2017 is here, and it’s time to try to predict what the future holds for us. Here are the trends we think will go big this year and what businesses need to watch out for:
It was, for a long time, a widely accepted truth that whilst people might use phones to access the internet, they wouldn’t use them to buy things. Too small a screen; too hard to type; not secure enough; the list of reasons was as long as it was - so time has proved - wrong.
Each month the IAB profiles a Council Member working hard to proactively define the future of digital advertising.
Name: Stewart Heys
IAB Council: Mobile Advertising Council (and Video Council)
Olympic fans all around Australia are getting ready to turn their attention to Rio, and while the athletes are competing for medals, brands are competing for consumers’ attention and business.
Using programmatic to reach residents in high-risk bushfire areas
In October 2013, approximately 100 fires burnt across eastern New South Wales, including six major bushfires. These fires killed two people, burned 768,000 hectares of land, destroyed 279 homes and the damages eventually totalled well over $100 million. A problem existed with the standard messaging: It lacked impact, urgency and relevancy. Something needed to be done.
Programmatic was once a space populated by hordes of software providers.
Like the group buying industry, it grew fast, with opportunists cropping up left, right and centre to capitalise on the windfall. Now the market is starting to consolidate. We'll see vendors merge, many die, and within two years, supply side platforms (SSPs) and ad servers will cease to exist as we currently know them.
As we flagged in February, we're making a change to our search rankings, to include 'mobile-friendliness' as one of the many criteria we use to rank search results.
There have been a few misconceptions flying around about this change, so we wanted to clear them up.
Mobile spend grows 81% to $1.55B
Video spend grows 75% to $484M