Last year, the digital and adtech sphere saw a significant upheaval due to EU legislation, data privacy issues and the uneven distribution of advertising revenues. But we have seen a continued resilience and the desire to focus on positive change. In fact, the UK ad industry and wider landscape is currently undergoing a significant metamorphosis.
If 2018 was a year of forward thinking, 2019 is the year to implement these transformations for the next decade. Clients have taken more control and are now better placed to manage their advertising spend. Agencies are retrenching buying capabilities, becoming nimble and enlivening their planning focus to become more relevant to today’s client needs.
Consultancies are a catalyst for change, developing sophisticated end-to-end solutions, starting to re-write the full service model.
Despite economic uncertainty, the media landscape is still thriving. Below the noise of Brexit, there is excitement emerging around the capabilities of media and digital in particular. The future of digital advertising sparks continued revenue growth.
Converged creativity is coming to the forefront for planning. We know about mobile’s prominence in the lives of consumers but what’s exciting is that user experience is finally catching up with expectations. Technology means brands can be in their consumers hands 24/7.
We must understand and target these signals with subtlety and elegance. The customer journey becomes a series of serendipitous discoveries through highly targeted one-to-one signals all carrying equal weight.
All media channels are crucial in the success of an effective marketing strategy – everything links together to deliver advertisers a successful campaign, reaching their audience in a unique way.
We are encouraging clients to be brave, scale up and be strategic with their advertising campaigns. As Gideon Spanier, Campaign’s global head of media, said earlier this year: "With a growth mindset, we can see green shoots all around us."
We must continue to champion quality digital as it becomes more dominant on media plans and crucially support quality journalism and original content production, driving publisher ad revenue further and to ensure we continue to build the web we know and love.
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Justin Taylor is managing director UK at Teads