Time does not stand still. And neither does technology.
What can we expect in 2015? Everyone knows that mobile is major, but according to RadiumOne, it’ll loom even larger as a market force in 2015.
The top trends?
Watch for mobile in-car to become an ‘Internet of Things’ player.
“A wide range of brands can take advantage of in-car technologies that are featuring improved user-friendly interfaces, wifi and an expanding set of information and offerings. The most obvious connections to consumers can be made by automotive-related brands from gasoline to tires to repair services,” said Eric Bader, CMO, RadiumOne. “Additionally there are big opportunities for insurance, retailers, QSRs, and specialties such as coffee that can use data about location, time-of-day and specific routes to tailor their messages to drivers and passengers.”
Bader foresees the kind of integrations that could enable brands to advertise in cars (via social media) to suggest items based on the number of days until Christmas or proximity to a retail location.
Also, according to BizReport, which did a story on RadiumOne’s trends thinking, native advertising will move into social, mobile networks like never before.
“The growth and effectiveness measurements of native advertising from 2014 are very encouraging,” said Bader. “As advertisers look for ways to break through the clutter and become more relevant, native ad spending will grow and the offerings will evolve to meet the unique opportunities of social and mobile. Social and mobile of course are merging as so much social engagement is happening through mobile devices.”
Bader suggests that effective future native advertising “will be served in as close to real-time as possible” as well as ensconced in relevant content consumers want, not as unwelcome disruptions.
What else does Bader see on the horizon? Mobile video ads will skyrocket — to the moon.
“Video has arguably the most demand and growth of all the digital channels right now and since so much of it is being consumed on mobile devices, we will see a huge expansion in spending in 2015,” Bader posited. “Look for an evolution of the types and formats beyond just pre-roll to shorter and more innovative, and maybe less interruptive, types.”
