{"id":557,"date":"2022-03-14T05:38:07","date_gmt":"2022-03-14T05:38:07","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=557"},"modified":"2022-04-10T03:08:18","modified_gmt":"2022-04-10T03:08:18","slug":"adverbatim-some-micro-and-macro-outlooks","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2022\/03\/14\/adverbatim-some-micro-and-macro-outlooks\/","title":{"rendered":"ADVerbatim: Some micro and macro outlooks"},"content":{"rendered":"
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The caption of this article is a bit of soft pedaling. I am quite uncomfortable with the word ‘ trends<\/i><\/b>\u00a0‘ because it is in more ways than one camouflaging what is called ‘\u00a0herd mentality<\/b>\u00a0‘ which leads to the inevitable\u00a0SOS(Sea of Sameness)<\/b>. And in an increasingly commoditized world, you may be birds of the same feather, but..flocking together ??<\/div>\n
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Amidst the tempest of pandemic driven uncertainty and disorientation, here’s a crystal ball gaze at some obvious and not so obvious landscapes that the advertising industry could be witness\u00a0to in the coming months.<\/div>\n
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– The\u00a0biggest boycott in history<\/b>\u00a0to continue- I am referring to\u00a0ad blocking<\/b>– with over 600 million devices in its universe and growing, the wake up alarm has long been sounded for brands, agencies and advertisers. According to\u00a0Hootsuite<\/b>, the\u00a0UAE has close to 40% of ad blocking<\/b>( countries like Indonesia, India<\/strong> are at over 50%). Research states that one of the primary reasons for ad blocking is too many ads that are irrelevant, annoying and have nothing to do with creativity.\u00a0Creativity is future proof<\/u><\/b><\/i>\u00a0and the sooner brand guardians get re-sensitized\u00a0to that, in a\u00a0pull and engage<\/b> scenario(as against the widely practiced push and control<\/b>), the better.<\/div>\n
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– Unless something dramatic\u00a0happens,\u00a0online programmatic advertising<\/b>\u00a0is writing its own obituary.\u00a0<\/span>A<\/span>dvertisers are being abused blind by adtech ferrets.\u00a0<\/span>Research from\u00a0Media Post<\/b>\u00a0concludes that out of the US$200 billion global spend,\u00a070% of advertising dollars spent on online programmatic advertising never touch a human being<\/u><\/i>. In effect,\u00a0$140 billion disappears in\u00a0\u201cad fees, fraud, non-viewable impressions, non-brand-safe placements, and unknown allocations\u201d<\/em>\u00a0(by \u201cunknown allocations\u201d you can read \u201cshit that no one can figure out\u201d).<\/div>\n<\/div>\n
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–\u00a0<\/span>The pandemic brought\u00a0first-time advertisers<\/i><\/b>\u00a0to many platforms,\u00a0especially\u00a0OOH\u00a0<\/b>and\u00a0DOOH<\/b>, 2022 will be no different. New categories like\u00a0Fintech, NFT<\/b>s,\u00a0Crypto<\/b>\u00a0(with their supporting companies), and\u00a0Online\/E Sports<\/b>,\u00a0Wellbeing,<\/b>EdTech, FoodTech<\/b>\u00a0categories will continue to flourish. After the dash for\u00a0Expo 2020<\/b>\u00a0attention, big opportunities will come to the fore for advertisers courtesy the\u00a0FIFA World Cup<\/b>\u00a0in\u00a0Qatar<\/b>.<\/span><\/div>\n
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–\u00a0Advertisers and m<\/i><\/b>arketers will need to be as nimble as consumers<\/i><\/b>.\u00a0The pandemic not only accelerated\u00a0omnichannel retail<\/b><\/i>\u00a0but also created\u00a0hybrid behaviours<\/i><\/b>\u00a0beyond how we shop. From a mix of virtual and in-person fitness to IRL experiences with digital extensions, how we work, play and live is fluid and consumers expect brands to keep up with the rapid pace. For marketers, that means\u00a0mapping every consumer touchpoint<\/b><\/i>\u00a0and applying a collection of insights – location, identity, cross-device, in-person, in-stream, etc. – to\u00a0creative concepts that earn consumers\u2019 attention while respecting privacy<\/i><\/b>.\u00a0The agility of marketers to behave as nimbly as consumers will translate into brand loyalty in a rapidly growing hybrid world.<\/b><\/i><\/span><\/div>\n
