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BizReport : Advertising : December 21, 2015

4 ways advertising will change in 2016

Ad spending and analysis are each expected to show significant increases in 2016. And, according to 2 AOL Platforms experts, there are 4 more ways advertising will change next year.

by Kristina Knight

First-Party Data will Rise Above

"2015 was the year first-party data began to be more coveted than third-party data. There is significant value in proprietary, first-party data, which is more powerful than aggregated and blended stand-alone third-party data," said Seth Demsey, Chief Technology Officer, AOL Platforms.

Ad Blocking is More Headline than Barrier. Better Creative is Key

"Ad blocking ruled headlines for the better half of 2015, but the actual barrier to click was less of a problem. The concept does, however, speaker to an underlying issue. Customers are telling advertisers and publishers that the experience provided is substandard - and that they're willing to do something about it. Half - if not more - of the ad blocking blame falls on the advertising industry as a whole. From everything from ad experiences that are too heavy or too slow, to creative that isn't appropriate, high-quality, relevant, or well-targeted, the customers are saying, "We've reached a breaking point and it's time for you people to fix it,"" said Demsey.

The Rise of the Private Marketplace

"There has been an enormous expansion of the use of private marketplaces. They've really gone well beyond what the original private exchange was set up to do, and become a discovery mechanism, which I don't think too many people thought was going to be the case a few years ago. So you've got areas around private exchange and PMP's that have extended into discovery as opposed to just a mechanism for fulfilling direct sales," said Ernie Cormier, Chief Product Officer, AOL Platforms.

2016 Will be the Year of Mobile Experience

"Everything around ad blocking, user satisfaction, and user experience extends to mobile. And in many ways, in spades. We've become conditioned to tolerate longer load times in desktop than in mobile. Think about it - you're standing at a subway or a bus stop and you're waiting 10 seconds for a page to load on your phone. That experience feels so much worse than it does on desktop. While 2015, 2014, 2013, 2012, may have been "the year of mobile," 2016 will be the year of mobile experience," said Cormier.

Image via Shutterstock

Tags: 2016 advertising changes, advertising, AOL, mobile advertising, mobile marketing

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