With 2019 just around the corner, PerformanceIN continues its annual tradition of connecting with performance marketing experts to get their biggest predictions for the industry in the next 12 months. Julia Smith, PR manager of Appetite Creative, commented about Programmatic advertising and ad fraud:
2019 may well be the year where we see companies hitting the headlines for all the wrong reasons. Fraud continues to be a battle that our industry is fighting against; and whilst many companies are committed to ensuring that they are trading in fraud-free inventory, those that don’t are likely to be exposed.
The stark truth is that ad fraud messes with every aspect of digital marketing; skewing the attribution model and channelling marketing spend into the hands of the fraudsters. Let’s hope that, as an industry, we win the battle against this epidemic in 2019.
Jenny Stanley, Managing Director of Appetite Creative, made predictions about marketers and GDPR:
2019 is already being heralded as a year of radical change and challenges. The two areas that will have a significant effect on this are GDPR; and the increased use of AI in digital.
GDPR legislation has reduced the use of ‘cookies’ which has damaged ad revenue streams. However, off the back of legalising has come enforced creativity. There is less programmatic inventory available which has pushed prices up and made higher quality sites and ad formats more appealing. Creativity, not conformity, will be the biggest differentiating factor in who successfully monetises their inventory or campaigns in 2019.
The second prediction is the increased growth in audio in 2019 through machine learning. Given that nearly 50% of all searches will be made through voice search by 2020, brands should plan on using AI to be more creative in communicating with consumers, via audio and voice-activated creative formats.