A period of unprecedented change in media, marketing and technology has left the industry with burning questions at the start of a new year: when is the recovery expected and what factors will affect the timing? Which sectors will see the most radical changes when all is said and done? And how are marketers, publishers, and brands preparing for a new normal? Our editors describe where we were before the pandemic, where we are now and, most importantly, where we are going.
Marketing perspectives of the brand: Brands have headed for 2020 with a consumer focus – creating more personalized experiences for them, giving them a variety of ways to access their brand, and championing the causes and issues they believe in. The events of 2020 did not change that. priorities but, rather, made them more important. … Click here to learn more about Diana Pearl, Editor-in-Chief of Brand Marketing.
Media Perspectives: Last year, publishers faced a dilemma of how to maintain their programmatic advertising activities beyond 2022, when Google ended its support for third-party cookies in its Chrome browser. The question now, after a hectic year, is how publishers will remain nimble, especially since they are grappling with the same predicament they have experienced since last March – how to plan in an era of ‘uncertainty. … Click here to learn more about media editor Lucinda Southern.
Perspectives from convergent television: In early 2020, the TV industry focused on launching new streaming services to keep pace with Netflix while simultaneously trying to keep audiences from ditching linear TV. A year later, everything has been transformed thanks to Covid-19. And yet, at the same time, nothing has really changed. … Click here to learn more about television editor Jason Lynch.
Programmatic Outlook: Covid-19 had an impact on programmatic advertising, but the shock, although immediate, was relatively brief as programmatic lent itself well to the renewed confidence of marketers. Meanwhile, battles between some of the big names in Silicon Valley, including Apple and Google, will dictate the fate of countless ad tech companies whose data practices are increasingly under scrutiny. meticulous by government around the world. … Click here to learn more about programmatic editor Ronan Shields.
Perspectives of creativity: The Covid-19 pandemic has halted the global production of advertising and forced the marketing triumvirate of agencies, clients, and production to rewrite all the rules for how work can be produced. Now, as the advertising industry contemplates a post-pandemic future, the question is not whether anything has changed. The question is whether everything has changed. … Click here to learn more about Creative and Innovation Editor David Griner.
Agency perspectives: As we head into 2021, there is no sense of what we would call “calm,” but agencies have a better idea of where they need to go after the events of 2020. Stores have figured out how to get lean. They have a renewed sense of purpose. And new opportunities, especially in e-commerce, present green shoots among the ashes. … Click here to learn more about agency editor Doug Zanger.
We also asked our readers and community members—From young professionals to seasoned C-suiters – to share what they see coming in a year like no other. … Click here to learn more about the Adweek community.
A new year is an opportunity to reset. In this digital series, Adweek explored the change underway in 2021 and answered other burning questions: