Digital advertising has always been a complex and volatile industry. With new trends paving way every passing year, advertisers need to stay tuned to all the latest updates. Ad spending will certainly continue its double digit growth in 2016. The advertising technology industry should ideally ride the same wave. However, there are signs of challenges seen by some in the ad tech industry. In an ever increasingly competitive market, companies often struggle to differentiate their technology and to remain relevant and to be seen as a valuable partner to the brands. Digital advertising has become more sophisticated and so has the capability of the brands to measure the gains from their digital investments.
As businesses look to create an Omni channel experience for their customers, the technology solutions need to scale up and equip businesses with tools specifically that help them come up with targeted and relevant content.
Here are some of the other key developments that have an impact on the AD tech trends in 2016:
1. Analytics Powered By Big Data
Today’s marketers are increasingly relying on the modern big data technologies to come up with targeted real time consumer specific content and campaigns. These decision modeling tools enable them identify potential customers and also to existing customers and enhance their experience with the brands. Utilizing new techniques powered by machine learning and artificial intelligence, marketers are able to analyze huge amount of customer data, run complex data models and churn out real time, personalized and relevant content and at the same time gain quicker and better visibility to the effectiveness of their communications and campaigns.
2. IoT And Wearable Devices
This is one market that is predicted to boom in 2016 and will have a bearing on the ad tech trends of the future. Though most people in the industry do not expect ad spending on these devices to go up significantly, these will certainly become a huge contributor to the big data models and will help sharpen consumer analytics.
3. Ad Blockers
Close on the heels of the omni channel experience – a growing expectation with today’s savvy consumers – is the challenge commonly faced by marketer i.e the rise and rise of Ad blockers. It will become imperative for the advertisers to bring out a balance between their content and the ads and thus not annoy their customers. We expect to see a continued focus and investments on coming up with non-intrusive formats, relevant and sponsored ads
Native advertising continues to be another area that is predicted to grow almost 3 times in next three years, reaching almost $21 billion of spending by 2018. This also lends itself well to the business’s desire of providing an omni-channel experience as well as make the content and campaigns as targeted as possible. Social native, content marketing will go hand in hand along with ad placements across sites and using real time data.
5.Cross-Device Tracking and Targeting
Today’s businesses, marketing agencies and the technology firms go to great lengths to ensure that they capture their consumer’s attention as they switch across devices, social media And the web.
This is will be another great tool that will be leveraged to garner all relevant information on the customers and to ensure that the customers get a uniform, consistent brand experience as they move from one device to another. The only thing that changes for them is the fact that a particular desktop banner ad would have become a mobile friendly ad.
6.High Impact Ad Units
In their drive to innovate and differentiate, we also expect to see a lot of companies leaning on non-standard ad formats. They find this as a great opportunity to capture the attention of their customers. There are new standards and best practices being defined for these ad units e.g the international body like IAB has already gone ahead and identified a lot of such ad units like the Sidekick, Portrait, Billboard and Filmstrip etc. Once again, these unique methods are able to provide a platform to deliver relevant content and at the same time not intrude on the user experience.
While the marketers and ad agencies would want to provide as real time and relevant content as possible, they also need to ensure that the consumers are not put off with too much intrusion on their private lives. Hence it becomes essential to ensure that the ads are delivered at just the right time of the user’s buying journey without being intrusive or making them insecure. Hyper personalization will be one of the top themes of 2016 and will certainly go a long way in shaping the ad technologies.