Preview: Mimicry Marketing

Global – In our latest microtrend, Mimicry Marketing, we look at how marketers are realising that when it comes to online advertising, if you can’t beat them, join them.

Still in its early years, online advertising has struggled to capture the attention of consumers who flit from tab to tab. Pre-roll advertising, the ads that run before a YouTube video, is considered a nuisance and stopping viewers from hitting ‘skip ad’ is a considerable challenge. Our microtrend examines how marketers are mimicking online behaviour – accepting that people want to skip and even block ads – to get their message across.

The Big Picture: For more on how mimicry is capturing attention online, read our Mimicry Marketing microtrend.