Advertising
is part of a society as late as ancient Egypt; it had and has a critical
purpose in business world by helping to inform consumers about the product or
services available in the market and enabling sellers to effectively compete
with one another for the attention of buyers.
Major
objectives of advertising will always remain promotion, awareness, comparison,
retention and morale. However, in today’s digital world advertising is far more
complex and fluctuating. It has to adopt with new platforms, devices and ad
formats.
More
brands are getting into the publishing game
Brands
are presenting their messages directly to buyers by creating their own social
media platforms in YouTube, Twitter, Facebook, LinkedIn and drawing large
internet audience to their content. If the content is good brands are winning
an undivided attention from their consumers rather than a momentary glance at
the banner ad.
Digital
video
U.S.
invests in online video ads has increased by 44.5% this past years and it will
continue to grow all the way to 2018, because pre-roll video ads are capturing
more viewers than the static formats.
Mobile
According
to Web tracking firm StatCounter nearly 30% of web traffic is caused by
smartphones and tablets. eMarketer predicts strong growth of more than 50% in U.S.
mobile ad spending .
Ad
budgets are being stolen by botnets
On
a bases of Solve Media recent studies advertisers will spend total of 11.6
billion in 2014 on the ads that are seen only by bots, which are programmed to
impersonate human traffic. Though the advertising and technology media have
paid more attention to the problem in recent months, Solve Media, which gives
publishers tools to ensure visitors are human, says fraudulent traffic will
continue to be an issue until the entire advertising ecosystem commits to
preventing it.
‘Viewable’ ads are becoming a standard
One of the biggest issues in advertising
right now is that about half of all online ads are currently placed where users
won't be able to see them. According to a recent survey from the digital
advertising company Undertone, 88% of advertisers think their viewing ability
will be a big issue in 2014 and 62% plan to work with a third party to help
them measure viewable ad impressions.
Twitter,
Facebook, and Google are fighting for TV's big ad budgets
Both Twitter and YouTube have taken
substantial steps to woo brands used to buying media on television, with
YouTube allowing Nielson to measure its audience the way it does television and
Twitter allowing brands to capitalize on its real-time chatter with promoted
tweets that run at the same time as their TV ads.
Meanwhile, Facebook trumpets that it
has a bigger prime-time audience and better measurement tools than
television.
Robots
are taking over the ad-buying process
Media buyers are able to automatically
purchase an ad inventory just in a second through real-time biding. By using
complex formulas to automate the process, publishers and brands are able to
find the ideal price for an ad served to a specific person in a specific place.
At this point, just about every major
web publisher sells at least part of its inventory programmatically, rather
than having a sales representative to sell ads face-to-face.
TV
and online video are becoming one
One
thing we've heard repeatedly from advertising executives is the idea that in
the very near future, we will think of video as a singular medium regardless of
the screen it's viewed on or how it's delivered.
Devices
like Smart TVs, which allow people to watch traditionally desktop-native
content from YouTube on their TVs, and TV Everywhere apps like Watch ESPN,
which allow people to watch TV content on their computers and phones, have
blurred the lines between TV and online video.
What
do you think about digital trends in advertising? Your views about real-time
biding, brands own social media campaigns, ‘Viewable’ ads, botnets, digital
video and mobile ads? Will robots take over?
