Taking a longer view, Sinton says that 2014 and the first half of 2015 were about data collection, building up audience data and figuring out segmentation. The second half of 2015 saw things start to heat up for Beachfront.
Sinton says the No. 1 factor for that growth was audience segmentation.
Mobile video is also attractive because it is full screen and fully viewable. Brands are still debating the effectiveness of in-feed autoplay videos because they lack both of those elements and are therefore easier to ignore.
Many have predicted that 2016 will see a number of mergers and acquisitions throughout the mobile and digital space.
Sinton says that many of the acquisitions that are expected this year will be driven by venture capitalists looking for an exit from the market. “There’s a whole financial side that’s driving consolidation,” he says. “A lot of ad-tech investments were done in the 2000s,” and nearly ten years later it’s time for them to liquidate some portions of their portfolios.
Despite the anticipated mergers in the coming year, Sinton says the year should hold some promising opportunities for advertisers and marketers especially with two big events: the presidential elections, and the Summer Olympics.