As we finish another year and prepare our plans for 2016, it’s important to reflect on what’s in our rear view mirror and prioritize those things that may pass us by in 2016 if we’re not ready. In 2015 it was Mobile, Ad Blocking, Programmatic, Native, and AdTech dominated the headlines and all of our marketing hearts.
Mobile – 2015 showed that traffic, usage, eyeballs and more were all going to be mobile. eMarketer reports that now 50% of US households have tablets and 79% have smartphones resulting in most publishers seeing well over 50% of their monthly traffic coming on average from an associated device leaving 2015.
Mobile – 2016 will provide opportunities for marketers that have not existed or would not scale in previous years.
- Geo Fencing – Until recently, the term geo fencing could be deceiving to marketers and salespeople with most technology providers only able to get down to the 3rd decimal of a latitude and longitude, or the equivalent of being within a football field of your desired target location. Technology now allows targeting down to 5th decimal of a latitude and longitude, or the equivalent of being inside of a small coffee shop.
- Cross-Device Attribution – As conversion attribution continues to lead the performance discussion with most marketers being able to discern if a user engaged with an ad message on a desktop and later converted on mobile or vice versa is crucial. This kind of attribution can now be done with a rate of accuracy greater than 97%.
- Behavioral Targeting – Targeting consumer on mobile devices has been around for many years, even behavioral targeting, with the primary limiting factor being scale. Mobile usage and traffic has proliferated and marketers will find their marketing tactics on desktop will be 100% transferable to mobile in 2016.
- Proposed Strategy – Get granular and stop being platform specific. Google’s “Mobilegeddon” made marketers, publishers, business owners and others get more serious about Mobile. Progressive campaign strategist have already accounted for these trends including all of these advanced targeting opportunities in a platform agnostic approach. Seeing a 30-40% improvement in conversions tied to Cross-Device Attribution and 2-3x improvement in click through rates tied to Geo Fencing and mobile Behavioral Targeting.
Ad Blocking 2015 – 2015 saw another digital marketing apocalyptic forecast for publishers. Most media outlets were in on the game quoting growth statistics in excess of 40% year over year for those using ad blocking technology.
Ad Blocking 2016 – Meanwhile, the US has an estimated 15% adoption of ad blockers by web surfers, but simultaneously Programmatic is forecasted to double vs 2014 in 2016. Display advertising is still a healthy and robust marketing strategy, and those marketers focused on ad blocking hype will underperform those who understand how to deal with this small emerging trend.
Native 2015 – Native continues to grow and according to IAB has a 5 year CAGR in excess of 40%. This bodes well for advertisers and consumers as that same study reports these kinds of ads are more welcomed by consumers where they rated them more appealing and less intrusive than any of other similar forms of advertising.
Native 2016 – Native is going programmatic and as access to these more engaging ad formats becomes scalable marketers will maintain their efficient buying process, avoid ad blockers, and grow ROI. Recent studies demonstrate Native Advertising has 2.5x-3x’s the ad engagement of standard banners and can be purchased at a similarly cost effective price.
AdTech 2015 – There is no doubt an overabundance of tools and platforms for today’s modern marketer. We see new Demand Side Platforms, Supply Side Platforms, Data Management Platforms, etc. emerge every day in this space. Most of these companies are not reinventing the technology. There is a slight spin one way or another but the leaders properly dominate each segment. The me too generation of technology is ending in 2015. Look to 2016 for newer ideas, automation and smarter supporting technology.
AdTech 2016 – We see a race to automate, a highly intensive planning and buying process tied to these platforms. In 2016, there will be a new suite of inspiring technology and software, perhaps a true Peter Thiel Zero to One moment. We see a platform that seamlessly integrates the entire lifecycle of a multi-platform digital marketing campaign, provides cross-platform analytics, allows you to compare and contrast each segment while making changes out of a single UI. Creating synergy amongst sales, operations and data/reporting. “Trinity” or the perfect marriage of these 3 currently divergent practices is crucial for achieving true ROI, scale and efficiency.
2016 and Beyond
Now that 2015 is in the rearview mirror we see 2016 being a Hallmark year in digital marketing where marketers will truly start following audience vs bifurcating platforms. Keep your eyes on all of these strategies. At AdCellerant, we are introducing the best in breed solutions in mobile, programmatic, native, along with tactics to deal with ad blocking. We are also introducing a complete version of “Trinity” to the market in 2016 with one major difference compared to others in this race, our system will not be dependent on a single platform.