Posted on 04/01/2010 in Marketing Services Millward Brown's global innovation director Duncan Southgate recently took part in a discussion with Advertising Age about the future of digital marketing.
Alongside Ken Mallon of Dynamic Logic, Mr Southgate suggested that firms will begin to experiment with larger display formats in 2010, while the market for mobile advertising will continue to grow significantly.
Another key trend identified by the pair was the emergence of "a more scientific approach" to viral marketing, with an increasing number of companies using analytics and other online tools to develop targeted advertising campaigns.
"Rather than just place videos online and hope an audience will come, advertisers will invest in viral seeding strategies," they told the publication.
The predictions were made following a consultation with the Millward Brown Futures Group - a knowledge-sharing forum made up of Millward Brown and Dynamic Logic employees.
Dynamic Logic is a subsidiary of Millward Brown and the company's headquarters are located in New York. It also has offices in eight other cities, including London, Frankfurt and Hong Kong.
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