The biggest advertising trends of 2015 and what 2016 has in store

MediaCom Beyond Advertising have been reflecting on the past year and speculating what is to come in 2016.

By Holly Carters | January 4th, 2016

 

With 2015 still fresh in the memory and 2016’s new year’s resolutions yet to be broken, we felt it was the right time to ask the oracles of MBA to jog their memories about past year and polish their crystal balls for a look into what the future may have in store…

Palle Diederichsen, Head of EMEA MediaCom Beyond Advertising

What do you think was the biggest development in 2015? From the point of view of MBA, the fact that content marketing seems to have made it onto the standard brief from clients has been hugely encouraging and something we feel is vital for all brands to do.

What surprised you in 2015? A pleasant surprise has been how dominant MediaCom has been across new business and awards in 2015, with some great MBA campaigns leading the award success. It’s a big testament to our approach and positioning of the business as Content + Connections agency.

What most excites you about 2016? To see a further development of of our capabilities across the EMEA network. Our European operation is looking in great shape to make the most of the opportunities 2016 present – the latest proof being our Polish team’s Grand Prix win for  Sprite – The Truth is That  at the largest Polish advertising awards, Kreatura.

Tom Curtis, Head of MediaCom Beyond Advertising UK

What do you think was the biggest development in 2015?  Wasn’t 2015 officially the year of mobile? Or was that 5 years ago? Maybe 7? Whatever the case, in 2015, it was widely reported that mobile overtook desktop in a number of ways, from the number of mobile-only internet users to mobile versus desktop search.

And so, although an evolution, I see this as a bit of a tipping point in terms of what is to come. More vertical video? Perhaps. A greater focus on responsive design? Maybe. The recognition that things are going to rapidly change? Almost certainly. While much of the ad and marketing industries play catch up we mustn’t let mobile take our eye off the ball of future tech such as how we make properly immersive and effective content marketing for the next big game changers, AR and VR.

What surprised you in 2015? That the debate about what the hell content is has refused to go away. Every time someone definitively announces ‘Right, let’s stop this now – it’s this’, it just stirs up the ‘Yeah, except that it’s actually that’ argument. Which is sometimes followed by ‘Isn’t content a rubbish word anyway?’.

For many different agencies and publishers the ‘what-the-hell-is-content’ debate has provided a legitimate reason to adapt what they were already doing and use it to encroach (some might say) on other territory. Personally I think a bit of healthy competition is good for clients and good for the industry. The idea and the execution is the most important thing – not what we call them.

So let’s stop the debate now. As far as MediaCom is concerned content is basically anything – including standard advertising. Oh, but ‘anything’ is a bit too loose right? In fact, isn’t content a rubbish word? Err…

What most excites you about 2016? In 2016 we’re going to develop and launch our most exciting project yet. It’s going to be huge, ambitious, all-encompassing and send waves across the industry. And it won’t just be a one-off stunt that sounds great in an award entry, but a long-term commitment between agency, brand and audience. What is it? Well, when it’s done you’ll be sure to hear about it.

Edward Cowell, SEO Director UK and International

What do you think was the biggest development in 2015? Personalisation. Whilst the trend in personalisation in organic search has been going on for many years, in 2015 it became much more noticeable than before. Contextual and location based search is making the search experience better and more relevant for searchers everywhere.

What surprised you in 2015? The search teams at MediaCom have grown hugely, and it was an honour and surprise to win ‘Best Large Integrated Search Agency’ at the UK Search Awards this year and in doing so beating a number of well recognised search agencies.

What most excites you about 2016? I’ve been in organic search for sixteen years, so what excites me is doing and discovering new things. There will be a great deal of technical change in organic search in 2016, which will raise entirely new challenges and fun problems for us to solve as a team.

Karen Hodkinson, Content Lead, Associate Director

What do you think was the biggest development in 2015?  There were two for me. One, the subject of ad blocking getting picked up by mainstream media such as Sunday Times and South Park. Consumers today are au-fait with advertising techniques and brands need to work harder at earning the consumers’ trust. Two, influencer marketing being built into marketing plans.

What surprised you in 2015? I’m surprised that so few companies are learning how to communicate with the millennials. In five years’ time, 50% of the workforce will be made up of millennials. So why aren’t more companies working at understanding this segment today? It covers a wide age group 18-34 and there are sub-sections within the millennial demographic displaying different behaviours. This group of consumers is the most banner-blind and immune to advertising. The earlier brands start understanding how to communicate with the millennials, the better. It’s much better to be an early adopter rather than a laggard.

