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While 2014 was an exciting one for the Dedicated team — 10 year anniversary and all — much like the rest of the digital marketing world, we are eager to see what lies ahead for the future of our industry. In order to identify five trends to watch for in 2015, we turned to our Vice President of Strategic Accounts, Matt Leingang.

5 Advertising Trends to Keep an Eye on in 2015

• As tracking platforms become standardized, advertisers will be better able to glean the insights needed

to attribute ROI to this channel.

• With tablet sales set to overtake PC sales in 2015 and smartphone sales anticipated to eclipse more than

1.2 billion units this year2, providing user experiences that integrate with the form and function of these devices

provide will be imperative to driving awareness and performance initiatives.

MOBILE’S IMPORTANCE WILL PERSIST IN THE MARKETING MIX

• Impression and click fraud will continue to receive attention and concern by advertisers demanding more out

of their campaigns.

• Similar to the problem of performance enhancing drugs in professional sports, there will almost always be

nefarious operations aimed at taking advantage of technical loopholes that allow for manipulation of various areas

of the impression delivery and tracking systems.

• The best and most trusted media vendors need to create internal audits and allocate resources for catching

and eliminating fraud beyond what third party verification companies provide.

DIGITAL IMPRESSIONS AND CLICK FRAUD WILL BE AN ONGOING ISSUE

• With Group M setting a new standard1 and pushing vendors to adhere to the new viewable metrics, publishers

are rapidly evaluating their operations and business models to evolve with their digital ecosystem.

• The economics of digital advertising will begin to change as advertisers used to paying low CPMs will see a

marketed increase when looking at viewable impression pricing models.

• While CPMs may increase the net effect of a campaign could be enhanced because the ads are being seen

at a much more significant level than what has been standard.

VIEWABLE AD DEFINITIONS AND PRICING MODELS WILL CONTINUE TO EVOLVE

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• With social media, mobile, internet protocol TV (IPTV), and an ever growing number of opportunities

for advertisers to engage with potential customers, advertisers will need to become smarter about which channels

provide the maximum effect.

FRAGMENTATION ACROSS DISTRIBUTION CHANNELS WILL REMAIN A CHALLENGE FOR ATTRIBUTION MODELS

• Content creation from trusted voices are a key component to building brand affinity.

• As programmatic takes over much of the long-tail opportunities, engaging custom content captures more

of users attention to gain user acceptance and drive performance of advertisers campaigns.

NATIVE ADVERTISING WILL BECOME INCREASINGLY MORE POPULAR

5 Advertising Trends to Keep an Eye on in 2015

Sources:1. http://www.groupm.com/news/groupm-news/groupm-and-cond%C3%A9-nast-partner-elevate-digital-advertising-environment2. http://www.forbes.com/sites/louiscolumbus/2014/07/18/gartner-forecasts-tablet-shipments-will-overtake-pcs-in-2015/