1. With the continued growth of programmatic buying, there will be far fewer advertising sales executives. Instead the emphasis will be on creative advertising efforts. We are already seeing some of this, not directly because of programmatic, but largely because of advertising dynamics that are changing due to digital media. For example, Fox, Discovery and others have already been looking to reduce their ad sales staffs.
2. All consumers will have “marketability” scores – based on every action they take -- that will be linked to programmatic buying. Marketers will glean that data to grab those consumers to make the desired purchases.
3. As digital media becomes “video-centric,” broadcast licenses as we know them will cease to exist. Already, as media content sellers increasingly find new platforms to sell their wares directly to consumers, local TV stations are seeing less business. They will need to find ways to sell lots of pre-roll and native advertising, according to Borrell.
Much of that will be tied to an increase in local news and other programming, with less emphasis on content from network partners.
Local radio will also have a difficult time. Borrell believes half of all terrestrial stations will disappear, due to digital audio options in cars and on smartphones.
Media executives should note that prognostications are always welcomed this time of year when thinking about end-of-year bonuses, and general industry flights of fancy -- perhaps to new careers.