With today’s use of technology and easy access to the Internet, digital advertising shows no signs of slowing down. The past few years have seen digital advertising really take off and experts predict that companies will spend more than $330 billion dollars on digital advertising by 2021. But what changes can we expect to see in digital advertising tactics this year?
For starters, mobile advertising is expected to be utilized more than desktop ads. According to eMarketer, mobile ad spending in the U.S. will grow 20% this year, with it making up 75% of all digital ad spending.
Along with mobile advertising, companies are looking to other platforms for ways to promote their goods and services. As consumers begin to explore products like virtual reality (VR) headsets, wearable technology, and other technology, companies are looking for ways to use these platforms for advertising.
As big companies like Google and Apple continue with virtual reality technology developments, experts expect VR advertisements to continue developing as well. So as consumers get to enjoy games and other visual stimulation through their virtual reality headsets, they’ll also, unsurprisingly, see more and more advertisements.
When it comes to wearable devices, digital advertisers are beginning to test different ad programs. Rather than taking the normal route of visual ads, companies are instead choosing to focus on push notifications and brand recommendations. Because these devices are programmed to recognize its owner’s behavior, marketers are expected to use this to their advantage to customize their ads to individual consumer behavior.
Video advertising is also expected to really take off this year. According to Cisco, video is expected to represent 80% of all internet traffic by 2019. Furthermore, data shows that more than half of consumers are more likely to buy a product after watching a video. Because of the massive influence video has, more companies are implementing video advertisements and connecting with their audiences through live videos.
When it comes to searching for products, finding a nearby store, or looking for sales, consumers are continuing to turn to mobile devices. Because digital material is often skimmed in about 15 seconds, companies are continuing to develop new methods of catching consumers’ attention.
More and more marketers are beginning to understand that a “one size fits all” advertising approach doesn’t work in today’s society. Companies are going further than ever to meet and exceed consumer expectations of having personalized and relevant advertisements. With a bigger focus on their audiences, digital advertisers are sure to continue to surprise consumers with their marketing methods this year.