With the rise of new technologies, another era of advertising exists. Especially in terms of marketing. Sadly traditional methods such as print ads, television and radio have lost their efficacy. This is where digital advertising comes in. Nowadays the key is to attract and retain customers. Which means you need to understand digital marketing. I mean, even local coffee shops and burger joints use social media marketing. The goal being to build their brand and increase their market-reach. Most importantly, you can measure your efforts more accurately. In addition, they also cost a lot less!
However the world of digital advertising is going through a lot of changes. The use of social media ads and video content are on the rise. In 2017, we expect to see a new set of trends. Consequently shifts within digital marketing will occur. All of which will shape the world of digital advertising. Taking it to the next level.
Here are some of the hottest digital advertising trends this year:
- Increased Use of Mobile Ad Blockers
- Google AMP and Instant Articles
- Mobile Ad Revenue Will Rise
- Marketing Automation Will Rise
- More Outstream Videos
- Chatbots Will Become the Norm
- More Landing Pages
- Omni-channel Marketing
DIGITAL ADVERTISING TRENDS IN 2017
With the internet and online channels on the rise, advertising has morphed. Especially since today's modern society has a variety of complex and effective digital platforms. Therefore many businesses choose to use digital advertising. Though as digital advertising grows, more companies soon realize it's a lot more effective than traditional efforts.
However, digital advertising comes with it's own set of challenges. Back in 2016, the number of installed ad blockers rose. This all occurred on mobile devices. And continues to steadily grow. But despite these challenges internet advertising is still going strong. Despite all this, the 2017 digital advertising world has a lot to offer.
1. INCREASED USE OF MOBILE AD BLOCKERS
Since 2014 more than 15% of internet users had some type of ad-blocking software. Furthermore, it is expected to rise by 26%. Subsequently more and more people view online ads as intrusive and annoying. Therefore it is expected that almost a third of all internet users will have ad blockers on their device. However mobile users are more likely to use ad blockers than desktop users.
- 400 million users block ads on their mobile devices
- 200 million users block ads on their desktop
Surprisingly ad blocking is common across all ages. The average amount of ad blockers in each of these age groups (18-24, 35-44, 45-54, and 55-64 year-olds) is within 20%. Although the biggest ad block users by age group are 25-34 year-olds, at 23%. Over 65s are the least frequent ad blockers, with 16%. This would mean ad blocking is beginning to see broadly consistent usage across nearly all groups. Which means that ad blocking is now the norm.
2. MONETIZATION OF GOOGLE AMP AND FACEBOOK ARTICLES
As one would expect, mobile users are on the rise. We talked about it in our last article. The rate is staggering! Therefore there is a demand for faster load times. In order to address this, Google and Facebook have adapted. They recently unveiled their own platforms to reduce latency on their articles. Both of which have gain a lot of traction. However they have not been able to match the rates of publishers. Although it hasn't stopped people from using them. Both Facebook and Google have tinkered with a lightweight advertising solution.
3. FLAT GROWTH RATE FOR DESKTOP & REVENUE
As more companies switch to a mobile responsive web design there are fewer opportunities for growth. However, research shows that retail conversion rates are significantly lower on smartphone, so there is work to be done for many businesses. Especially when it comes to conversions on mobile devices. Although they will likely always stay lower than desktop.
But the shift towards mobile devices is the future. It's also one of the biggest factor that affects digital advertising today. Mobile ad revenue has grown over 89% and 47% of that total is internet advertising revenue.
This trend will more than likely continue to rise in the next few years. Simply because more people would rather consume information via their mobile device. Therefore digital advertisers need to create ads that are optimized for mobile devices. Ads that work across all devices a consumer might use.
4. THE RISE OF MARKETING AUTOMATION
At a time when digital marketers have to be everywhere and track everything, marketing automation technology is a must-use. These tools save employees time while giving managers greater insight into what drives their business. This is where Programmatic Advertising comes into play. This type of marketing automation refers to the use of automatic systems and data. Used in such a way that it makes media buying decisions without a human interface.
