Three Trends Digital Marketers Need to Watch.

1) Programmatic will move Beyond Display Advertising

Another tipping point in 2015: programmatic advertising.
We expect programmatic will cross the line to make up
more than 50% of all digital display advertising.
But the story of programmatic will go much further than
display next year.
The same momentum and technologies that have
reshaped how we buy display ads could eventually
transform how we buy all forms of advertising, not
just digital but traditional as well. Programmatic TV, for
example, accounts for less than 1% of all TV ad spending,
but some predict it could be a multibillion dollar industry
within 12 to 24 months as both buyers and sellers use it
to better understand their audiences.
Some forecasts have that number jumping to as much as
20% of all TV spending by 2018. That’s a huge increase,
and even if it’s half or a quarter of that, we’re still talking
about very big money here. Expect the tide to begin to
turn in 2015

2) Cord-Shaving

Yes, some consumers are cutting the cord, but they’re
in the low single digits percentage-wise. A more real
behavior is cord-shaving, where consumers reduce what
they spend, rather than eliminating it altogether.
Individuals in all age groups are still watching a ton of TV
the traditional way, even millennials.
Of course, now that HBO has announced plans to
offer HBO GO as a standalone service, all of that could
change, especially as other networks rush to follow suit.
So, as they say, don’t touch that dial: Unbundling could
accelerate consumers’ latent thirst for cord-cutting.
What that means is you need to pay close attention to
consumers’ shifting video consumption habits.

TV is holding steady. It’s still the media big dog … for now. But
mobile is the channel that’s growing. With all the time,
money and attention flowing to digital video, marketers
that lack deals with content owners and dynamic
advertising are going to miss the boat.

3) Social TV

Consumers regularly use mobile devices while watching TV, but only a small percentage
talk about what they are watching via social media.
TV-related conversations are also fragmented across
platforms, and industry executives are still unsure of the
effect of social media on people’s viewing behaviors or
on ratings.

Consumers aren’t really engaging in social TV marketing
efforts, and marketers are holding back as a result. That’s
not going to change in 2015.