2013 Predictions: Gokul Rajaram, Facebook's Ad Architect

December is an optimistic month for people in media and advertising, as retailers and other brands unleash a final torrent of spending before the period of relative hibernation known as “Q1.” It’s also a month of grand prognostications, when we collectively succumb to the folly of trying to guess what’s next. To supplement your personal crystal ball, we’ve reached out to a number of industry all-stars to answer a single question:

“What will happen next year in marketing and advertising that hasn’t happened before?”

The first installment comes from Facebook’s Product Lead, Ads, Gokul Rajaram. More will follow next week.

“Mobile will evolve from being a completely siloed marketing channel to becoming a more integral part of cross-platform campaigns. This will happenthrough fundamental innovation in Mobile Targeting and Cross-Platform Measurement. We will see all types of marketers, whether they are brand marketers, direct response marketers, or local businesses, stop thinking about mobile separately and start thinking about it (and measuring it!) as part of their broader media mix.

At Facebook, the most successful marketers don’t think about the platform or the advertising medium, but instead focus on a clear goal. From that goal they build marketing objectives that work across every platform. At the end of 2013, marketers should be able to specify an objective and be able to optimize their campaigns across desktop, mobile, and other media.”

More predictions:

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