Kohlrabi. Kanye West and Paul McCartney. Milan. Marsala.
According to experts, these are the trends that will influence our lives in pop culture in 2015. But we want to share some more useful predictions for the field of digital advertising technology to help you prepare for the new year.
Here are “3 Key Predictions” you can take to your next planning meeting.
1) You’ll see more data-driven advertising pushes into more channels.
2014 saw the growth of data-driven tools, with traditional display inventory reaping most of the benefits like improved efficiency and targeting. The advances for mobile and video focused primarily on media buying, and often missed the opportunity to use data to inform creative design and delivery.
In 2015, we expect brands and agencies to require their tech partners to facilitate cooperation between data and creative, creative and device, and device and consumer. Online video, an already valuable format, is forecasted by the WSJ to claim increasing chunks of television dollars as brands adjust to changing media consumption habits and translate TV campaigns into targeted, data-driven digital ads.
2) Apps will encroach on search’s territory.
Consumers spend more and more time on mobile devices every year, and the majority of that time is now spent in-app according to ComScore. This behavior shift has serious implications for search activity (and budgets), because many users stay in app to perform searches for a related topic. While in-app advertising is already a thriving market, many of those dollars are spent on app install ads.
2015 will bring opportunities for more relevant branded executions, and advertisers will employ dynamic tools to make real-time decisions about creative delivery based on that data combined with user actions. This should also help move mobile ads away from the much-maligned banner ad once and for all.
3) Location-based opportunities will continue to expand.
More time spent in mobile also means more time spent connected to the internet, away from our desks and couches. To date, location-based ads have focused on advertising the correct price, or showing the closest retail location’s address.
In 2015, location-based opportunities will grow not just in quantity, but also in quality. Going beyond literal location data and applying an understanding of user context (at home, at work, in a store vs. near a store), advertisers can create and serve ads that are much more likely to contain usable information.
In addition to these three predictions, we’ll continue to see consolidation in ad tech, the streamlining of social partners, and programmatic tools used more often, by more people, with more measurable success.
Brands have more ways than ever before to communicate with their customers, and to avoid a state of confusion, they should make a New Year’s resolution to stay educated on the ever-evolving landscape of digital advertising. We hope these predictions help kick that resolution off.