Rob Walk, CEO, Digital Innovation Group has made these for 2016
1) The Programmatic industry is ever-evolving with the major platforms culling the smaller publisher sites in an attempt to curtail click-fraud and increase publisher CPMs. Expect to see a two-tier market evolving with challenger platforms addressing the smaller markets with penny CPMs and the majors focusing on quality inventory or rich media engagement.
2) Further differentiation will happen in the programmatic space with more sophisticated technologies and data-layers being built onto the programmatic framework. This will differentiate services in an easy-to-enter and already saturated market. Prospect insight will be a major revenue generator for the clever players in this market.
3) Mobile advertising is facing big challenges with greater demand for decent ad traffic pushing the prices up and ad blockers reducing the amount of inventory available. The consequences of this are that marketers will need to supplement outbound advertising with the evolving app sector that Apple and Android are driving.
4) App discovery on devices will need more organic solutions to ensure cost effective user acquisition. Mobile searchability, deep-linking and App Store optimisation will be key for mobile agencies.
Video Ads will continue to rise and marketers will take advantage of the large share of voice mobile video has on a small screen. Expect to see the increase in spend across mobile app and mobile web, where traffic now dominates over desktop in most advanced markets.
6) Facebook will be working on refining their search experience, we are going to see a drop in display spending in favour of more data driven social channels, the time of “reach and frequency” as the sole metric are fading out.
7) Xbox as a platform will take off in 2016 for advertisers. Windows 10 apps will run on the Xbox platform and brands will enable their apps to use the UI options available on the Xbox platform for voice and arm gesture functionality.
8) We will be seeing more and more content being driven from within companies/brands as a part of their always-on strategy, however the role of creative agencies will get stronger and encompass comprehensive and edgy content strategies.
9) Facebook may launch a search engine to address the real-time UGC search area – and we wouldn’t be surprised to see Google purchase Twitter to compete or take a lead in this space.
10) In the ecommerce space, there will be increased use of real time product marketing using real time data to enable retailers the ability update prices more often and have those updates propagated in near real time throughout their marketing channels.
11) 2016 will be the year of critical mass for over-the-top (OTT) content distribution with more TV viewers cord-cutting or at least slicing with viewers watching content where, when and how they want it. The Millennial generation in particular will pose a future problem for pay-tv operators who will struggle to retain these audiences as and when they leave the home.