Check 5 Digital Marketing Trends for 2015

Sync with the second screen micro-paid videos and geolocation-based marketing are some of the trends identified for this year

1 – Sync with the second screen

In 2015 we expect an evolution in the use of sync with second screen in numerous media plans. The sync with second screen is to plan the media so that, seconds after their commercial aired on TV, a complementary business to appear in consumer digital screen. Synchronized digital media plans use audio technology to identify when a specific TV ad is running; technology triggers the ad server and purchase all the available inventory of a network of content and digital ad appears for a short period followed by the announcement on TV.

For example, an automobile display ad with a link to make a booking for a test drive could be synchronized with the TV ad. Ideally, buying ad space this timely increase the chances of achieving both the public online and offline. Most sync technologies can serve digital ads on desktop, mobile and tablet, so advertisers have the ability to reach their TV audience through the second screen of your choice of the consumer.

According to studies of Millward Brown a media plan 360 well done, maximizes opportunities to impact consumers across multiple channels and can simultaneously achieve even greater results in brand indicators. As a result, synchronization gives brands the opportunity to enhance your messages and improve your exposure, increasing the ROI of their investments in advertising. Note that the synchronization is not related to reach and frequency only, but also a new opportunity to tell stories. Brands must continue telling their story online and provide extra value to you just saw the ad on TV. It is expected that this will reduce the potential sense of ‘TV when the digital displays and connected will function in the form?’.

2 – Socias Media

Now, talking about Social Media, the year 2015 will be the beginning of a transformation in marketing and measurement of cross-device approaches, cross-plataforms and crossmedia showing the full impact of these platforms in the equity of the brand, consumer behavior and sales . The measurement of the various platforms do not reach the same detail that the individual hearing in 2015, but will start to deliver insights for brands and agencies to harmonize better their social and mobile strategy. Therefore marketers must develop coordinated strategies through social and mobile platforms and work with the vehicles to prove the total value of the brand in media mix.

3 – Micro-videos

Brands worked hard in 2014 to find a place in the social platforms of micro-videos as Vine and Instagram. Their efforts to date have gained visibility, as consumers have rewarded your creativity with likes and shares. But now there is a movement toward pay channels. The microvídeos platforms will become more important as advertising channel in 2015, but brands need to plan their strategies carefully to avoid a backlash from consumers if they feel they are invading your personal space.

4 – Program Buy

Marketers will question whether the programmatic buying prejudice or enhances brand building. A strategy of programmatic media buying and the technology that supports it, is as good as the data that feed.

Algorithms and program systems will differentiate not only based on their ability to manage efficiency in behavior- metrics the new battle will be in the ability to deliver performance and campaigns that build brand metrics.

5 – Geolocation

Although some people feel uncomfortable in having constantly watched his whereabouts, learning about where consumers go and when, offers a very useful set of data that advertisers can use to generate more targeted and personalized brand experiences.

Advertisers who see greater return on the use of geolocation will be those who will look at this technology from the perspective of what it can offer to consumers, rather than merely focusing on their own interests. Using behavioral mechanisms to create differentiated and tailored experiences for consumers will be key for brands to stand out in the crowd.

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