FDG 2014 Predictions

FDG 2014 Predictions!
Date: 1/31/2014!

2014 WILL BE THE
YEAR OF MOBILE.
Worldwide mobile spending is expected to hit
$18 billion this year. By 2017, the market will
reach $41.9 billion.

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Digital Industry Predictions
Digital Advertising Predictions
Mobile Industry Predictions
Mobile Advertising Predictions
Social Marketing Predictions

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•  Worldwide IT spending will grow 5% year over year to $2.1 trillion in 2014."
•  Emerging markets will return to double-digit growth of 10%, driving nearly
$740 billion or 35% of worldwide IT revenues and, for the ﬁrst time, more
than 60% of worldwide IT spending growth. "
"
•  The mobile device onslaught will continue in 2014 with sales of tablets
growing by 18% and smartphones by 12%. The Android community, led by
Samsung, will maintain its volume advantage over Apple, while Apple will
hold onto its value edge with higher average selling prices and an
established ecosystem of apps. But Google Play (Android) app downloads
and revenues are making dramatic gains and the "app ecosystem value
gap" will be signiﬁcantly narrowed in 2014. And the clock will be ticking
louder for Microsoft, which needs to quickly double mobile developer
interest in Windows."




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•  Spending on big data technologies and services will grow by 30% in 2014,
surpassing $14 billion as demand for big data analytics skills continues to
outstrip supply. "
•  Social technologies will become increasingly integrated into existing
enterprise applications over the next 12-18 months. "
"
•  The 3rd Platform will deliver the next generation of competitive advantage
apps and services that will signiﬁcantly disrupt market leaders in virtually
every industry. Finally, the 3rd Platform will continue to expand beyond
smartphones, tablets, and PCs in 2014 to the Internet of Things (IoT). "
•  Low-cost/high-function devices. Devices will put transistors to work for
sensors, rich graphics, and discrete processors. These devices will
continue to drop precipitously in price to what seem today like ridiculous
levels such as we’ve seen at discount super stores this holiday shopping
season in the US. "




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•  As automated, or programmatic, advertising technologies replace
cumbersome manual media planning and buying processes that eat up too
much time and leak critical consumer data, more resources can be redirected towards the creative side of the house, and toward impactful,
engaging and effective advertising that drives commerce. "
"

•  Closing the gap between native advertising and programmatic buying will
become one of the next big hurdles."
•  Open ecosystems win. The industry has asked marketers to manage
multiple relationships with 20 to 40 vendors to execute online advertising."
"
•  Mobile drives the transaction. 2014 will be the year that marketers demand
device agnostic advertising. Innovations and technologies that empower
marketers to gain a single view of the customer and target across all
screens are leading the way, because ultimately, a cross-screen strategy
will drive the highest return for marketers.




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•  2014 will be the year consumers have a greater appreciation of targeted,
personal marketing. And a growing number of advertisers will respond with
online marketing technologies that deliver richer, more relevant brand
experiences – at scale from the smartphone to the desktop. "
•  2014 will be the year when immersive experiences that tie directly to a
transaction will dominate. Premium advertising that goes beyond banners
will get even more sophisticated and customizable. Digital advertising will
be remarkable, unique and experience-based."
•  Techies, creative types and content producers can no longer retreat to
their separate corner ofﬁces to devise strategies in a vacuum. As media,
technology and creativity converge, more holistic and integrated
businesses will emerge and out perform their competition. "
"
•  Native advertising and content marketing will be the leading driver and the
largest spending category for the year."




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•  An audience-ﬁrst approach and consolidated view of all results across
their organizations will lead marketers to think differently about the way
they communicate with customers. As a result, in 2014 we will see much
more personalized customer journeys that begin at ﬁrst touch and are
continuously optimized. "
"
•  CMOs Will Increase Spending in Digital Marketing - As consumers
continue to turn to smartphones and tablets to interact with brands,
marketers need to engage them directly. CMOs will need to increase focus
on engaging the mobile consumer to get their attention and their dollars."
•  Cross-Channel Marketing Key to Exceeding Marketing Goals. Utilizing the
insights from search, social, and integrated marketing will allow companies
to develop cross-channel content creation strategies. Video, social media,
and of course commerce and shopping will be at the forefront of this
transformative cross-screen reality."




