Warc's Predictions for 2016

11:03 AM, 12 January 2016

ANZA's predictions for 2016The digital backlash includes issues such as viewability, ad fraud and ad blocking, all of which been rising up ANZA's agenda in recent months.

Brands' video revolution continues - for example, AOL's recent release of an updated version of the Kanvas photo and video-sharing app that includes live-streaming underlines the need for smarter video strategies as platforms and formats diversify.

Meanwhile, the debate about big data has moved on as data-driven creativity is now a focus - fusing data analysis and creative development will be a major theme of the year ahead.

Data also features prominently in another trend - moment marketing, where data and tech are deployed in tandem to identify brief opportunities to put the right message in front of the right consumer.

The emphasis on Millennials will start to shift to Generation 'swipe' as the influence of mobile-savvy Generation Z (generally aged under 18) becomes more important in the consumer marketplace.

And finally, there are developments in marketing attribution analysis that will help brands get a clearer idea of what is working.

For David Tiltman, Head of Content at Warc, it is the interplay of a data-driven approach with creative thinking that stands out. "Brands are looking for the right combination of digital expertise, data analysis and creative excellence - and having the skills to do all three," he said.

What are your predictions for 2016? What do you see in your crystal ball? All feedback, queries, and opinions are welcomed to lindsay@anza.co.nz.

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