The start of 2016 heralded gloomy prophecies for the advertising technology market. Growth appeared to be slackening as the optimism that kept the sector buoyant gave way to general scepticism, VCs completed far fewer deals with adtech companies – dropping from 251 in 2014 to 127 in 2015 – and overall investment in the market declined. The value of public adtech company stocks also plummeted and several high-profile adtech businesses made cuts to their workforce.
No one could say that the world’s attention isn’t genuinely hooked by the US election, but even this hot topic isn’t safe from fraud. Recent analysis shows over a third of Twitter accounts following the elections are fake, which means marketers banking on the social media platform to engage an estimated 7.4 million voters could be throwing away their precious budgets on bots.
For the last few weeks, smartphone users around the globe have been united by one obsession: catching as many virtual creatures as they can via Pokémon Go.
The red carpet has been rolled away, the rosé bottles cleared up, and the flock of advertising technology innovators is gone after another eventful Cannes Lions festival.
In the face of consistent opposition, it’s usually time to consider a new tactic. At least, that is what many marketers are choosing to do in the midst of the ad-blocking saga, by adopting a new digital strategy designed to reduce disruption: native advertising.
Earlier this month, the tech community gathered to hear the tech trends set to dominate the next 12 months at the GP Bullhound Research Roundtable, 2016. Covering key findings from the investment firm’s research report, the event provided an overview of the innovations poised to transform the industry.
For years, digital soothsayers have predicted the second screen – mobile – would become the primary screen. And last year it finally happened. Time spent on mobile overtook PC, accounting for more than two hours each day. What’s more, mobile will become the main point of internet access for Generation Z within two years.