Top Predictions for the Digital Media Industry in 2017

by Paul Petersen | February 14, 2017 5:19 am

The past year has been an interesting period for the digital media industry, and it has been marked with a very robust growth. The year 2016 also saw the emergence and/or growth or various trends in the digital media industry, which included a rise in data-driven advertising, an increase in ad tech, scramble for digital talent, and many others. Now that we have stepped into 2017, a lot of people are wondering what the year holds for the digital media industry – will the year be as good as 2017 was? What new trends can we expect?

As a result, several people, mostly digital marketing experts, have made predictions – for example: http://www.spherelondon.co.uk/blog/what-does-2017-hold-for-the-digital-media-marketing-technology-and-creative-sectors[1] on what those involved in the digital media industry can expect. Below is a look at some of the top predictions:

  1. Video advertising will dominate the industry

The year 2016 will be marked as a game-changer in the digital media industry, especially when it comes to video. It was during this time that various video marketing trends emerged and began to dominate the internet traffic. These trends include:

– The integration of live video streams with social media (Facebook, Twitter, and Snapchat). This allowed businesses and digital marketers to produce live video content that could be streamed in real time by their followers, thus increasing their engagement levels. Therefore, the use of live social videos will become a huge trend this year in the digital media industry, with more marketers and businesses expected to start offering live video advertising content on social media.

– 360-degrees videos – 360-degrees videos are immersive videos that contain a view in all directions (360 degrees) at the same time. The videos became a hit in 2016, with several brands around the world using them for promotional purposes, ie https://digiday.com/brands/5-ways-uk-brands-using-360-degree-video/[2]. The popularity of these types of videos is expected to increase in 2017, and you will most likely be seeing them in various adverts from top brands.

In addition to these trends becoming more popular, digital marketing experts have predicted that video traffic will continue its upward surge and surpass all other forms of content. According to HQ, 2017 will be the year of video marketing, as predicted by https://highq.com/2017-the-year-of-video-marketing/[3], and online videos will account for more than 70?% of all the internet traffic.

  1. Data analysis

In the recent years, marketers have been able to increase their collection of valuable consumer data. However, due to the sheer amount of consumer data, many marketers and businesses were not being able to fully utilise the data, that is until 2016 when data analysis started increasing in popularity. As a result, it is expected that 2017 will see a surge in data analysis, with more and more businesses analysing consumer data in order to create more targeted and personalised adverts. For example, by analysing consumer data, a business can be able to track the history of a specific customer and thus identify their likes and preferences. This will help the business to create personalised ads that will easily convert the customer.

In addition to data analysis, more marketers will start using predictive analytics, (illustrated at http://www.alteryx.com/infographics/predicting-customer-behaviour-infographic[4], where marketers will analyse the available data to predict the needs of their customers.

  1. Increased growth of programmatic advertising

Programmatic advertising is the use of automation software to purchase digital ads instead of purchasing them using human buyers. Programmatic advertising has helped to increase efficiency in the buying and selling of digital ads, as it has removed humans from the process, thus automating it. The automation has also led to a drop in the prices; no human beings to be paid in the process. Programmatic advertising became quite popular in 2016, but it is predicted that it will grow even more in 2017 – it will grow by about 31%, surpassing even the growth of online video content (predicted to grow by 20?%).

Another programmatic advertising trend to watch out for in 2017 will be an increase in video content. Digital marketing experts are also predicting that the year will see more creative and personalised programmatic adverts.

  1. Rise of more marketing technologies

When it comes to using technology for marketing, there are two common practices that were a huge trend in 2016:

– Marketing technology, also known as Martech, which is the use of technological tools such as digital content, workflows, customer analytics, and others to target known customers

– Ad tech, also known as advertising technology, which is the technology that supports programmatic advertising

In 2017, both these trends will enjoy a high growth, as more technological tools are invented. The growth of these two trends will see a significant reduction in the gap between consumer behaviour and the technology used to market.

Still, on the issue of technology, 2017 will see an increase in the use of technological gadgets used by marketers. For example, in 2016, VR (virtual reality) headsets that allow you to view 360-degrees video in 3D were introduced. The VR headsets (discussed at http://www.spherelondon.co.uk/blog/is-vr-the-new-media-channel[5] are expected to become even more popular in 2017, which will increase the popularity of virtual reality videos.

  1. A rise in the demand for digital media jobs

The digital media industry has been experiencing robust growth in the past few years, which has led to a huge skills gap that has seen the top brands in the industry fighting for the available talent. In 2017, this high demand for digital media jobs is expected to still be on a rising trend, as the digital media industry is still experiencing a strong growth even with the effect of Brexit on the UK economy. 2017 will thus be a good year for recruitment companies (for the record, we use http://www.spherelondon.co.uk[6] in the UK), as employers will be looking to hire people with good marketing skills. Some of the top digital skills that are expected to be in high demand include programmatic advertising, video advertising, mobile marketing, and others.

Conclusion

2016 was a good year for the digital media industry, with the sector continuing to enjoy a strong growth, even with the effect of Brexit on the UK economy. 2017 is, therefore, looking bright, and the industry is expected to continue with its robust growth, which will lead to an even higher demand for digital talent. Various digital marketing trends that emerged last year are also expected to benefit from this robust growth to a point where they will most likely be dominating the industry by the end of the year.

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Endnotes:
  1. http://www.spherelondon.co.uk/blog/what-does-2017-hold-for-the-digital-media-marketing-technology-and-creative-sectors: http://www.spherelondon.co.uk/blog/what-does-2017-hold-for-the-digital-media-marketing-technology-and-creative-sectors
  2. https://digiday.com/brands/5-ways-uk-brands-using-360-degree-video/: https://digiday.com/brands/5-ways-uk-brands-using-360-degree-video/
  3. https://highq.com/2017-the-year-of-video-marketing/: https://highq.com/2017-the-year-of-video-marketing/
  4. http://www.alteryx.com/infographics/predicting-customer-behaviour-infographic: http://www.alteryx.com/infographics/predicting-customer-behaviour-infographic
  5. http://www.spherelondon.co.uk/blog/is-vr-the-new-media-channel: http://www.spherelondon.co.uk/blog/is-vr-the-new-media-channel
  6. http://www.spherelondon.co.uk: http://www.spherelondon.co.uk

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