Inevitably at this time of year, the marketing media starts to look ahead to what the year ahead will bring. It is human nature to look for so called “big bangs”. Single, seismic events in a defined time span with easily identifiable outcomes. The much mocked “Year of Mobile” is a stark reminder for our industry to be cautious with sweeping predictions and yet increasingly we see 2014 already labelled with other terms such as programmatic, biddable, on demand and native.
Yet, whilst there is no doubt all of the listed will grow in importance in 2014 and drive yet more growth in the digital spend (in addition to the always burgeoning search market), the tectonic shifts will be more grey than black and white. We are living in a time of constant, iterative change. Those changes will be faster than the naysayers affirm, or would like, but much slower than the ad tech evangelists proclaim or the investing community are banking on.