Tech Will Decide Who Wins the Advertising Race

If anyone doubted the critical role that technology plays in the success of agencies and their client brands, Sir Martin Sorrell’s recent interview in The Drum surely converted them.

The Shift in Advertising

Sir Martin highlighted a significant shift: “The vast number of media pitches being held this year by the world’s leading advertisers are being decided based on agencies’ ability to provide technology, data, or content.” This statement came alongside a report of a 3.3% rise in profits for the previous quarter.

Gone are the days when price and creative talent were the primary differentiators in agency pitches. Today, technology, data, and content are the key players.

The Changing Landscape

The major change over the past year is that digital and internet solutions now focus on performance across frameworks and platforms, rather than just web design. Today’s user cares less about the aesthetics or even the functionality of a business home page. They want direct access to information, products, and services.

With the rise of digital personal assistants, the shift to Facebook pages, and the ubiquity of mobile apps, traditional websites have taken a backseat. Websites still serve as excellent virtual shopping malls and sources of entertainment, but the technology driving them isn’t expected to change dramatically anytime soon.

The Rapid Evolution of Digital Technology

Digital technology is evolving at a staggering pace. The tools, products, and ecosystems that ensure brand interconnectivity across digital and social platforms must continuously adapt. Managing multiple platforms means understanding where users are and how they consistently connect with the product to achieve the brand’s goals. This is the essence of today’s tech focus.

The Big Three: Data, Content, and Technology

Sir Martin and other advertising leaders emphasise the importance of focusing on the Big Three: data, content, and technology. It’s no longer acceptable to bombard users with flashing pop-ups, unwanted banner ads, and intrusive requests for email addresses.

When users visit a webpage, they seek information, products, or services. Creating barriers between users and their goals is unacceptable in an era where mobile apps, APIs, social media presence, SEO, customer service channels, and physical locations are integral parts of the user experience.

UX and Tech: The Winning Combination

User Experience (UX) is now the watchword for web developers, and technology is the key. Managing and disseminating discrete information consistently across all platforms is the way forward for agencies and brands.

Consider this: when users want to know where and when a movie is showing, the nearest car park, ticket costs, or how to pre-book a table at a nearby restaurant, they’re seeking cutting-edge technology to provide this information quickly and painlessly. This seamless access is expected from services like Siri, Google Maps, Uber, and Google Now.

Conclusion

This is what Sir Martin means when he says that technology, data, and content are crucial. Brands want to reach their customers, but they know their customers won’t visit their websites unless they seek something specific. The current push-based model requires knowing what the user wants (data) and delivering it (content) exactly how they want it (technology). Embracing this approach will determine who wins the advertising race in today’s digital landscape.