We are extremely fortunate to work in a completely innovative industry, in which creativity has long ceased to be an exclusive feature of content, and which, thanks to technological advances, also reaches formats and channels. Throughout 2015 we have seen how the digital phenomenon progressed and how more and more Marketing professionals are launching themselves to innovate in this area and give it more and more importance in their strategies and budgets. This year that we now begin, it will continue that path. Marketing and digital advertising will consolidate and we will see new approaches, tools emerge and some of those that have been developed in recent times take hold.
For example, we will see how the development of cross-device strategies is abundant. This is undoubtedly one of the great challenges of this year. Today the most common is that the same user has different devices (smartphones, tablets, computers). What’s more, it is likely that you have them in duplicate: some for private use and others for work, so the number is multiplied. The difficulty lies in identifying that user as one and not as each of the devices that he uses, as is the case in most cases. Given that China Phone Number List devices will continue to proliferate in 2016 -especially due to the development of new wearables-, it will become increasingly complex to understand and effectively track the path followed by the user. Therefore, cross-device intelligenceIt will be one of the great trends.
The Artificial Intelligence (AI) will continue to be headlines in 2016. In a recent study we conducted, we found that the Spanish have a very positive perception of this discipline. But regardless of whether robots are to be feared or if they only bring benefits to society, their use will spread as companies follow Google and Facebook’s lead and incorporate it into their strategies. Data will continue to be essential to be able to develop effective Marketing campaigns. For this reason, professionals in this area must continue working to prevent data from being isolated in silos and to be able to combine information from different sources (their own and third parties) in order to develop cross-channel campaigns.
One of the thorniest topics over the past year has been the debate about the role of ad blockers., But the discussion is quite likely to end this year. The reactions and measures taken by companies such as Yahoo, which has decided to prevent the use of its e-mail services by those users who use ad blockers, will be detrimental to the use of these programs. It will be increasingly evident that if they want to access free content and services, users will have to pay for advertising. However, it is also true that the industry should work on finding formulas to make advertising more relevant and better segmented, so that it is more attractive to users and serves to get the most out of budgets.
The programmatic buying further consolidated this year and will increase investment in branding campaigns. They will negotiate directly with publishers and will focus extensively on the big brand drivers such as premium television and display shows. One of the elements that will have to be observed the most is programmatic television. Without a doubt, it is the channel that brings together the highest advertising investment, so programmatic buying should continue to grow in this medium in order to reach consumers in a better segmented way to achieve better results.
The industry has to focus on inventory quality and new products and services that offer cutting edge data-driven marketing, where ROI from programmatic buying metrics can be achieved. The platforms allow companies to identify consumers at each step of their interaction with the brand, in each channel, and provide relevant creativity for each moment.
I have saved for last one of the topics that most worries the industry today: fraud. Unfortunately, I cannot say that it will disappear in 2016, but I am hopeful that publishers and intermediaries will take responsibility and commit to being transparent with the inventory. As long as we do not have better blind inventory controls and an appropriate code of conduct, this will remain a challenge and we will have to continue to reject high percentages of bid requests to ensure inventory quality and thus protect the interests of our customers. Without a doubt, the commitment of publishers and advertisers is essential. They must begin to solve the problem and commit to a quality market. Only in this way will we allow the digital advertising industry to evolve.