This year’s key developments will centre on online video, mobile apps and further moves towards distributed content. Mounting problems around online display advertising will lead to a burst of innovation around journalism business models.

More specifically ...

  • Facebook/Google/Apple battle intensifies over the future of mobile and the discovery of content
  • Messaging apps continue to drive the next phase of the social revolution
  • Mobile browsing speeds up thanks to initiatives by platforms and publishers
  • Ad-blocker/publisher wars move to mobile - they rage through 2016 · Fraud and fake traffic further undermine faith in online advertising
  • Renewed focus on paid content of different flavours (given above) including crowd funding, membership and micropayment
  • Explosion of 360° video, auto-play video and vertical video (get used to it!)
  • Growth of identified web (sign in and registration will be critical to delivering cross platform personal content and notifications)
  • Breakthrough year for Robo-journalism– strikes in newsrooms over job losses
  • Another year of spectacular cyber attacks and privacy breaches
  • More measurement of attention/impact, less measurement of clicks
  • Messaging apps go mainstream at work (eg Slack, Hipchat, FB at work)
  • Scheduled TV viewing on the slide as more viewing shifts to on-demand
  • Rebirth of audio driven by internet delivery to mobile devices

Technology to watch for

  • Virtual Reality (VR) hype goes into overdrive; leaves non-gamers cold
  • Artificial intelligence (AI) and messaging bots
  • Bendy and flexible phones; wireless charging finally takes off
  • Drones go mainstream with registration required in most countries
  • Smart mirrors just one example of growing visibility of the Internet of Things

Everywhere we will see the growth of analytics and data-informed decision-making in technology, marketing and even publishing. In a few years’ time, it will seem extraordinary how uninformed we once were.

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