This is how Programmatic Advertising Works
- brand and advertisers bid for ad space
- these brands/advertisers set variables based on price and market segment they want to target
- meanwhile a web page with ad space loads the information that's been gathered about the visitor.
- it is then sent back and forth to an ad exchange
- the ad space gets auctioned off to the highest bidder and the ad is placed in the space
And this all takes place within seconds! With all of that in mind, this strategy is actually quite awesome. It is cost-effective and allows advertisers to promote their brand online with extreme precision.
It's even implemented in social media platforms like Facebook. Facebook Ads have tools help you target users based on which pages of your website they’ve visited.
5. MORE OUTSTREAM VIDEOS
Outstream videos might be something you aren't familiar with. Yet. However a lot of digital advertising agencies are stating that it will be crucial. Especially when it comes to the success in the years to come. It's sudden popularity is due to the increasing number of internet users annoyed with videos popping up on sites they visit.
Outstream advertisements solve those problems by:
- Allowing publishers of more than just video content to monetize video ads.
- Giving advertisers expanded reach. Outstream has driven competition for ad placements within traditional video players down by opening up video ads to the entire web. Brands can now reach audiences on websites outside of YouTube.
- Letting internet users ignore the ad if they want to. While these videos are intrusive in a way, you can choose to ignore them by scrolling past. Many outstream formats play without sound.
So what exactly are outstream videos? An outstream video is a new type of ad format that allows publishers to show video ads outside of actual players. Like in text line breaks or on the corners of web pages. This provides a better user experience. Simply because users are no longer forced to watch ads before they access the main content.
Additionally this type of ad can blend seamlessly within the website and is a lot more responsive. For example, a video ad will play when it comes into view and will pause automatically if 50% of the ad is visible. It will then resume after the ad is full visible again.
6. CHATBOTS ARE THE NEW NORM
WhatsApp, WeChat and Facebook messenger are some of the leading messaging platforms today. They are even outpacing some of the biggest social networks in terms of monthly active users. Some experts say that with a little improvement, these platforms will soon be head to head with search engines!
That tiny improvement is all thanks to chatbots. In 2016, Facebook launched out bots to its messaging platform. It allows anyone to build their own chatbots and submit it to them for approval. As of now, there are already 18,000 bots that have been developed. They help brands offer streamlined and individualized service through chat.
However, not everyone is sold on chatbots just yet.
7. MORE LANDING PAGES
It should come as no surprise that landing pages are a popular marketing tool. Especially in the last few years. And it isn't changing anytime soon! The content that marketers are seeing most success with are eBooks. But what does that have to do with landing pages?
More often than not, landing pages are where users actually get those eBooks from businesses who offer them. All in exchange for something in return, like a name or email address. These standalone web pages, which use highly persuasive elements, like social proof and benefit oriented CTAs help immensely with conversions. They can be a pretty powerful addition to every stage of your funnel.
If your biggest goal, like all digital marketers in 2016, is to “increase lead generation,” then landing pages are the weapons you need to add to your arsenal.
8. OMNI-CHANNEL MARKETING
Nowadays people have an increasing number of tools that they can use to make purchases. Smartphone, tablets, laptops, etc. For example, before the internet, if you wanted to buy a product you had to go to a brick and mortar store. With the internet, smartphones, magazines and TV, what used to be a one-stop-shop has grown into a journey. One that customers interact with in a variety of ways.
This shift has brought forth a form of marketing known as “omni-channel". Which focuses on providing a seamless experience across all channels. So if you’re a brick-and-mortar business with a website, you want the experience of transferring between that website to your storefront to be as easy as possible.
2017 is definitely showing a change in the way that digital marketing is done. And things will surely change down the road. Therefore we hope this has given you a look into the current state of digital advertising! Don't forget that content marketing is a great way to help your business grow too!