What’s Old Is New Again: Digital Advertising Trends in 2013
Even as ad spending growth has stalled in most traditional media, digital continues to climb. eMarketer recently hosted Digital Advertising Trends for 2013, an interesting webinar that examined major developments in US online, mobile and social ad spending, including 2012’s key areas of growth and trends to watch in 2013. Led by eMarketer Principal Analyst, David Hallerman, the webinar covered everything from Big Data and content marketing to social TV and native advertising. In this blog post, we highlight some of the key take-aways.
Big Data is at the core of every other trend. As channels multiply and audiences spend more time on many different devices, marketers need some form of Big Data to help them grasp what they’re doing. Though its name suggests otherwise, Big Data is not really about quantity. It’s about control. It provides marketers with the ability to predict behavior by measuring and monitoring digital activity in order to make both them and the bottom line much happier. So, is Big Data perplexing or liberating? The answer is both. It can be overwhelming or powerful depending on how you approach it. Hallerman recommends identifying one point of entry – for example, cloud computing – to focus on first, otherwise it is too easy to get overwhelmed.
