As a part of our #Outlook16 series, we asked online advertising companies – Tyroo, InMobi, Vizury and Vserv about their focus areas for 2016, and the challenges that the sector needs to address. Answers have been lightly edited for brevity. What were the top developments in the online advertising segment in 2015? How has the sector changed from 2014 to 2015? Sumit Kumar, Tyroo - Native ads, video ads have changed the formats in digital advertising (Desktop and Mobile). - Targeting based on behavioral data and user analytics has made it more precise than before. This is impacting the ROI of advertisers in big way. - One of the biggest breakthroughs in the online and mobile advertising space is the introduction of "viewable impression” technology. Dippak Khurana, Vserv - Mobile Advertising was driven by App Installs - Native Advertising began to gain momentum Arun Pattabhiraman, InMobi - Location based advertising is seeing massive adoption today. Combining location with contextual content has boosted ad performance significantly. - Massive adoption of programmatic advertisements. [caption id="attachment_146361" align="alignright" width="104"] Shiju Mathew[/caption] Shiju Mathew, Vizury - Mobile app contributed to 79% of the sales in 2015 as compared to a 37% the previous year. - Brands transitioned from downloads to engagements on Mobile app. - Cross device advertising gained more importance as brands still continued to invest on desktop web advertising. What were the biggest challenges for the sector in 2015? Sumit Kumar, Tyroo - International publishers reaching out to Indian advertisers directly rather than via local networks -…
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