New leading trend: Video First (Trend 1/10)
More Smart TV
The spread of networked smart TV devices will become relevant for the mass market in 2016, i.e. also for the advertising industry. In combination with growing mobile bandwidth, time-shifted TV is changing everyday media life.
More TV on Demand
This will benefit media libraries and subscription video services, whether existing, like Netflix, or upcoming, like YouTube Red. The usage time for "non-linear TV" becomes relevant for the entire advertising industry.
More innovation around moving images
Advertisers will test the possibilities of individual targeting via TV. Not only ad servers, but all innovative technologies in the advertising industry will be oriented to smart TV and "moving images" from 2016.