It’s that time of year when headlines and media themes focus on kitschy Halloween catchphrases that evoke horror, fear, and something spooky or gross. In the spirit of autumn, cooler weather, turning leaves, and the approaching holidays, Ad Age canvassed a group of industry veterans from all corners of the agency, brand, and tech worlds for a glimpse at some of the personal and professional issues that give them a mighty dose of fright in the night.
Responses ranged from comical to concerning, from blockchain to the data deluge, from the struggle for brand relevance to the quickening pace of consumer behavior. Here’s a quick recap from “What Scares Me Right Now…”
- “I’m scared about the talent that’s quickly fleeing our industry. Or the lack of diverse talent that’s hindering our progress and allows other industries to innovate faster.”
- “I’m afraid of losing control of the brand—it’s such a precious asset and you work so hard to protect it.”
- “A world where creatives report to CFOs, consultants and engineers.”
- “Marketing spend without any attribution and a shared nut bowl at a bar.”
- “What scares me right now is that a lot of clients have forgotten the value of creativity.”
- “The rise of programmatic media and the level of personalization it takes to deliver the message. What will be the rising value of personalization in the future?”
- “Advancing advertising monetization and measurement practices by this time next year.”
- “I wish I had a crystal ball that would assure me the OTT market will mature quickly enough to offset the continued margin pressure in the advertising market.”
- “A lack of long-term innovation in exchange for short-term gains.”
And most seasonally appropriate:
- “The lack of scary ideas across the industry in general scares me—stuff that is frightening to present and even braver to buy. Let’s stick the fun back into proceedings by being unafraid to push things collectively as far as we terrifyingly can.”
What: Perception vs. Reality: What’s Possible Today With Addressable TV
Why: There is a lot of confusion about the promise of addressable TV, and the biggest challenge the marketplace faces now is identifying what’s truly possible with the medium.
What: YouTube CEO Susan Wojcicki Explains Article 13
Why: Wojcicki makes the case for the potential damage the copyright legislation could have on the creative video economy throughout the world if content infringement liability is enforced at the platform-level.
What: How Advertisers Are Using Twitch to Reach People Who Hate Ads
Why: The popular Amazon-owned streaming service has found its strongest niche among gamers and is redefining how to reach this elusive demographic with ads that don’t feel like ads.
What: Video Driving Growth of Non-Social Native Advertising
Why: Ad tech firm TripleLift found that video accounts for 26% of non-social native ad spend, marking a 63% increase over 2017, with healthy projections for continued growth.
What: Is Broadcast TV’s Future Over-the-Top?
Why: While the technology is there, and the consumer sentiment appears to be strong, if there is one thing holding back broadcast’s shift to OTT, it’s the business model.
What: Forget Millennials, Gen Alpha is Here (Mostly)
Why: Here’s what marketers need to know about this fast-rising demographic born entirely within the 21st century and already driving key purchasing decisions within their families.
What: WarnerMedia Sees Q3 Gains, DirectTV Declines
Why: The AT&T entertainment group, which includes its DirecTV unit as well as its broadband business, saw revenue dip 7% from $12.5 billion to $11.6 billion.
What: Jagermeister Reveals Halloween Fortunes With AR Tarot Cards
Why: Based on the 34% spike in sales the liqueur maker sees every Halloween, a partnership with Snapchat will unleash the magic and mystery of the Tarot for those who dare scan snapcodes for their truth in the bottle.