What most excites you about 2016? We will see more visual content being created and, hopefully, more interactive content. Influencer marketing will continue to grow. Brands will start focusing on quality over quantity. Audience-centricity will increase and brands will produce better content to engage and win over an audience. Lastly, I’m expecting to see more brands, like Marriott, successfully integrating editorial publishing into their brand to create much more interesting brand storytelling.

Follow @weareMBA on Twitter and Instagram  for more news and information on the work we do


We need ad funded programming to work JUST BEFORE CHRISTMAS THE FOUR-PART CELEBRITY CYCLING SERIES, TOUR DE CELEB, CAME TO AN END. SMASHING C5’S TARGET RATINGS FOR ABC1S AND 16-34S WAS A GREAT RESULT. THIS WAS, AFTER ALL, AN AFP. "We’re not going to get a chance to get people to remember much about us" I have to admit that the below isn’t my theory. Instead it’s based on a compelling article I read by J Walker Smith, the executive chairman of Kantar Futures. The Social Media Trends to look out for in 2017 Year on year, social platforms evolve at an accelerated rate to suit business and consumer needs. 2016 showcased this well with the likes of Vine and Meerkat winding down, while Facebook, Instagram and Snapchat boomed. Are eSports Taking Centre Stage? eSports by nature is a hugely fragmented marketplace comprising of publishers, games, events, leagues and teams which each come with their own opportunities TOUR DE CELEB: RIDING HIGH WITH SKODA ON CHANNEL 5 BUILDING ON SKODA'S LONG STANDING ASSOCIATION WITH CYCLING, MEDIACOM BEYOND ADVERTISING LEVERAGED A UNIQUE OPPORTUNITY WITH STV PRODUCTIONS AND CHANNEL 5 TO PRODUCE AN ORIGINAL TELEVISION SHOW COMBINING THE INTENSE RIGOUR OF PROFESSIONAL CYCLING WITH AN ENTERTAINING NARRATIVE AND A MONUMENTAL CHALLENGE FOR OUR WILLING PARTICIPANTS MEDIACOM & CLOUDY BAY LAUNCH SECOND INSTALMENT OF SECRET SESSIONS EMOTIONAL TRUMPS RATIONAL Paving the Cow-path of Social Purpose Could contributing to a greater good be a shortcut to a success for brands? MediaCom and Cloudy Bay launch Secret Sessions Don’t worship false idols (and such other religious references) What makes a successful online marketing campaign? Pay attention, get attention - Part 2 WHEN IT COMES TO CRAFTING EFFECTIVE CONTENT, THERE IS NO ONE SIZE FITS ALL SOLUTION. WHAT MIGHT SHINE ON ONE PLATFORM MAY GET LOST ON ANOTHER. IF YOU WANT WIN BIG, IT’S TIME TO SWEAT THE SMALL STUFF. Pay attention, get attention IN A WORLD WHERE ATTENTION SHIFTS QUICKLY, WE HAVE TO GET CREATIVE TO CAPTURE IT AND TURN IT TOWARDS OUR BRANDS. BUT A GREAT IDEA CAN SINK OR SWIM BY ITS DELIVERY; THE DEVIL IS IN THE DETAIL. 5 Cameras, 4 artists, 1 new Volkswagen Up! Get behind the wheel for‪ #‎Li5tenup‬! All the sessions from The Salon in Austin are now live! The Salon in Austin Video Sessions MediaCom & Westpac launch #UnstoppableSquad to inspire millennials to be unstoppable Social led campaign to showcase inspirational Aussies living unstoppable lives The Salon Revisited: The Key Learning's We've Taken Away With Us From Our SXSW Fringe Event WE’VE WRAPPED THE SALON FOR ANOTHER YEAR AND HAVE PUT TOGETHER A PIECE THAT REVEALS THE HIGHLIGHT MOMENTS & KEY INSIGHTS FROM OUR FUTURE FACING SUMMIT ‘HELLO TOMORROW’ IN AUSTIN, TEXAS, WATCH THE HIGHLIGHTS FROM AUSTIN TO SEE HOW WE CAN HELP SHAPE YOUR BRAND’S CONTENT STRATEGY….NOW WE’LL START TO PLAN NEXT YEAR! MediaCom Beyond Advertising LA & Tempur-Pedic ask couples to recall their first time The innuendo filled comedic campaign uncovers the memorable details The Salon 2016 Day Two Highlights with Tumblr, Not Impossible, Pavegen and More! Day 2 at The Salon saw us play host to pioneers who are changing the world. We were humbled, moved and inspired by Mick Ebeling, Laurence Kemball-Cook and Giles Rhys Jones amongst others, followed by an exclusive performance from JP Cooper in the yard. The Salon 2016 day one highlights with Yahoo!, Spotify and more HERE ARE ALL THE BEST MOMENTS FROM DAY ONE AT THE SALON. WE HAVE, AMONGST OTHERS, RICH FRANKEL OF SPOTIFY, TWITTER'S KUNUR PATEL AND BEN DEITZ OF VICE DISCUSSING WHAT TOMORROW WILL BRING. THE ONLY THING WE DON'T HAVE, APPARENTLY, IS SOCKS... MediaCom & realestate.com.au capture milestone moments for first time renters through new ‘Beg, Blag, Borrow’ campaign MediaCom & realestate.com.au celebrates a rite of passage of young