Activity 2.

Seven Media Trends in 2014

Fueled by new technology, marketers will become even more obsessed with data
We are living in a world in which wearable technology- for instance, Google Glass, Nike+Fuel Band, Samsung Galaxy
Gear Smartwatch- has officially taken off, one in which knowing the consumer’s current location can be just as
important as knowing their age and gender. Data is a necessity in marketing to the on-the-go consumer, and the advent of
wearable tech promises lots of it. Combine this with the advanced targeting techniques typically put into practice, and
marketers will be able to reach consumers much more effectively. ID Media frequently adopts a beta tester mentally with
technologies in their infancy, expect teams coming to the table eagers to leverage the fusion of new tech and data.

Programmatic buying will become second nature

It is inevitableprogrammatic buying, for both digital and TV, will continue to gain significant market share in 2014.
According to a recent study, MAGNA GLOBAL expects global programmatic buying to triple from $12 billion in 2013
to $33 billion by 2017. These increases will be seen most aggressively in digital channels, specifically display and online
video. Agencies are getting smarter about recognizing good inventory that delivers viewable impressions (not under the
fold), and will soon be able to buy this inventory programmatically.
Activity 2.
Seven Media Trends in 2014
Banner ads are not going anywhere
Despite a handful of predictions of the death (or sharp decline) of banner ads, traditional display ads will remain strong
in 2014. ID Media has found that even though consumers are gobbling up mobile and online video, banner ads are still
tracking strongly. In many cases, ID Media has found that static banner ads outperform rich media, providing CPCs that
are still unmatched by video and other media. Regardless of where digital media are shifting as an industry-largely to our
mobile devices-banner ads remain one of the best (and most cost- efficient) ways to target web users due to their low
CPM and prevalent inventory. Plus, in 2014 many of ID Media’s clients will be able to drive down their development
cost for banners by using our offshore production capability, Interactive Avenues, Mediabrands’ India-based facility.

Media plans will be screen agnostic

Consumers certainly believe that size does not matter- they are consuming media wherever they can, on their TVs, smart
phones, and tablets. According to MAGNA GLOBAL’s 2014 ad forecast, digital media, which includes mobile and
social media) was the fastestgrowing category in 2013, increasing 16% to $118 billion and reaching a 24% market share
globally. Brands are looking for cross-channel solutions that reach their audience no matter the platform, and media
planners are following suit, altering their screen-by-screen playbook to design media plans that are truly screen agnostic
in an attempt to reach consumers where they consume media.
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Seven Media Trends in 2014
Mobile will finally grow up
“For the past five years, it seems that someone’s been saying it’s finally the year mobile advertising begins to drive
digital investment”, said Amy Armstrong, EVP, Managing Director. ”But 2014 may finally be the mobile’s year”.
Consumers have embraced mobile to a remarkable extent and marketers have followed, targeting them with mobile
specific strategies, including couponing, location-based services, and geo-fencing. It is no surprise that mobile
advertising revenues almost doubled (+85%) in 2013 to reach $16 billion (14% of all global Internet advertising). At the
same time, brands have fully adopted mobile, updating websites and m-commerce functionality to run flawlessly on the
latest smart phones. ID Media expects mobile budgets to increase drastically across-the-board.

Native advertising will explode

Forbes did it. So did Yahoo! Buzzfeed, and Mashable (to varying degrees of success). Even the New York Times is on
board. Publishers are closing the gap between editorial and advertising By offering native ads that blend seamlessly with
original content. And they are working. According to a study conducted by the IPG Media Lab, consumers look at native
ads 52% more frequently than banner ads. As a result of their integration with editorial, native ads registered a 9% higher
lift in brand affinity and an 18% higher leap for purchase intent response than traditional display ads.