Tomorrow I will be speaking at the Affiliates 4 U Expo in London. As part of a panel experts we will be discussing some of the key factors we should be seeing by 2020.
These include:
Market Fragmentation
Moving from one major player (Google) to a number of key players including Facebook, how will this affect the market and opportunities for profitable advertising.
Three Screens
Not only will we see fragmentation of players but also of platforms. With mobile consumption growing rapidly and the battle for Social TV about to start, the future landscape will be three screens not one. How will advertisers handle this?
Analytics
Advertisers are already seeing duplication of results when using more than one analytics or tracking solution. As Facebook ramps up its insights offering and Twitter launches its own analytics programme, how will advertisers handle the different forms of reporting to build a coherent and accurate picture of their activity.
Redefining Success
Is a sale still the core metric for success? What happens when we start to move the metrics from views, clicks and sales to views, likes, retweets, promotions and more. Can such a three dimensional view be handled by just one tool?
The Role of the Agency
This will be an interesting discussion! With all these changes coming, can one company handle all of this internally? I think not but I may be biased!
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See you tomorrow?
