Industry disruptions are like New England snowstorms—more frequently forecast than felt. This past winter, though, the meteorologists' predictions came true, and for my hometown of Boston, the Nor'easters were unrelenting.

The marketing industry faces simultaneous storms of disruption in mobile, video, and programmatic advertising. These three forces will reshape the platforms, the pixels, and the pipes of digital media. As fortune favors the prepared, executives are wise to educate their organizations about these landscape-altering forces.

The Mobile Earthquake

After a decade of wondering when mobile would finally arrive, marketers know see that the earth has undeniably shifted underfoot. Smartphones and tablets are now the dominant platform for media consumption around the globe. Among younger demographics and in developing parts of the world, it is mobile-first and and even mobile-only (in much of Asia, mobile devices dominate PCs.)

Yet the "Meeker gap" (that consumers spend 25% of their time on mobile, while marketers spend just 4% of their budgets there) persists. One prevailing challenge is measurement: Only 18% of marketers say they are very confident in their ability to measure the ROI of their mobile efforts, according to a report by Forrester.

A second issue has been the quality of the advertising impressions. Early mobile advertisers simply adapted the creative formats they'd used on desktops; but on small screens, so-called "banner blindness" is amplified.

These challenges aside, two trends are changing in favor of mobile: The first is an increase in screen sizes, which deepens engagement; and the second, related, is the dramatic rise of mobile video.

The Video Volcano

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image of Mike Driscoll

Mike Driscoll is CEO of Metamarkets, a real-time analytics platform for programmatic advertising.

LinkedIn: Mike Driscoll