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Predictions for the 2017 Media Landscape

This past year data and personalization became paramount. In 2017, these trends will be strengthened by the emergence of experiential channels and real-time technologies.

  1. US digital video advertising, purchased programmatically, is expected to increase by 9% in 2017

  2. Mobile video ad spend increased 112.9% from 2015 to 2016 and is expected to rise another 56.8% in 2017

  3. Addressable TV will become more prevalent, enabling advertisers to selectively segment TV audiences and serve different ads/ad pods within a program

  4. “One size fits all” marketing strategies will no longer be as effective in 2017, as brands and publishers will focus heavily on personalizing content to create a more individualized message

  5. Live content, including real-time broadcasts, will continue to grow in popularity becoming the primary focus for social channels

  6. Facebook will provide additional tools for creating 360 content and increase the reach in people’s News Feeds, providing extra incentive for brands to create this immersive content.

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