'Tis the season for forecasts. What's in, out, comebacks, throwbacks, and proverbial listicles, which we all store for the perfect cocktail party moment. Agencies, marketers, publishers and technology companies are predicting the 2015 headlines, and DigitasLBI is no exception. But rather than make predictions about what will happen, this year we put a twist on it: Ten Things That Won't. In a time of boundless content roaming and raging across screens, appeals for accountability, and tech overload where anything could happen, there are some things we're fairly certain won't happen.
We may be proven wrong. That would be OK, too. Reach out to any of the agency's "won't happen" forecasters. I promise, at minimum, a lively debate. -- Tony Weisman, CEO, DigitasLBi North America
1. The browser will strike back
We might not be rushing off to install more apps, but that's because so many of the ones we have already work well enough. Users will keep on finding restaurants, booking flights and sharing photos through apps while using their mobile operating system (Siri and Google Now) to distill the web when they actually need it, bypassing the browser completely. -- Andrew Carlson, national head of experience design, DigitasLBi
2. Driverless cars
Even if the technology were to advance, the commercial and regulatory requirements are at least a decade away. Consider who pays for the damages if there's an accident: the car maker, the algorithm provider, the non-driving "driver"? There are a lot of competing interests and dollars involved in sorting out that answer. It's another reminder that innovation depends as much on culture as it does on technology. -- Doug Ryan, president, DigitasLBi Chicago-San Francisco
3. Brands will receive 100% viewability from
It's physically impossible for publishers to predict 100% of the time whether an ad will be viewed or not -- there are too many factors in play that are driven by the viewer. While viewability rates will improve over time due to enhancements in reporting and site design, there will always remain the possibility for your ad to go unseen. In order to deliver a semblance of "100% viewability," publisher partners will overcompensate with ad delivery (up to two to three times) in order to deliver you 100% viewed "booked" impressions.
Truth is -- while you may be hitting your "target viewed impressions," you'll actually be serving more unviewed impressions than before. In order to avoid viewability-driven price inflation and inefficiencies, the industry needs to move towards automated platforms that transact on viewability. -- Carol Chung, senior VP-media technology, DigitasLBi