2016 DIGITIAL TRENDS
1. The Death of the Digital Display Ad
In September 2015 Apple joined in the war against interruptive display ads by introducing ad-blocking software on IOS devices. With IOS devices accounting for 14% of those used to browse the internet, and a 48% rise in the use of ad-blocking software last year, online advertising will need to start adapting to new formats to reach consumers, with an increased focus on social media and native campaigns.
2. The Rise of Video Ads and Live Streaming
Although video ads have been offered for some time now from platforms such as YouTube and Facebook, Google are set to finally jump on board this year with the introduction of in-search video ads. These will appear as thumbnails where the current text-based ads appear, and expand on click.
Although for Google they may seem a bit too intrusive to jump straight in with, mobile live streaming is indisputably on the rise. With the launch of Twitter-owned Periscope in 2015, and Facebook announcing it will start testing live streaming in the US for iPhone users, video ads as a media are definitely one to watch this year.
3. Accelerated Data-Driven Accuracy
As well as a change in ad formats, how ads are targeted is also set to advance this year. The use of data science is on the up, and we’re starting to know more about digital users than ever before. With a growth in data about who audiences are, what they are doing and when, alongside the growth in ‘self-data’ (which includes physical and emotional signals) through wearables such as fitness trackers, we can expect more accurate brand messaging and targeting beginning to emerge.
4. Emergent use of Augmented and Virtual Reality
Virtual reality may conjure up flash backs from 80s sci-fi films, but with the release of some widely anticipated VR headsets, including the Oculus Rift and Sony’s Play Station VR, virtual reality will very much be a thing of the now. VR may seem a bit too novel for most brands at the moment, but if it continues to go the way it is, it could soon develop into an important media for brands to engage with consumers through.
At the moment, AR is the more prevalent of the two and works fantastically with traditional media such as outdoor and press, allowing brands to include a wealth of additional information through interactive elements. With the current development of Google’s Magic Leap and Microstoft’s HoLo Lense AR is increasingly likely to become a mainstream product.