When asked about industry predictions this time last year, I can’t imagine anyone would have anticipated the incredible disruption we’ve experienced in the past nine months. The impact of COVID-19 has permeated every industry, accelerated digital growth and it’s highly likely as we move into 2021 that the pandemic will continue to impact both positively and negatively on the world of programmatic.
The most wonderful time of the year has become the most unusual, with the majority of the UK currently in lockdown. This year so many pivotal moments have been cancelled across the past eight months, the only certainty for many is that Christmas will, in some guise, be celebrated come the 25th of December.
Efficiency versus effectiveness. Short-term metrics versus longer-term brand-building. Digital advertising as an afterthought versus digital advertising as an essential channel in the overall campaign mix. All hotly debated topics also the main talking point at the ‘Time for a Digital Effectiveness Reset’ session hosted by Ozone for MediaCom’s Transformation Week 2020.
