Digital Trends 2016: Prashant Nandan, Director, Digital Media Buying-Isobar

  • Rise of visual storytelling in the form of video and infographics. World is moving towards flatter and cleaner designs. Micro video sites such as Vine and Instagram Video will gain more and more importance as they aim to capture the attention of users and deliver the message within seconds.
  • Hashtag will be a new search engine. You can search along a hashtag and enter the world of information and conversations around that topic. More and more social networking sites such as Facebook and Google+ have jumped on the hashtag bandwagon and this will only go higher up.
  • The wearable tech trend will continue. Imagine a world where your fridge is talking to your phone, your toothbrush is talking to your dentist and your home lighting takes cues from your Netflix viewing choices. The future is closer than you might think; just ask anyone with a wearable fitness device.
  • Messaging app will become next community management platform for brands.You might have noticed now that most of the articles have a WhatsApp sharing button and amount of information getting shared on WhatsApp is just a small aspect of dark social media. There’s a reason, after all, that Facebook was so anxious to get its hands on WhatsApp.
  • Commerce advertising stands to be the biggest beneficiary.Alibaba, for instance, is the single largest mobile advertising revenue generator in China, ahead of even Baidu, the local search giant, the Chinese equivalent of Google.
  • OTT= AWATAD.Consumers have embraced smartphones, laptops, tablets, and different forms of wireless internet. In turn they are adopting an anywhere, anytime, any device (AWATAD) lifestyle and increasingly demand this access from all of their service providers.
  • Introduction of buy buttons and payment messaging on social. These advanced capabilities will bring a more integrated social experience and buying process, as consumers will be able to purchase, share with friends and post social proof of their purchases all in one place. Marketers who leverage this integrated social media search trend as part of their marketing efforts will clearly see a boost in their returns.
  • Marketers will become publishers. Native advertising or advertorial 2.0 becomes major part of marketing mix.
  • Programmatic buying is the future and eventually all the media will be sold and bought through programmatic.
  • We are surrounded by the world which is running on artificial intelligence. Your phone is a little ANI factory. When you navigate using your map app, receive tailored music recommendations from Pandora, check tomorrow’s weather, talk to Siri, or dozens of other everyday activities, you’re using ANI. Your email spam filter is a classic type of ANI—it starts off loaded with intelligence about how to figure out what’s spam and what’s not, and then it learns and tailors its intelligence to you as it gets experience with your particular preferences.

 




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