To celebrate 10 years of the Festival of Media Global, we asked Yahoo’s vice president EMEA Nick Hugh – a judge at this year’s Festival of Media Global Awards – for his predictions over the coming decade.
What do you think will change most about marketing and media over the coming 10 years?
“Ten years is a long time. If you think back to what our industry looked like in 2006, no-one knew the term programmatic, RTB was merely an apple in our eye and data was limited to pixels on an advertiser’s website. The industry has come a long way in 10 years and we’ll see those advances exponentially increase in the coming years.
“The advertising ecosystem will become entirely machine-based, with everything happening in real-time and complemented by an insights-led workforce. A significantly improved user experience will mean that all ads, even if fewer of them, will be additive to the overall experience and ad blocking will be a thing of the past.
“Every budget will be treated as digital, with all ads served digitally, whether to a mobile, a digital poster or a ‘TV screen’”
“Considerable developments in virtual reality and AI, which for our children will be the norm, will drive mass consolidation across all media. Consequently, every budget will be treated as digital, with all ads served digitally, whether to a mobile, a digital poster or a ‘TV screen’. Data insights will power this across all media.
“We’ll also have people working in our industry who have only ever known digital and will challenge the status-quo with relentless efficiency. Bring it on!”
What are you hoping to see from entries to this year’s Festival of Media Global Awards?
“With strong performing go-to-market advertising solutions in native advertising via Yahoo Gemini and programmatic via BrightRoll, I’m particularly keen to see how entrants describe their efforts here.
“We know that where programmatic is concerned, creativity is coming more into the fray and I’d be looking for campaigns which show examples of data-led creative execution, such as advertisers adapting their campaigns according to what the data tells them, or clever use of data to target multiple pieces of creative to different audiences.
“I’m also pleased to see insights step into the spotlight with a dedicated new category for ‘The Best Insight Award’. With over 165 billion data points a day on Yahoo, utilising audience insights and measurement are key to how we work with advertisers. As an industry we’re not short on information but insights which set new benchmarks for commercial success are what we should continually strive for.”
Click here for more details on how to enter the Festival of Media Global Awards 2016
