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. Read more on What digital evolution will look like in 2016…
“Millennials,” “baby boomers,” “Gen X/Y/Z” – advertisers use a huge number of labels to describe the needs, wants and interests of different demographics. But what’s in a name? And does a label really help us connect with an audience?
The industry is now recognising that to truly engage consumers we need to move beyond reductive demographic targeting, but all too often brands still resort to pigeonholing consumers by age or gender.
With more insights than ever at our fingertips, brands should be able to go beyond stereotypes. However, as an industry we’re still not where we should be when it comes to using this insight to be relevant and effective.
The adblockalypse is a good case in point when it comes to the issue of relevancy. Consumers have the right and the ability to opt out of irrelevant content, and time and again we see that poor targeting actually damages a brand’s relationship with its audience.
At eBay, we have long focussed on using observed behavioural insight to drive accurate targeting. Recently, we have taken this a step further, by developing Advanced Targeting, which uses behavioural and contextual insights from eBay’s 18 million UK users to segment shopper groups that would usually be targeted as a whole. Read more on Pitches: Why eBay has introduced a new way to reach parents…
Among the VCRs, cassette tapes and other curiosities that litter my parents’ drawers and cupboards, there is one item’s passing into obsolescence that I will not mourn: the instruction manual. Its days are numbered. Now, we have new ways to find what we want, when we want it.
YouTube is now the second most-used search engine on the internet, an Ipsos study, commissioned by Google, of 1,000 people found. 59% of young adults use it as the first port of call to find out how to do something new. In fact, 83% of under 35s say they could find an instructional video on absolutely anything they want to learn.
Among the most desired skills they say they would search for: cooking instructions (23%), how to fix a product (29%), how to install a product (24%) and makeup tutorials (20%). But why do we seek instructions online when nearly every product we buy comes with an instruction book? Read more on DIY life: how people are ditching the manuals for digital know-how…
Advertising is the life blood of a free and open internet. It has helped break down barriers to information that was once only accessible to the developed world and has helped fund and foster unique apps that billions of people use on a daily basis. However, ad-blocking has gone mainstream and has become a serious threat to continued development of the internet and its applications.
Browsing the web without ads is not just nice, it’s liberating. No popups stealing your screen. No accidental clicks taking you away to a non-relevant site. No auto-playing video ads making the page load as slowly as if it were being dialed up through America Online circa 1999.
Check out this image circulating on Reddit, titled When you accidentally turn off adblock.
Online advertising has become so invasive that consumers are taking matters into their own hands. Over 198 million consumers agree by actively employing ad blocking software, and that number is growing at 41% annually.
What can be done? Read more on Pitches: A solution to ad blocking…
It’s not easy to admit when you’re out of shape, but the digital marketing industry is finally starting to acknowledge that it needs to slim down and get fit. In 2016, I predict that the industry will get leaner and meaner than ever before.
Slimming down and getting L.E.A.N.
2015 highlighted the real risks when tech bloat overwhelms the ecosystem. The commotion around security, privacy and speed prompted the IAB to launch the L.E.A.N. initiative – Light, Encrypted, Ad Choice supported, Non-invasive ads – in an attempt to slim down the sell-side of digital advertising. In 2016, I expect the L.E.A.N. principles to shift the emphasis from ad inventory quantity to quality. Read more on 2016: A lean and mean year for digital marketing…
We are living in an attention economy, as attention has become one of our most valuable yet fragile resources.
In the last 15 years, the human attention span dropped a third to about 8 seconds (now a second shorter than a goldfish!). In a lot of ways, this is a response to the increase in stimuli we are bombarded by on a daily basis, from email and social media to smartphone notifications and of course: ads.
As marketers we are spending more and more on platforms that command consumers’ time (i.e. social and mobile), but if our industry is to sustain itself we have a responsibility to think of the ethics of how we generate attention for our brands. Read more on The ethics of attention and the inevitable future of digital advertising…
Black Friday 2014 hit the headlines for all the wrong reasons. Unprecedented demand for discounted goods took the UK by surprise and two thirds of customers felt retailers were unprepared for the scale of the event, according to City A.M. In spite of this though, last year’s Black Friday was a resounding success for many retailers.
The Telegraph noted that John Lewis experienced its highest all-time weekly sales and City A.M. reported that Asda had its busiest day of the year with over two million shoppers taking advantage of its offers. Sales weren’t just restricted to physical stores – the Guardian reported that UK consumers spent £810 million online and ordered 5.5 million Amazon products during the day.
With this year’s Black Friday set to be bigger and more popular than ever before, how can marketers ensure they are ready to capture pre-Christmas spend? Read more on How brands can prepare for Black Friday…
The Internet Advertising Bureau UK’s recent Ad Blocking Report conducted by YouGov revealed the number of British adults using ad-blockers has risen from 15% to 18% since it was last tested in early June. If we proceed on the premise that consumers are at the heart of this great ad-blocking debate, we can reluctantly accept that if we (advertisers, publishers and media owners) don’t start serving more engaging content that is both relevant and interesting, the number will continue to steadily increase.
Fetch’s very own Creative Director has said, on more than one occasion, that “Ad-blocking isn’t a problem, it is but a symptom of bad advertising,” and I for one would echo his sentiment in saying that whilst the number of those adopting ad-blocking software is on the rise, it needn’t be classed as a threat, but instead, a challenge and much needed revolution in the digital marketing space. Read more on Combatting the ‘threat’ of the ‘adblockalypse’…
Like it or not, advertising has become a part of Christmas. And it seems that most people are welcoming Christmas creatives into the festive tradition. Advertisers the world over dream of the opportunity John Lewis has skilfully crafted for itself: hundreds of thousands of consumers impatiently waiting to see its advert ‘premier’.
But this eagerly anticipated tradition is already changing. Only a few years ago, the UK retailer’s advert would have broken during a prime-time slot on The X Factor for maximum impact. Now, there is no comparison to the impact that can be achieved on mobile, hence why this year’s premier debuted on social media and YouTube. Read more on Christmas ads will no longer be dominated just by TV…
The fragmentation of the programmatic advertising industry makes choosing the right trading platform difficult. At the centre of the confusion is a misunderstanding about ad exchanges and supply-side platforms (SSPs). Their shared attributes have made unique functions hard to distinguish, and the boundaries between them need to be redefined.
An exchange is a platform where publishers supply inventory in real-time to a wide audience of buyers, who immediately value it and bid accordingly. SSPs offer publishers a fully-managed solution that unites supply with demand channels, only one of which is an exchange. They streamline the trading process, consolidating reporting and accounting of a publisher’s demand partners. Read more on Restoring order to chaos: Ad exchanges and SSPs explained…