3 Advertising Trends CEOs Should Pay Attention to in 2016

The media industry is expected to undergo significant changes in 2016, and these shifts will directly influence all companies’ priorities as they develop and execute their marketing and overall business strategies.

As marketers strive to catch up with digitally savvy consumers, new advertising services and partnerships will emerge that will drive better brand value.

The advertising industry will also see a shift back to creative thinking as advertisers focus on delivering increasingly innovative content to consumers. Executives who embrace these trends will place their company on the road to long-term success, while those who fail to do so will likely fall behind the competition.

1. The bundling of media buying and measurement services will cause a wave of analytics company M&A. As digital advertising makes up an increasingly larger portion of companies’ overall media strategy and spend, bundled services will emerge that manage the full ad life cycle, from placement and tracking to impact measurement. As a result, media buyers are racing to develop their analytics capabilities, and many will look to acquire proven solutions rather than building capabilities in-house.

“The ad industry will also see a shift back to creative thinking as advertisers focus on delivering increasingly innovative content to consumers.”

The media industry’s next large obstacle is quality digital advertising measurement. As media buyers improve their ability to measure the outcomes of their ad purchases, their services will become more valuable. As a result, improving analytics capabilities will be a primary focus for media buyers in 2016.

2. “Odd couple” brand partnerships will increase as the industry adjusts to new consumer behaviors. Innovative partnerships between brands, celebrities and media companies will increase in the coming year. More brands now understand that capturing a digital audience’s attention requires that they create meaningful experiences in a non-commercial sense. Thus, brands will prioritize delivering experiences over delivering taglines to engage consumers and secure brand loyalty.

This new partnership model is exemplified by outerwear company Moncler’s sponsorship of Italian explorer Michele Pontrandolfo‘s trek to the South Pole, which is part of the promotion plan for its 2015/2016 winter collection. Executives will see several more of these novel partnerships form in the year ahead.

3. Ad agencies will refocus on creativity as programmatic technology and fee scrutiny squeeze buying margins. The dramatic growth of programmatic technology and scrutiny over agency media buying fees will redirect agencies’ focus back to creative strategy. While media buying has become increasingly commoditized and channels have grown exponentially, engaging consumers is more difficult than ever before. Agencies and marketers will return to creative strategy, partnerships and integrated cross-channel tactics to cut through the cluttered marketplace and impact consumers.

Marketers are fighting harder than ever to make sure their brands are relevant. The general consensus is that creative connections with the consumer and targeted strategies, not just efficient execution, are now the focus of smart brand marketing teams. Media executives will see marketers collaborating with the most innovative minds in both the agency and promotions world in 2016. Look for new and unexpected partnerships to emerge.


MORE LIKE THIS

  • Get the CEO Briefing

    Sign up today to get weekly access to the latest issues affecting CEOs in every industry
  • upcoming events

    Roundtable

    Strategic Planning Workshop

    1:00 - 5:00 pm

    Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process

    Executives expressed frustration with their current strategic planning process. Issues include:

    1. Lack of systematic approach (70%)
    2. Laundry lists without prioritization (68%)
    3. Decisions based on personalities rather than facts and information (65%)

     

    Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns.  They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning.  Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process.  This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented.  If you are ready for a Strategic Planning tune-up, select this workshop in your registration form.  The additional fee of $695 will be added to your total.

    To sign up, select this option in your registration form. Additional fee of $695 will be added to your total.

    New York, NY: ​​​Chief Executive's Corporate Citizenship Awards 2017

    Women in Leadership Seminar and Peer Discussion

    2:00 - 5:00 pm

    Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations. 

    Limited space available.

    To sign up, select this option in your registration form. Additional fee of $495 will be added to your total.

    Golf Outing

    10:30 - 5:00 pm
    General’s Retreat at Hermitage Golf Course
    Sponsored by UBS

    General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.

    The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.

    To sign up, select this option in your registration form. Additional fee of $295 will be added to your total.