IAB Spain, association representing the advertising, marketing and digital communication sector in Spain, just presented the report Top Trends 2014, a document prepared by 16 different commissions that brings together the business keys in 2014 from every area of the industry. This report provides an overview of the digital market in a fast and efficient way. The eCommerce, social media, Mobile Marketing and big data take on great importance within the digital trends for this year.
This report analyzes the digital trends for 2014 in branding, media buying, content, creativity, Digital Signage, eCommerce, lobbying and regularization, audience measurement, media, social media, mobile, performance, online radio, RTB, connected TV and online video.
All the keys to digital business for 2014, as proposed by IAB Spain in Top Trends 2014,
# 1 - Branding
- The use of the html5 together with javascript for advertising formats.
- El video It gains personality and goes beyond the classic content.
- Relevance increases video shopping , socialization of the content and interactive branding.
# 2 - Media Purchase
- The key is in the RTB, that is, the purchase of display spaces in real time.
- El remarketing, advertising on sites E-commerce, connected televisions, cross-media retargeting and integrated campaigns will also be the bets for this year.
# 3 - Content
- Increase the strategies of native advertising, where its regulation will be sought.
- As a consequence they appear specialized agencies, improvements in measurement and specialized content per device.
# 4 - Creativity
- El storytelling it is imposed against the «branded content». The consumer wants brands to master the art of storytelling.
- They will highlight the Gamification, multiscreen creatives, crowdfounding, self-production and local marketing.
# 5 - Digital Signage
- In 2014, progress was made in integrating Digital Signage into budgets de digital communication. This improves the image branding and interactivity options, as well as communication with the Experience.
- There is greater integration with the rest of the advertising industry digital.
- More will be invested in creativity and in new formats
- The iintegration with mobile and social log-in and increased foreign eCommerce yla hyperlocal advertising for small businesses.
# 6 - eCommerce
- The fashion sector together with discounts on tickets and tickets will be the engines of the eCommerce.
- There will be an increase in eCommerce within the social media.
- There will be an explosion from the use of mobile coupons and loyalty, with more customizable offers.
- There will be more digital innovation in physical stores and the integration of different devices will occur during the purchase process.
# 7 - Lobby and Regulation
- La Privacy will remain a priority for consumers, legislator es and any business that uses and processes personal data.
- The advertising industry will establish standards of conduct through a Self-regulation Code to respond to the continuous evolution of media, technology, goods and services and devices,
# 8 - Audience Measurement
- It will bet on the cross-platform measurement, the visibility of online advertising campaigns and the big data.
- The start of the measurement on connected TV stands out.
# 9 - Media
- The trends are clear: customization, paywall, crossmedia, RTB and hybrid television (HBBTV).
- It will bet on the syndication, that is, by the distribution of its content on third-party platforms with a large audience, such as YouTube or Ttwitter.
- The definitive takeoff of the commercialization of the social tv.
# 10 - Social Media
- 2014 will be the year of maturity of the sector and the year of the search for a brandig measurement and performance.
- There will be an increase in consumption, investment and eCommerce through social networks.
- There will be a hypersegmentation on social media, thanks to big data.
# 11 - Mobile
- Increase investment in mobile advertising and in apps.
- There will be an explosion from the use of mobile coupons and loyalty, responsive pages (HTML5 and Parallax)
- Will increase off-on integration (QR codes, NFC or augmented reality).
- The mobile will take off as a "second screen" and the Internet of Things.
# 12 - Performance
- The rise of RTB models and the growth of Information online Thanks for the discount codes and promotions.
- There will be greater acceptance of the "post view" model and greater adoption of the purchase model from Dynamic CPM.
# 13 - Online Radio
- The format of interactive audio as new format.
- You will have greater penetration thanks to the 4G technology.
- There would be an increase in investment.
# 14 - RTB (Real Time Bidding)
- A greater investment in RTB will be achieved through video and mobile campaigns, greater purchase of premium inventory, greater investment in formats rich media and greater predominance of purchase through Dynamic CPM.
- The information will be obtained through big data and data providers.
# 15 - Connected TV
- Market rules are expected to be established
- There will be an increase in the supply of content, apps and services.
- Broadcasters (TV channels) will increase, and progress should be made in the measurement of audiences to unify offline and online criteria.
- A decrease in traditional television consumption.
# 16 - Online Video
- They are expected to appear new platforms type Google TV, Yomvi or Wuaki.
- The video will grow on social networks, especially the interactive video.
- They will look more fpre-roll formats, since they are more accepted than post-roll and mid-roll.
- Will increase pay video, and as a consequence, there will be a decrease in consumption of traditional television.
More information - Top ecommerce trends for 2014, according to Forrester, How to use mobile marketing to increase eCommerce sales, How to get a competitive advantage in a small eCommerce with Big Data
Download - Top Trends 2014