Australian adults via a digitally led campaign The Salon returns to SXSW to say ‘Hello Tomorrow’ MediaCom Beyond Advertising heads back to Texas in March for another few days of carefully curated content looking at the future of the industry… MediaCom & SunWater Queensland partner to create a life saving campaign directed at Aussie teenagers THE ARMY: FOUND YOUR DREAM JOB YET? British Army and Time Inc join forces to explore opportunities available for women MediaCom Beyond Advertising's Amy Roebuck recognised in M&M Global's 'Meet the Millennials' Having overseen several brilliant projects in 2015, Amy starts 2016 by being recognised as one of the brightest young people in the advertising industry... Air Rescue back on the radar for series three on Channel 7 'Three things' with Tom Curtis and MBA UK: Nikon, Sony and creative instagramming Head of MBA UK, Tom Curtis, talks about some of the brilliant projects coming out of London, the long term future of content and why his son, Dom, is an aspiring creative genius... MBA Global Head James Morris wins Drum Content Marketer of the Year James won big at the inaugural Drum Content Awards in London... Sony Mobile and Red Bull: a ground breaking partnership Red Bull Media House’s awesome new riding film has been released in partnership with Sony Xperia Z5 Premium... MediaCom & Chandon raise a toast to Australians living life unplanned Agencies, brands or publishers? Who owns content? Creator Networks – what, why and how? MBA's Libby Wright explores the role of Creative Networks... The Creative Trail by Nikon Why the decline of the dot-com is making way for the rise of content Nikon and The Telegraph create 'The Moment' Why collaboration is vital for content marketing to deliver amazing results Why the future of advertising is human Although technology is changing our world, its still a world populated by real life people. This means businesses need to increasingly consider their role in society in order to be successful... Three reasons why media agencies are the future ‘Love your car’ with Shell and The Telegraph MediaCom appoints Simon Jarosz as new Creative Director, as Shelby Craig sets up specialist division in L.A. A global expansion of MBA sees Craig return home to L.A, as Jarosz takes over national role based in Sydney. What we can learn from Jess Ennis-Hill and Usain Bolt about pitching for new business SEE HOW THE WORLD CHAMPIONSHIPS HAS INSPIRED OUR MBA CONTENT LEAD, SUSIE DABBS, AND MADE HER REALISE THAT PREPARING FOR A PITCH IS A LOT LIKE PREPARING FOR A SPORTING EVENT.. I Am Different with Nikon and Factory Media Insight Work that Works Rugby World Cup - What does it mean for brands? 'I Can Hear Things Others Can't' Silent Disco with Sony MBA & Biore create a spa haven for Splendour in the Grass festival go-ers MediaCom & Biore create a spa haven for festival revellers Why defining the role of branded content is so vital Content. Everyone’s talking about it, lots of people are doing it, but only a handful are doing it well... New brief? Why not embrace your inner hipster Have you heard that joke about Hipsters? You know the one... "Why does a hipster always burn their mouth when they drink coffee? Because they drank it before it was cool..." Cannes Lions 2015: MediaCom Beyond Advertising picks up three awards Taco Bell Canada Launches the Quesarito in Epic Style 'Three things’ with Morten Kristensen and MBA Denmark: distribution, programmatic and the Chicago Bulls MediaCom Denmark CEO, Morten Kristensen, talks about the challenges that 2015 has presented – including how best to distribute the great content we produce and how to get over the Chicago Bulls losing in the NBA Playoffs… The Festival of Media Global Awards: MBA picks up five wins It was a successful evening in Rome for our teams from Germany, Norway and Australia... MBA Australia bag two awards at the Festival of Media Asia Pacific Following a brilliant 2014 in Australia, MBA have begun 2015 where we left off by winning two awards for our work with Queensland Heath and beyondblue… ‘Three things’ with Gemma Hunter and MBA Australia: success, innovation and shoes! Executive Creative Director and Head of MBA Australia, Gemma Hunter, discusses becoming BEfest's 2014 Content Marketing Agency of the Year, an innovative Audi campaign and her life outside of work... 'Three Things' with James Morris: the Cristal Festival, the future of content and Christmas shopping