Well, 2015 is well and truly underway and Snack’s employees have offered what they think will happen in the industry this year. Here is part one of our industry predictions!
Do you agree?
Tom Jones
Digital Advertising and Marketing Manager
What to pick? 2015 is a big year for programmatic, mobile, native and viewability. Expect to see a greater proportion of agency budgets pushed through programmatic avenues, with the majority of spend going down this route outside of sponsorship campaigns. Whilst the call for more mobile spend has become a little tiresome, this year will see the biggest progress achieved as the device is accepted as a branding platform.
Native ads will become commonplace as a line item on brief responses as the value of reaching the right audience with the right message is appreciated. Finally, viewability will start to be set as a KPI on campaigns, with agencies only willing to pay on impressions above a certain percentage, but whether this is a feasible development remains to be seen.
James Murphy
Business Development Manager
It might be the advertising world’s worst kept secret but I’m predicting big things for video content in 2015. For all you social media fiends out there it is clear to see that video content is being viewed and shared more than ever at the moment. The possibilities are staggering, David Poltrack CBS’s (American commercial broadcast television network) Chief Research Officer went as far to say that digital video advertising made more money than that of advertising on the television.
Unlike TV viewers, who can change channels during a commercial, audience members watching content online have to watch an ad in its entirety whilst it’s being displayed if they want to continue watching their programme. There is no option to skip or fast forward through online video ads. This creates an advantage for brands and video ad publishers like ourselves.
Ross Robertson
Head of Sales
The continued rise of programmatic advertising with more formats available to trade including native and high impact takeovers. More mediums making their inventory available programmatically with TV, cinema and outdoor joining the party.
Greg Newcombe
Editor In Chief of Football FanCast
- I think the standout success of Tinder will see more apps try to replicate its design and easy to use mechanic – something which could be useful in any number of other sectors other than online dating
- Brands will continue to get social campaigns wrong, patronise their audience and come up with the next dodgy hashtag (the next #Susanalbumparty is just around the corner) but some will of course get them right and find new ways to use social and technology to not only market their product but add value to their consumer’s lives
- Social will be used more and more in mainstream media as a way of analysing and gauging opinion
- This year’s General Election will be the most technologically and socially covered in history – expect gaffes, winning margins and constituents all over the Internet, warts and all!
Liam Mannion
Apprentice
YouTube already had a successful year through integrating new ways of connecting with audiences. This is set to continue into 2015 with companies, specifically to do more with gaming, are using new methods of reaching out and expanding such as through Twitch, which started off as a video streaming service but has now gone on to become an entity of it’s own with companies such as Sony using it to stream events and games. Secondly, live streaming of festivals/gigs allows companies to give their audiences high quality levels of content and through YouTube, send it worldwide.
