Jim Porçarelli, Executive Vice President, Active International

Significant shifts in the media and marketing landscape will dramatically impact companies’ priorities as they determine their marketing and overall business plans this year. Sticking to the status quo will cause many to fall behind. As a result, executives must encourage their marketing teams to forge ahead into what may be uncharted territory. With media and marketing tactics evolving at a rapid pace, marketers will need to make holistic changes to their marketing strategies and begin testing and embracing the new order. Big developments to expect this year are the extensive use of programmatic buying, the market valuation of native advertising, and the surge of new technologies and media outlets.