2015’s Top Trends in Digital Media
2014 was the year of branded content, the Internet of Things, and wearable technology. And although we are only through the first half of 2015, we are seeing some highly interesting advertising trends emerge. From programmatic buying to native advertising, here are the top digital media trends we’re seeing, and predicting, for 2015:
1) Responsiveness will rule—not just design—but also the idea of reacting to data in real time, flexible and fluid. This also means buying audiences in real time (see #3 below) and relying on data to provide marketers with insights to make decisions quickly for greater efficiencies and results.
2) Mobile: No really. 2015 could actually be the year of mobile. eMarketer states that more searches (paid and organic) will be conducted on a mobile device or tablet device than on desktop. Of all the current opportunities, this one is changing the quickest.
However, many advertisers are still not creating mobile specific strategies. xAd states that 88% of users access travel related information via their smartphone, creating a huge miss for those not thinking mobile-first. We, as advertisers, don't want to miss getting in front of a highly mobile audience.
3) Programmatic: Programmatic buying provides us the ability to find valuable audiences efficiently and effectively. Programmatic is expanding beyond display; we expect programmatic buying to make up more than 50% of digital display advertising in 2015 (eMarketer). Buying programmatic video, mobile, and even TV will become more prominent in the coming years.
4) Viewability continues to be a hot topic as more information is released every week in regards to fraudulent ads and bots. It's also a movement towards buying better quality media. While digital media continues to be one of the most efficient ways to reach your customer, the industry is starting to adjust its metrics to closer align with other traditional forms of media. It's important to ask questions regarding viewability upfront when buying your media to better understand where your ads are going to run. There is no perfect answer, but it's great to know the industry is continuing to push to increase standards for brands. This will lead to a richer ad environment for the future.
5) Cross-platform targeting at scale coupled with advances in user identification and location data will provide the ability to buy audiences, not channels at scale. As consumers, not only do we use multiple devices, we use them in many different ways and frequencies. For example, Digital Natives switch screens 27 times per non-working hour (Tapad). Therefore, if you want to reach those highly sought-after millennials, you have to know how to find them.
6) Native advertising is a natural evolution of the traditional advertorial—and more and more brands are embracing this unique way to advertise. By promoting more content and engagement for the consumer, native advertising breaks the mold from more traditional ways to market a particular message. Be sure to check out MMGY’s three-part Native Advertising series to learn more: Part I, Part II, Part III.