Five Online Advertising Predictions for 2015

Compile by: Indra Kusuma. P (@BukanDomba) Data by: ViralGains

1. The Continued Decline of Traditional Media Brand can no longer succeed by spending money on traditional media. Advertisers and audiences now have the opportunity to produce and publish their own content and bypass traditional media gatekeepers. This will cause a shift in budget allocation as marketers swing spend away from paid media toward investing in their own content and media. PREDICTION: BRANDS REALLY WILL BECOME PUBLISHERS


2. The Rise of Mobile Video Despite the smaller screens, mobile will be the primary platform where digital videos are consumed. The ease of consuming video on mobile has allowed for unprecedented growth and scale – especially for brands who take advantage of this opportunity. • 50% spend more time watching digital video on mobile than desktop. • 72% of smartphone users watch video on their device. PREDICTION: MOBILE AND VIDEO WILL BECOME THE PRIMARY WAY WE CONSUME MEDIA WORLDWIDE


3. The Use of Micro Targeting and Hyper-Segmentation Every year, more and more data is being collected that provides advertisers with a wealth of information about their audience. This helps marketers target a very niche audience with relevant ads based on preference and location. • Targeted ads are on average, twice as effective as non-targeted ads. • 74% of online consumers get frustrated when content appears that has

nothing to do with their interests. PREDICTION: THE NUMBER OF WAYS TO TARGET WILL INCREASE AS THE SIZE OF AUDIENCES DECREASE


4. The Expansion of Programmatic Spending 2014 was a pivotal year, and with the majority of infrastructure now laid and testing well in progress, we’ll see programmatic ad spending explode from 2015 to 2016. As with other digital advertising, most of the growth is coming via the mobile channel. PREDICTION: THE PUSH FOR PROGRAMMATIC CONTINUES AND GAINS GROUND


5. The Emergence of Facebook Atlas Atlas opens up two new and extremely powerful capabilities for brands and agencies: It lets them measure ad campaigns across screens by solving the cookie problem; and it lets them target real people across mobile and web. PREDICTION: CONNECTING THE DOTS OF A CONSUMER’S JOURNEY ACROSS DIGITAL TOUCHPOINTS WILL NO LONGER BE A PROBLEM


THANK YOU


July 2015

Marketing

Five Online Advertising Predictions for 2015