5 Predictions for Online Advertising in 2013
Eric Wheeler, CEO and co-founder of 33Across, offers his take on what online advertising will look like in 2013. He offers five predictions: 1) Companies will begin to leverage “dark social” to drive sales: “Dark social” is word-of-mouth marketing that happens via email and IM, and is a blind spot for publishers, brands and commerce companies. 2) Brands will get serious about social: Brands will work harder to understand the channels and devices consumers use to share information and how this affects sales. 3) Multi-channel advertisers will win: “The success of advertisers will no longer be only predicated on creating the right ad and targeting the best audience. Rather, advertisers will need to think more strategically about usage patterns and multiscreen activity.” 4) Content marketing will hit its stride: Online brands are just scratching the surface of how to use content to get more readers, and data will help their efforts next year. 5) Do Not Track will finally die: Consumers want relevant advertising, relevant deals and a free, ad-supported Internet. (Fast Company)
