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10 Marketing Trends To Watch Through The End Of 2016

Adobe
Adobe
AdobeSenior Manager, Brand Social Media at Adobe

Overall, 2016 is shaping up to be a strong year for marketing. From artificial intelligence to nonverbal communication, here are some trends to watch during the next six months.

10 Marketing Trends To Watch Through The End Of 2016

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10 Trends
To Watch
Through The
End Of 2016
The
1. Vote TV
Traditional	media	will	get	a	boost	from	political	spending	
during	this	U.S.	election	 season.	Pundits	predict	a	$5	
billion	presidential	race—double	 2012’s	total—and	state	
and	local	candidates	are	girding	for	massive	spending,	
anticipating	the	side	effects	of	a	contentious	Clinton-vs.-
Trump	campaign.	
The	result	could	be	tight	inventories	of	national	and	
local	TV	time,	especially	 in	the	battleground	states.	The	
Association	of	National	Advertisers	(ANA)	has	already	
predicted	the	possibility	of	an	“ad	squeeze” as	the	party	
conventions	adjourn	just	in	time	for	the	Olympic	Games	
to	kick	off	and	take	up	inventories.	
The	rising	use	of	programmatic	buying	for	political	 ads	
will	help	ease	the	crunch,	though	political	advertising	
remains	TV-centric,	especially	 in	local	spot	markets.	
Expect	tight	inventories	and	hefty	price	tags	for	prime	
time	until	November.
The
image
2. Marketers And Agencies At Odds
Cracks	in	the	marketer-agency	relationship	became	
obvious	this	spring,	after	the	ANA	released	a	
controversial	K2	study	highly	critical	 of	transparency	in	
agency	media-buying	practices.	The	industry	group	
pointed	to	a	“fundamental	disconnect,”	citing	rebates	
from	publishers	were	pervasive,	with	markups	often	
mandated	by	senior	agency	executives.	
The	K2	study	appears	to	have	driven	a	wedge	between	
the	ANA	and	the	American	Association	of	Advertising	
Agencies	(4A’s),	which	in	January	released	its	own	set	of	
transparency	guidelines.	“This	does	nothing	to	foster	a	
productive	conversation	or	to	move	our	industry	
forward,”	the	4A’s	stated	in	response to	the	K2	study.
The	two	groups	have	been	trying	to	find	common	cause	
in	fighting	off	the	separate	issue	of	ad	fraud,	estimated	
to	be	a	$7.2	billion	annual	drain	on	media	budgets.	
Future	meetings	could	now	be	tense.
The
image
Last	year	we	predicted publishers	would	strike	back	
against	ad	blockers,	but	the	level	of	ad-blocking	adoption	
has	shocked	even	the	pessimists.	Blocking	exploded	by	
90%	in	2015,	a	May	report	from	PageFair revealed,	and	
was	even	more	pervasive	on	mobile,	where	twice	as	
many	users	block	ads	than	on	desktops.	One	in	four	
mobile	users	have	ad	blockers.
Media	and	creative	executives	acknowledge	that	the	
industry	will	have	to	stop	fighting	and	adapt	to	the	new	
normal	of	ad	blockers.	Relevant,	value-added	messages	
should	help.	
“It’s	the	culmination	of	years	of	technology	that	cuts	out	
the	crap	and	gives	consumers	the	content	that	they	
want,”	said	Jason	Jercinovic,	global	head	of	marketing	
innovation	and	global	brand	director	of	Havas	
Worldwide.	“Very	soon	everyone	will	have	ad	blocking	
built	in,	and	that’s	a	benefit.	Look	at	Snapchat—they’ve	
done	a	good	job;	the	ads	are	really	entertaining.”
3. Ad Blocking Goes Mobile
All	recent	Olympics	have	opened	in	the	wake	of	
controversy,	but	the	Rio	Games	face	more	than	its	share,	
including	a	potential	ban	on	Russian	athletes	for	doping,	
a	Zika virus	outbreak	that	made	officials	ponder	
postponing	the	event,	and	an	unsteady	political	
situation	in	Brazil	(including	a	presidential	
impeachment).
Sponsorship	contracts,	however,	have	been	in	place	for	
years.	NBC	expects	to	top	the	$1.3	billion	in	ad	sales	it	
racked	up	in	the	London	Olympics	in	2012.	At	these	
rates,	marketers	will	be	approaching	these	games	with	
extra	care.	
“The	well-documented	issues	going	on	at	the	moment	
will	definitely	mean	CMOs	will	be	taking	a	hard	look	at	
messaging	and	timing	to	ensure	not	to	fall	foul	of	any	
minefields,”	said	Dominic	Curran,	CEO	of	sports	
marketing	agency	Synergy	U.S.
The
image
4. Olympic-Sized Trouble
In	the	decades	since	China's	market	opened	to	the	West,	
brands	have	rushed	in,	but	this	year’s	market	correction	
has	given	them	a	moment	to	stop	and	consider	China	as	
more	than	a	new	frontier	but	as	a	complex	market.	
So,	as	the	Chinese	economy	continues	to	grow	at	a	clip	
faster	than	in	the	U.S.	or	Europe,	brands	are	introducing	
a	new	subtlety	in	their	segmentation.	Landor	recently	
published	a	report	calling	for	a	“profound	rethink” of	the	
market,	pointing	out	changing	attitudes	among	Chinese	
Millennials,	 a	new	mindset	among	Chinese	women,	and	
a	sharp	divide	between	villages	and	cities.	Zenith	
Optimedia reported	the	Chinese	media	market	is	
maturing,	too,	with	the	rise	of	paid	content	and	a	more	
sophisticated	outlook	on	gauging	digital	engagement.	
While	Chinese	brands,	such	as	Huawei,	Tencent,	and	
Alibaba,	look	globally,	it’s	not	enough	to	merely	launch	a	
brand	in	China	in	2016.Indeed,	the	days	of	easy	growth	
are	over.	
The
image
5. Digging (In)To China

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