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BizReport : Advertising archives : December 05, 2014

Expert advises what to watch for in 2015

No one knows what 2015 will hold for businesses. Will mobile payments erupt? Will social media dissolve? One expert believes 2015 will be the year direct brand relationships will once again be cultivated.

by Kristina Knight

What should your business be on the watch for in 2015? According to one expert transaparency, direct relationships, mobile and online video. Here's why.

"Fraud, viewability and transparency," said Denise Colella, CEO, Maxifier. "These will all be watch words next year and they're all interrelated. Ad fraud has become a very public issue, and nonhuman and otherwise bogus traffic accounts for anywhere between 10% to 40% of global display inventory. Expect a swathe of products emerging in 2015 to both tackle fraud and better deliver viewable impressions, as they're two sides of the same coin. Transparency will come to the fore as advertisers demand greater insight into where their ads are appearing; the increasing importance of PMPs and the move away from open exchanges are symptoms of this. Solving for ad fraud, viewability and transparency are all very important in attracting brand dollars and prioritizing these issues for 2015 is an indication the industry is growing up."

Colella also advises brands to watch for more mobile as consumers continue to adopt smartphones and move their online shopping, reader and video viewing to mobile devices.

"Mobile means not only a smaller screen, but an inherently different way of searching for, consuming and interacting with content. Mobile video in particular must be seamless and not disruptive to the viewer's browsing experience, with close attention paid to length of ad, image scale, font sizes and how ads stream to the user," said Colella.

Meanwhile, she says more brands will begin building direct relationships with publishers again to ensure the safe placement of their ads and the value of the data used to target their content to online consumers. And, finally, Colella points to the increasing importance of online video.

"John Lewis' decision in the UK to air its latest Christmas ad online 36 hours before it was shown on television is indicative that digital is proving itself a medium to deliver audience at scale for brands - something that was once purely the domain of television. Fragmented TV audiences, the growth of mobile as the screen of choice for media consumption, the ability for online sharing and the immediacy of digital metrics to determine the attitudes of consumers means we may well be seeing a sea change in how brands are approaching digital," said Colella.

Tags: 2015 ad predictions, advertising, advertising trends, Maxifier

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