More measurement of attention/impact, less measurement of clicks.Another year of spectacular cyber attacks and privacy breaches.Breakthrough year for Robo-journalism– strikes in newsrooms over job losses.Growth of identified web (sign in and registration will be critical to delivering cross platform personal content and notifications).Explosion of 360° video, auto-play video and vertical video (get used to it!).Renewed focus on paid content of different flavours (given above) including crowd funding, membership and micropayment.Fraud and fake traffic further undermine faith in online advertising.Ad-blocker/publisher wars move to mobile – they rage through 2016.Mobile browsing speeds up thanks to initiatives by platforms and publishers.Messaging apps continue to drive the next phase of the social revolution.Facebook/Google/Apple battle intensifies over the future of mobile and the discovery of content.Mounting problems around online display advertising will lead to a burst of innovation around journalism business models. This year’s key developments will centre on online video, mobile apps and further moves towards distributed content.
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