#Digital Guru digital trends 2016

1. Digital Guru

2. Every January, team digital get together to discuss the previous year in the world of digital media. We look at
campaigns that we loved creating, inspirations, our 2015 highlights and where we want to go in 2016.
The team and I, the #DigitalGuru have decided to share what we are excited about for 2016 and what lies on our
#DigitalGoals vision board.
After long debate, we settled on three things that underpin all trends for 2016: Data, Personalisation and the shift
from desktop to mobile.
We are excited about the innovations and new thinking that 2016 will bring, and our cogs are already in motion!

3. IT’S A SMART WORLD The internet of things came into its own in 2015. From apps
that monitor our fitness, sleep, and even our mental health
to the cars and systems that navigate our heating. The
much talked about “smart world” finally exists.
So what does this technology bring for marketers? It brings
data. And lots of it. The data collected from smart devices
allows us to know your interests, your geo-location, even
the time you get up in the morning. This will allow us to
serve relevant personalised messages to you, and more
importantly when you are most likely to have a moment of
intent.
We will see an increase in push notification
communications, just as a move away from the scaled text
message and banner ads begins. The smart world is a direct
avenue for a more relevant and personalised message.

4. The shift of buying behaviour from desktop
to mobile has allowed social media
platforms become key players in digital
commerce.
Social Commerce
All the major players are taking advantage of this
opportunity. There are now buyable pins on
Pinterest, targeted shopping ads on Youtube, link ads
on Instagram and ‘Buy Now’ buttons on Facebook.
We are also seeing the rise of social platforms that
cater exclusively for social commerce, with the likes
of DePop taking the fashion world by storm.
2016 will also see the introduction of Facebook shopping
(released in June). Business pages will have a shop section on
their Facebook page. A brand can either choose to link this
section to their website or build out their own Facebook microsite
for online shopping.
However there is still work to do. Marketers should map out the role of
social in their communications, where social commerce is relevant and of
value to the user . Barriers in tracking and attribution must also be
addressed.

5. WE NEED TO TALK ABOUT VIDEO
Vizeum towers are “buzzing” with excitement at innovations
in the world of video for 2016. Vertical video is now
becoming commonplace. 360 degree and spherical video,
which was introduced by Youtube in early 2015 is now being
adopted across Facebook and Snapchat platforms. But what
we are most excited about is the investment in Augmented
and Virtual reality technologies.
Recent news tells us that apple has assembled a large team
of experts with a view to one day rival Facebook’s Oculus
Rift. We are expecting more of the same with the
announcement of Google Cardboard.
But what really sparked our interest is reports from this
year’s Sundance film festival, where content innovators have
started using virtual reality for their visual storytelling. While
it’s not available for public consumption, reports of a 30min
movie called Allumenate is shaking up the movie world and
how we view video. It’s making us consider the purchase of
a VR headset for Vizeum HQ.

6. The Sharing economy simply refers to peer-to-peer
sharing of goods and services, and it has steadily
become a mainstay in our lives, consciously or not.
The majority of people have taken part in the sharing
economy, from use of Dublin bikes, car sharing with
go-car, booking accommodation through airbnb, or
even knowledge sharing on Wikipedia.
THE SHARING ECONOMY
The shift to a sharing economy will see a rise in sharing initiatives
in 2016. This trend is already fuelling digital debate in Vizeum HQ
with the push of VizEats, (Airbnb’s answer to meals), to HitRecord
(the social community started by Joseph Gordon Levitt based on
the ideal of collaboration of creativity and talent) and it’s got us
investigating; how can brands utilise this new mindset and
behaviour, and will it be the start of UGC 2.0?

