Digital Display Advertising: The Outlook for 2015

March 23, 2015

Have you read our Digital Marketing Predictions for 2015, but you’re still hungry for more? eMarketer recently released their own report focused on display, “Digital Display Advertising: Nine Things to Know for 2015.”

If you work with display advertising, the report is a good source for fresh statistics and expert perspective—including from Signal’s own SVP of Marketing Joe Stanhope.

eMarketer’s research finds that digital display advertising will continue to be the largest channel (in terms of ad dollars) in the digital space, and will account for 46.2% of U.S. digital ad spending in 2015. Banners will be a smaller share of display this year, and mobile spending will surpass desktop for the first time. Programmatic will continue to make gains with connected TV, but is expected to account for just 28% of U.S. digital video ad spending in 2015.

Buyers will also take greater control of their data this year. Here’s an excerpt from the guide, which is available to eMarketer customers:

Marketers have been using data to inform and enhance media buys since the advent of advertising. Those operating in the digital advertising space have largely leaned on third-party, cookie-based data to segment and target.

But with the cookie unavailable in nonweb environments such as mobile apps, marketers will look more closely at their own first-party data.

“We’re seeing a renaissance in understanding the value and appreciating the value of first-party data,” said Joe Stanhope, senior vice president of marketing at cross-channel marketing firm Signal. “The ad tech industry in general has been pretty third-party-centered for a long time. But if you really want to put together a unified, single view of your customer across all these different channels and devices, the way to do it is to let your first-party data power those initiatives.”

Signal’s Fuse makes it possible to bring all your first-party data together in one centralized data hub—so you can understand who your customers are, what they want right now, and act on that data in real time.

And if you have read our Predictions for 2015, let us know how we’re doing, now that we’re nearly at the end of Q1. Are our marketing visions coming true?

Digital Marketing Guide

Laurel Wamsley

Laurel Wamsley was the Marketing and Communications Manager at Signal, and the editor of Signal's blogs. She worked previously at the University of Chicago, Rackspace, and NPR.