RTBlog asked Tony Longo, co-founder and CEO of Ground Signal, a location-based audience platform, to look into his crystal ball for 2016. Here are some of his predictions:
Location will be a key player in new attribution models. “2016 will witness a huge push toward more robust attribution models. Location will be one of the key
reasons that new attribution models leapfrog existing ones with a new level of precision.
"As mobile and social continue to scale, location has transformed a simple data point into
a rich data layer. I predict that several companies will design/evolve platforms to allow marketers to better predict advertising’s effect on buying decisions before the end of the
year.”
Marketers will get closer to the omnichannel Holy Grail. “Marketing is no longer about broadcasting. It’s a two-way conversation. Omnichannel
strategies will bring personalization to a whole new level as marketers demand access to insights available through one centralized platform. Increasingly, performance will be tied to insights
and activations with the end goal: genuine one-to-one, personalized conversations.”
Marketers will use social media to drive merchandising. “The advent of
the buy button, with access to real world audiences and influencers in specific locations, will elevate social media from a ‘nice to have’ to a ‘must have’. Without a
social strategy, marketers will miss the opportunity to understand existing and potential customers. They will miss the opportunity to engage prospects, understand pain points in
real-time and drive ROI.
There will be an avalanche of consolidations ahead for mobile and video technology. “We’ll continue to see
consolidation as larger players acquire mobile and video platforms in the coming year to round out their platform offerings.”