S4M is the drive-to-store platform, delivering advertising which drives more customers to stores, dealerships and restaurants.

Paris, France
Founded: 2011


Digital advertising


Levi Strauss & Co
Calvin Klein
Air France-KLM
Pernod Ricard
Sony Pictures

Sector Experience

Advertising Technology
marketing technology

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What trends will shape the ad tech industry in 2020?

by Nawal Es-sdiqui

11 December 2019 13:22pm

2019 is coming to a close and, with it, a decade of innovation. From buyouts to new tech stacks and market concerns like transparency taking centre stage, the advertising industry has evolved to put consumers first and streamline their buying journey.

According to the Office for National Statistics, virtually all adults in the UK were recent internet users (91%) in 2019. Combined with digital media that’s set to represent two thirds of the UK retail ad market by 2023, this has led to a real boom in mobile advertising.

And that’s just the beginning. From the advent of 5G to redefining traditional success metrics, 2020 is shaping up to be a pivotal year for the industry. Take a break from the end-of-year hustle and bustle and have a look at the trends that will shape ad tech in 2020.

Switch things up with 5G

5G networks are primed and ready to go. Their unprecedented data speeds will encourage customers to use their mobiles even more - especially to stream content. This is a golden opportunity for you to invest in video formats that’ll have little to no load time.

The time has come to embrace mobile-first creatives and best practices if you haven’t already. From short-form video content to focusing on formats suited to the mobile environment, you must make the most of mobile to stand out.

Media metrics are on their way out. Time to welcome business KPIs

Proving the effectiveness of a campaign is no walk in the park. Especially when your board doesn’t speak your language.

There’s an easy solution. Move away from media and marketing metrics like clicks, views, viewability and engagements, and turn to more tangible ways to judge your advertising performance – like increased numbers of customers in store or how many more people are buying your products.

Mobile is more than a channel, it’s a measurement tool

As we move into 2020, mobile is going to become more than just an advertising channel. It’s going to be the technology which helps prove campaign ROI.

With the ability to deliver one unique user ID, track user engagement and visits to a store location and so much more, brands will start using mobile as a measurement tool to prove campaign effectiveness. So, make sure you don’t miss out.

2020 has a lot to offer to brands who are ready to seize these opportunities and aren’t afraid of hard work. For more insights on the industry standardization and the death of the cookie, download the 2020 report. In the meantime, let’s celebrate the New Year and drink to a successful and prosperous 2020.