IAB Spain advances the digital trends that will mark 2017

The Association of advertising, marketing and digital communication in Spain has prepared the Top Digital Trends 2017, a document that has been prepared by its IAB Spain Working Committees with the aim of showing the keys to digital business.

IAB Spain, the Association of advertising, marketing and digital communication in Spain, has prepared the Top Digital Trends 2017, a document that has been prepared by its Working Committees of IAB Spain with the aim of showing the keys to digital business in 2017, offering a global vision of the market in a practical and effective way.

Según Antonio Traugott, director general de IAB Spain, “hay muchos Top Tendencias en el mercado, pero el principal valor de este documento es que ha sido preparado por los principales sectores de actividad que forman parte del negocio digital, desde un punto de vista objetivo y con la intención de dar pistas de valor al mercado y anunciantes, en base a sus experiencias y conocimientos profesionales”.

Doce de las diecinueve comisiones activas de IAB Spain han participado en la elaboración de este Top Tendencias Digitales 2017 del cual, se detallan algunas de las claves que se exponen en este documento.

Audio Online

On-demand consumption will experience great growth and there will be an increase in programmatic audio advertising. Brands will increasingly offer content in Podcast format, a format that Facebook wants to introduce this year.

Branding

Brands are going to fundamentally become experiences. 2017 will be the year of simplicity in branding. Brands tend to become more personal and more flexible to evolve by listening to customers and employees.

Content & Native Advertising

Cada vez más las marcas están aprovechando la oportunidad de gestionar sus propias audiencias. Además, gracias a la tecnología los medios tendrán la habilidad de servir al usuario el contenido que le resulta relevante en el momento más adecuado.

DOOH

La medición de audiencias en tiempo real junto a la agilidad a la hora de crear y lanzar campañas publicitarias, convierte el Digital Signage en un medio con gran potencial para ser adaptado al modelo publicitario de la compra programática.

Ecommerce

Los pagos cada vez más comienzan a hacerse desde el propio móvil. Se producirá una proliferación de apertura de tiendas físicas de retailers tradicionalmente online, como Amazon Go, para completar sus servicios al cliente.

Technological innovation

Virtual reality, after a strong evolution in 2016, will continue to consolidate in 2017.

On the other hand, AR has shown that users are ready to use it and will become a powerful widespread communication tool.

Audience measurement

Probabilistic systems, matching IDs with cookies, will help determine individual people with more than one Internet access device throughout their day and improve the effectiveness of multi-device impact.

Mobile

Looking ahead to 2017, Google optimized its algorithm at the end of 2016 so that mobile searches have greater relevance than desktop searches due to the increase in the use of mobile devices. The majority of traffic will be mobile, so it is necessary to create specific user experiences for these devices and brands that ignore it may see their results decrease.

Programática & Data

The availability of native formats also through programmatic channels in 2017 will finally be a reality. The purchase of “Data one-to-one” between brands is key. It must be understood that a user's information is the exclusive property of the user himself.

Social networks

There is a great attraction for limited-duration content with which to stand out and seduce users in an ecosystem full of noise. The challenge for brands could be to identify leaders of groups of friends, small micro-influencers who can be very credible. Videos will continue to be protagonists, especially live videos as a two-way channel

Connected television

Efforts will focus on achieving the best possible experience and integrating the devices into a common ecosystem. There are no longer channels, now there are platforms that make content available to the user to consume with total freedom

Online video

Periscope, Facebook Live or Snapchat will lead the new era of engagement, defined by being: video, hyper-relevant and in real time. Vertical video will experience an increase, especially driven by apps, which is simpler and more practical for users, but will require a new vision from experts.