As we begin the new year, Media in Canada is reaching out to media leaders to take stock of the trends that will shape the year and the opportunities that media will offer advertisers. Today, we feature Derek Bhopalsingh, executive VP, Platform Media at Publicis Media. Check out yesterday’s New Year Predictions with Initiative‘s Helen Galanis, and return tomorrow for more.
What do you think was the most seismic change of 2024? What is your New Year’s resolution to adapt to that change in 2025?
The seismic change has been the adoption of Web3 and decentralization. Web3, also known as Web 3.0, represents the next generation of the internet, characterized by decentralized technologies and blockchain systems. They are going to have a profound impact on digital marketing.
In 2025, we will continue to push educational and operational agendas around:
1. User data ownership and privacy: Web3 places control of data back into the hands of users. This means marketers will need to adopt permission-based strategies and provide value in exchange for data access.
2. Smart contracts: These self-executing agreements on the blockchain can create innovative marketing models, such as loyalty programs and direct consumer rewards.
3. Education around decentralized platforms: These platforms eliminate intermediaries, fostering more transparent and personalized interactions between brands and consumers. Early notable platforms include Discord, Mastadon, Ethereum, and Chingari, to name a few. Jack Dorsey-backed Bluesky is going to push the envelope of this space further in 2025.
4. Community-driven marketing: With decentralized social media, user-generated content and community-driven campaigns will become more prominent. It is worth noting that many platforms are starting with non-ad supported models.
5. Enhanced data privacy: Blockchain technology ensures trust and transparency, addressing issues like data breaches and lack of control over personal information.
6. Non-Fungible Tokens (NFTs): The initial roll out and use cases for NFTs has not gone well. So much so, the acronym often carries a negative connotation. As internet infrastructure (i.e., 6G, 7G, etc.) scales in major markets, digital experiences and opportunities will only improve. NFTs will evolve to offer unique opportunities for digital marketing, allowing brands to create exclusive experiences and limited-edition products.
What is one thing you hope the industry plans to start doing, one thing it needs to stop, and one thing you hope it changes in 2025?
Start
Collectively, the Canadian marketing industry needs to revisit their support of programs like NABS and other outplacement services. The reality is our industry (like many others in Canada) will be facing a significant amount of contraction over the next 2-3 years. This is due to a number of factors including a struggling Canadian economy, outsourcing, consolidation, and the impact of artificial intelligence.
Stop
The industry needs to stop churning out formulaic, generic ad content. Great creative drives great results. There are many resources and case studies that prove this.
Consumers expect personalized or, at the very least, engaging ad experiences. Generic ads often fall flat because they do not resonate with an individual consumer interests and needs. Personalized ads or insightful creative are more likely to capture attention and encourage interaction.
Brands that use data to create tailored messages can not only differentiate themselves from competitors who rely on generic content but also see higher conversion rates because they are able to capitalize on relevance or need.
Changes
One change I hope to see in 2025 is closer collaboration between our industry bodies and how they work with federal and provincial legislators. Sonia Carreno and the team at IAB Canada have been working tirelessly to educate and address gaps in proposed legislation coming from both levels of government. Collectively, the industry can have a stronger voice at the table. This ensures that legislation or decisions being made are done so with a healthier understanding of how digital marketing operates, avoids vague definitions, and sets up our country to better leverage the opportunities to come while still protecting Canadian data.
