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BizReport : Advertising : November 22, 2016

Two trends to watch from performance marketing

Look for performance marketing to diverge into a couple of different trend lines as we move into 2017. That's the word from two experts who believe following these trends could help brands perform better in the new year.

by Kristina Knight

First, cross-device date integrations will fuel different targeting options

"Performance marketing is going to see divergent trends. On the one hand, increasingly powerful data-integrations across mobile providers will help fuel the growth of mobile programmatic, targeting and marketing automation. Over the past two years, we have seen many marketers engage in far deeper retargeting and lookalike targeting efforts as it became easier to sync their customer data across platforms. On the other hand, we are also seeing many marketers reallocate performance marketing budgets to very broadly targeted campaigns rather than the narrow targeting that became popular over the last few years. This trend is likely the result of an over-exuberance for targeting that has pervaded our industry. By the end of 2017, these two divergent trends will normalize, creating performance marketing models that are broad at the top of the funnel, and highly targeted and automated lower in the funnel," said Jasper Radeke, Director of Marketing, North America, AppsFlyer.

Second, an overall increase in mobile performance marketing

"We'll see more performance marketing campaigns make their way onto mobile devices. Mobile provides a challenging opportunity as traditional video advertising on pre-roll and out-stream doesn't on a mobile handset. The ads have to be much shorter in duration, provide geo-based targeting and a clear call to action. However, the shift presents a great opportunity for brands as consumers interact with their smartphones in a completely different way than a desktop. It's expected by 2018 that mobile will account for over half of all internet advertising - so it's important that brands start optimizing for mobile," said Patrick Hopf, President and Co-Founder, SourceKnowledge.

Tags: advertising, advertising trends, AppsFlyer, performance marketing, SourceKnowledge

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