Millward-Brown-10-Digital-Prediction-2013-A4.pdf

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1、DIGITAL&MEDIAPREDICTIONS2013DIGITAL&MEDIAPREDICTIONS2013MillwardBrown’sGlobalFuturesGroupbringsyouthehottesttrendsfortheNewYearDIGITAL&MEDIAPREDICTIONS2013FACEBOOK’SMONETIZATIONTheFacebooknewsfeedswewillseeattheendofnextyearwilllookverydifferentfromtheoneswe01DRIVEWILLPROVIDEseenow.Wewillseetherise

2、ofbigger,bolder,moreinteractive–andintrusive–FacebookadvertisementsNEW,RICHERADVERTISINGin2013.OPPORTUNITIESFORItwasonlyamatteroftimebeforeFacebooksoughttomonetizeandjustifyitsmassivevaluation.ThedriveforBRANDSeffectiveandrevenue-generatingadvertisingwilldrawonitspowerfulsocialecosystem,pushingthec

3、reativeformatsandplacementsfarawayfromtheadsweseetoday.Brandswillbepermittedtobemorevisibleonmembers’newsfeeds,growingtheuseofsponsoredstoriesandvideoads(whichwillbecomehighlightedinusers’feeds).Advertiserswillalsobeprominentacrossmoreofthelandingpage–expandableandricherformatswillbeprevalentbythee

4、ndoftheyear.Withthesenewopportunitieswillcomeincreasedresponsibilityforadvertiserstodeliverqualitycontentthatenhancestheuserexperienceratherthaninvadestheplatform.Facebookwillmorphfromarelativelyprivatesocialspacetoabusinessentitydrivenbythebottomline.Brandswillneedtotreadcarefullyastheyexplorethes

5、enewopportunities.Someuserswilltolerateprominentadvertisinginreturnforfreeaccesstotheirfriendsandsocialconnections,butothersmaybalkatincreasedcommercialization.Seeingtheirpersonaldatasoldfortargetedadvertisingmaycauseresentment,unlessbrandsdeliverengagingcontentthatisappropriateforthispersonalspace

6、.AsbrandsstarttoinvesthigherCPMsinmoreimpactfuladunits,itwillbecomeincreasinglyimportanttooptimizevisualsandmessaging.Someofthiswillbemeasuredinreal-time,andcopy-testingofFacebookadswillalsostarttobemorewidelyemployed.Bytheendof2013wewillbetterunderstandusers’reactionstoFacebookadvertising,andwewil

7、lknowwhichformatssuccessfullydeliverbrandimpactwithoutalienatingusers.MartinAshwww.millwardbrown.comDIGITAL&MEDIAPREDICTIONS2013SOCIALMEDIALISTENINGThecurrentstateofsocialmediadatacollectionisprettymuch'gra