Three Trends Shaping Advertising in 2016
More than half of all UK adspend is predicted to be digital next year, with the Carat Ad Spend Report predicting the total market to grow by 6.4 per cent in 2015. The same study reveals that programmatic buying is expected to grow at 20% year-on-year, after making enormous headway in 2015.
For years, programmatic advertising has been considered too robotic and impersonal to be an effective brand-building tool. However, improved technologies and techniques are making it possible for brand marketers to take advantage of programmatic’s reach and efficiency without losing the personal touch that connects brands with their customers.
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