Five advertising trends 2016

MARKET DEVELOPMENT The Ligatus network presented the trends in the content marketing sector on February 18, 2016. New advertising formats, growing ad blocker user numbers, competitors such as Facebook: to ensure that publishers can survive in the market, they should consider the following trends at the start of the year.Native advertising becomes programmatic: The demand for native forms of advertising is constantly increasing on the advertising customer side. To be able to meet this demand, publishers need to equip themselves technically.Content marketing is gaining in importance: A rather small budget remained for content promotion in 2015, which was primarily distributed across social media channels. In 2016, the budget pots for content marketing will grow and content created will be promoted across a wide reach. Publishers who integrate formats for content promotion will gain new access to branding and performance budgets.Advertising forms become dynamic with little effort: Advertising space should be designed in such a way that just a few creatives are enough to play out a campaign in the best possible way on a wide variety of end devices and channels.Adblock users become the target group: According to Pagefair, there are 18 million adblock users in Germany alone (as of August 2015). With the help of technical solutions, publishers can not only show adblock users discreet advertising in 2016, but also offer them explicit targeting. Test campaigns have shown that these users are less banner-blind and just as receptive to advertising messages as non-blocking users.Native and moving image form a unit: Native advertising and video advertising were among the trending topics for advertisers in 2015. In 2016, they are merging: instead of sales-oriented advertising videos, brands are increasingly providing moving image content that tells a story with added value for the user.