9 DIGITAL MARKETING TRENDS
YOU NEED TO KNOW THIS MONTH

Niviya Vas, Senior Analyst

Explore the digital marketing trends affecting consumers and brand strategies so far in 2016.

Digital Video Advertising Trends

1.

Programmatic TV will come close to being a $1 Billion market in the U.S. this year[1], and is predicted to account for $10 Billion of TV budgets by 2019[2].

[1] Programmatic and Addressable TV: Definitions, Projections and Resources | Altitude

[2] Programmatic TV to Account for $10 billion of TV Budgets by 2019 | AdAge

2.

Globally, a minimum growth of 1.5x in total video streams for the 2016 Rio Olympics is estimated, which translates into 2.85 billion worldwide video streams. For the U.S. alone, a 2x growth in total digital video advertising streams is expected, which equates to 320 million video streams for the 2016 Olympics.

How Many People Will Watch the Rio Games via Digital? | eMarketer | July 29, 2016

3.

78% of U.S. adults used TV to learn about the 2016 Presidential election, with local TV news as a top source; 65% used digital sources. Targeted TV advertising will see a rise as 59% of likely U.S. voters, ages 18 to 34, use digital video to learn about political candidates and issues.

U.S. Election 2016: Spotlight on Digital Advertising, Data and Targeting | eMarketer | May 5, 2016

4.

Mobile video makes up 25% of Presidential campaign ad impressions. 33% of likely voters have viewed a post or video about a candidate shared by a friend. Read more about how Snapchat is affecting mobile video advertising here.

U.S. Election 2016: Spotlight on Digital Advertising, Data and Targeting | eMarketer | May 5, 2016

5.

36.6% of U.S. internet users plan to conduct holiday shopping research on their desktops/laptops, 28.9% plan to conduct shopping research in-store and 10.5% via smartphones. 32% of U.S. internet users plan to make holiday purchases on their personal computers while 33.5% would shop in-store. Therefore many brands are adopting an omnichannel strategy in an effort to connect the dots amongst these consumers.

Primary Channel/Location Where US Internet Users Plan to Research vs. Purchase Gifts during the Holiday Season | eMarketer | June 2016

6.

42.7% of internet users plan to purchase holiday gifts on Amazon.

Why Many Internet Users Will Be Shopping via Amazon This Holiday Season | eMarketer | July 28, 2016

Back to School Shopping Trends

7.

Back-to-school season will represent 17.2% of full-year retail sales[3]. Overall back-to-school sales in the U.S. are expected to increase 2.6% this year, with sales for the season expected to total $828.8 Billion[4]. U.S. ecommerce retail sales, during the core back-to-school shopping months of July and August, will grow 15.3% this year, up slightly from 15.2% in 2015[5].

[3] Retail Sales during Core Back-to-School Shopping Months Will Climb | eMarketer | July 2016

[4] Parents Are Increasingly Using Mobile Devices for Back-to-School Shopping | AdWeek | July 5, 2016

[5] Back-To-School Shopping Preview 2016 | eMarketer | July 2016

8.

46% of shoppers plan to make BTS purchases online, while 38% plan to make back-to-college purchases online[5]. Around 60% of parents are planning to buy at least one item on a mobile device, and 30% plan to do at least one-fourth of their shopping on mobile[6].

[6] Parents Are Increasingly Using Mobile Devices for Back-to-School Shopping | AdWeek | July 5, 2016

9.

61% of back-to-school shoppers say they’ll research online before making a purchase in a physical store. 25% of parents said they plan to use social media to assist with their shopping— the number one reason to use social media is to find out about promotions (74%), followed by coupons (64%).

Back-to-school survey 2016 - Shopping for the “easy A” | Deloitte

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