In the past year, we’ve seen the greater awareness (and, consequently, media spending) devoted to digital video, mobile, programmatic buying and selling of ad inventory, and social media take off in manners and volumes most of us wouldn’t have predicted. There’s no such thing as the status quo in rapidly growing technologies and media channels, and in 2013, records will be broken, and outmoded models will crumble. Here are 11 ways we predict the digital marketplace will really change in 2013.
- Video RTB revenue will exceed Forrester expectations. Sure, we have an affinity to this, but Forrester has predicted RTB video spending will grow from $387 million in 2012 to $667 million in 2013. This might sound like huge growth, and it is, but it’s conservative given the conversation about programmatic buying and selling is picking up. RTB is a big part of programmatic in video. If people were surprised by the statistics around the rise of online video consumption in 2012, 2013 will be even more of a shocker. RTB in video will be lauded for its abilities to monetize video content and give brands the reach they desire.