Jack Klues, CEO of VivaKi, offers his views.
In 2012, the words Disintermediation and Frenemy will be officially dropped from the advertising industry’s glossary of terms. Instead, the year will be defined by new mash-ups, and once-former competitors will learn the benefit of becoming cozy bedfellows.
The concept of “proprietary technology” will be outed as subpar while advertising organizations stop trying to compete with technology behemoths like Google, and start to embrace the open source mentality that makes products like Audience on Demand so superior (no apologies, it’s true).
Those of us who populate the industry will rid ourselves of the arrogance that any one of us can possibly be everything to every client, and we will join hands with like-minded visionaries who are racing as fast as we are to get to the future. This will encourage creative operating models, new mindsets and fluidity of talent and revenue share across agency partners, and it will inspire bigger ideas delivered more simply and efficiently over paid, owned and earned connections.
Why will this happen in 2012? Two words: happier clients.
Read more predictions:
- Cross-Platform Display Is Going From Niche to Mainstream In 2012 Says Google’s Mohan
- For 2012, A Shift Towards The End-To-End Solution For Marketers Says Microsoft’s van der Kooi
- True Premium Is Going To Change The Way We Think Says Yahoo! Levinsohn
- Pay-For-Performance Time Has Come Says IPG Mediabrands Global CEO Seiler
- Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues
- Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated’s Battelle
- Real-Time Bidding Capitulation And Ad Tech Acquisitions By Agencies In 2012 Says Fox News Steinberg
- Just Don’t Tell Me Its Completely New In 2012 Says Inadco COO Zinman
- A Digital Creative Revolution Will Ignite In 2012 Says IAB CEO Rothenberg
- Agencies To Reap The Benefits Of Behaving More Like Silicon Valley In 2012 Says 4A’s Prez Nancy Hill
- At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan