A winner: YouTube, where even creative content needs ad dollars to get views. Once brands start promoting videos, they can’t cut spending without seeing visibility plunge.
Another winner: streaming music in connected cars. Pandora led the charge, and it appears to be paying off: in November, connected car users listened to the service 57% more than the average listener.
Almost a loser: brand sites, which have increasingly become part of the journey toward purchase but not always the destination. Case in point: Estée Lauder brand sites generated only 5% of the brand’s sales last year.
A loser: all of us in an increasingly lottery-based economy. Despite the rapid growth of innovators like Uber and Facebook, most people will never participate in that success.