Content marketing tops 2016 priorities list as agencies and publishers fret more about new technology than clients

ad blocking imageContent marketing is the number one priority for agencies, publishers and advertisers, according to a global study by ad and media services firm Publicitas.

The study, conducted in the month of April, found content marketing to be top of mind from 24 possible opportunities and threats, including the much talked-about rise of ad blocking.

Marketing priorities by media sector:


  1. Content marketing
  2. Ad personalisation
  3. Rich media ad formats
  4.  Mobile video
  5. Programmatic


  1. Content marketing
  2. Programmatic
  3. Mobile video
  4. Cross-device targeting
  5. Accurate audience measurement


  1. Content marketing
  2. Content quality
  3. Content relevance
  4. Ad personalisation
  5. Accurate audience measurement

The report notes that even though ad blocking is still appearing as a topic in the media almost daily, it is not a main concern for the industry.

Global marketers across all sectors believe that making content more insightful and relevant will help counter the ad-blocking trend; 81% of global marketers agree that relevant content and environment helps prevent ad blocking.

Advertisers are prioritising quality of content and relevance next, however for media owners content quality and relevance does not even feature in the top 10. For publishers, personalisation and ad formats are a more important focus.

Almost all of the survey’s 672 respondents agreed that developments in mobile technology, and the power of mobile devices, will probably influence their business over the next year.

Almost two thirds (70%) believe that virtual reality will drive the next technology revolution.

Clients seem more confident in their ability to keep up with new technology than agencies or publishers. Overall, 86% agree that ‘technology change is increasing at a faster pace than our ability to track it’, but more publishers (46%) and agencies (45%) strongly agree with this statement, compared to 36% of marketers.

Andy Vogel, global head of digital product at Publicitas, commented: Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realised if the application and monetisation models are in place to move these mainstream.”

“It will be interesting to carry out this survey in another year, compare the priorities and industry problems and see if by using engaging content and the latest technologies, we are any closer to aligning businesses with consumer expectations and needs,” he said.

To read the Publicitas white paper in full, go here.


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