New Year, New YuMe: 2018 Predictions

Posted on Jan 3, 2018 by Michael Hudes, CRO, YuMe

To kick off the New Year, here are a few of my predictions on digital video innovation in 2018!

  • Premium Marketplaces emerge as new online advertising benchmark. Marketers have spoken, and the most vocal among them have expressed concerns over fraud, transparency and viewability in the online ad ecosystem. In response, the industry will continue to move toward premium marketplaces that offer more end-to-end capabilities, with both demand and sell-side control points. It’s a transformational time for brand advertising as we expect a new style of marketplace to emerge in 2018.
  • Era of TV Everywhere. The lines between linear TV and Connected TV (CTV) will continue to blur. For 2018 and beyond, CTV advertising will be content-driven, not service-driven, with improved access to and discovery of content, and greater personalization. As the same content becomes available across linear TV and streaming services, including live news and sports, the onus will be on marketers to think beyond the silos with integrated TV campaigns that include broadcast and CTV. New technologies will advance this convergence with unified measurement and targeting capabilities.
  • T-commerce is here. We believe the coveted living room TV screen will become even more powerful for advertisers in 2018, and we will see a year of shoppable media experimentation. The goal is to reach a frictionless commerce experience, with consumers able to click on shoppable ad units to instantly purchase retail items. The runway is now as close as your TV, and the viewer will be a click away from wearing the latest fashions.
  • Rise of people-based marketing. AI and data will serve as the critical foundations for people-based marketing, with the power to elevate good marketing to great. Every decision​ ​a​ ​consumer​ ​makes​ provides more information​ ​about​ ​them. ​ ​In 2018, it will be imperative for marketers to take on the ​responsibility​ ​of nurturing​ ​these​​ data​ ​points​ ​to ​ensure​ ​consumers​ ​​have​ ​unforgettable experiences with brands,​ ​regardless​ ​of​ ​which​ ​device​ ​they’ve​ ​engaged​ ​with.​

Are these predictions on the mark or off the mark? Do you have a few ideas to add to the list? We’d love to hear your feedback!

Forward-Looking Statements

This post contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about potential developments in the digital video advertising market.  These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. These risks are discussed under “Risk Factors” in YuMe’s Quarterly Report on Form 10-Q for the quarter ended September 30, 2017 that has been filed with the U.S. Securities and Exchange Commission (the “SEC”), and in our future filings and reports with the SEC. The forward-looking statements in this press release are based on information available to YuMe as of the date hereof, and we assume no obligation to update any forward-looking statements.