From ambient video to Super Fans, ad execs weigh in on noteworthy trends for the new year.
Editor’s Note: It’s time again to gather some ad agency friends around the virtual water cooler and pick their brains on a burning industry question. Today we asked them, “What trends do you expect to see in 2015?”
Sarah Blecher, Partner, Director of User Experience, Digital Pulp In 2015 we’ll see a maturation of the design, UX and technology trends that have already taken hold. This year, ambient video emerged, a Harry Potter-like creative execution that allows the average web page to feel more cinematic. Creative teams are already grappling to find the best use for ambient view, from airbnb.com's subtle treatment to full screen storytelling. We expect ambient video will come into its own next year because it adds a human element to brands that image and typography alone can't achieve.
With mobile usage at all time highs, expect to see more scrolling than clicking, more card stacks that create shareable objects, and new micro interactions that seem effortless on even the smallest device (iWatch we’re looking at you).
Greg Braun, Executive Creative Director, INNOCEAN USA As more companies look to digital and social media channels to strengthen their revenue potential, Super Fans will become an essential growth driver. Organizations need to pay special attention to the passionate advocates who can heighten brand relevancy and bring value to a whole new set of consumers. In order to engage the Super Fan, companies need to stay relevant, create content that’s authentic to the brand, empower fans to be active participants, and assure Super Fans that they're listening and harnessing their input into all brand decisions.
From Christian Hughes, President, Cutwater There are three big trends that marketers will deal with in 2015
First, cross device digital storytelling is unavoidable. Marketers need to rethink their digital and messaging strategies now that their customers are mobile centric. Understand that fragmented consumer messaging consumption is a challenge but also a great opportunity for brands.
Second, there’s increasing pressure to fill the pipes with brand content. Given the rising tide of UGC platforms, brand marketers and tech companies have built countless pipes to distribute their own content. For now it’s a volume game, but moving forward, brands and agencies will need to fill them with useful, cost-effective content that’s unique to the brand.
Third, programmatic media buying will continue to grow. It’s already expanded beyond its digital origins into “traditional” mediums like print and broadcast. That said, strategic use of media is more important than ever to develop bespoke programs with publishers and content creators that benefit the consumer and publishing brands.
Nathan Moody, Design Director, Stimulant Marketers would do well to remember that in the "internet of things," buildings and structures are, indeed, things, and physical space offers huge opportunities to connect consumers to brands in new ways. Traditional DOOH (digital-out-of-home) and experiential marketing have led to "smart spaces”: structures, buildings and public spaces with senses, voices and intelligence. Smart spaces allow for natural, genuine and highly shareable “wow” moments while providing valuable data on everything from number of visitors to usage, demographics, traffic patterns and more.
Joe King, Group Account Director, mono As we head into 2015, marketers have to create products and brands that Millennials consider valuable. Recently, there’s been a rise of The New Pragmatics, a subset of the Millennial cohort who came of age amidst great financial hardship and see value much differently than those before them.
The New Pragmatics will pay a premium for brands and products that are unique, customized, demonstrate values or responsibility to the greater good. On the flip side, they are price sensitive when it comes to big national brands. This is a huge wake up call to organizations built around systemization and standardization to create products that appeals to the masses. 2015 will require a new level of creativity and disruption in order to win the hearts and wallets of the New Pragmatics.
Debra Sercy, Partner, Grace Blue In 2015, marketing leaders need to embrace "The Agility Era." In a time when agility is required, rules are set aside, and innovation is everything, leaders need to be brave, creative, and decisive. They need to lead, not simply manage, with equal parts compassion and ambition, while being confident enough to learn from the next class of leaders.
Marketers can impact their business by thinking creatively about talent and going outside their traditional MBA-graduate comfort zone to recruit brilliant, curious, creative talent who will scare them just a little while ensuring their brands stay relevant and modern.