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Digital Display Ad Spending to Surpass Search in 2016
In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.
Within the display umbrella, advertisers will invest the most on “banners and other,” a category that includes many types of native ads and ads on popular social sites like Facebook and Twitter, as explored in a new eMarketer report . Video will also command a large portion of ad spending allocated to digital in 2016: 14.3%, up from 12.8% in 2015.
While desktop will remain the biggest beneficiary of US digital video ad dollars in 2016, garnering 57.5% of an expected $9.59 billion in spending, the same cannot be said for the remaining display ad formats. Of the $22.58 billion that will go to banners, rich media, sponsorships and other display-based formats in the US this year, 77.5%, or $17.5 billion, will be spent to reach individuals on mobile devices like smartphones and tablets.
The similarities between how you build a luxury home and develop a logo for an established company are many. Our objective was to create an identity that visually is contemporary and sophisticated enough to appeal to the affluent clientele Wilson Development services. Lots of thought and planning went in to designing the icon for Wilson Development. Intended to mimic the assembling of a structure, the geometric W expands from a small starting point to represent the growth the company has experienced and the future it has to look forward to.
The Only Marketing Trend to Know for 2016
In 2016 we will see a clear change, a paradigm shift on ventures that power the business of “marketing doing” in which, once again, marketing artistry can soar. These ventures will create the cross-process platforms where marketers can craft elegantly designed, operationally functional, multi-channel campaigns that curate welcome brand and user experiences. Finally, marketing artistry will re-emerge, dominating the business so that technology will be deployed only within the context of the user experience the artist had in mind — not the technologists.
The central themes of this shift will revolve around:
Creating trusted ways for consumers to communicate directly with brands using the many new, powerful real-time communications technologies to power this capacity. Marketing agility that unleashes the power of programmatic advertising technologies to scale, but with the intimacy required to express the art of storytelling in authentic and contextual ways.
Baptist Health Foundation
Healthcare is a challenging, yet rewarding field. Unfortunately, it’s also very costly. In an effort to offset these costs, The Baptist Health Foundation launched a philanthropic initiative through the purchase of personalized Bricks which memorializes donations made by those inspired to help. Imagery was commissioned to developed this ad campaign to help fund the new development of the Baptist Health Foundation and its mission to eradicate cancer. Our creative approach showcases the love and compassion that each brick exudes and how each donation is personal and most importantly, appreciated. We feel these ads lay the foundation to a philanthropic mission that is strong and deeply rooted in improving everyone’s life it touches.
When Imagery was tasked with updating Gulfstream Park’s logo, we felt the addition of an iconic element based off the new attraction being developed at the park was the way to go. This rendering depiction of the new Pegasus monument was meticulously detailed to give the brand character and dimension that brings it to life. The result we feel, really took flight.
Bringing people through the gates of Gulfstream Park is not necessarily the most difficult task. However, their are those that may not know there’s more to this destination than gambling and horse racing. Our campaign was designed to showcase all the park has to offer. From shopping to dining… it’s just a walk in the park.
A Business Elevator Ride to the Top
In one of the most captivating advertising spots of 2015, “Lift” captures the intensely personal nature of running and growing a business. HSBC commissioned this Ad telling the story of an eventful 40-year odyssey of one executive—founder of a firm called Cadours Industries. The story plays out almost entirely in an elevator (actually, several elevators, because his company moves over time, always occupying a higher floor in whatever building it calls home). Needless to say, his journey to the top is anything but smooth. The firm’s ups and downs from its 1974 inception to present-day global expansion include business deals, office politics and personal dramas—all deftly conveyed by the postures, attitudes and physical interactions of the folks inside the lift.
This is masterful story-telling and what creative advertising is all about.
Google’s Mobile Revolution
Better update your website! Google Has a Tool to Check if a Site Is Mobile-Friendly.
Every now and then Google tweaks its search algorithm in a way that uproots the online publishing ecosystem. It happened a few years ago when Google decided links to so-called content farms — publishers that try to game Google’s algorithm with keyword-laden headlines tied to content of questionable quality — shouldn’t show up as high on search results pages. Now the search giant is doing the same to any websites that don’t work well on mobile, a move that’s been termed “mobilegeddon.”
Here’s how Google described the changes when it announced them in February:
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
The Next Big Digital Opportunities for Marketers
We’re hearing urgent calls for brands and agencies to evolve to become more digital, data-driven and tech-first. But, nearly every agency today has deep competency in search, display, paid social and even content creation. TV continues to occupy a significant amount of people’s time (4.5 hours per day, according to Nielsen), and brands are still putting a lot of money into it.
While disruption is nothing new, brands are finally responding to it in a big way, rapidly shifting their budgets to new platforms. In the next 12-24 months alone, we’ll see all of the following:
- Digital overtaking broadcast in total media spend.
- Mobile overtaking desktop in digital media spend.
- Marketers purchasing 63% of display media programmatically.
- Companies spending over $32 billion on marketing technologies for their organizations.
In other words, we find ourselves in the midst of a third wave of digital, brought on by the rapid proliferation of micro video, messaging apps and devices with larger screens. In particular, four big opportunities lie in front of us: co-creation, data and creativity, the new breed of native and the marketing culture.
Robinsons’ baby grows up in 60 secs
One of the freakiest but fun ads published this year gives true meaning to the circle of life:
We open on a mom, dad and baby boy. But within seconds, he’s always getting bigger and bigger, and trying to run away from them.