21st Century Advertising

As we jump headlong into 2019, the digital Advertising Agencies continue with exciting journey through new ad formats, breaking news, and shifting ad budgets. To dive deep into the state of the industry and anticipate what the New Year will bring, we dove into industry data. These trends in digital advertising indicate new possibilities, persistent challenges, and ongoing turf wars among major industry players.

Artificial Intelligence

We have seen huge growth in targeted advertising, where the message is made to fit the viewer. For years, the quest for advertisers has been to ensure that their message is really hitting its mark. Artificial intelligence, machine learning and its associated technologies, can help do that. AI helps eliminate the guesswork in targeted advertising. With access to relevant information about a cohort (or even an individual audience member), advertisers can ensure that messages that aren't effective, or that work against a brand's positioning, don't get through.

In addition, AI will likely help engineer a major upgrade in programmatic advertising. A powerful tool for optimizing campaigns already, programmatic advertising will get even more accurate, targeting audiences, verticals and customers with far greater precision and cost effectiveness.

With the ever-changing digital landscape, paid social is changing at a fast and furious pace. Just a few weeks ago, Snapchat rolled out self-serve access to a broad range of its ad products, and we’ve seen Facebook, Twitter, and Pinterest get more creative with interactive and engaging paid content that better reflects the ways in which people use their platforms.

According to an eMarketer report, digital video ad spend continues its growth curve; this year, it is projected to take up to 50% of the total video ad budgets with an emphasis on social and mobile-friendly video formats.

With the continued investment in digital video advertising, marketers need to rethink their approach to video production – especially when it comes to high-volume verticals like e-commerce, retail, and travel where consumers are expecting to see personalized and localized content.

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