Report Card

At the start of the year I wrote a couple of predictions for 2010 in digital advertising (it was either that or try and pen a New Year’s hit record and my wordsmith-ing just isn’t up to that). I could, of course, forget about them, pretend I’d never dealt those cards and move on with this year’s predictions but – you know – I’ve never been one to resist pointing out my personal failings. So, did anything actually come true or should you be relying on fortune telling talents of somebody on the end of Blackpool pier in a wooden caravan for your 2011 bets?

I think you’ll be saved the seaside trip with the first one. I don’t think I was wrong about the cookie storm, although it was more catering sized than a storm in a teacup and, unexpectedly, it was the US and not Europe that appeared to be looking closely at issues related to online tracking. The Wall Street Journal really started dunking that cookie in July with a series of articles entitled ‘The Web’s New Gold Mine: Your Secrets‘ which ran with a sub-header that spoke of “spying on consumers” – which is great journalist-speak but does nothing to reflect the nuances of the debate. I’ll award myself a B+ for that one.

Staring into my crystal ball I said that money will come back into digital advertising (check) and the switch to digital will continue (check).  The Rubicon Project declared ‘Digital Ad Spend Grows 47% in First Half of Year‘ in August while only this month eMarketer declared, ‘The Web Passes Newspapers in Ad Spending For First Time‘. I will only award myself a B+ for those predictions too as, really, it was a little too obvious and even faulty crystals would have come close.

I wrote several times in the year about Paywalls and I am going to say the jury is still out on them. They did rise, but that had been announced, and I think it’s too early to talk about their impact on newspapers and on advertising. Although in August, WPP’s Martin Sorrell said, ‘online paywalls are an essential part of the armoury for newspaper and magazine publishers in the digital age’ (as reported by Brand Republic).

I am going to give myself an A for references to mobile coupons in my 2010 predictions. This is one place where the tea leaves more-or-less worked well.  Admittedly, the mobile part is vague but the rise of GrouponLiving Social et al. means that couponing made a big come-back in a deal-obsessed year. We all like another 30% off, don’t we?

I am fairly certain that ‘monetizing social media’ will become a buzz (if it’s not already) but I don’t think Twitter really did come good with an advertising model (promoted Tweets anyone?). However, Facebook seems to be doing fine, thank you. Back in March,  Inside Facebook predicted 2010 revenues at $1.1 billion, All Facebook suggested $1.2 billion in March and, just as Mark Zuckerberg was announced as Time’s Person of the Year, Facebook was reported as being on track to collect $2 billion in revenues in 2010, according to Bloomberg (and reported in MediaPost). Another B+ there because, I think it was another more-or-less obvious prediction.

And so to the one I really don’t know how to read. What can I say happened to ‘mobile advertising’ this year? The definition of mobile changed at the start of the year when Apple officially announced the iPad. Is it a mobile device or not? What does it mean for advertising? We tried, and subsequently failed, to answer these questions in 2010.

Clearly, I was right about location based advertising becoming more prominent but only if, through use of smoke and some mirrors, I claim I was talking about the media buzz. I did see some good Foursquare location advertising on a trip to the US earlier in the year but I’m yet to see anything really take-off. Perhaps Facebook is the one to watch on this front (but, predictions are for another post). As for mobile, well Google closed their acquisition of AdMob, Apple acquired Quattro and subsequently launched iAd but have we really seen the innovation on that front yet?   One publication – telecomtv.com – announced ‘Mobile advertising at last coming of age. In the UK at least’ at the start of December so let’s go with that as an A- shall we?

I ended last year’s predictions with some comments about data. The aforementioned Wall Street Journal series certainly brought that to the fore. Just a few days ago AFP reported Mozilla chief executive Gary Kovacs as saying,

“You can’t tell me the delivery of a piece of content is going to be that much better if you know everything about my life; it’s all about moderation.”

and with that we’ll probably end 2010 in no better place in our understanding of data use than we ended 2009. At least the debate has started on the use of declared, inferred and tracked data and behaviours and I think that debate is a good thing. I, for one, believe a properly informed debate will be a good thing for the digital ad business.

Now to make a pot of tea and see what the leaves might suggest for next year. I think, overall, I am awarding myself a B+ for my 2010 predictions. Probably, we should be thankful we came through the year unscathed which, when you think about it, isn’t a bad place to end up.

There’s an interesting year ahead for 2011 as we might finally start to see on-demand television hit the big (bigger) time in the UK, there’s a data conversation still to be had and I have to ask if the march of social can be halted (and would you want that?).  All-in, those could make for some interesting digital advertising times ahead and I’m hoping on the tram to Blackpool to see if Gypsy Jane-Anne is in and willing to look at my palm.

In the meantime, New Year will be celebrated Twitter style @curns.

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