IAB Spain: Digital signage has great potential to adapt to the programmatic purchasing model

Twelve of the work committees that this association has have prepared and presented the document 'Top Trends 2017', in which the keys to the digital business are shown and valuable references are provided to the market and advertisers.

The Advertising Association, marketing and digital communication in Spain, IAB Spain, has presented 'Top digital trends 2017', a document prepared by twelve of the nineteen working committees of this entity with the objective of showing the keys to digital business in 2017 and offer a global vision of the market (can be downloaded at this link).

As Antonio Traugott explains, director general of IAB Spain, “There are many 'top trends' in the market, but the main value of this document is that it has been prepared by the main sectors of activity that are part of the digital business, from an objective point of view and with the intention of giving clues of value to the market and advertisers, based on their experiences and professional knowledge”.

Audio online

On-demand consumption will experience great growth and there will be an increase in programmatic audio advertising. Brands will offer more and more content in podcast format, which also wants to introduce the social network Facebook this year.

Branding

Brands are going to fundamentally become experiences, given that 2017 It is the year of simplicity in branding, with more personal and flexible messages to evolve by listening to customers and employees.

Content & native advertising

More and more brands are taking advantage of the opportunity to manage their own audiences. Besides, thanks to technology, The media have the ability to serve the user the content that is relevant to them at the most appropriate time..

DooH

Audience measurement in real time, Together with the agility when creating and launching advertising campaigns, digital signage becomes a medium with great potential to be adapted to the advertising model of programmatic purchasing..

Ecommerce

Payments are beginning to be made more and more frequently from the mobile phone itself, Therefore, there will be a proliferation of opening of physical stores of traditionally online retailers., like Amazon Go, to complete your customer services.

Technological innovation

After a strong evolution in 2016, virtual reality will finish consolidating itself this year. Besides, users have demonstrated that they are prepared to use this technology, which will become a powerful extended communication tool.

Audience measurement

Probability systems, macheando ID’s con cookies, will help determine individual people with more than one Internet access device throughout their day and improve the effectiveness of multi-device impact.

Mobile

It must be remembered that Google optimized at the end of 2016 its algorithm so that mobile searches have greater relevance than desktop searches, due to the increase in the use of these devices. The majority of traffic will be through mobile, so it is necessary to create specific user experiences for these systems, since brands that ignore it will be left out and with reduced results.

Programmatic & data

The availability of native formats also through programmatic channels will finally be a reality this year. The purchase of 'one-to-one data' between brands is key, in which a user's information is the exclusive property of the user himself.

Social networks

There is a great attraction for limited-duration content with which to stand out and seduce users in an ecosystem full of noise. The challenge for brands could be identifying leaders of friend groups, small 'micro-influencers' who can be much more credible. Videos will continue to be protagonists, especially those that are performed live, as bidirectional channel.

Connected television

Efforts will focus on achieving the best possible experience and integrating devices into a common ecosystem. There are no channels anymore, Now there are platforms that make content available to the user to consume it with total freedom

Online video

Periscope, Facebook Live or Snapchat will lead the new era of engagement, defined by being done on video, hyper-relevant and real-time. Vertical video will see an increase, especially driven by apps, simpler and more practical for users, but that will require a new vision on the part of experts.