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•  The Year Of Programmatic Video Advertising. 60% of all digital video ads
will be bought programmatically. Programmatic becomes the new premium
inventory. Advanced measurement and real-time data will close the gap
between TV and digital video. Mobile video advertising gets new
measurement standards. "
"
•  Wearable technology will create new ecosystems. Moving beyond glasses
and experimentation, wearable sensor technology will support the new
entry of major brand verticals into the market. 2014 will see the
development of new ecosystems and mobile partnerships in wearables
and will help accelerate mobile-led services such as m-health, insurance
and personal safety."
"
•  Lines will blur between marketing and ad tech. As content consumption
continues to transcend the living room walls, advertisers will continue to
experiment with the right mix of content and advertising. "




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•  Beacons will be the fastest-growing mobile hardware market in 2014, and
anchor the Internet of Things. These low-cost pieces of hardware are
poised to transform how retailers, event organizers, travel businesses,
transport companies, and educational institutions communicate with
audiences. They utilize low-energy Bluetooth connections — which are
much more effective indoors than GPS, Wi-Fi, or NFC — to deliver signals,
data, and messages directly to a smartphone or tablet. Beacon systems
will probably be the ﬁrst Internet Of Things-type device to gain wide
acceptance, since they have such a low barrier to entry in cost terms."
"
•  TV Everywhere-style apps will proliferate, and bring slices of TV ad
budgets into mobile. In short, everyone who's anyone in TV and video will
compete to bring premium video content to tablet and phone screens,
mainly through apps. There will not be much clarity in this market in 2014,
but there will be more and more dollars up for grabs, and a lot of
experiments to try to determine who can peel audiences away from
competitors as viewing habits shift to mobile.




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•  The main app stores will see big shifts in organization and infrastructure.
In 2014, the main app stores will begin giving developers and publishers
more tools and the ability to bill customers for different things: updates,
upgrades, monthly or annual subscriptions. Finally, Google and Apple will
enter into a race to improve discovery in their app stores, so that their
customers are able to ﬁnd apps they're interested in much more easily. "
"
•  The smartphone platform war becomes a three-horse race between Apple,
Google, and Microsoft. The big story will be Microsoft riding resurgent
Lumia and Surface sales to a distant, but solid third place position.
Microsoft is already gaining momentum after nearly doubling its share of
the global smartphone market in the course of 2013, thanks primarily to
record shipments of Lumia smartphones, which grew 200% year-over-year
in the third quarter. The new Surface tablets will prove popular in 2014 with
enterprise customers. Amazon will continue to be relevant in the tablet
market, and may release a smartphone. "




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•  2014 will be the year that low-cost, high-quality smartphones begin to
dominate handset sales. Smartphones will virtually wipe out feature phone
sales in the very near future, thanks to the rapid decline in the average
selling price or ASP of smartphones globally and because of heavy uptake
in emerging markets. The decline in ASP is driven mainly by the low-cost
Asian manufacturers, like ZTE, Huawei, Lenovo, Micromax, and Xiaomi. "
"
•  The rise of the wearables and the Internet of Things. The wrist wins the
market for wearable computing as Apple introduces an innovative wristworn product: We have already estimated that smart wrist wear will
account for 85% of all wearable device unit shipments in 2014. We think
that Apple's new supposed iWatch device will actually be something very
unexpected — perhaps a collection of modular and customizable wrist
wear – that goes above and beyond what we've seen so far in wearable
computing. It may come in many different colors and styles, and offer
different modules depending on wearers' interests: different watch-faces,
ﬁtness trackers, social media alert lights, etc. "




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•  Google Glass will make its consumer debut and see modest success
thanks to smart apps that are native to the device. Before Glass hits the
mainstream, Google will need to address three major issues: price,
privacy, and style. Google has also opened Glass to developers, and
there's a lot of opportunity for Glass-exclusive apps that show users
information but meanwhile allow them to continue using their hands for
whatever they're doing. The Oculus Rift, a headset that blocks out reality
and will likely be used mainly for gaming, might also have a big year. "
"
•  The large wireless operators will continue to consolidate into regional and
global super-carriers. Despite the recent gains made by some upstart
smaller carriers like T-Mobile USA, and the retrenchment of Vodafone and
Deutsche Telekom, the wireless market will see more and more
consolidation globally, especially since slowing subscriber and data
revenue growth is causing large carriers to cast about for new growth
markets or for acquisition targets, often in order to avoid being acquired
themselves. "




