In a world of banner blindness, I’m sure you are worried about the future of advertising. If you’re in marketing, I bet it’s one of your biggest concerns. But it is a new dawn and it is a new day. And as technology and advertising continue to evolve, so will your strategies. Next, let’s dive into the future of digital, mobile, video and television advertising.
Future of digital advertising
Let’s start with some stats: 91% of respondents agree that ads are more intrusive today compared to two to three years ago, and 87% agree that there are more ads overall (HubSpot) 42% of consumers feel that ads on digital media are irrelevant to their needs, a 10% increase from the last quarter (RevJet) 73% of consumers dislike companies with repetitive messages, representing a 15% increase in negative sentiment quarter over quarter (RevJet) 62% of companies have, or plan to have, an omnichannel marketing strategy (Adweek) Conversion rates increase the more users see an ad in remarketing campaigns (WordStream) Almost all ad buyers expect digital advertising to comprise more than 50 percent of their total marketing budget in two years (Accenture) Currently, buyers and sellers use programmatic on average for only 17% of their inventory. In two years, that will more than double (Accenture) Digital advertisers believe that automation would have an impact on achieving their goals (Forrester) Consumers are more likely to interact with brands that advertise in addition to legitimate content, they are less likely to interact with brands that advertise alongside false, objectionable, or inflammatory content, they would stop using a brand or product if they saw the brand’s advertising alongside false, objectionable or inflammatory content, and believe that advertisers are responsible for ensuring that their digital ads are served alongside trusted content (The Harris poll) So what does this mean for the future of digital advertising? Basically, it means that the ads must remain personalized. Once you have the consent of your consumers to use their data, you must use that data effectively in order to create the correct ads. Also, you shouldn’t just focus on one area of advertising. It must have an omnichannel and multi-device approach. When you return to the drawing board for your digital advertising strategies, remember that remarketing is still a good strategy for reaching users, and that programmatic advertising is on the rise. Now that we’ve looked at digital advertising as a whole, let’s dive into more detail. What will mobile advertising look like in the future?
Future of mobile advertising
Here are the stats: 85% of advertisers and 72% of publishers are currently using programmatic advertising (IAB) Nearly 80% of programmatic ad spend will go to ads for mobile devices, rather than desktops (eMarketer) When asked to specify which types of mobile ads were annoying, 73% said full-screen ads were the worst (HubSpot) Mobile device users rate search ads compared to others, probably because they are relevant to your information needs (HubSpot) Twitter Ads are 11% more effective than TV ads during live events. (Twitter) In 2019, mobile ad spending worldwide totaled $ 189 billion and is expected to exceed $ 240 billion by 2022 (Statista) Mobile advertising has grown rapidly in the past two years, but is expected to decline to around 10.4 percent by the end of 2022 (Statista) At the end of the day, programmatic spend in mobile advertising is increasing as in-app ads dominate. Automation in mobile advertising will also continue to increase. Also, when it comes to mobile advertising, you may want to consider search ads instead of banner ads as they create a better user experience. Now, let’s take a closer look at video advertising.
Future of video advertising
Let’s look at the stats: Consumers don’t find value in watching video ads if they don’t have to. 100% of respondents reported that they will always skip ads when given the opportunity (RevJet) The pandemic has overwhelmingly increased the number of online videos people watch (Wyzowl) Marketers are feeling more positive than ever about the ROI video offers as it continues to heavily influence traffic, leads, sales, and audience understanding (Wyzowl) 87% of video marketers reported that video gives them a positive ROI, a world away from the humble 33% who felt that way in 2015 (Wyzowl) In 2019, video was the number one communication medium used in content strategy, surpassing blogs and infographics. (HubSpot) Video is still one of the most powerful advertising tools. And it continues to rise, even in the face of the pandemic. Before we say goodbye, let’s review what the future of television advertising looks like.
Future of television advertising
The stats: Programmatic TV will account for a third of TB’s global ad revenue (PwC) Television advertising revenue in the United States is expected to grow from US $ 71 billion in 2018 to US $ 72 billion in 2023 (Statista) Global television advertising revenue is projected to increase from $ 173 billion to $ 192 billion between 2018 and 2022 (Statista) While television advertising appears to be decreasing, it is actually expected to increase. However, it is important to keep in mind that the future of television advertising will look programmatic. Without a doubt, the future of advertising will look interesting, because as technology continues to evolve, so will our marketing strategies.