2016 forecasts

2016 Predictions and Trends-Part 3

CES 2016-The Future Revealed

Sarah Ivey, Global Chief Strategy Officer, Initiative, discusses the trends from the Consumer Electronics Show, and she provides the implications of each trend for marketers in this article, “Five Learnings for Marketers From CES 2016,” on the site of Marketing magazine.  Ivey points out that driverless cars will free up drivers to consume media or entertainment during the trip. She analyzes additional trends and provides their marketing implications.  TAG: Consumer Electronics Show.  See more . . . Source: http://www.marketingmagazine.co.uk/article/1378684/five-learnings-marketers-ces-2016


34% of Marketers Plan to Increase Spending on Traditional Media in 2016

Noreen O’Leary reports on a survey by RSW/US 2016 in this Adweek article, “Marketers Might Surprise Agencies by Investing in More Traditional Media This Year.”  This survey reveals that marketers are less enthusiastic than agencies about increasing mobile and social budgets. According to this article, 34% of marketers said they will increase spending on traditional media in 2016, while only 19% of agency respondents expect that to happen.  Other points of industry disparity and agreement are discussed in this article.  TAGS: ad spending, traditional media.  See more . . . Source: http://www.adweek.com/news/advertising-branding/marketers-might-surprise-agencies-investing-more-traditional-media-year-168888


2016 Will Be the Year of B2B Digital Marketing

In this article from the Internet Advertising Bureau (IAB), Susan Borst, the organization’s Director of Industry Initiatives, presents 2016 predictions from members of the IAB’s B2B Committee.  “Top 2016 Predictions for B2B Digital Advertising,” includes four major trends: creative/content, data, targeting, and viewability.  Explore the predictions provided by committee members.  TAGS: b2b, digital advertising.  See more . . . Source: http://www.iab.com/news/b2b-2016-digital-predictions/


Big Data and the FTC’s Guidance

John Eggerton, writing for Broadcasting & Cable, provides an overview of the Federal Trade Commission’s guidance to business on Big Data. The article, “FTC Issues Guidance on Big Data Dos, Don’ts,” discusses the benefits resulting from the collection of data, as well as the risks.  Businesses need to remain aware of the impact of data collection on consumers.  The FTC’s report, “Big Data: A Tool for Inclusion or Exclusion? Understanding the Issues,” also reminds companies of the FTC’s role in monitoring and enforcement. TAGS: big data, FTC.  See more . . . Source: http://www.broadcastingcable.com/news/washington/ftc-issues-guidance-big-data-dos-donts/146735


Is the GRP Dead?

In this December 2015 article, “Is the GRP Really Dead in a Cross-Platform Ecosystem?” from The Journal of Advertising Research, Gian M. Fulgoni, the Co-Founder and Chairman Emeritus of comScore, explains why the Gross Rating Point metric will become even more critical in a fragmented media world.  Despite claims that GRP is obsolete in a digital world, Fulgoni provides evidence that GRPs, and targeted GRPs, remain extremely important metrics in the measurement of unduplicated reach and frequency across platforms. TAG: GRP.  See more . . . Source: http://www.thearf.org/journal-of-advertising-research-online-access/


Consumers, Heroes, and the Trends That Will Impact Advertising in 2016

Ford Motor Company and advertising agency Ogilvy reveal the “10 Behavioral Trends Guiding Advertising in 2016,” in this Media Post article by Laurie Sullivan. Despite an underlying sense of disillusionment, consumers are willing to embrace heroes, including fictional characters. Sheryl Connelly, Ford’s Global Consumer Trends and Futuring Manager, analyzes additional trends in this article and provides a link to the full study.  TAG: behavioral trends.  See more . . . Source: http://www.mediapost.com/publications/article/265598/10-behavioral-trends-guiding-advertising-in-2016.html

Five Seconds and Counting

Marketers have five seconds to catch the attention of consumers with mobile video advertising according to Gal Borenstein, founder and CEO of the Borenstein Group.  He analyzes the “10 Digital Branding and Marketing Trends to Watch For in 2016” in this Ragan Communications article.  View the infographic and the additional nine trends that will impact your digital branding and marketing in 2016.  TAG: mobile video advertising.  See more . . . Source: http://www.ragan.com/Main/Articles/50581.aspx

