The Publisher’s Crystal Ball: 2016 Trends For Digital Media & Advertising

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in Adtech Stars

Our Adtech Stars column features contributions and insight from thought leaders in the adtech community.

This time we feature an article by Bill Swanson, Vice President, EMEA for PubMatic.

Bill has been working in the media and digital space for over 15 years. As Vice President EMEA for PubMatic, Bill is responsible for growing PubMatic’s portfolio of premium publishers and media buyer partners whilst ensuring the company is in the best position to capitalise on emerging technology opportunities.

This is Part 1 in our “Publisher’s Crystal Ball” series. You can find Part 2 here.

2015 has been a year of incredible growth and change for the digital media and advertising space. From the ever-evolving list of challenges to the growing innovations in technology, publishers have been pushed to find new solutions to advertiser issues and maintain relevance in an increasingly crowded space. As we look forward to 2016, change is the only constant.

Here’s what we at PubMatic believe will shake things up in the digital media and advertising space next year:

Trend 1: An all-encompassing, connected media experience

The Internet of Things (IoT) means that now, more than ever, our audiences are connected to brands, to technology and to each other. This heralds a change for content producers that are now evolving towards new ways of experiencing content, such as virtual reality experiences. The data that flows from this new state of reality is incredible, and is increasingly showing us that there have been fundamental shifts in the way consumers engage with content. Connected TV, over-the-top (OTT) content, mobile video and virtual reality are our new reality, and smart publishers are harnessing the power of these platforms in a meaningful and seamless way to successfully reach audiences.

Trend 2: The quest for a truly optimised mobile web

We’re seeing more mobile-optimised inventory in today’s ecosystem than ever before. Mobile isn’t an afterthought for publishers anymore. Instead, it’s where they’re increasing focus to ensure that they’re building to the expectations of a mobile-first world. PubMatic’s Q3 2015 Quarterly Mobile Index (QMI) report showed that advertisers are responding to this trend, with improved mobile ad design and quality, and for good reason: Mobile CPMs are, according to the QMI, higher to the tune of 34 percent and growing faster, year-over-year, than desktop CPMs. Publishers already understand the value of mobile, but the most successful ones are zeroing in on ways to make mobile content experiences easier to use, more consistent and seamless for users.

Trend 3: The media and technology convergence continues… but with more defined roles

Technology and media have long been intertwined, but 2016 will see the two coming together in true partnership to serve consumers’ needs, with each partner driving decision making in their area of expertise. This means media companies have to understand technology to work closely with technology providers. On the other side, technology companies must develop user-friendly solutions, while providing consultative services and technical support to ensure that publishers and advertisers are deriving the most value out of the software. As such, in 2016, we see the two types of providers working closely, but with tech experts driving the bulk of the technology decisions.

Trend 4: The truth about native will emerge

Native advertising has proven to be an incredibly enticing tactic, enabling the seamless integration of advertorial content into websites and, most importantly, the preservation of a high-quality user experience. Over the next year, it’s going to be absolutely critical for publishers to realise that native isn’t a cure-all solution. It has to be managed carefully in order to achieve maximum ROI. Certain native solutions are more scalable than others, but still must exist as a component of a broader marketing strategy.

This is Part 1 in our “Publisher’s Crystal Ball” series. You can find Part 2 here.

The Publisher’s Crystal Ball: 2016 Trends For Digital Media & Advertising was last modified: January 15th, 2016 by Adtech Stars