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Consumers Are Disrupting the Advertising World, Claims IAB

Trend Summary: According to the US Internet Advertising Bureau the era of people-centric advertising has arrived.


Hyping next week's 2016 IAB MIXX Conference, the US Internet Advertising Bureau [IAB] claims that "consumers are disrupting the advertising world", citing one of the tech industry's favorite terms. For digital advertisers, this may seem like a difficult fork in the road and ....

... it is.

But the IAB also sees consumer disruption as an opportunity for marketers to look at themselves honestly and fully: "To deeply reflect on our practices, methods and technologies in order to come together and chart the best path forward as a community."

Programmatic commands the majority of digital adspend, effectively bringing about the marriage of creative and data.

Despite programmatic's lack of sexiness, it's a sophisticated way to target consumers across ad formats, channels and devices. As an industry, we've spent the last decade building programmatic buying and targeting foundation.

Now, however, how does the ad industry make room for storytelling, and how do we create and deploy compelling storytelling at scale? How do we build out the creative tools and services for the programmatic ecosystem? And how do we continue to pave the way for higher function buying?

Concludes the IAB: "Despite its lack of sexiness, programmatic is a sophisticated way to target consumers across ad formats, channels and devices".

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... it is.

But the IAB also sees consumer disruption as an opportunity for marketers to look at themselves honestly and fully: "To deeply reflect on our practices, methods and technologies in order to come together and chart the best path forward as a community."

Programmatic commands the majority of digital adspend, effectively bringing about the marriage of creative and data.

Despite programmatic's lack of sexiness, it's a sophisticated way to target consumers across ad formats, channels and devices. As an industry, we've spent the last decade building programmatic buying and targeting foundation.

Now, however, how does the ad industry make room for storytelling, and how do we create and deploy compelling storytelling at scale? How do we build out the creative tools and services for the programmatic ecosystem? And how do we continue to pave the way for higher function buying?

Concludes the IAB: "Despite its lack of sexiness, programmatic is a sophisticated way to target consumers across ad formats, channels and devices".

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6978