couple of weeks for my predictions for next year and today I spotted the first proper prediction piece in the trade press - they’ll now start to flood in.
I love reading them though. People will moan and groan about them on Twitter and LinkedIn as they can be a bit self-serving but it’s good to see what people from all parts of the industry think will happen and try to open up some debate. Debate is healthy when conducted properly.
I won’t spoil some of mine that will come out, but the one which I’ve included everywhere is about the growth of programmatically enabled channels. The digitisation of media isn’t anything new - digital outdoor ads, digital audio ads, connected TV ads, in-flight ads etc. have been around a while but there were a number of ways these ad opportunities could have gone. They could have stuck to an ad-server to ad-server relationship, they could have been bought and sold via ad networks, or they could have gone programmatic. Needless to say they have mostly gone programmatic.
Committing to the technical selections/integrations and having done all of the groundwork on the sell side already (re-positioning of product and re-skilling of sales teams for example) will mean these channels will continue to prosper in 2022. Programmatic is a catch-all term and it won’t be cookie-based buying and selling, but it will be ad opportunities accessible in tech platforms (some self-serve walled gardens, some open).
If someone told me 10 years ago I’d be buying ads that appear on a TV via a DSP I’d have laughed. Here we are. Looking forward to this continued innovation in 2022 and the next 10 years.
I’m nearly bored of saying it now, but my favourite form of learning since the first lockdown last year is listening to podcasts. I’ve also really enjoyed getting into them myself and highly recommend it to others. See below for some that I have recorded recently (also available in your favourite podcast provider).
Curated Marketplaces with Xandr - we discuss the key use cases for setting up a curated marketplace
Identity in advertising with MIQ - we go into a lot of detail on what’s happening with user identity in browsers, cookies and clean rooms
Podcast advertising with Acast - we look at how podcasts monetise but maintain user experience
Have a good rest of your week and stay safe.