What will the evolution of digital marketing and advertising be like in 2016, according to Sizmek

Video advertising formats, the mobile, interconnectivity, just as ad blockers will give a lot of talk in 2016, as revealed by the trend analysis carried out annually by this specialist, which also points out the evolution of the sector in the face of these new challenges in the coming months.

According to the analysis of trends in digital marketing and online advertising for the current year of leak, video ads will grow very fast. More than an increase in investment, the sector will focus on the evolution of advertisements themselves, since its promoters “will go beyond a pre-roll video and create a diversity of interactive formats, video in-feed e interstitials. The advertising video out-stream (in-read) will also increase, due to the need to expand the video inventory”.

In this growth environment, mobile video will also increase, since advertisers will take advantage of its interactivity to fit into a market that continues to rely on tablets and smartphones, and formats such as HTML5 VPAID will be encouraged.

The lack of a single standard for video ad measurement in the industry will lead to new metrics emerging during 2016. The user who connects with an interactive video will be valued more than the one who completes the viewing, so the forecast is that they will add to the impressions and video visibility proposed by the IAB, new metrics such as Interaction Completed or other similar measurements that analyze real user engagement.

Experience control and support

The issue of 'ad blocking' is also relevant for the sector. While users take greater measures of control over their advertising experience, there will be greater integration and closeness between supply and demand. “It's not about blocking ads, but to be selective. Control measures can be applied as long as the user learns to allow entry to certain advertising areas that are useful to them., important and necessary to view content”, they point out from Sizmek.

Media may also play a more active role by adopting friendlier and non-intrusive ad formats.. Advertisers will improve their campaigns thanks to the layers of intelligence with which online ads are optimized so that the user interacts more and offers them a more relevant and involving experience.. Technology thus becomes a tool at the service of a unique strategy, more than a strategy in itself.

Interconnectivity and mobility

Another trend element, not only for 2016 But for the coming years there are advances regarding the incorporation of data from disparate sources that converge in a single visualization to guide comprehensive marketing strategies.. Marketers will continue to adopt data management platforms (DMPs) and will focus on a unification of marketing data, advertising and messages, result of a possible merger between advertising and marketing technology.

To face this new situation, several ways will be adopted.. The development and acquisitions of large online technology providers to create their own environments will generate unification and standardization, with the danger of limiting innovation and creativity. In addition, in a closed environment and with excessive control by a large company, everything that arrives new will be left out, which could restrict marketers' options.

Another avenue focuses on providers with open environments. Sizmek is inclined to increase collaboration and validation of technological agreements between medium-sized companies that want to ensure that their individual solutions can work with interconnectivity to achieve common marketing objectives..

The greatest advances in advertising on mobile devices will be in 2016. With the use of location data, as well as dynamic creativity, More personalized and relevant ads will be served to the user, as well as corporate mobile applications with more integrated ads, with the incorporation of standard MRaid technology.

Thanks to these standards, communication will be established between the functionalities of mobile devices and advertising., which will generate personalized ads that will make life easier for users and enhance the capabilities that the mobile can offer.

Tracking across devices and reaching audiences will be the main focuses in 2016. One of the challenges will be the differentiation of mobile data environments, key piece for the user to have a positive and appropriate experience of online advertising.