Top 7 predictions of digital ad industry for 2015: Study

French performance
marketing technology company Criteo has recently published a study highlighting
the key trends of the online ad industry for 2015. The study is aimed at advertisers
and businesses that make use of targeted online advertising.

French performance
marketing technology company Criteo has recently published a study highlighting
the key trends of the online ad industry for 2015. The study is aimed at advertisers
and businesses that make use of targeted online advertising.

According to the
E-commerce industry outlook 2015’ report, 2015 will be another exciting year for
the e-commerce industry as mobile shopping further matures and consumer
mindshare continues to be split across multiple devices.

According to the
company, these insights were gleaned from the data of “billions of online

Here are the top
7 predictions of what advertisers can expect in 2015:

1. Mobile
share will grow to 40% of e-commerce transactions globally

share of online sales grew steadily in 2014. This year mobile devices will
account for 40 per cent of e-commerce transactions globally, and more than 50
per cent in the developed markets.

mobile share of e-commerce transactions grows, mobile will also attract a
greater share of digital ad spending.

2. Cross-device marketing will be real and
drive significant value for advertisers

2015, the complexities around cross-device advertising will disappear with the
availability of more precise exact-match methods, which will drive a
significant uplift in sales for retailers.

Retailers will be able to differentiate
between existing users and new prospects through a single view of consumers’
shopping behavior across desktops, tablets and smartphones. This will enable
delivery of relevant, personalized ads to users across devices with accuracy
and scale, and further boost advertiser confidence in performance marketing.

3. Programmatic
buying will drive rapid growth in native advertising

programmatic buying, native ads implementation will become a lot easier than it
used to be. Also, publishers will be able to charge higher CPMs as native ads
perform better than IAB standard ad units, especially on mobile.

4. Brick-and-mortar retailers will focus even
more on online strategies

is emerging as a stronger trend than showrooming, and many brickand-mortar
retailers will start deploying beacons and tablets and offer free WiFi in their
stores to further accelerate this trend in 2015. This will also help retailers
create more touch points with consumers, and develop insights on how they can
engage with store visitors before they enter the store, in the store and after
they leave the store.   

 5. Mobile
apps focus will shift to re-engagement

greater share of mobile app marketing budgets in 2015 will be spent on
promoting the app to inactive installers, and to re-engage with lapsed users. Retailers,
who until now focused heavily on increasing their app-installed bases, will pay
more attention to improving app usage and re-visits from existing users.

6. Automated ad formats will offer even greater

technological shift will allow advertisers to effortlessly access a
significantly greater part of the inventory available around the world and make
it a lot easier to scale campaigns internationally. For publishers, this change
is synonymous with more freedom to innovate and offer new ad formats.

7. Further
acquisitions and consolidation in the ad-tech industry

2014, we saw a number of big acquisitions including that of TapCommerce by
Twitter, Flurry by Yahoo, Whatsapp by Facebook and Conversant by Alliance Data.
Consolidation in the ad-tech space will continue in 2015, driven by
advertisers’ demands for global scale and comprehensive solutions. This
consolidation will make it simpler for e-commerce marketers to identify
marketing solutions that meet their objectives. Marketers will be able to
access and use actionable data in huge volumes to optimize spend across global
channels, through fewer partners with more comprehensive solutions.

Criteo has over 1,000 employees in 21
offices across the Americas, Europe and Asia-Pacific, serving over 6,000
advertisers worldwide with direct relationships with over 8,000 publishers.

Today, Criteo has also announced new updates
to its Engine that enable travel companies to target consumers based on the
amount they are likely to spend when booking travel and vacations. The Criteo Engine
now assigns each individual a predicted booking value based on extensive data computation
and takes this into account when bidding on ads.

The latest release of the Criteo Engine
automatically evaluates a traveller’s readiness to book and the expected
booking value for each ad opportunity, by assessing a significant number of
variables such as navigation patterns, destination and pre-booking
window.  These are evaluated in real time and as a result, the Criteo
Engine is able to optimize advertising spend by focusing on the right users,
identifying the right timing in the crucial pre-booking window and adapting to
travel seasonality in each country.

The updated Criteo Engine is already live
with more than 300 clients worldwide and has increased overall booking value by
an average of 20 percent for travel clients.


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