Gartner Analysts Discuss the Viability of Emerging and Scaling Advertising Technologies During the Virtual Marketing Symposium 2021
Gartner Analysts Discuss the Viability of Emerging and Scaling Advertising Technologies During the Virtual Marketing Symposium 2021
Generative artificial intelligence (AI), account-based marketing (ABM) platforms, identity resolution (IDR), shoppable media, and visual search for marketing are likely to have a transformational or high impact within the advertising industry in the next two to five years, according to Gartner, Inc. Gartner analysts are discussing key issues facing CMOs and marketing leaders during the Gartner Marketing Symposium/Xpo, taking place virtually through Thursday.
The Gartner Hype Cycle for Digital Advertising 2021evaluated 16 must-watch technologies within the context of the creation of a consent-driven economy, heightened regulatory scrutiny of “big tech” globally, and the increased skepticism on the value of advertising so that digital marketers can assess the viability of emerging and scaling technologies.
“Advertisers and digital marketers must adopt an operational mindset to stay ahead of these trends and other changes within the industry,” said, senior principal analyst in the Gartner Marketing practice. “They must also adopt a test-and-learn approach when harnessing innovative technologies, and shift toward an iterative ad planning process, in order to build effective and scalable advertising capabilities.”
Generative AI: Generative AI refers to AI techniques that learn a representation of artifacts from the data, and use it to generate brand-new, completely original artifacts that preserve a likeness to original data. Generative AI can produce totally novel media content (including text, image, video and audio), synthetic data and models of physical objects. Industry applications of generative AI are growing.
ABM platforms: ABM platforms enable B2B marketing and sales teams to engage and report on named prospect or customer accounts. They automate account selection and prioritization, audience management, activation and orchestration across channels, contact and account-level reporting, sales alerting, and engagement analytics.
IDR: IDR is the process of locating and linking records from one or more datasets that refer to the same individual or household. Marketers use IDR to analyze and deduplicate multisource datasets, to target, run and measure advertising and direct marketing campaigns, and to provide consistent communications across organizational functions such as sales and service. There is a high level of interest in IDR, most recently driven by uncertainty related to the deprecation of third-party cookies and mobile ad IDs (MAIDs) by Google and Apple.
Shoppable media: Shoppable media refers to videos, images, and other interactive media formats that trigger a transaction on a commerce site when a user selects an object representing showcased merchandise. Object examples include a button on an image or video of a piece or collection of merchandise. Various digital shoppable media formats are available and viewable via both mobile and desktop — with notable momentum in social media apps.
senior principal analyst in the Gartner Marketing practice, said making a purchase through social media apps is becoming a norm for younger generations and advised marketers to bolster in-app shopping with advanced merchandising and cascade content to brand site to extend shelf life.
Visual search for marketing: Visual search is the ability to initiate a search using real-world images captured by a mobile device, including smartphones and tablets. It can enhance customer experience across all phases of the buying journey from awareness to post-sale service and support. Beyond reducing friction for the customer or prospect at the top of the funnel, visual searches are a source of contextual information that help customers find what they need faster.