UK Adtech leading women share their predictions for 2019

The Drum 11 Jan 2019 02:50
Ladies of Adtech look to the year ahead.

After reflecting on the digital strategy choices your company made in 2018, it's wise consider the emerging trends for the year ahead. Appetite Creative recently asked seven leading female Adtech professionals in the UK digital sector to share their predictions for 2019. Topics on the agenda include the influence of China, AI, voice, data, innovation, ad fraud and personalisation...

Bianca Best, global managing director of Blink & Strategic Partnerships at Mediacom

I believe 2019 will see our media landscape shaped by some of the staggering trends we’ve seen surge in China over the past 18 months. Firstly, I believe we’ll shift into a mobile only, as opposed to mobile first, agenda with personalised voice intimacy top of engagement goals.

Secondly, I foresee brands becoming bolder, embracing the ‘age of acceleration’ with more aggressive trials and rapid core data gathering as opposed to waiting for perfection before launch eg cashier-less stores: thousands in China gathering behavioural data while the technology is refined vs Amazon Go’s tentative smallscale three-store Californian launch.

Jenny Stanley, chief executive, Appetite Creative Solutions and FemmeNiche

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.

Fiona Salmon, managing director, UK at 1plusX AG

Shirley Smith, sales director, Flashtalking

To really set these formats on fire, ads must be data-driven and highly personalised. By utilising data and marketing insights to inform dynamic video campaigns, brands can deliver impactful messages at scale and captivate audience attention.

Celine Saturnino, chief commercial officer, Total Media

Julia Smith, director of communications, Impact

The stark truth is that ad fraud messes with every aspect of digital marketing; skewing the attribution model and channeling marketing spend into the hands of the fraudsters. Let's hope that, as an industry, we win the battle against this epidemic in 2019.

Online we no longer have weeks, days or hours, the user is now in a time-specific situation and we can reach them with a certain message in the moment. The technology is there to tell us exactly when this moment is, and how a user can be identified and targeted at that precise moment.

Another prediction, is on data ownership and execution no longer being a niche issue, as it is gaining strategic importance.

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