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BizReport : Advertising archives : December 26, 2013

Top 3 trends brands need to know now for 2014

From new ways to collect data to innovative ways to analyze that data, businesses across the globe are preparing for a data-centric 2014. But data isn't the only trend as we head into the New Year. One expert says multi-platform, data accuracy and identity are three of the top trends brands need to be ready for in 2014.

by Kristina Knight

First, the case for multi-platform. We all know consumers are logging on to the mobile web as often - if not moreso - than the traditional web. In 2014, the trend to watch is cookie+ data offered for those multi-platform people.

"[In 2014] Data goes multi-platform through Cookie+ solutions provided by the big 3 (Microsoft, Google, Facebook) in public beta tests and independent options through ad-tech data leaders. Statistical IDs (Stat IDs) will usher in an era of scalable multi-platform audience targeting," said Mark Zagorski, eXelate CEO. "Consumers continue to utilize a combination of devices throughout the day - tablets in the morning, PCs during the day, TV at night, and smartphones throughout [and] media continues to follow consumer patterns as publishers push further content distribution through mobile channels to "surround sound" audiences."

Second, data accuracy. Because of the multitude of devices people are using to go online, research products and make purchases, in 2014 it will become even more important for advertisers and brands to have accurate counts. From social networks like Facebook and data hubs like comScore and Nielsen, brands need to know where to go for the data that will benefit their bottom line.

Third, don't forget the identity that goes will all that data.

"The identity wars begin. Beyond enabling Cookie+ based multi-platform advertising, Facebook, Microsoft, Google, and Yahoo will battle for online ID supremacy. Each of them will tout as having the go to "digital driver's license" to prove one's digital identity. Expect financial institutions to experiment with these options under secure environments," said Zagorski.

Image via Shutterstock

Tags: 2014 trends, advertising trends, ecommerce trends, eXelate

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