The combination of a U.S. presidential election and Summer Olympics is bound to make 2016 a bounteous year for marketers and media. But from ad blockers and hackers to health nuts and political zanies, it won’t be without its challenges.
According to Zenith Optimedia’s annual forecast, global ad spend growth will rise from 4% in 2015 to 5% in 2016, thanks to the games in Rio and the November election in the U.S.
“2016 is the kind of year that makes me glad that I have a DVR. There will be an ungodly amount of political ads and product placement/sentimental patriotism ads for the Olympics,” said Todd Cameron, head of content and strategy at TapInfluence, a marketing automation company. “I would love to see some new creative applications, but I fear it will be more of the same.”
As far as new applications, 2016 will be the year when mobile advertising overtakes ad spending on newspapers; mobile will grow to 12.4% of global ad spend, while newspapers shrink to 11.9%, according to Zenith Optimedia’s forecast. Based on the growth of digital advertising, Zenith is predicting that Internet ads will outpace spending on television by 2018.
What else can marketers expect? CMO.com checked in with a slew of industry insiders and experts, who uncovered 10 trends for the year to come.