5 Adtech Predictions for 2016

Blog_AdPredictions_01

Fyber’s COO and co-founder, Janis Zech, shares his outlook and predictions on the adtech industry for 2016.

#1: Increased spend on native formats outside of owned and operated properties
The coming year will bring an increase in spend on native formats, outside of owned and operated properties, thanks to innovations in creative and publishers innovating on the inventory discovery. The investment in these new formats will be centered on native video, allowing text-based publishers to tap into fast growing video advertising budgets.

#2: Viewability will create new pricing models for mobile video advertising
Viewability became a hot topic in 2015 for desktop video advertising. We should expect to have profound impacts on mobile video advertising, changing the way advertisers allocate spend and price the actual user engagement. Mobile video has strong potential to drive engagement beyond the actual view, like app installs, and convert users down the funnel.

#3: Data as the key currency of mobile advertising

Data will continue as the currency of mobile advertising, allowing larger brand budgets to buy mobile audience similar to desktop devices. In 2016, buyers will simply execute digital campaigns instead of separating desktop vs. mobile, and mobile will be a significant portion of these budgets.

#4: VR will create new ad formats for mobile advertising
With virtual and augmented reality becoming more popular, we’ll start to see the effects trickle into the mobile advertising industry. We’ll begin to see the core infrastructure in terms of content creation, reach and tracking, personalization and performance develop. This will be powerful given the immersive nature of both of these formats, which will have a huge impact on mobile advertising landscape.

#5: The rise of programmatic will continue
While the significant majority of display ad budgets is already traded in real time, we can expect similar trends for mobile video and native ad formats. Mobile will be the most programmatic ecosystem, with exciting potential for private marketplaces and programmatic direct campaigns.

Check out Fyber’s VP Global Developer Relations, David Diaz, share his Mobile Gaming Predictions for 2016.

Read these next

Contact Us










    By sharing your information you are agreeing to receive communications in regards to any questions or requests submitted on this form. Fyber will keep your information solely for internal tracking purposes and will not use this information for any other purpose. You may request to delete the information provided at any time.

    If you send us a message by clicking the "Send" button, we use a recaptcha service provided by Google LLC to check whether the message was sent by a natural person or a computer program ("bot") in order to ensure that only valid user requests are forwarded to us. Google LLC processes personal information from your browser, such as your browser settings and your click behavior on this screen. Please refer to the Privacy Policy for further information on data processing procedures of our third-party services.