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.
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