Alex Nocifera sees plenty of reasons to be optimistic. As the founder and CEO of Field Day, a local marketing startup, Nocifera believes that marketers in 2021 will be tasked with deciding when and how to diversify their budgets back to a balanced blend of online and offline spending.
Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.
While this year has seen so much change in TV, I expect even more next year, especially given that there is so much uncertainty related to Covid-19. With that in mind, here are three CTV predictions for 2021 and the ways they stand to impact the industry.
The face of retail is fundamentally different today than it was last January. Fewer shoppers entering brick-and-mortar stores and interacting with sales associates in person means retailers have had to rethink how they handle customer service. Retailers are now looking at ways to equip service teams to fill that new void.
For marketers who have found ways to use the latest tools and features being offered by Google and other search partners, 2021 is poised to become a period of high growth. With Google’s spate of new local marketing features launched in 2020, and predictions that additional changes are on the horizon in 2021, Adthena VP of Marketing Ashley Fletcher says the role that GMB plays in the larger local search space is expanding.
Emerging mobile commerce data shows retail’s future hinges on our phones. While our industry was well aware of this trend before the pandemic, the acceleration stats are striking.
During the past few years of that stretch, we’ve segmented our monthly coverage into themes, as you may have noticed. Flowing from last month’s theme of “Leaving 2020” — a retrospective analysis — what better way to ring in a new year than to focus on what’s to come in the next year?