Video, OTT, Data and more trends for 2019

Another year and we’ve finally moved away from “20XX will be the year of mobile.” Now you’ll more likely hear this year will be the year of AI, Data, or Voice. All are true.

We all likely learned from 2010-2014 the “…this will be the year of…” that all new methods of reaching consumers are converging this year. Whatever year that may be.

The fine folks at Criteo did a bang-up job of pulling together multiple industry sources as a guide post for 2019. They see the following:

  1. GDPR will drive data protection legislation globally
  2. Walled gardens will come under greater scrutiny
  1. Video ad spend will soar
  2. Brands and retailers will team up on data
  3. AI will gain wider adoption in digital marketing
  4. Digital ad operations will move more in-house
  1. Voice and visual tech marketing usage will grow

There’s no doubt that data will continue to be a rallying point for multiple consumer facing industries as they work hard to engage with shoppers and buyers across the spectrum.

See the full report from Criteo here.

The deadliest thing in the world

When the economic downturn started in the US in 2008/2009 there was a lot of discussion among business leaders about the need to dig into the details of your business and focus on the little things that matter to your business. It was then time to measure every nuanced part of your customers and employees to determine how best to not lose business as the economy started to enter a death spiral.

People would point to the “Broken Windows” theory in criminology that had been published in 1982 and then put into successful practice in Sweden and later in NYC in the 1990s. The idea was, that if you stop the bleeding in one area, it would matter to the overall health of your business.

We’ve all heard and likely offered the suggestion to “not sweat the small stuff,” and “keep your eye on the big picture.” The big picture in this case is a fact most people don’t know. Mosquitos are the deadliest thing on the planet.

We’ve all heard and likely offered the suggestion to “not sweat the small stuff,” and “keep your eye on the big picture.”

This is one example where looking at the broader mortality statistics around mosquitos leads you to focus on the little things that matter: The deadliest thing in the world (from Quartz Obsession)

Is it time for CMO-CIO Convergence?

CMOs are struggling to be heard. This is one of the main conclusions in the new Evolving Marketer Study 2018.

Much the same way that HR was looking for a seat at the table in the 90s. CMOs need to better understand their contribution to revenue. Part of that is to better integrate with data solutions and the CIO office. Or, even a convergence of the two roles. Think about that for a minute.

As data driven CMOs are increasingly in demand to deal with a myriad of digital developments around privacy, data management and precision targeting, AI and more, there’s more pressure than ever for each C-Suite occupant to collaborate. CFOs are still behind when it comes to digital knowledge, and that adds to the confusion over seemingly blurred lines between traditional organizational structures and the roles of CTO, CIO and CMO. Not to mention the CEO.


Maybe what it will take for CEOs to truly understand the impact of marketing on an organizations bottom line (currently only 53% of CEOs fully understand what their CMOs actually contribute), is a better understanding of digital transformation.


“As the need for digitally focused business increase, things have evolved, and the “solutions driven” function of the Tech CMO has become a critical component of the sales process.”


One of the top takeaways from our Global CMO Study is that data and analytics have seen the largest share of budget increase for CMOs. Less than 50% of the data that they have access to is being fully exploited. CMO’s need to devote more attention to the tools and resources required for smarter analysis. In fact, CMO’s today are responsible for 12+ different areas of creative and technology assets.





To download the full Evolving Marketer 2018 whitepaper click here.

eMarketer’s Study on Digital Transformation cites The Evolving Marketer Study here: The Modern Marketing Department: Evolution Through Digital Transformation

CMOs rein in ad spend as majority draw more services in-house

From The Drum: “A global survey of chief marketing officers (CMO) conducted by NewBase, the marketing and advertising consultancy, has delivered some interesting findings – chief amongst them the fact that 60% now plan to halt further increases in ad spending or even reduce expenditure.

The Evolving Marketer report wasn’t all bad news, with 72% of senior marketing leaders committed to growing their content marketing budgets as part of a laser focus on boosting growth.

Download the Whitepaper here.

This is coupled with some other interesting snippets including the fact that two-thirds of CMOs now say that they will bring more marketing services in-house, despite the fact that a paltry 3% consider themselves to have the appropriate skillset – limiting the ability to do so.

Another stumbling block comes in the form of data with three quarters of respondents in agreement that they are only in position to harness a tiny fraction of the data they have access to, with half of all data entirely unused, prompting 80% of CMOs…..”

Read more at The Drum.