We only saw the start of programmatic video, contextual commerce and data pooling in 2015, but the evolution of the digital media landscape in 2016 will see these transform from concepts into tangible tactics. Here’s how we at AdRoll are predicting these developments will make for an even faster paced online ad space in 2016.
1. Contextual commerce will finally take off
For a while now, we’ve heard the term contextual commerce being the next step in how consumers shop for new products. But it hasn’t quite taken off, despite the industry’s anticipation that soon transactions will occur within the context of another app, rather than on a brand’s own digital property. There simply haven’t been many great examples of companies bringing the contextual shopping experience to consumers – and there hasn’t been a strong consumer demand for it.
But now we’re starting to see the development of better tools to make it happen. Facebook, for example, is coming out with new ways to get transactional experiences within the News Feed, making in-app shopping a more integrated and seamless user experience.
Matching the right platform with the right products to the right people is still the big challenge, and this is where predictive algorithms will come in as the bridge to connect consumers to contextual shopping.
As technology emerges to close the gap between what people are shopping for, what ads brands are showing, and where these interactions are happening, contextual commerce will finally take flight.
2. Programmatic video will bring mobile shopping to TV
Advertisers are starting to find new ways to take advantage of the two-way flow of information between television screens and connected devices. By using this information, advertisers are able to deliver more tailored, customised ad experiences that speak to the programs consumers are watching, as well as what they’re browsing on desktop and mobile devices.
Programmatic video will hinge on the success of products like Apple TV, which bring the mobile experience to a stationary device. As programmatic video gains more adoption, there will be a proliferation of TV apps. By the end of the year, you’ll be able to watch your favorite show, and within the same screen, purchase the outfit your favourite character is wearing.
3. Quality and creativity will override ad blocking issues
There has been much speculation around the impact ad blockers will have for advertisers. But as an industry, we need to acknowledge that there’s still a lot of room for improvement as far as privacy and irrelevant ads, to make the experience better for consumers.
Next year, to help the entire industry fight the rise of ad blockers, we can expect to see increased efforts in easy options to opt out of entire network campaigns with one click, as well as improved cross-targeting solutions and optimised ad formats, especially on mobile.
As the industry works together to beat the challenge head on and as publishers find ways to deliver a more seamless ad experience to users, ad blockers are unlikely to stand in our way.
Marius Smyth is managing director EMEA of AdRoll