For 2012, A Shift Towards The Marketer's End-To-End Solution And More Says Microsoft's van der Kooi

2012 PredictionsThe 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?"

Rik van der Kooi, Corporate Vice President, Advertiser and Publisher Solutions Group for Microsoft, offers his views.

2012 will be a year in which major trends converge to bring us closer to the long-heralded digital economy. These trends include:

  • Multi-device and multi-modal offerings will become first-class citizens. A shift towards mobile form factors, the appification of the web, and emerging forms of interaction with media through voice, gesture and touch will create new opportunities for marketers. Brands that deliver solutions across all formats will win.
  • There will be a meaningful shift towards end-to-end solutions for marketers, at the expense of standard advertising. Related to that, a growing opportunity will emerge to enable closed-loop digital connections directly between brands/merchants and consumers. Digital ad solutions that act as real “commerce enablers” will occupy first-chair status.
  • Social will evolve to become a means to an end, not an end in itself.

All of these trends have a common catalyst: a popular "uprising" among digital consumers. Users will expect more in 2012 and marketers will have a growing need to reach them directly with clear, evocative messaging. If not a “never been seen before” moment, this acceleration of digital empowerment by consumers will be a watershed event for the industry.

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