Following are the latest 2015 digital media trends and the latest information you should be listening to. Some of these trends are becoming reality.
This probably featured on almost every list of predictions for 2014 yet we haven’t seen the mass uptake that was expected at the end of 2013. GfK reported 420,000 wearables were sold in the UK 2014; the majority being health trackers and bracelets. 2015 looks set to be the year that wearables, more specifically smart-watches, really takeoff. Apple will release its own watch at some point in 2015 and many other companies will be putting out second and third generation products with improved battery life and functionality. Smartwatches will become a new platform to reach always-on consumers. (With the Apple Watch released on April 2015, we see this trend is being real.)
Online video is huge. The average Brit now spends five hours a week watching TV, video clips and films online according to the IAB. This surge has been down to the uptake of smartphones and tablets, and as screen sizes become bigger and mobile internet speeds get faster, video viewing on mobile is only going to increase. IAB has provided various new engaging video ads that captured the interest of the mobile users. YouTube revealed last year that half of all its video views now originate from a mobile device.
For marketers this means that using video is crucial, and making sure this works on mobile even more so. Research also shows that moving video to mobile platforms increases reach without impacting spend.
Over the last two years, interest in native advertising has increased dramatically, and the money has followed. According to the IAB, in the first half of 2014 content and native advertising stood at £216m and accounted for a fifth of the overall UK display advertising total. Business Intelligence predicts that spending on native will continue for the foreseeable future. But where will the additional money come from? Some are suggesting that spend will be taken out of banner advertising to meet the demand.
Native is an attractive prospect for marketers, but they will have to be careful how they utilize it. Research shows that 21% of UK consumers have mistaken a native ad for editorial content, and a further 30% are unsure if they have, which inevitably leads to annoyed customers. (You can learn more about native advertising through these set of links:
1. Wikipedia – Native Advertising
2. Infographics on Native Advertising
3. What is Native Advertising? (ShareThrough.com)
4. Native Ads Part Deux: The Growth of Open Native Advertising
Along with the home, this year you will see the rise in ownership of connected cars and media consumption within them. Demand is rising, with research reporting 50% of global drivers saying connected car features will be critical when buying their next car. Both Android and Apple have in-car operating systems which will start to appear in certain manufacturer’s new cars next year.
Media consumption within cars will increase in 2015; Spotify is already available as an app, news headlines from your favourite apps will be narrated to you, podcasting services will be able to sync across devices so you can get in your car and carry on listening from where you left off on your phone.
In-car advertising for marketers will become a lot more sophisticated. Location, make and model, even distance driven could potentially be used to target the right audience.
Personal content distribution
With more content being produced, this year you will see more experimentation with how it is distributed. Apps such SnapChat and WhatsApp have been experimented with by news providers this year. These apps offer a more personal means of communication than something like a push notification and are ideal for reaching a younger target audience.
Also look for podcasts to continue their “renaissance” in mid 2015, particularly their usage in content marketing.
Print and digital-only propositions
In the digital world, it might sometimes be easy to forget about print, both as a content distribution channel and advertising platform. However there are signs that more print publications might show up from traditionally digital-only companies next year. Travel site Airbnb previously launched a quarterly magazine (named as Pineapple), and the largest tech website in the world, CNET, has also done the same. Digital-only business are realizing that the future is the multi-platform, and this includes print. Print is very effective for targeting readers, engagement rates are often very high, understanding the readership is relatively easy and ad recall tends to be higher than online. We could see more print launches throughout 2015 from digital organisations.
Despite smartphone penetration standing around 70% (source: nVision) very few of us are using our mobiles to pay in-store. We will start to see this change in 2015 as NFC payments become more widely available in retailers and on phones, and Apple Pay launches in the UK. Research reveals that UK payments value will increase by more than 50% in 2015 and millennial are most open to using this type of technology with 48% saying they would like to use it.
With the launch of Zapp which will allow users to make mobile payments via their bank account and is backed by several UK banks. (This app is available within the UK at the moment – Shown below).
Super Fast & Ultra-HD Streaming Internet
Since 2011, Google has been rolling out its Fiber internet, with download speeds of up to 100 times faster than that of today’s conventional broadband. In 2015, Google will roll this out to even more US cities, but it has recently denied rumors of a UK launch. These sorts of download speeds have many implications for users, but one such trend we will start to see in 2015 is true high-definition streaming in 1080p and even 4K. Amazon Prime and Netflix are starting to offer streaming in 4K, and as prices of 4K TVs start to reduce there will be an increase in ultra-high-definition viewing in the home.
With more content being produced, in 2015 you will see more experimentation with how it is distributed. Apps such SnapChat and WhatsApp have been experimented with by news providers this year. These apps offer a more personal means of communication than something like a push notification and are ideal for reaching a younger target audience.
Also look for podcasts to continue their “renaissance” during 2015, particularly their usage in content marketing.