• by Cory Treffiletti , Featured Contributor, January 7, 2015

It’s a new year, and my 15^th consecutive one writing the Wednesday Online Spin for MediaPost.  In 15 years I’ve never missed a week, and I look forward to 15 more.  In 15 years I’ve seen this business explode, bringing a wealth of new and exciting opportunities.

I’m at CES this week.   Digital used to be in the shadows at CES, along with SXSW, Cannes, and a number of other large-scale, mainstream conferences, but now digital runs the discussion.  Data is at the core, along with automation, enterprise-scale solutions, and “the cloud.”  Analytics have come a long way and this year will venture even further. 

Advertising is more than a “Mad Men”-like, big idea-driven business.  It is a balance of science and art that has transformed into a quant-enabled, creative-solution-oriented business, now woven into every element of the consumer’s daily life.  Data is now created with every step walked and every mile driven.  That data is used to craft a view into who we are, what we want and what will motivate us to engage with brands.  If you think about it, this is actually quite poetic.

What I look forward to this year is seeing how advertisers continue to evolve. The impact data will have on the delivery of the creative message sincerely enthralls me.  I don’t think we’ve even touched the tip of the iceberg when it comes to creative, since it can now be customized for the myriad of screens and ways in which the consumer will engage with brands.

I expect that what I see at CES will be glimpse of where things could go.  Mobile is just one component  -- what about the connected car and the connected home?  What about the television and the integration of video across multiple rooms in the home? 

These are the discussions now being held in the main halls at CES, and on the stages at SXSW and throughout Cannes and other industry events.  The conversation is dominated by data + digital and the ways these will manifest in more personalized experiences.  These conversations used to be held in rooms of 50, but they are in rooms of 2,500 or more.  It’s an exciting time to be in advertising, if you like this sort of thing.

So as you get back to work this week and your brain plugs back into the maelstrom of business we know and love, don’t forget to take a breath and write out your plans for the year.  What are you looking to accomplish?  What big challenges would you love to solve in the next 12 months? What do you hope to see addressed in 2015 that may not have been last year?  What creative ideas do you have that you would love to test out? 

These kinds of questions, even if simply resting in the back of your head, can help guide the way you deal with the coming year, coloring your view and helping you focus.

This is like how the electronics manufacturers deal with CES as the kick-off for their year.  They show off the coolest things they’re going to be bringing to market, inspiring others to do the same.  That sharing of ideas and information creates excitement and opportunity and drives business through to the holidays. 

For me, writing these columns always provides excitement because it allows me to connect the dots for ideas that I otherwise would have no incentive to examine. I am thankful every year for my relationship with MediaPost, as well as my relationship with you, the readers of this column.  I look forward to the continued chance to share new ideas with all of you.

Thank you!