According to the New York Times "The single most important trend to figure out on the internet is video."That fact is backed up by Cisco who states that in 2016, video accounted for 67% of all internet traffic and will account for 80% of all internet traffic by 2021.
Over 7 million people tuned into the Super Bowl via online streaming this year with an average 1.7 million viewers per minute. That is double the total online streaming audience and up 23% from the average viewers per minute from the year before.
Live Sports events were once thought to be the proprietary domain of broadcast television, but the adaptation of online video streaming through what is known as Over-The-Top services or OTT has increased, steadily breaking down barriers to live sports and events along with long-form episodic content.
The top marketing prediction for 2017 is that marketers will increase their digital spending across the board.
Deloitte has been tracking consumer digital behavior and how it relates to purchases for over 3 years and they concluded that "The digital behaviors and expectations of consumers are evolving faster than retailers are delivering on those expectations." Deloitte further stated that "U.S. retailers must continue to quickly address the gap between their current digital offerings and growing consumer expectations."
Many businesses are starting to recognize that consumers have changed their habits, and that their business must spend more resources in digital. However, many of those same businesses are unsure of where and how to invest in digital to align their business to their customer's behavior.
The biggest marketing prediction for 2017 is that businesses will increase their spending in digital media.
82% of SMBs have established their own media channel in the form of a website or social media page, and 72% of them are purchasing digital services to support those channels, spending far more on those efforts than on basic advertising (Borrell).
Now that the presidential race has narrowed to the two final candidates, more attention is turning to state and local elections. According to LA Politics, the Louisiana Federal races are crammed with candidates. There are 24 candidates who have qualified for the primary election to fill the US Senate seat to replace David Vitter.
With so many new platforms and channels available, industry professionals need to establish new benchmarks to assist in planning for business growth and to better understand the expected return on investment from marketing campaigns. The Advertising Research Foundation recently released some important new research to help businesses make better marketing decisions.