The three founders of StackAdapt, Ildar Shar, Yang Han and Vitaly pecherskier, are involved in the work of digital advertising for the next year and talk about the transformation of the spirit of the times, which will further push it through.
More specifically, more and more people accept procedures or technologies.
Advertising.
Ildar: "Next year, people will accept the fact that programming is automation.
The word "programmed" tends to have a strong reaction.
Many digital marketers sit on the other side of the fence: either they feel that the scale of the "programme budget" can solve all their problems, or they don't trust new technologies.
But if you simply replace the word "programmed" with "automation", the true nature of the function will be revealed.
You see, the automated world is just the artificial world of steroids.
An email is an automatic letter;
Cars are automatic means of transportation;
Social media is a conveniently located community center.
Once we stop thinking about programming (aka automatic)
Advertising is an effective way to buy and sell digital media, and the only way we buy and sell digital media, reversing this mentality is as difficult as trading horses and carriages in cars.
On the other hand, automatic advertising will not sell bad products or services.
Exposing a terrible product or service to thousands of people, even if the group is laser-targeted, just means that more people are disgusted with it.
There is no magic in programming: there is no value behind advertising.
In 2017, we will see this simple fact accepted by marketers on both sides.
Yang: "There will be more goals through 1st square meters or the closure of 3rd square meters of data, or at least the transparency of user-generated methods.
"Although marketers understand a lot of data, the quality of the data has always been an ongoing challenge.
The importance of data transparency is clearly shifting --
Save the user information in the House technology near the vest.
According to CMO.
Com, "in-house [
Data Management Platform
Make it easier for brands to collect, manage, analyze and activate data, thereby increasing the relevance and appeal of consumers
Activity-centric
"Of course, 1st square meters of data is the king, because it is your data.
When you think that most ad purchases are still made for 3rd square meters of data, this creates a challenge, which leads to concerns about transparency, timeliness, and how ads are actually built.
In 2017, brands and institutions will begin to demand transparency in 3rd-square data so that their insights are closer to their knowledge of 1st-square data.
This "cleaner" data will make it easier to connect points of user interest and experience and increase the efficiency of advertising spending.
Vitaly: "more brands will come up with how to build thinking --
User experience.
"Brands and institutions are now cleaning up their data (
And control the advertising budget)
It's time to get this data and generate an incredible user experience.
That means the real move.
First practice, and interesting and relevant content.
It's hard to create awesome content, but many organizations (
Even if there is a budget to do so)don't even try.
No wonder New brands can easily disrupt the market: Dollar Shave Club, AirBnB, Red Bull and more.
All these brands understand,
The first experience is not about realigning your Web use, but about valuable, unique, most important, customer-centric content.
If you are bored with the recent campaign, it is likely that your audience will also be bored.
As the Swedish mafia says, "goose bumps never lie.
"In 2017, we will see more brands following SnapChat's steps to build real mobile devices.
First, innovation experience.
We may see the type of original handheld device
Like a successful branded video on SnapChat, it also permeates other digital channels.