In the corporate world, everyone would like to have an infallible magic ball that shows where things are going (no margin for error, of course) and what to expect from the future. Decision makers like to know for sure what to expect and thus be prepared for whatever may await them, as well as position themselves ahead of their competition. At the moment there is no foolproof magic ball, although paying attention to what is already being done in the business world and listening to market analysts is usually an indication of what to expect and what may happen.

In the case of marketing and advertising, brands want to have a clear forecast of what awaits them ahead, since the situation is very changeable and competition is increasing. As things get more complex, knowing what to expect becomes increasingly essential as leaving things to what may happen can be a clear mistake and pose a bigger problem than simply leaving things to chance. luck.

What is moving the advertising world right now and what will move it in the coming months? eMarketer has just launched a study pointing out which are the three major macro trends that are defining what should  Dominican Republic phone number list  be done within the framework of brand strategy. Summarizing it in three words, mobile, global and programmatic are the three basic points that must be taken into account. By broadening the focus a little more, the data that companies must take into account is a little broader.

In recent months we have witnessed how programmatic advertising (that in which an algorithm crosses supply and demand to find the best position for the ads) was increasing its weight in the advertising field and being incorporated into more and more media. For testing, even television and the print press are trying to incorporate these tools to sell advertising space. Advertisers like it, find it useful, and give these media a tool to reinvent themselves.

And, furthermore, it cannot be said that the programmatic is something of a space or something that is not called to take on more and more weight. In fact, the programmatic is not only everywhere but also does not stop growing. Enough so that the future seems to pass directly through it. According to eMarketer data, in the United States market alone, programmatic advertising grew by 135.5% in 2014 and it is expected that by the end of 2015 it will already be 55% of all investment in display ads, or which is the same, a market with a value of 15,000 million dollars.

But not only has it grown and is growing, but it is also becoming a kind of indisputable trend that must be joined despite the fact that programmatic advertising still involves taking into account certain challenges. Only 10% of agencies are personalizing their ads online and 25% of all advertisers are not doing any kind of personalization at all, despite the fact that many studies have indicated the importance of personalizing what is done online. That’s not the only challenge advertisers face in the days of programmatic advertising. 40% of advertisers in both the UK and North America are convinced that the boom in programmatic advertising is threatening the creative side of ad campaigns.

According to eMarketer estimates, smart mobile devices will become increasingly important. In fact, their figures suggest that in 2016 there will already be 2 billion people around the world who will have a smartphone, a figure that is not only shocking in itself but also represents that practically half of the owners of a mobile phone all over the world they will have one that will be smart. The possibilities of this situation are very high and very attractive for brands.

The first market for smartphone penetration is Asia Pacific, but – perhaps surprisingly – the next market by weight for these devices is Western Europe, where more than 65% of consumers who have a mobile have a smart one. But not only is it worth having a smartphone, you also have to dedicate time and interest to it. According to eMarketer estimates, consumers in the United States, United Kingdom or China spend half of the time they spend on the internet on mobile devices. This is: everything

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