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Digital business trends in 2015

The working committees of IAB Spain consultancy produced a report with industry developments

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IAB Spain consultancy issued the report "Top Trends 2015", where its working committees analyzed digital business evolution for this year.

The main conclusions are listed below by committees:

Branded content

Marketing managers will invest mainly in content marketing in online video and companies will focus their efforts on creating relevant, more personalized content.


Microsegmentation and personalization of messages on different platforms will help to create relevant, informative and non-intrusive advertising.

Programmatic buying

Programmatic buying means using an automatic platform to buy advertising impressions. Data on the target audience, budget and objectives of the campaign are entered in the platform. Shopping platform combines the advertisements that each user sees with available data on target audience. The idea is that every Internet user will see an ad that matches their interests. This means that advertisers only pay to reach customers that interest them. In 2015, many advertisers will increase their budgets in this model after proving its effectiveness with small tests.

Digital creativity

Real Time Marketing (RTM) will be in the limelight: brands and agencies evolve to communicate in real time, 24/365, to take advantage of all opportunities in social media. Moreover, the expansion of the 'wearebles' (gadgets and electronic devices that are incorporated somewhere in the body such as smartwatchs, tennis shoes with GPS, bracelets that monitor health, etc.) promote creativity to integrate user experience in advertising campaigns.

Digital signage

Sectors such as hotel industry, catering and physical stores (retail) will incorporated increasingly digital signage, a fact that will serve as a lever for the market. The digital signage is the dissemination of digital content in screens. This technology is increasingly replacing traditional signs.


The on-off division, and even the division by device loses relevance against the unitary vision of a single market, the user. Marks should integrate more of their offline and online environments to deliver a hybrid consumption.

Internet of things

The market of connected cars is expected to grow, thanks to the arrival of the 'eCall', the end of European roaming and the progress to only four operating systems. Progress is also expected in connected watches and clothes (wearables).


On the one hand, this year will see the first cases of the implementation of reforms in Intellectual Property in the responsibilities of advertising intermediaries. On the other hand, in the absence of a clear regulation of 'branded content', self-regulation is likely to become an excellent practice in order to increase legal certainty. In addition, it seems that the new European Data Protection Regulation, that has been in negotiations for three years, could be approved in 2015.

Mass media

This year will see the creation of "private markets for programmatic buying and selling" generally shaped by media leaders with premium audiences. It will be only possible to access these markets with invitations.


This year the focus will be on more specialized apps, exploring new areas such as health or retail. The use of a second screen will be a new trend, with the normalization of the simultaneous use of television and other device.


The latest trends are based on performance measurement and control of the user experience in a global context, with interactions in the online and offline world.

Radio online

The standardization of formats, together with the possibilities of digital media measurement and the advantages of audio, will consolidate the market, allowing that confidence in the online radio and investment increase.

Social media

There will be an increase in visual social networks like Instagram, Vine or Snapchat. It also will be the year of 'brand ambassadors', ie, celebrities seeking brands to represent. This process is the opposite of the usual one, where the brand is the one that seeks celebrities.

Connected TV

This year new global competitors will be in the limelight. Video platforms and manufacturers (Netflix, YouTube, Apple TV, Samsung) are beginning to create or acquire their own content. In the long term, competition between local and global companies will harden.

Video online

Consolidation of Youtubers as generators of audience and interest, especially among those under 20 years-old. This concept will tend to diversify to more profiles and content types.

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