Millward Brown’s annual Digital and Media Predictions has forecasted simpler consumer journeys as boundaries between sales and media touchpoints blur.

The aim would be to use consumer mapping to identify the most important moments from both sales and marketing between awareness and purchase giving brands the ability to deliver a seamless customer experience.

This development is predicted to be driven by people buying in the moment leading the consumer journey to become device and channel impartial, as well as the transformation of e-commerce sites from clear sales paths into media touchpoints and the conversion of ad creative that links directly to purchase opportunities on digital channels.

“Sales and media touchpoints have traditionally been separate, but changes to the digital landscape and consumer behaviour now allow marketers to unify them for the first time,” said Millward Brown global brand director Duncan Southgate.

“In 2016 we expect advertisers to map marketing contexts to an integrated consumer journey so that sales and brand-building content complement rather than compete with each other.”

Other key predictions include brands investing more heavily online particularly in mobile video advertising. However, money will be lost through failing to adapt content to fit the format.

More brands are also predicted to become content creators to overcome low receptivity to digital advertising, while Connected TV is expected to take over the television viewing experience leading to changes in content consumption.

Southgate also said that the recent rise of ad blocking software meant that consumer interest is expected to be a big issue in 2016.

“Brands that fail to target consumers appropriately, adapt content across formats or rely solely on paid advertising content are unlikely to build engagement and drive sales,” he added. “The ability to connect in digital platforms at a time when consumers are willing to do so, and with great content in a format that is not intrusive, will separate the successful marketers from those that simply annoy.”