Five Digital Marketing Trends for 2016

Five Digital Marketing Trends for 2016
SHARE
THIS



From publisher alliances to the rise of the retail trading desk, Rubicon Project’s GM international, Jay Stevens, discusses the five digital marketing trends that will shake up our industry in the year to come.

1. Rise of the retail trading desk

Retail brands have been delving into the world of publishing for some time, creating custom content for their sites around recipes or seasonal allergy guides and selling media against the editorial. The next logical step is for them to become retail trading desks too.

The reason is simple: the point of sale and CRM data supermarket chains are constantly gathering is richer than anything any media agency or brands have access to. This data runs both offline and online and brands desperate to better understand their customers would jump at the opportunity to access it.

One example of this could be a leading supermarket chain approaching Unilever or P&G and offering to run campaigns on their behalf that leverage the retailer’s customer relationship management (CRM) and purchase data in exchange for a certain amount of media spend.

Some global retailers have already been experimenting with this approach, notably Amazon and Walmart, and even domestically we have seen Coles leading the way, but 2016 will be the year the global retail sector really wakes up to the potential of the retail trading desk.

2. Publisher Co-operatives go global

Co-operatives allow publishers to come together to pool and package first-party data along with their inventory, offering advertisers access to finely targeted audiences, bought programmatically, at scale. In essence, it’s about becoming greater than the sum of their parts.

We’ve already seen Publisher Co-operatives become increasingly popular in Europe with La Place Media in France, HOPPex in Hungary and PPN in Greece, the latter two of which launched earlier this year. Elsewhere the global Pangaea Alliance (made up of The Guardian, CNN, The Economist, Reuters and the Financial Times) and RPA Media Place in Argentina launched on the Rubicon Project platform in the second half of the year.  Most recently in October, New Zealand’s first publisher co-operative launched, where premium publishers Fairfax Media, Mediaworks, NZME and TVNZ joined forces to create KPEX.

As the digital beasts of search and social continue to dominate online ad revenues, alliances like these will become increasingly popular for publishers eager to boost their digital businesses so in 2016 we expect the trend will go truly global.

3. Getting closer to a fully automated media landscape?

Technology and data are evolving at such a pace that the next five years will see more change than that of the last 50. This change is around how we understand consumers, and how we plan and buy media on behalf of advertisers. Simply, it is becoming automated, removing manual effort and supercharging the effectiveness of marketing communications.

These benefits are now starting to move far beyond the ‘traditional’ programmatic environment and into media channels not normally associated with automation. In fact, it won’t be long before unified platforms emerge that can connect a media buyer with all the various media types on offer.  2016 will be the year the early signs of this utopian ideal begin to emerge.

4. The end of the publisher waterfall is close

In the publishing world, the process of programmatically trading ad inventory normally sticks to the classic waterfall structure – whereby publishers sequentially offer their inventory through various sales channels, starting with the most valuable and moving down the chain if no buyer bites.

However there is an alternative model that helps publishers eke out more revenue from their inventory, saving a great deal of time and effort in the process. Header bidding, also known as advance bidding or pre-bidding, is a technique that involves publishers inserting code at the head of their pages, allowing inventory to be offered to multiple ad exchanges simultaneously before making calls to their ad servers.

Normally, a publisher’s ad server has to pick just one pool of demand a time, a process which artificially caps publishers’ revenues, lowers CPMs and for those publishers on DoubleClick For Publishers using Enhanced Dynamic Allocation, give Google’s own sources of demand a unique advantage. Header bidding eliminates the inefficient and wasteful process of pushing inventory back and forth and, most importantly, creates a level playing field for both publishers and advertisers.

To date, tech issues have held this trend back – not least the impact the complex code involved has on page load times. But, these technological hurdles are rapidly coming down and 2016 will be the year that the dream of an effective unified auction, where demand sources compete side by side, becomes reality.

5. Automated guaranteed will finally come of age

Programmatic technology has been a great success for publishers and advertisers alike. But digital marketers have come to appreciate that advertising is not always a one-size-fits-all proposition, and the open ad exchanges normally associated with programmatic are not for everyone.

While some publishers and advertisers may not want to play in the open market exchange buying world, many still want to take advantage of the benefits of automation. It’s for that reason that automated guaranteed has been gaining traction and is set to be a key trend in 2016.

Automated guaranteed solutions allow buyers and publishers of all shapes and sizes to automate their direct sales processes within private exchanges, making the antiquated manual process of planning and buying a thing of the past.  It isn’t new, but the technology that will allow automated guaranteed to go mainstream is maturing. The direct buying and selling of online ads is finally catching up with the ad tech revolution.

 

Please login with linkedin to comment

Designworks Pinterest

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine