Digital & Media Predictions 2016

Millward Brown’s global experts share their digital predictions for 2016 – covering topics from mobile-first marketing, addressable TV advertising, and header bidding to augmented reality, content, and consumer journey marketing. Learn more about what’s new and what’s next to help you move into the New Year with confidence.

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Successful marketing is all about delivering the right content to the right person in the right context. As we enter 2016, Millward Brown weighs in on emerging trends ranging from the complexities of consumer journey marketing and the rapidly evolving media mix to content marketing strategy, and challenges in programmatic buying, where there is a content versus context battle underway.

We've focused on the growing importance for brands to manage context and content in the year ahead. Marketers, who adopt a planning approach that recognizes media channels as a way of distributing content as opposed to a device or a technology, will have the most success in 2016.

While the evolution of new platforms and technologies presents brands with many opportunities, the adoption of these brings a responsibility for advertisers, agencies and media owners to ensure brand building will thrive. We've also addressed declining receptivity to advertising, the risk for brands whose digital content is not well executed, and the marketing wins we will see for those who get it right.


Beyond Online and Mobile to Context Based Marketing

In 2016, smart marketers will adopt more sophisticated online and mobile media plans to improve synergies across the overall media mix.

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Smart Brands Will Rethink How to Create Effective Mobile Ads

Mobile presents a massive opportunity for marketers to reach consumers in exciting new ways, but receptivity and creative challenges lie ahead.

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Header Bidding Will Drive Change in Programmatic Buying

Industry interest in the efficiencies of header bidding will create complexity for the adoption of ad viewability in programmatic buying.

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Connected TV Won't Kill Linear TV Advertising in 2016

Advertisers are entering an era of precise targeting and subscription funded viewing platforms.

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Brands Waste Billions by Failing to Adapt Video Creative Across Formats

Brands will invest more heavily in online and especially mobile video advertising in 2016, but many will fail to adapt their content for different ad formats.

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Content Marketing Reaches the C-suite

More brands are becoming content creators. As marketing moves from disruption to attraction, content marketing will move up the corporate agenda in 2016.

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Consumer Journey-Centric Marketing Will Unite Sales and Media Planning

Marketers will create new consumer journey maps that will unify sales and marketing teams to deliver brand growth.

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