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•  Proliferation of Second screen experience. In 2014 developed market
broadcasters will embrace second screening by offering tailored
companion content, targeted advertising and direct opportunities to
purchase from-ad-to-phone."
"
•  Social analytics, intelligence and social data monetization. The Twitters,
Facebooks, Instagrams and Pinterests of the world will continue to drive
mobile trafﬁc and usage with consumers coming to expect seamless,
intuitive experiences across devices from all the brands they interact with. "
•  Mobile Video watching will match PCs, begin to approach DVR/TV levels.
Partially driven by the rise in social, video will continue to gain importance
with more “made for mobile” content being produced -- giving users the
opportunity to consume, interact with and change video content from their
device of choice."




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•  Adaptive design – As more screen sizes, display types, devices and nextgen hardware (think glasses and watches) proliferate the market, the
importance of adaptive content and creative will be critical for publishers to
successfully monetize mobile."
"
•  Data is an essential element of the consumer path to purchase. As brands
mature in the space, they are moving beyond consumer engagement
when they are in a defined “fence” near brick and mortar locations, but
they are looking to begin that conversation where the consumer is before
and after they come through their door. As the ingestion of accurate mobile
data becomes a competitive necessity in all aspects of mobile technology,
first party data will take center stage as the be-all-end-all."
•  Measurement is another area that will benefit from additional focus on
mobile data innovation and precision. As marketers start to better
understand the unique value of mobile, Click Through Rates (the de facto
measuring stick) will come up against increased scrutiny and devaluation. "




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•  Micro-fencing - as location intelligence further unlocks the insights of
mobile consumer behavior, advertiser focus will become even more
granular, shifting to “last mile” integrations. "
"
•  In 2014, more publishers will make inventory available via programmatic
platforms. Publishers will make premium inventory they used to sell only
through direct relationships available on private exchanges, ensuring bids
from only high-quality brands. Publishers will experiment with different
types of private exchanges, including closed environments where only one
advertiser may bid on inventory (a sort of programmatic-direct model), as
well as controlled environments where a limited number of invited brands
can bid on inventory. "
•  As brands mature in the space and better understand their own unique
and most valuable KPIs, a shift in payment models will surely come. "




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•  The use of micro-video will rise. Micro-video sharing has already proven
itself valuable for breaking news and viral events. Social media is
increasingly being used for real-time sharing. Users depend on short
snippets of text, photos or videos to consume information. For this reason,
platforms like Vine and Instagram continue to be hugely popular. Instead
of marketers putting all of their eggs in one :30 or :60 second basket, a
series of shorter videos will be used to stay relevant with changing trends
and seasons. "
"
•  Facebook will lose the younger demographic. For anyone below 40,
Facebook is old news. And for teens, it is where all the scary parents are
lurking, just waiting for them to post an inappropriate picture or use a curse
word that will get them grounded. Facebook is dying, and by the end of
2014, it will be the digital geriatric clinic sprinkled with brands, cheesy real
estate agents, and car salesmen. "




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•  Apps and social platforms will have a much faster lifecycle. The new world
order is: Kids ﬂock to social network; Parents hear about said social
network and sign up; Kids leave adults in the dust and move on to some
newer, shinier social media toy. Expect this cycle to accelerate in 2014. "
"
•  Social customer service will be a necessity. Customers are continuing to
utilize sites like Twitter and Facebook to air their complaints with a
business. Since the voice of your consumers is only ampliﬁed through the
use of social media, it is important to address these issues as soon as
possible. A disgruntled customers’ savvy use of social media could lead to
a much bigger problem for the reputation of a company."
•  Social advertising will expand beyond the platform. As remarketing
capabilities are expanded in Twitter and Facebook, the ability to target
audiences within these platforms based on their behavior outside of them
will improve. This will enable advertisers to more effectively target users
based on their actions across the Web. "




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FDG 2014 Predictions

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