I just came back from the AdExchanger Industry Preview conference here in New York City, and while many of the presentations are still fresh in my mind, I’ve decided to write a few notes and personal considerations on the “hot topics” in the digital advertising industry as of January 2016.
- Programmatic TV
- Cross-device targeting, tracking, and measurement
- New ad formats
- Native Ads
Disclaimer 1: due to the ever-evolving, fast-paced nature of this industry, anything stated below may not be true in a few months, or even weeks.
Disclaimer 2: everything on this site is my personal opinion, and it does not represent the point of view of the company I work for etc. … you know the drill.
“Mobile first” is a slogan often used to stress the importance of having a solid mobile strategy for today’s business, in order to be prepared for tomorrow’s competitive environment. But saying “Mobile first”, goes beyond the mere consideration of a mobile approach in the overall planning of a business, it makes it a priority in the management agenda.
As Eric Schmidt has remembered at the Mobile World Congress earlier this week, “mobile first” is a prerogative for Google, since all the products that are rolled out have to be optimized for mobile usage (i.e. “mobile ready“). Even if this is a first step, a mobile strategy goes far beyond simple device compatibility and UI optimization.
Thinking mobile is probably the best way to understand tomorrow’s user behavior, and therefore adapt your business strategy to the ever-changing competitive environment in which it operates.
I believe there is not just one angle to look at the “mobile first” philosophy, but there are many different aspects that should be taken in to consideration. Thanks to my exhibitor-pass, I was able to participate to the Mobile World Congress in Barcelona, and spot some very interesting trends that are going to define the way we are going to do business in the future (online and offline).
Allow me to present them and analyze their business implication: