The 2012 version of the AdExchanger.com “predictions” piece comes with a twist as a selection of industry execs offer their thoughts on the following question:
“What’s going to happen next year in advertising that hasn’t happened before? And why?”
Bill Duggan, Group Executive Vice President of the Association Of National Advertisers (ANA), offers his views.
At some point in the future there won’t be digital ad agencies. We won’t be talking about digital advertising or digital media. And the ANA will no longer have our Digital Marketing Committee. As digital becomes entrenched in all aspects of our lives, digital will be a given rather than a term used to define a special type of advertising agency or medium.
My specific prediction for 2012 is that the advertising industry will stop using the term “digital” in front of the word “agency.” To use the term digital advertising agency implies that there are also non-digital advertising agencies. And if any such agencies really still exist, they will soon be extinct.
So death to digital – at least in as it relates to digital advertising agencies.
Read more predictions:
- Cross-Platform Display Is Going From Niche to Mainstream In 2012 Says Google’s Mohan
- For 2012, A Shift Towards The End-To-End Solution For Marketers Says Microsoft’s van der Kooi
- True Premium Is Going To Change The Way We Think Says Yahoo! Levinsohn
- Pay-For-Performance Time Has Come Says IPG Mediabrands Global CEO Seiler
- Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues
- Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated’s Battelle
- Real-Time Bidding Capitulation And Ad Tech Acquisitions By Agencies In 2012 Says Fox News Steinberg
- Just Don’t Tell Me Its Completely New In 2012 Says Inadco COO Zinman
- A Digital Creative Revolution Will Ignite In 2012 Says IAB CEO Rothenberg
- Agencies To Reap The Benefits Of Behaving More Like Silicon Valley In 2012 Says 4A’s Prez Nancy Hill
- At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan
