Sizmek analyzes advertising trends to 2015 and the shopping experience

Greater automation and more complete measurements of consumer purchasing behavior are some of the advertising trends that the company Sizmek, developer of the open multi-screen commercial management platform MDX, forecast for the year 2015.

leak, developer of the MDX open advertising management platform, that broadcasts multi-screen digital campaigns through all types of devices, has analyzed online advertising trends for next year 2015.

The availability of better marketing data, with greater automation of processes, More complete and precise measurements are some of the aspects that “will shed more light on the purchasing behavior of online consumers.”, at the same time that it will improve the qualitative analysis and relevance of online advertising”.

One of the key trends for 2015 is that user behavior will be able to be tracked across multiple devices using more sophisticated attribution models. Every step that consumers take in the sales channel from their smartphone, the tablet or computer can be followed, instead of focusing only on where the last conversion took place.

Marketing multicanal

In this sense, Multichannel marketing will allow advertisers to tell sequential brand stories, as well as update your messages with real-time data to make advertising more attractive, differential and relevant.

Advertisers will also expand brand activity in programmatic environments due to their inherent efficiency and better performance. According to the latest AOL survey, approximately a 86% of agency executives and a 76% of marketing teams say their companies use programmatic buying for their digital advertising campaigns.

He 60% of agencies also cited programmatic buying for both mobile and video ads, while the 56% of marketers said they use it for mobile and desktop 48% for the video. 
As advertisers focus more on brand building, programmatic advertising will include more rich media and premium inventory, in order to become a value strategy.

Video in programmatic environments

Another trend according to Sizmek is that more and more videos will be moved to programmatic environments as advertisers see that the price of video pays off.. Television measurement will also be more like an online currency, which will give traditional TV buyers more confidence to show advertisers the effectiveness of online shopping.

GRP used for audience measurement will also be used for programmatic video commerce, which will establish a common language that will help advertisers compare the performance of online and offline video ads.

However, Sizmek officials point out that there will continue to be fraud next year “although we will hear less about it. We will continue playing cat and mouse, But more sophisticated anti-fraud solutions will be developed to combat the efforts of hackers, and technology will advance to make their jobs more difficult.. “Professionals will better understand how to detect and prevent fraud and will replace nervousness with elements of control”.

Factor big data

Brands will enhance the value of all meeting points with the consumer, like CRM data, online purchases and responses to online ads, in addition to controlling and analyzing said data so that marketing experts can increase the cohesion of the experience. "Big data will become a main factor in online advertising - they underline from Sizmek -, since it will enhance the information within the company to increase effectiveness and decision making”.

In 2015 A large number of campaigns will also be executed “to perfection” that will take advantage of the available data to create stories on all devices. As technology removes barriers to serving multi-channel campaigns, Marketing experts will apply their creativity to reach the public through all their screens.

'Shoppable windows' will add a user experience similar to the traditional one to online sites to boost sales through mobile. According to eMarketer, almost 9 decade 10 Respondents say receiving coupons and special offers is a compelling reason for consumers to let advertisers track their movements., even at the expense of your privacy. In the next year, more customers will receive ads on their mobile phones that will automatically be directed to the nearest physical store with a valid coupon to redeem in a store.

As Sizmek points out, “A faster purchasing process is the dream of any buyer and during 2015 “More and more brands will partner with mobile payment companies to benefit from greater convenience”. In the United States, For example, they already exist 220.000 merchants that accept contactless card payments.

In the words of Pedro Travesedo, countery manager of Sizmek Spain, “we see how in 2015 Advertisers will have more data about the online shopping experience for better decision making in terms of attribution and budget optimization. The ability to track consumers throughout the purchasing process and then optimize each scenario with specific offers, price comparator and faster deliveries, will allow, definitely, Offer consumers a more rewarding online shopping experience.”.