Consumers Can Be Motivated Not to Block Ads

Lolly Mason, writing for iMEDIA CONNECTION, believes that publishers and advertisers will reevaluate their digital advertising in 2016 and provide a more positive advertising experience for consumers.  Mason’s article, “The Year We Say Goodbye to Bad Ads?” discusses how fewer, more creative ads, and ads that are less intrusive and more relevant will provide publishers and advertisers with the tools to fight back against ad blocking by consumers. TAG: ad blocking.  See more . . . Source: http://www.imediaconnection.com/content/39712.asp

Email Will Remain the ROI Champion

Data analytics, segmentation, and personalization will increase email’s effectiveness in 2016.  Read how social media presents an opportunity for greater personalization of email in this Direct Marketing News article by Al Urbanski, “In 2016, All Roads Will Lead to Email.” TAG: email marketing.  See more . . . Source: http://www.dmnews.com/in-2016-all-roads-will-lead-to-email/printarticle/461319/

How Do Consumers Think in a Digital World?

The goal of the authors in this December 2015 Journal of Advertising Research article  was to replicate the most-cited study in advertising research, the elaboration likelihood model (ELM), to see if this model would reflect how consumers think in the digital world.

The authors are Gayle Kerr, Queensland University of Technology; Don E. Schultz, Northwestern University; Philip J. Kitchen, ESC Rennes School of Business; Frank J. Mulhern, Northwestern University, and Park Beede, Higher Colleges of Technology.

The authors conclude in this article, “Does Traditional Advertising Theory Apply to the Digital World?  A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,” that the results of the 1983 study could not be replicated today in any of the three countries in which the current study was conducted.  They suggest that advertising scholars need to examine the assumptions and foundations of “advertising theory.” TAGS: elaboration likelihood model, replication of research.  See more . . . Source: http://www.thearf.org/journal-of-advertising-research-online-access/


2016 Predictions and Trends

For the First Time, Advertising To Surpass $500 Billion In 2016

IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan.  “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
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Source: http://www.mediapost.com/publications/article/265493/advertising-to-surpass-500-billion-in-2016.html

IoT Will Become Omnipresent in Our Lives

Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources.  Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.” 
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Source: http://www.mediapost.com/publications/article/265353/2016-iot-predictions-big-data-beacons-wearables.html

Fewer but More Creative Ads in 2016

Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead.  In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
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Source: http://www.campaignlive.com/article/better-creative-fewer-ads-6-trends-will-define-2016/1377923

Native Advertising: FTC Guidance and IAB Concerns

The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising.  Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.”  While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance. 
See more…
Source: http://www.iab.com/news/iab-concerned-about-ftc-guidance-on-native-advertising/

Multichannel Online Behavior Can Predict Online Consumer Purchasing

This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
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Source: http://www.thearf.org/journal-of-advertising-research-online-access/

Six Market Research Trends to Watch in 2016

Kirk Hendrickson considers the trends that will impact market researchers and clients in 2016 in this Media Post article. Ad spending will continue to move to mobile, brands will increase efforts to measure the “experiencing-self” of consumers, consumers expect to “buy anything, anywhere” in the new shopping landscape, big data keeps getting bigger, the increase in video spending parallels the increase in video consumption, and in-store experience is more critical than ever.

Research will be more flexible, customizable, and focused on the “experiencing–self.”  In addition, researchers will continue to incorporate innovative technology into their research offerings, and to create a cohesive story for their clients.

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Top Trends for Mobile Advertising and Data Science in 2016

Lauren Moores presents the five top trends for mobile and data science in 2016 in this Advertising Age article. Marketers will begin adopting beacon proximity signals, mobile audience modeling and prospecting will get more sophisticated, advertisers will dig into physical and emotional signals from wearables, creative agencies will turn to data science to optimize campaigns, and cross-device marketing will become even more prevalent.

Moores points out that mobile is a way of living and a vehicle for content and communications.  In 2016, the distinction between digital and linear channels will begin to blur, and marketers will combine behavioral and geolocation signals to uncover new customers.  In addition, there is strong potential for campaign and audience optimization as a result of mobile data.

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Trends for 2016: Six Predictions for What Will Happen

eMarketer provides predictions for digital advancements in 2016. These predictions focus on the impact of mobile, from messaging apps to mobile commerce. eMarketer’s “Six Predictions for What Will Happen” are: the voice of the consumer will be heard, marketers will join the conversation (in messaging apps), mobile payments will take off, mobile commerce will move down the funnel, millennials and centennials will be ok with releasing even more data, and Facebook will become nearly entirely mobile. The article elaborates on these predictions.

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