Internet Trends and Making Sense of It All

Internet Trends

When Ashley Friedlein, chief executive of Econsultancy, was asked to pick key trends that are likely to affect the advertising market this year, RTB & Programmatic Premium was penned in at #1. Native, Video, Targeting, Local, and Mobile rounded out #2 to #6.

A few weeks ago, Mary Meeker’s Internet Trends report’s take-outs included and described the following:

How content and content delivery mechanisms are being re-imagined, with image and video sharing rising rapidly

These are only two of many, truly insightful and inspiring reports which confirm this as an exciting time to be working in digital advertising. In 2014, we’re still grappling with the true “digital and data possibility”. Trend reports get the futures planning juices flowing and shine some much needed light onto the path of discovery. Fortunately, expediting our discovery is Moore’s law, which is teeing up some ground-breaking and disruptive internet tech innovation in this century. “Moore’s law is the observation that, over the history of computing hardware, the number of transistors on integrated circuits doubles approximately every two years. This exponential improvement has dramatically enhanced the impact of digital devices. Moore’s law describes the driving force of technological and social change in this century”. The wave of developments in Cloud computing is adding an addendum to this law.

For this short insight piece, with an experiment in superposing Ashley’s trends over those of Mary’s report [shelving highlights pointing at regional focus (e.g. China), company focus (e.g. Tencent), industry (e.g. Education), non-internet (e.g. Print)], we can arguably chalk up some internet and connected consumer behavioural trends which have a direct impact on internet advertising trends:

  1. The “Internet of Things”, and subsequent proliferation of data, adequately gleaned and cleaned for auction to advertising bidders, is creating value through increased relevancy of right message, delivered to right set of eyes and ears (having far reaching improvement on Targeted and Programmatic advertising ability).
  2. With online content sharing behaviours evolving, impacting Video and Native advertising opportunities, the re-imagination of content and delivery mechanisms highlights the need to better understand and seek opportunity in the value-chain of how content is generated, how it is consumed and how it gets shared.
  3. An increasingly Mobile-first internet world, impacting enterprise mobility, Mobile advertising, and Location-based advertising opportunities, is driving the need to develop a better understanding of the consumer’s needs, their application of the web and their digital journey & context. This understanding helps to improve strategies in many areas, with examples including design (user interface/ experience) and consumer engagement.

With a user-centric approach to digital advertising strategy, studying their changing needs and behaviour through trends, including some of those highlighted above, we’re able to effectively plan and take advantage of the valuable tools which evolving internet technologies facilitate.

Brad Page – Digital Media Director, Neo@Ogilvy South Africa. Neo@Ogilvy is a leading South African digital media buying agency; offering turnkey digital media buying, search engine marketing (SEO & PPC), social media marketing and mobile marketing. Neo@Ogilvy is a global market leader; with 800 professionals in 40 offices across 32 countries.

June 1 2014

Trend report downloads:

*Image: George Lange/Contour by Getty Images