As the new year approaches everyone is wondering what will really happen in 2015. And only a few of us really know!

I’ll happily share with you a few points – and I’ll frame it as seven significant changes in our vocabulary because they just won’t need explaining any longer:

  • CROSS-SCREEN

    Second-screening. Wish I'd had this when at the Dubai Rugby Sevens yesterday!
    Second-screening. Imagine if I’d had this app on my phone when at the Dubai Rugby Sevens yesterday. Imagine if the data providers could tell what billboards were near me and play relevant data-targeted ads with reference to the environment, the outdoor billboards, the big TV screens etc…

advertisers will reach a point in May (why May? That’s another story!) where they no longer need to refer to “cross-screen” advertising. Why? Because everything will just work across all screens. ALL screens. And we’ll even be able to track advertising across all screens and all operating systems in a way that only Facebook, Google and Apple can today – albeit only across their operating systems at the time of writing.

  • DIGITAL FIRST

“digital first” will be an expression of the past. It’ll just be what we all think and do. Instead we’ll remember at the last minute before submitting any advertising proposal “what about TV and billboards?” Okay, maybe TV and billboards won’t be forgotten like that. But still, maybe it’s time for the 2005 prophecy by Joe Jaffe to come to life: Today, some 65 years after it was first used, the 30-second spot is like Sean Connery – still sexy as hell but not much of a long-term prospect.” Continue reading “Six Significant Changes in Advertising for 2015”