The document discusses important factors for digital advertising and presence in 2016. It notes that mobile usage now exceeds desktop, with 74% of UK consumers having smartphones. It emphasizes the need for businesses to focus on mobile websites by improving speed and user experience. It also recommends beginning to explore using video marketing, as video will account for 69% of online data traffic by 2017. Finally, it stresses finding the target audience and understanding audience signals to reach people across the customer journey.