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7 marketing technology predictions for 2016

Matt Kapko | Jan. 4, 2016
Advertising and marketing experts say 2016 will be defined by the increased use of ad blockers, new metrics, additional third-party data sharing and more demand for native advertising.

Wireless carriers are particularly concerned with dwindling revenue related to Web-based messaging services such as WhatsApp. These carriers are determined to get more value from customer data, Sommer says, and as they and ISPs become commoditized, the market will see a growing need for predictive ad technology to monetize their traffic, Sommer says.

4) New metrics will replace cookies

As more ad dollars go to mobile and social, industry-approved measurement guidelines will become crucial, according to Ran Ben-Yair, cofounder and CEO of mobile ad company Ubimo. These new formats don't work with cookies or browser-based metrics and cannot be built upon existing legacy Web technologies, Ben-Yair says. Mobile accounted for more than half of all digital ad spendig in 2015, according to eMarketer, and advertisers will demand greater transparency around viewability, measurement and accountability in 2016.

"As mobile share of traffic continues to grow, brands will be even more pressured to solve for cross-device measurement and experiences leveraging device graphing, authentication and progressive profiling to connect a single user to their multi-device exposures," says Feliks Malts, vice president of analytics at the digital marketing firm 3Q Digital

5) Visual social platforms will attract mobile ad spend

Image- and video-centric social platforms such as Instagram, Pinterest and Snapchat will see an increase in advertising revenue as they continue to incorporate ecommerce initiatives, according to Darryl Villacorta, social media manager at Sprout Social, a social media management software suite. Facebook, Twitter and other social platforms will continue to gain ad revenue in 2016, but the more visual services will quickly become a standard outlet for retailers, fashion brands and other companies that want to sell products from within their apps.

6) Third-party data will be more accessible and affordable

Open third-party data exchanges will help brands access and utilize more data sets without dealing directly with the vendors or data owners, according to Malts of 3Q Digital.

"Many of these vendors participating in the exchanges are doing so under a new pricing structure, allowing brands to pay a CPM versus a large flat rate," he says. The framework makes it more affordable for brands of all sizes to incorporate data sets into campaign strategies." As these exchanges continue to evolve, brands will look to share their anonymized user data in exchange for access to the same from other relevant brands at no cost."

7) Demand for native and in-app mobile ads will grow 

Demand for native advertising increased fivefold during the past year, and this growth trend will continue in 2016, according to Ben-Yair of Ubimo. Native and in-app advertising are also viable solutions to problem of ad blockers, Ben-Yair says. Ad formats that match the look and feel of content on platforms such Facebook will continue to gain market share, as brands gravitate to more contextual and relevant advertising

 

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