The digital advertising space is rapidly evolving for brands. Driven by a need to optimise and capture consumer attention across devices, 2015 will see marketers fine-tune their approach in the way that they target, buy and attribute spend by incorporating these three trends into their advertising strategies.
Multi-touch Attribution
Changes in consumer behaviour due to the prevalence of mobile devices are already resulting in a new era of ‘multi-touch’ attribution. In 2015, marketers will increasingly move away from the traditional last-click model, but challenges will remain. It will be essential for marketers to take into consideration the rapidly rising number of channels and platforms that are transforming the consumer path-to-purchase. And as data becomes bigger and more complex, attribution models will need to adapt accordingly.
Native advertising
Enhanced by its ability to work across device, native advertising spend hit £216 million this year and will continue to rise in popularity among online advertisers. Many marketers, publishers and agencies are already adjusting their strategies to reflect and experiment with this new advertising format, and next year will see native advertising mature to fit even more comfortably into most marketers’ digital advertising strategy.
Viewability
Advertisers are still paying for display ads that are served but not necessarily viewed, making it challenging for marketers to measure the success of digital advertising campaigns. We have been in a period of transition where viewability and measurability levels vary, and standards are being created but not enforced. However, we can expect to see viewability having a significant effect on digital ad efficacy and accountability.
By Sarah Lawson Johnston, Managing Director Europe at Mediaocean.
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