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– A largely ignored, under served imperative\u00a0will come to the fore for marketers and advertisers-\u00a0Building company culture<\/u><\/i>: The industry\u00a0never had attrition rates as high as it\u00a0had in 2021, and we\u2019ve never had as many remote employees either.\u00a0The Great Resignation<\/b>\u00a0continues unabated. Last year, the better\u00a0organisations focused on\u00a0retention<\/b>\u00a0and put a hyper-focus on\u00a0recognition<\/b>. Without in-person interactivity, you have to be so deliberate about your\u00a0culture<\/b>, especially during remote work. In the coming times,\u00a0brands and businesses will put a lot of focus on how they\u00a0create a culture of retention, diversity and recognition<\/u>. Creativity will have to make a serious comeback.<\/i><\/b><\/span><\/div>\n
\u00a0<\/i><\/b><\/span><\/div>\n
–\u00a0<\/b>For better or for<\/b>(commerce)verse-\u00a0<\/i>Last year we saw a continued acceleration of social<\/b>\u00a0with\u00a0e commerce<\/b>\u00a0and sowing of the seeds of ‘\u00a0community commerce<\/i><\/b>\u00a0‘ glued together\u00a0by\u00a0community, creators, shopping and entertainment like never before.\u00a0In 2022, we\u2019ll see social commerce give way to the \u201ccommerceverse<\/b>\u201d as people begin to move\u00a0from entertainment to purchase<\/i><\/b>. And as consumers look to build out their environment with virtual goods and experiences,\u00a0brands will have the opportunity to connect with consumers in a surround-sound way.<\/b><\/i><\/span><\/div>\n
\u00a0<\/b><\/i><\/span><\/div>\n
– Agency In-Housing:\u00a0<\/b><\/i>The in-housing trend at brands will not go away, but it is in reverse \u2014 to a point.\u00a0Turns out, it\u2019s too expensive, too complicated and too political for many brands to do at any real scale. Especially when so many businesses are trying to wrangle costs, not inflate them, during a global economic downturn. The pandemic\u2019s knock on the economy forced many marketers to live hand-to-mouth and the flexibility offered by\u00a0agencies proved to be critical to survival.<\/a><\/span><\/div>\n
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–\u00a0Artificial Intelligence<\/b>\u00a0will find a greater say in services like\u00a0copywriting\u00a0<\/b>and\u00a0content generation<\/b>– especially with tools like\u00a0GPT 3(<\/b>Generative Pre-trained Transformer 3<\/b>) -an autoregressive language model that\u00a0uses deep learning to produce human-like text<\/b>.\u00a0It helps i<\/span><\/span>nstantly generate high quality copy for Email, Ads, Websites, Listings, Blogs & More.\u00a0Save Time And Money Writing Clever, Original Content And End Writer’s Block Forever is the pitch<\/b>.<\/span><\/div>\n
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– One should have heeded this as a premonition- sometime back\u00a0<\/span>the\u00a0<\/span>Meaningful Brands study<\/b>\u00a0conducted by\u00a0Havas<\/b>\u00a0told us that\u00a0most people would not care if 74% of all brands disappeared for good<\/u>.\u00a0<\/span><\/span>How\u00a0can brands bridge the gap between apathy and action, particularly with that all-important millennial audience \u2013 the biggest generation and the leaders of tomorrow as we collectively take responsibility for getting closer to the\u00a0UN SDG(Sustainable Development Goals).<\/b>If we want to change the world, we all have to be involved. All people, of all ages, every brand, no exceptions. Bridging that gap means recognising that\u00a0brands can be citizens\u00a0<\/b>too, with a responsibility to promote, share, create exposure and help to make change.\u00a0Most importantly, brands can help people to connect to a political process that will make an impact on the world they live in \u2013 and that their children will inherit \u2013 to act as citizens themselves and not simply as consumers.\u00a0That is a brand\u2019s role as a citizen \u2013 to help consumers be citizens too<\/b>.<\/span><\/div>\n
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To quote\u00a0Woody Allen<\/b>, ”\u00a080% of success is just showing up<\/b>\u00a0“. There is no better time to create a bright future.<\/span>
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–\u00a0Playing it by ear<\/b>:\u00a0<\/span>While our eyes may be \u2018maxxed\u2019 after more than a year of relentless screen time,\u00a0our ears have bandwidth<\/b>. Our ears are more reliable curators, opting for human connection and unscripted conversations that podcasts and radio provide. A recent\u00a0WARC Lion\u2019s Intelligence study<\/b>\u00a0showed consumers now spend a third of their media time with audio, but most brands spend less than 10% of their media budget with audio. There is no question brands need to right-size their audio investment. But,\u00a0getting beyond the spreadsheet and learning how to create a real human conversation with the consumer is the secret to winning with audio<\/b>. Here\u2019s to more conversations about how brands can get heard and get growth with audio in 2022.<\/span><\/div>\n
