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Marketers will unite sales & media touchpoints in new ways in 2016: Report

In 2016, smart marketers will adopt more sophisticated online and mobile media plans to improve synergies across the overall media mix, according to Millward Brown’s predictions report.

As marketers move beyond online and mobile to context based marketing, smart marketers will separate social, search, online video, streaming music, gaming and other forms of text and image-based content by the way consumers use them – not by platform. Marketers will differentiate between lean-back activities and more active involvement uses, the report added.

As mobile presents a huge opportunity for marketers to reach consumers in new ways, smart brands will rethink how to create effective mobile ads as receptivity and creative challenges lie ahead. Mobile will get higher share of the media budgets with mobile video being one of the main growth drivers. But, Millward Brown highlighted that the performance of mobile advertising to date has varied widely and many brands are making big mistakes with execution.

Another trend highlighted in the report is that header bidding will drive change in programmatic buying. Industry interest in the efficiencies of header bidding will create complexity for the adoption of ad viewability in programmatic buying. Finding the right balance and formula for success when it comes to viewability in the programmatic context will continue to be elusive and will necessitate even greater efforts and collaboration between industry players.

Even as advertisers entered an era of precise targeting and subscription funded viewing platforms, Millward Brown highlights that connected TV won’t kill linear TV advertising in 2016. But, the report added, 2016 will be a turning point in video content viewing that will represent real implications for the future of TV advertising.

As brands will invest more heavily in online and especially mobile video advertising in 2016, there is a need for brands to adapt their content for different ad formats. Making this new matrix of payment options and formats work requires brands to align their creative assets appropriately, the report highlighted. Too many online videos are still repurposed TV spots that have not necessarily been tested for online readiness. Within the online space, the need to generate intrigue, skip resistance and branded impact in the first two, five or ten seconds also presents three very different structural creative challenges. Unless format and buying decisions are made early on, and built into the creative briefing process, brands will continue to develop video creative that wastes a significant amount of their media budget.

More brands are becoming content creators and as marketing moves from disruption to attraction, content marketing will move up the corporate agenda in 2016. Millward Brown highlights that content marketing is highly appealing and strongly drives consideration. In 2016, marketers will continue to build a future where brands engage with customers most heavily through content, but they will need to measure its return on investment.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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