- "In 2016, smart marketers will adopt more sophisticated online and mobile media plans to improve synergies across the overall media mix."
- "Smart brands will rethink how to create effective mobile ads."
- "Brands will invest more heavily in online -- especially mobile video advertising in 2016, but many will fail to adapt their content for different ad formats."
- "As marketing moves from disruption to attraction, content marketing will move up the corporate agenda in 2016."
Millward Brown predicts online video advertising will be "the fastest growing ad format in 2016," and that "mobile will soon account for the majority of online video traffic." Because of the vastly expanded number of media choices, "brands will struggle to align their creative assets accordingly."