2015 Predictions: Why Banner Ads Are DOA
Consumers are spending almost three hours a day on their phones and we all know that number will only get higher. Banner ads have no place on a screen that’s only a few inches wide, and native solutions spawned (back in 2012) from this disparity. Since then “native” has been a buzzy, though highly subjective word that blankets anything from sponsored content, advertorials, product placement, and clickbait.
2015 is calling for drastic sophistication, and clarification of this practice. “In-feed” programmatic ads stand to make publishers, advertisers, mobile and desktop users very happy — especially as developments in content cards stand to make deep links, and window routing completely obsolete.
Digital media executive and CEO of Sharethrough Patrick Keane has three main adtech predictions for 2015:
Over-the-top (OTT) Content Explodes: The investment in programming, advertising and technology to support over the top content will grow significantly. A generation of video consumers on devices spanning mobile to desktop will demand more programming, and advertisers will increasingly shift budgets toward these platforms in that way that CBS, Hulu, Amazon, Apple and YouTube have done, thereby adding pressure from top tier rights holders to offer more content to these platforms. In 2015, the big question is this: Will YouTube or Apple pay big money for sports or other proprietary entertainment content?
Native ads to get major traction: Now that “native” advertising is an essential part of the mix, its stature among brands will grow significantly in 2015. Expect investments to surge from both publishers serving native ad formats and brand advertisers buying the ads. Native advertising will gravitate toward programmatic as ad tech firms and the industry move into serving native ads at scale for 2015, further driving this ad market.
Cards are the design frontier: Cards and card type will emerge as a standard design layout within apps, photos, videos, Spotify playlists, Pinterest, games and more. The open web will embrace the technology advancements that let users engage with content via purchases, longer views and interaction without having to switch windows.
Do you agree?