Randall Rothenberg

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

It was a one-two wake-up call at last month’s Interactive Advertising Bureau Annual Leadership Meeting, almost on cue with my previous blog post “Living With (and Working Against) Fake News.” Two industry leaders made powerful statements, asking us to clean up how people experience ads and, going further, to make sure those ads don’t finance questionable content or falsehoods online. Brand storytelling has no place in fake news.

There was certainly no shortage of big developments in the marketing world throughout 2012. Facebook created a massive mobile advertising business in less than year, Red Bull literally financed a trip into the stratosphere to create powerful branded content, and a YouTube video finally hit 1 billion views, showing the potential reach for online videos. So what might 2013 bring for marketers? We contacted several advertising experts and reviewed recent studies and business trends to come up with five marketing predictions for the coming year.

In the first half of 2012, Internet advertising revenues climbed to an all-time high of $17 billion, representing a 14 percent increase year-over-year, according to IAB Internet Advertising Revenue Report released today by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This performance is compared to the landmark $14.9 billion reported for the first six months of 2011.

Paul Palmieri, President and CEO of Millennial Media, has been named to the Internet Advertising Bureau’s (IAB) Board of Directors. The appointment of Palmieri is also significant in that he becomes the first mobile ad executive to serve on the board.

Randall Rothenberg is the president and CEO of the Interactive Advertising Bureau, a role he returned to this February after a brief stint as chief digital officer at Time Inc. During Rothenberg’s tenure, the IAB has taken on the shortcomings of panel-based measurement, the dearth of talented creative executives in the industry, and numerous key nuts-and-bolts issues like viewable ad impressions and the industry’s overreliance on the click.

Calling for “the brand moment,” Interactive Advertising Bureau President-CEO Randall Rothenberg urged advertisers and agencies at today's IAB Innovation Days to develop more strategic, creative campaigns for the digital world, to steer digital advertising away from direct response campaigns and toward a branding model.

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