Ross Levinsohn, executive vice president of the Americas region for Yahoo!, offers his views.
One word– premium. While often maligned and ill-defined, true premium is going to change the way we think about social, video, mobile, everything.
First, "social media" is going to be redefined. No longer will we see social media as just the sites where users post, publish, or tweet content. Instead, social will expand to include the premium content that users are sharing socially every day. Data captured from this "social-ized" and shared content across platforms will create new opportunities for media buying and planning models.
Second, we are finally on the road to changing advertiser attitudes towards online video. Video, which consumers now watch for 21 hours on average per month, will continue to gain traction from ad agencies, which will lead to more premium branded video content and custom video experiences.
Lastly, mobile. Advertisers’ campaigns will need to have even more robust mobile components, if Black Friday 2011 was any indication. This year, there was a huge increase in the number of people using their mobile devices to make purchases. Next year will bring even more premium campaigns with apps and new content experiences for mobile users. What's the golden ticket? Premium.
Overall, 2012 will be the year when the focus on premium content and experiences changes how our industry thinks about social, video, mobile and everything else for that matter.
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