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–\u00a0<\/span>This is how the cookie crumbles:<\/b><\/span>The impending\u00a0demise of third-party cookies<\/b>\u00a0has drastically altered the digital advertising world while simultaneously highlighting how vital first-party data is and will be into the future. For now, first-party and third-party data will continue to exist, and advertisers can maximise this opportunity to run various experiments to ensure they are ready for when third-party cookies are no longer a source of targeting data.\u00a0Brands that embrace first-party data, contextual advertising, and other third-party data alternatives today will be the industry leaders tomorrow.<\/b><\/span><\/span><\/div>\n
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–\u00a0RIP to RFP?\u00a0<\/b>: The\u00a0RFP(Request for Proposal)<\/b>\u00a0bandwagon indulged in by enterprises from agencies to extract the cheapest possible price for their services. This comes with scant regard to competence, expertise, empirical evidence and worse who contributes the original idea which is now happily\u00a0being sacrificed at the ‘\u00a0cheapest pricing\u00a0altar<\/b>\u00a0‘. And we are all aware that ‘\u00a0insider trading<\/b>\u00a0‘ is not just restricted to the stock market. Time to cremate\u00a0this archaic, merit agnostic\u00a0practice.<\/span><\/div>\n
\u00a0<\/span><\/div>\n
–\u00a0Measurement<\/b>\u00a0will be back as the next frontier in 2022 \u2014 fueled by the unprecedented\u00a0rise of CTV<\/b>, the\u00a0uncertain future of cookies<\/b>\u00a0and\u00a0identity transactions in digital<\/b>, and the\u00a0disruption of Nielsen ratings<\/b>.\u00a0As we build for an ever-interconnected digital future, the \u2018measurement reset<\/b>\u2019 is an opportunity to build the relationships between consumers, content creators, publishers and their advertising partners.<\/span><\/div>\n
\u00a0<\/span><\/div>\n
–\u00a0Meta<\/b>\u00a0will emerge\u00a0as part of brand experience and communication conversations and\u00a0NFTs(Non Fungible Tokens)<\/b>\u00a0will begin to come into the brand ecosphere\u00a0but we are still some time away from these becoming right, front and centre.<\/span><\/div>\n
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I remain conscious of brevity and hence would come to a halt here though there are quite a few more that\u00a0I would have liked to list as we telescope into the emerging future of the advertising and marketing industry. Maybe in a separate\u00a0piece.<\/span><\/div>\n
\u00a0<\/span><\/div>\n
ENDS<\/b><\/span><\/div>\n<\/div>\n
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Suresh Dinakaran –<\/b>\u00a0Chief Storyteller at ISD ISD Global,<\/a>\u00a0<\/b>a Dubai based branding and ideas hotshop and the\u00a0Managing Editor of BrandKnew,<\/a>\u00a0<\/b>a multifaceted media asset, published across print, digital and web versions.<\/div>\n","protected":false},"excerpt":{"rendered":"

The caption of this article is a bit of soft pedaling. I am quite uncomfortable with the word ‘ trends\u00a0‘ because it is in more ways than one camouflaging what is called ‘\u00a0herd mentality\u00a0‘ which leads to the inevitable\u00a0SOS(Sea of Sameness). And in an increasingly commoditized world, you may be birds of the same feather, … Continue reading “ADVerbatim: Some micro and macro outlooks”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[939,943,26,49,14,933,179,189,497,937,931,940,130,63,886,928,929,938,936,935,927,942,932,934,941,930],"class_list":["post-557","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-ad-blocking","tag-adtech","tag-advertising","tag-brandknew","tag-brands","tag-commerceverse","tag-content","tag-creativity","tag-culture","tag-diversity","tag-havas","tag-hootsuite","tag-isd-global","tag-marketing","tag-measurement","tag-metaverse","tag-nfts","tag-programmatic-advertising","tag-recognition","tag-respect","tag-rfp","tag-sea-of-sameness","tag-social-commerce","tag-the-great-resignation","tag-trends","tag-warc"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=557"}],"version-history":[{"count":1,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/557\/revisions"}],"predecessor-version":[{"id":559,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/557\/revisions\/559"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}