2016 digital marketing trends and changes

BIGGEST DIGITAL MARKETING CHANGES IN 2016

Katana’s Quick Tips

In 2016, the industry was also enthused by the saturaEon of chat bots, live video content and for the first Eme, YouTube ads earned be-er return on investment (ROI) than TV! Ad blocking, augmented reality (i.e. Pokémon

Go) and the Internet of Things (Iot) were also appeEzing technology talking points that deserve honorable menEons for their impact in 2016.

THE BIGGEST AND BEST DIGITAL MARKETING CHANGES IN 2016…

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Over-The-Top (OTT) Devices

Streaming video is predominately dominated by YouTube, NeUlix, Amazon and Hulu, serving 188.1 million video users, with a projected growth of 3% to 193.8 million in 2017. In 2016, YouTube and their original content rental counterpart YouTube Red, accounted for 95.3% of OTT video viewers, NeUlix brought in 60%, Amazon received 36% and finally Hulu aggregated 31.4% of video users.

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Instagram Introduces Ephemeral MarkeQng

In tune with Instagram’s finesse, their version of ‘Stories’ provides the similar overlay text/graphical features that Snapchat offers, but the big difference is that Instagram Stories are discreetly configured at the top of Instagram newsfeed, out of the way from users who don’t want to watch them.

Snapchat’s interface remains much more complex, capable of face-mapping technology, but Instagram was successful in tapping into the niche, opportune ephemeral market.


Facebook Introduces Live Video

In 2016, Facebook served more than eight billion video views per day, doubling the video content consumpEon in 2015. A recent study conducted by Cisco concluded that this trend will

dominate the internet, consEtuEng 80% of all global internet traffic by 2019.

By stealing share from YouTube, Facebook is asserQng itself in an advantageous posiQon with publishers who would inevitably bring in higher quality content and execuQons. Earlier this

week, Facebook announced that it would be tesEng a ‘mid-roll’ ad on its video plaUorm, with the objecEve to generate revenue for media companies and the social conglomerate.


Snapchat’s New Technologies

The original ephemeral plaUorm extended an invitaEon to users to purchase customized geofilters, and also introduced sponsored geofilters for adverEsers and brands – both which

contributed to the $366.69 million in ad revenue. The app honed in on the inEmate conversaEon it had with younger millennials and its range of ad units with improved targeEng,

and we can expect Snapchat’s ad revenue to double in 2017.


AdWords Introduces New Updates

1. Expanded text ads (ETA)

2. No more right rail ads

Google began to use a website’s mobile-friendliness as a ranking factor in 2015, and in May 2016, enforced the need

for website’s to be optimized for mobile.

THE BIGGEST AND WORST DIGITAL MARKETING CHANGES IN 2016…


Vine served as a conduit for aspiring adolescent and teen talent to be discovered by record labels and other talent agencies, uncovering now-celebriEes including Shawn Mendes, Nash Grier and

Logan Paul. In October 2012, Twijer acquired Vine, but has been existenEally quesEoned for not invesEng enough resources to innovaEng the plaUorm, which ulEmately stagnated user signups

and engagement.

Demise of Social Video Pla`orm, Vine


Upon Donald Trump’s startling elecEon as the 45th president of the United States, Facebook was criEcized for influencing the electorate by inundaEng Facebook newsfeeds with hyper-parEsan sites and false arEcles. A vice president of Facebook’s newsfeed, Adam Mozzeri, fired back with

concerted effort claiming that the misinformaEon represented on Facebook’s newsfeed only accounted for “one fracEon of a percent of the content across the network.”

Facebook Slammed With Fake News


The Federal Trade Commission (FTC) cracked down on social media influencer markeEng, Eghtening the reigns on social media celebriEes who peddle their newsfeeds with brand messages.

In order to combat decepEve celebrity endorsements, influencers are now required to denote a paid ad with a hashtag that explicitly idenEfies it as an #ad, #sp, or #sponsored.

Increased Policing of Influencer MarkeQng

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2016 digital marketing trends and changes

Marketing