True Premium Is Going To Change The Way We Think Says Yahoo! Levinsohn

2012 Predictions 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?”

Ross Levinsohn, executive vice president of the Americas region for Yahoo!, offers his views.

One word– premium. While often maligned and ill-defined, true premium is going to change the way we think about social, video, mobile, everything.

First, “social media” is going to be redefined. No longer will we see social media as just the sites where users post, publish, or tweet content. Instead, social will expand to include the premium content that users are sharing socially every day. Data captured from this “social-ized” and shared content across platforms will create new opportunities for media buying and planning models.

Second, we are finally on the road to changing advertiser attitudes towards online video. Video, which consumers now watch for 21 hours on average per month, will continue to gain traction from ad agencies, which will lead to more premium branded video content and custom video experiences.

Lastly, mobile. Advertisers’ campaigns will need to have even more robust mobile components, if Black Friday 2011 was any indication. This year, there was a huge increase in the number of people using their mobile devices to make purchases. Next year will bring even more premium campaigns with apps and new content experiences for mobile users. What’s the golden ticket? Premium.

Overall, 2012 will be the year when the focus on premium content and experiences changes how our industry thinks about social, video, mobile and everything else for that matter.

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