GroupM Interaction 2016

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.
  • Only 64% of aggregated traffic was being viewed by humans rather than by bot software which, in addition to the compounding effect of impressions, created a sudden and entirely legitimate loss of confidence in the digital inventory supply chain.
  • The biggest outstanding challenge remains viewability in feed- or stream-based environments including Facebook, Twitter and Instagram as well as the vast majority of mobile applications.
  • The last fortress against adblocking is the mobile app ecosystem as an estimated 90% of time spent with a smartphone is mediated by an app.
  • It is the end of the beginning of...

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