Media planning and buying never stands still but we have a feeling 2015 might see quicker changes than ever. Technology rushes at marketing departments at an exponential rate, so much so it often feels more like a case of media playing catch up with the tech advances of the last year.

 

2015 will be a year when media planners have to factor in new mediums and new ways of using old mediums, multiple screens and screens with multiple uses. These are some of the things we think we will see affecting the industry this year.

 

Video content

 

The sum of all forms of video (TV, video on demand, Internet, and P2P) will be in the range of 80 to 90 percent of global consumer internet traffic by 2018.

 

This isn’t a secret. Everybody knows that if a dog dressed as a spider can be viewed over a 100 million times then there is an almost unlimited space for brands still to reach into, and the appetite for video is only growing: The 2012 John Lewis Christmas video was watched about 5 million times online. This year’s has been watched over 19 million times already.

 

Brands with national or international ambition need to have high quality, well produced video in the right place to reach their target audience – because their demographic is online watching videos, right now.

 

Native advertising

 

Content creators have been tucking in advertorials wherever they could get away with it forever. But this has accelerated sharply in the digital age because traditional media has been threatened by the likes of Buzz Feed and Vice, ‘newsbrands’ that have had to monetize quickly and have done so by deliberately making the ground between genuine content and an advert fuzzy, to say the least. Traditional newsbrands, desperate for revenue themselves and aware of how poor banner ads are, have followed suit.

 

And now, new for 2015 the vloggers are getting into the act. Are these nice young men licking Oreos because they want to, or because a media agency saw how many followers they had in the correct demographic and paid them to? The ASA thought the latter but despite that we think this is just the beginning of a new age of, ahem, paid amplification in both print and online.

 

Wearable technology

 

Think this has happened already? Well, it has from a tech point of view. Google Glass and Apple Watch exist. There are engineers beavering (if that is the current verb for engineers) away in caves building the next models already. But the ad world is squarely on the first step of the ladder. We all know there is huge data and integrative media planning potential in wearable tech. We know it will involve making brands more accessible, and that matching location with emotion could equal brand nirvana. But first, people need to step up and buy the things to convince brands it is worth experimenting with advertising on them.

 

Media space owners get hitched

 

Or, at least their data sets do. We recently mentioned the coming together of The Telegraph and The Guardian for their ‘Audiences Not Platforms 2.0’ project. It hasn’t even started yet but the potential is there for the world to see. Media space owners have the formats and the audiences to attract advertisers. The more they work together, the better data they can provide and the more attractive proposition it is for brands and their advertising agencies. We expect (and hope) to see more of this.