7. PEOPLE KEEP TALKING ABOUT DMP’S
Lets be clear, the use of DMP’s is exciting. Both advertisers and media owners
are starting to use DMP’s alongside their DSP’s and RTB strategies.
A DMP is for all intents and purposes a data warehouse. DMP’s allow
advertisers and media owners alike to truly understand and harness the
power of their audience data. Essentially a DMP will collect, unify and activate
on your data.
A DMP can provide much greater audience insights. It can unify data from all
first party data points and it can allow for data portability. Beyond that, it
allows the marketer to learn and have insight before investing in a new
campaign and allows for content personalisation.
So… what’s stopping us?
Investment and scale. A huge amount of investment is needed to implement
a DMP both financially, analytically and mostly in time. When it comes to
scale, marketers must ensure that they have the scale to actually warrant a
DMP. The size of audience lists should be examined to quantify the
incremental benefit a DMP will bring and if the investment meets the end
result.

8. Deep breath, ad-blocking exists! It’s a trend that is
being driven by a younger age category and it’s use
has doubled in Ireland in the past year. It’s no
surprise that the rise of technology and connectivity
brings with it a more data driven and privacy
conscious consumer.
THE RISE OF AD-BLOCKING
The introduction of ad-blockers to mobile has disrupted the
revenue model of many publishers who worked off the value
exchange of advertising space for content. The Irish independent
stated that Irish publishers lost out on approx. €100m in
advertising revenue in 2015 alone due to ad-blocking.
Publishers will have to re-evaluate this value exchange and how they will
charge for the content provided. Advertisers will need to pay more
attention to 1st party data and become far more savvy in adopting native
content and moment-of-intent led strategies in order to gain the traction
that the “disruptive” pop-up used to deliver.

9. SMART CONTENT WILL WIN IN 2016
In 2015 over 27million pieces of content were produced and shared every day.
This is a huge amount of content which makes it more difficult than ever for
brands to stand out amongst their competitors .
Content will play a huge role in digital strategies for 2016, with 25%-30% of
budget being allocated to content strategies.
In order to win at content in 2016, brands must focus on creating good or
intelligent content. This kind of content is consumer-led and incorporates data
at every stage from insight to measurement.
Brands will need to go under the hood and bridge the gap between creativity
and science.
Huge focus should be paid to content distribution, understanding that not every
piece of content is right for every channel and not every channel is right for
your audience. Marketers should not forget to amplify content, as only 0.01% of
content goes Viral. Use of social, native, influencer engagement and PPC will all
aid here.
Finally, investment in measurement is key. Without measurement we limit data
which is the building block to our content strategy. Use of GA, Doubleclick and
social listening will all produce key insights on reach, resonance and relevance
to your audience along with the role content plays in attribution and delivering
on key business objectives.

10. BRANDS MUST BE BRAVE
We know that 2016 is going to bring huge opportunity to
digital advertising, from insight to measurement to the most
exciting…innovation.
Users are spending more time then ever before consuming
media and we know more than we ever have about our
consumer. This means that it’s one of the most exciting
times to work in digital advertising, and this should be taken
advantage of!
One barrier that can exist is being scared to take risks.
DON’T!
To innovate, brands need to experiment and take risks. We
are now in the beautiful position where these risks can still
be data-informed and measured.
It’s the brands that take risks and constantly innovate that
will be the brands that stand out and win. They are the ones
that will create envy amongst competitors and fill the pages
of our #DigitalGuru. #Digital Goals!

11. THANK YOU
@vizeumireland
11
BLOCK 5 | HARCOURT CENTRE | HARCOURT ROAD | DUBLIN 2 | IRELAND | VIZEUM.IE | @VIZEUMIRELAND
53°19'57.60"N 6°15'51.75"W

12. 12
NOTICE; PROPRIETARY & CONFIDENTIAL
All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or
audio and videos), whichever the format used (paper or electronic), is confidential and proprietary to Vizeum Ireland Limited.
This document includes ideas and information based on the experience, know-how, intellectual/creative effort of Vizeum Ireland Limited. For
these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialized or communicated, in
whole or in part, neither to third parties nor to the public, without the express and written consent of Vizeum Ireland Limited.
This presentation is not a contractual proposal and has no binding effects for any Vizeum Ireland Limited group company until a final and
written contract is entered into between the parties.
Vizeum Ireland Limited © All rights reserved 2015