The 2015 digital marketing industry was dominated by native advertising, an increase in programmatic ad spending, hyper-segmentation and viewability. But as 2015 comes to a close, marketers are beginning to observe what digital marketing trends are going to arise in 2016. Jay Friedman, chief operating officer of the programmatic ad tech firm Goodway Group, offers his predictions on what 2016 digital marketing trends are going to take hold and impact the industry: • People-based Marketing – 2016 will be the first year people-based marketing (rather than device-based or cookie-based for behaviors) really takes off. Facebook will launch their DSP and be the only player truly offering this. This is a major game changer as advertisers will have a whole new understanding of the subject matter their audience will respond to in advertisements. • Ad Blocking Leveling Out – Smart publishers will take control and start earning a fair price for their inventory. They’ll disallow ad blocking, and some will start to make 100 percent of their ad slots 100 percent viewable with infinite scroll ads. Publishers and consumers will be forced to find a happy medium between excessive ads and ad blockers so both parties benefit in the end. • Programmatic Specific Agencies – At least five major brands will select programmatic-specific agencies apart from their existing formal agency relationships in order to capitalize on advertisements. Conversely, many large regional or smaller national brands will still not be using their first-party data as of the first of the year. • ROI – Market leaders will enable clear offline ROI tracking from online spend. This will allow them to analyze their process and content in order to make their digital campaigns even more effective while getting the best bang for their buck. • ROI dislodges ‘clutter metrics’– Those who are hyper-focused on viewability, fraud, ad blocking and all the other clutter will realize, it is all important, but it’s less important than measuring actual sales impact. While it’s important to pay attention to those clutter metrics, they should guide, not direct, as ROI is the ultimate stop. For the first time, digital ad spending will surpass traditional television ad spending in the U.S. in 2016, indicating the ever-growing power of the digital marketing industry. Consequently, marketers are already preparing for next year to ensure advertising plans are effective and achieve top-notch results.
Programmatic ad tech firm, Goodway Group, has unveiled an online target rating points (TRP) calculator as part of a recent revamp to their website. Now, existing and potential clients have the ability to access a free portal to assess online impressions for digital ad campaigns. Goodway is the only programmatic firm offering this value-added service on their website. Users can now convert their own TRP goals into online impressions or vice versa. As agencies evolve from buying “TV” to “Video,” media planners need to understand how moving dollars into digital will impact their communication plans. Driven by Nielsen’s population data, this featured tool will help digital advertisers answer key questions, such as:
- How many TRPs does xx impressions equate to in my market?
- How many impressions do I need to get to xx TRPs in my market?
“Existing clients and even potential new ones will now have the ability to answer key questions about their digital campaigns before they run,” states Jay Friedman, Chief Operating Officer of Goodway Group. “It’s a value-added service that we hope will keep our clients as informed as possible about the strategy of their existing and future campaigns.” The total website revamp effort, created by 28Media, highlights Goodway’s shift to modern day managed programmatic services while still honoring the history and values of the 86-year-old, third-generation family-owned company. “Change is both good and exhilarating. It keeps us nimble, keeps us pushing forward,” states Jay Friedman. “Our ability to transform over the years is how we built our success and how we stay at the forefront of the digital industry, offering only the best digital support, tools and integrated Web resources to our clients.” In addition to these new value-added client resources, the site also boasts easier navigation, streamlined content and rich imagery, creating a better user experience for both current clientele and future customers. To utilize these value-added features and explore the updated site, please visit www.goodwaygroup.com.
Tips on Maximizing the Effectiveness of Digital Holiday Ads Just like Santa has a holiday checklist, Goodway Group does too. The programmatic ad tech firm is delivering a handy checklist of what brands need to consider when deploying digital ads during the holiday season. “Digital experiences represent 48 percent of the total time consumers spend with media. So it is imperative to develop a plan that focuses on how and where consumers are absorbing information,” says Jay Friedman, chief operating officer of the Goodway Group. “It’s important to capitalize on these consumer wants and needs, especially during the holiday season, to ring up the jingle.” With that in mind, Goodway Group offers five key checklist items for digital advertising:
- Specialized keywords in pay-per-click (PPC). Holiday shoppers are now searching for items and categories that they don’t normally search for during the rest of the year. Relying only on data from previous months to create a plan simply won’t take into account the unique searches that happen this time of year.
- Place a heavy focus on mobile. Larger retailers should place a heavy focus on mobile, as it is on par with desktop for reaching a desired target market segment. Have consideration for those who search their smartphone while in the very act of shopping!
- Give enough lead time. Use specialized keywords in PPC for search traffic, and get advertising started with enough lead time in order maximize its potential. How much lead time? At least a week.
- Start media now. Advertisers are sorely mistaken when they think that turning advertising on means more sales and turning it off means less sales. There is at least one week of lag time in behavioral effect from advertising.
- Publishers should limit excessive use of ads. Publishers should not overload their site with too many ads or nonrelevant messaging. It will give short-term gain but hurts in the long run, because frustrated site visitors may turn to ad-blockers for relief.