Innovation and trial will be key
This article in Campaign suggests magazine brands will this year “new touchpoints and look to reward their audience”, while innovation will “regenerate the publishing business” by offering, amongst other things, “better-quality advertising solutions”.
Advertising doesn’t have to suck
Adtech took more than a hit in 2015 with the debates surrounding ad blocking, viewability and ad fraud, but this article in AdAge gives an honest and practical view. “The marketing community had embraced ad tech despite the fraud, the viewability issues, and the disengaged consumer backlash, because the tools do have use and their presence feels like an inevitable rising tide. But make no mistake, the way these tools have been applied has put the advertising industry in crisis.” It is the job of media owners this year to leverage data and do it in an increasingly relevant and efficient way. “If consumers have anything to say about it,” says the article, “we’ll have to”.
Imgur, Kik and Venmo will be the next big mobile platforms
These are highly trafficked digital domains that have not quite reached the level of Instagram, Snapchat or Pinterest, according to Digiday. It will be interesting to see how these currently under the mainstream platforms are utilised by brands in 2016.
We’ll keep talking about virtual reality, but nothing will come of it…yet
“One day, we believe this kind of immersive, augmented reality will become a part of daily life for billions of people,” said Facebook’s Mark Zuckerberg upon acquiring Oculus Rift in 2014. Until now, this area of tech has been niche because of the unavailability of equipment, but this is set to change. This year will see a “barrage of experimentation” around VR, predicts The Guardian. It will certainly be interesting to see how the likes of Axel Springer advance in this space, after acquiring shares in Jaunt last September.
And all this, while more than 100,000 lucky souls are living it up at CES in Las Vegas. This year’s darlings so far are Netflix, drones and virtual reality, but we’ll have a full report on FIPP.com next week from Ashley Norris.
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