JWT 100 Things to Watch 2011

The JWT guys have a track record in spotting trends so their annual "Things to Watch" presentation is always worth a look.

Mobile has been touted as the "next big thing" but there genuinely seems to be some momentum towards mobile internet access as infrastructure and handsets improve.

Digital content is certainly something we see becoming more and more ubiquitous and JWT also see the digitization of media as a key broader trend to look out for.

On the flipside, the JWT team see some evidence of people seeking respite from the digital world in real life contact and objects as well as some fatigue in the relentless transparency on all subjects great and small that the web facilitates.

Lots of interesting food for thought in the presentation in full:

JWT: 100 Things to Watch in 2011

View more presentations from JWTIntelligence.

For a roundup of all the 2011 communications predictions we've found around the web follow this link.

Google predictions to 2015

Google have been making some predictions on their blog:

1. 50 percent of ad campaigns will include video ads bought on a cost-per-view basis (that means that the user will choose whether to watch the ad or not, and the advertiser will only pay if the user watches). That’s up from very little today.

2. Today, advertisers are starting to deliver ads that are tailored to particular audiences. Many are using real-time bidding technology, so that they can bid on the ad space that they think is most valuable. In 2015, 50 percent of these ads will be bought using this real-time technology.

3. With smartphone growth skyrocketing, mobile is going be the number one screen through which users engage with advertisers’ digital brands.

4. Today, the “click” is the most important way that advertisers measure their display ad campaigns, but it’s not always the best measure—especially if an ad campaign is designed to boost things like brand awareness or recall. With new measurement technologies emerging, in five years, there will be five metrics that advertisers commonly regard as more important than the click.

5. Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75 percent of ads on the web will be “social” in nature—across dozens of formats, sites and social communities.

6. Rich media formats work. They enable great creativity and interaction between users and advertisers, but today they only represent about 6 percent of total display ad impressions. Rich media formats will increase to 50 percent, for brand-building ad campaigns.

7. All the investments that are making display advertising smarter and sexier will help publishers increase their revenues. Display advertising is going to grow to a $50 billion industry in five years.