Marketing trend predictions for 2016

What is 2016 likely to have in store for marketers? We’ve collected some of the industry’s main predictions for the year ahead:

  • Advertisers will start to find new ways to take advantage of the two way flow of information between different connected screens and will be able to deliver even further tailored, customised ad experiences to their customers
  • Connected TV platforms like these also provide the ability to measure results; an enticing feature for many brands, consequently encouraging further investment
  • Programmatic spend is predicted to reach £2.5bn in 2016, suggesting advertisers are hoping to invest more in highly targeted platforms such as VoD, Adsmart and online display
  • Converged forms of TV such as VoD and SkyAdsmart will continue to grow in popularity as brands take advantage of the potential to serve highly targeted ads to their desired audience(s)
  • The convergence between TV and online is going to have a big impact in 2016
  • Brands will have to think in real-time across different media platforms to cut through and engage with consumers; using more traditional platforms such as TV as well as social media in being reactive with consumer mood
  • With the rise of ad-blocking on digital platforms, branded content will become more important than ever
  • In 2016 we expect to see brands take much more of an editorial based approach, being coordinated, consistent and structured to deliver relevant and engaging messages to consumers on the web
  • For the out of home sector, 2016 will be chapter with technology embedded in developments to further enhance the ability of out of home to solve brands problems
  • The continued investment across the out of home medium in new high quality sites, screens and systems will move on a pace with 2016 being the year that national, multi format and digital campaigns will be truly possible.
  • However, technology runs much deeper than just digital out of home, for example fusing Route with mobile network data will allow classic formats to be planned in even more sophisticated ways by existing spenders and attract new brands to the medium.
  • As we look into 2016 it is expected that out of home will see no decline in audience or increase in ad avoidance.

As we enter into the New Year, it will be important to look ahead and identify the best channels for achieving your business objectives for the year. The team at The Media Angel have insight into many more of the latest and upcoming trends for the year ahead. The team’s expertise in this field will help you stand out and be the first to leverage on new opportunities.

Make sure you plan your year ahead with the support of the award-winning media planning and buying team at The Media Angel. Call 02921 320 200 or email [email protected] for expert marketing advice.

Despite a digital shift, TV ad revenue sees little, if any decline

Industry researchers have predicted that more than half of the nation’s advertising budget is likely to be spent on digital media this year. Perhaps surprisingly, certain traditional media platforms continue to thrive, despite a digital shift.

Even with this rise in digital media, TV is expected to see its advertising revenue rise by 3% to £3.bn seeing little, if any decline. A spokesperson from the Strategy Analytic’s Report describes the future of television advertising as “simply experiencing a shift in the source of revenue from linear TV ads to online video”.

The UK’s weekly population reach for TV remains stable at 94.2% and the traditional TV set remains the screen of choice for 98.4% of the population. Viewing on other devices such as tablets, laptops and smart phones has grown year on year by 17% but has yet to overtake the traditional television set as the preferred way to watch content.

For advertisers, the steadily growing popularity of on-demand services and online platforms is great news particularly for small businesses. These services provide opportunities for reaching audiences on a far more manageable budget. Where national TV advertising is renowned for being massively expensive, the rates for ITV Player and 4oD for example are significantly less and will still reach a majority audience.

Do you want to reach up to 94.2% of the population in your area with your advertising? Contact The Media Angel on 02921 320 200 or drop us an email for impartial advice on the most suitable media mix to suit your objectives.

More than half of adspend goes digital in 2015!

In 2015 it is predicted that the UK will be ranked the first country in the world to spend more than half of budgets on digital media.

Research conducted by market services company WPP has forecast that for the first time every for every £2 advertising spend; the UK will be spending £1 on digital media! The total ad spend figures for 2015 will hit £15.7bn with online spend growing rapidly to hit the £8bn mark!

It is reported that display advertising is the fastest growing market in internet advertising, which is likely to surge by 20% to reach £2.7bn. Display advertising has performed consistently well in ad spend stakes since 2013 with advertiser demand for this format rising steadily. Paid search advertising is likely to grow to £4.2bn with around 29% of that advertising on mobile devices.

The future is looking extremely bright for digital advertising and with observations that the British have a particularly keen enthusiasm for the digital world; there could be fewer rivalling ways to reach audiences in 2015.

Contact The Media Angel for advice on how to incorporate digital advertising into your media mix and harness its huge potential! Give one of our friendly team a call on 02921 320 200 or email [email protected].

Radio ad spend grew by 7.8% in 2014…

Research conducted by RadioWorks has delivered some exciting predictions for radio advertising in 2015. Where radio saw a healthy 7.8% growth in ad-spend last year, a rise of 5.7% is predicted for 2015.

These strong increases in spend are explained by digital audio service’s rising popularity among audiences, with reach figures last year escalating twofold in the space of just 18 months! 12 million unique listeners were reached by audio services in the spring of 2014, and this is expected to rise to 20 million at the start of 2015.

According to reports conducted RAB, brands using radio get their money back nearly eight times over on average!

Such data proves that advertisers are recognising the potential of radio’s significant scale and influence; allocating larger chunks of their marketing budgets to the medium and enjoying maximised returns. With one of the lowest levels of advertising avoidance, radio allows marketers to reach out to millions of new customers as well as current, existing consumers with essential messages at key activity moments across the day. Radio ads are so frequent and high in reach that a brand can create a disproportionately large share of mind for itself.

The time is now to realise the potential in radio advertising investments; January is the perfect time to connect with open-minded, fresh thinking listeners.

Contact The Media Angel today and get started on your plans to make the New Year your most successful yet.

Take a look at our blog

Keep up to date with the latest industry news

By using this site you accept the Terms of use | Privacy policy | Cookie policy | Sitemap

Ⓒ The Media Angel Ltd 2024. All rights reserved.