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#BizTrends2017: Audiences have increased control on digital platforms interviewed Madré Roothman, digital strategist at Hellocomputer on digital trends for 2017.
Madré Roothman

Q: What are your key trends for 2017 in your industry?

A: Audiences will have increased control on digital platforms, whilst media and advertising agencies will look more to platform solutions and partnerships to deliver the right type of content, to the right audience, on the right device.

In 2016, we’ve seen platforms provide new solutions and ways for consumers to interact with their content, as well as new ad formats and placements. Examples include YouTube launching YouTube Red; Instagram launching Instagram stories; and, in order to “give customers the tools they need”, Google and Slack formed a partnership.

In order to keep up with these changes, brands will flock to platforms that can provide them. Advertising agencies will invest more in partnerships and companies that can provide data and additional audiences on additional platforms, whilst developing new advertising solutions. 

Q: Your game changer trend for next year?

A: Talking about new ways of advertising solutions and partnerships, brands will start to emerge on platforms in more non-intrusive formats. This could mean higher distribution fees when placing ads, but will lead to an increase in the percentage of ads being seen by the right audience groups. And audience groups that will, in turn, respond better to content being served natively. Think product placements in Virtual Reality (VR) games, or an increase of product placements on video platforms like YouTube influencer channels and, of course, new niche ad bidding services for brands on these new platforms (imagine being in an ad bid for a live VR game on Xbox).

Q: What do you hope to see more of in 2017?

A: For advertisers: more compelling and innovative content and ad types. For platforms: further innovation mechanics where brands can play to enhance audience experiences. For brands: product innovation with partners based on audience needs and insights developed from data.

Q: What do you hope to see less of going into the New Year?

A: Toe-in-the-water approaches to new ideas.

Q: How will you keep yourself and your team inspired during the next year?

A: At Hellocomputer we have a culture of embracing and testing emerging technologies and platforms to predict viable tactics for the marketing mix. The teams generally love to explore and get creative with these quick-turn opportunities. So we’ll continue to do a lot of rapid prototyping with innovative concepts, which tends to keep the team inspired and motivated.

Q: What book have you recently read that stood out for you?

A: ‘Decoded: The Science Behind Why We Buy’.

Q: Best advice on keeping positive when times are tough?

A:Live hard. Always have fun. And be with a “f*ck yes!” person.

About the author

Madré Roothman is digital strategist at Hellocomputer. Currently her portfolio extends to Pernod Ricard South Africa, where she heads up the strategy for an array of Pernod Ricard brands. Her accolades include two gold Giraffes, three silver Loeries and two silver Bookmarks. However she still regards the day when YouTuber Tyler Oakley liked her tweet, as the proudest moment in her life.


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