AdWeek recently published a list “Top Digital Trends for 2010” that provides an interesting perspective from the Advertising Industry’s point of view. When you think what has happened in the last 10 years from the advertising and media industry’s perspective, you realize their industry has been totally disrupted. Traditional business models that worked from the 50’s through the 90’s are all at risk as the digital world is rocking their boat.
Here’s my summary of AdWeek’s list of digital trends for 2010.
- Content at Scale. AdWeek uses AOL as an example of a company that is trying to figure out how scale up to produce content that people (and advertisers) want at as low a price as possible.
- The End of the Digital Agency. Adweek says line is blurring between digital and traditional ad agencies as the digital agencies try to scale up with new services and the traditional agencies develop expertise in the digital world.
- Social Gaming. AdWeek uses examples like FourSquare and Zynga to demonstrate that people are spending real money on virtual goods and services. Marketers need to learn how to leverage this trend in their marketing efforts.
- Demand-Side Platforms. Adweek says that in 2010, internet advertising will remain inefficient to buy and sell, but there are some innovations that could disrupt the digital publishing landscape with more automation.
- Engagement Pricing. In 2010, we should all expect some progress to be made in the area of new pricing mechanisms that better reflect goals of the ad strategy.
- Augmented Reality Grows Up. Adweek expects AR and mobile to converge in 2010 to provide an array of useful services.
- Social Media Morphs into Digital. 2010 will be the year when publishers and marketers will look at social as an integral part of their digital strategy, rather than a stand-alone area for experimentation.
- Privacy Wars. AdWeek expects that focus on consumer privacy to heat up again in 2010 as consumer’s demand more ways to opt-out of ads they don’t want and opt-out of all the ad tracking tools.
- Data Gets Creative. AdWeek says that in 2010, more and more advertisers will integrate data visualization technologies into their programs in order to help consumer find interesting trends and then act on that information
- The Year of Mobile, Finally. AdWeek says after many years of predicting that mobile advertising will take off, 2010 should be the inflection point, thanks to location-based services.
All ten trends are ones that will be interesting to watch. I’m especially going to be watching #3, #7, and #10. For more detail behind each of the ten trends above, check out AdWeek’s article at Top Digital Trends for 2010