Advertising in 2015 will be faster, smarter, and wiser than it was in 2014. Consumers are adapting to online ads and becoming desensitized almost as fast as the ads evolve. Next year’s advertising trends will attempt to take advantage of new technology while adapting to the marketing-savvy consumer.
Knowing these top 5 trends will help you stay ahead of the marketing curve and earn more from your advertising efforts:
1. Display is the Future, But Display Will Be Different
It’s well-known that mobile is the future when it comes to marketing and advertising. But what will be the ad format of choice?
Search will remain strong in 2015, but it will slowly decline as technology and eyeballs become more receptive to display advertising. According to several studies, display and video are the fastest-growing mobile ad segment.
Display ads, however, may begin to lose ground to video ads, which are growing faster than most other digital ad markets, according to Business Insider.
In 2014, we saw several social networks step up to the plate to offer video ads, and in 2015, we will probably see more websites and social networks try their hand at video. Advertisers who want to earn the most from their spend will begin experimenting with this format as early as possible.
2. Mobile-First Is Multi-Device
As mobile becomes the new arena for advertisers, the mobile-first mindset will continue to take hold. However, advertisers will also recognize that people connect to the internet through a series of devices…not just a smartphone.
We will certainly see a continued shift towards mobile devices in general, but advertisers will begin to see their marketing funnels as cross-device channels.
E-commerce sites, for instance, are beginning to realize that the customer journey takes place across several devices. The longer the decision-making process, the more devices customers use to research their purchase and make their decisions.
In 2015, advertisers will begin to adopt strategies that reach across devices and cater to the needs of their specific audience, rather than targeting specific platforms or devices. Correct modeling will rely on correct, data-driven attribution, which will also become more robust.
3. Precise Data Will Enable Precise Targeting
Further advances in technology, such as the Apple Watch and other wearables, will create newer, more precise data. This technology will become integrated into our everyday lives, and will provide marketers and advertisers with exact data on everything from proximity and precise location to health information and even emotional states.
Such precise data will enable marketers to create even more exact psychological profiles that are based on direct physiological reactions to advertising. While much of these advances are further away than 2015, the earliest wearable technology will bring new degrees of precision tracking and predictive analytics.
4. Full-Service Advertising Platforms Will Emerge as Critical Tools
The advertising ecosystem is a complex, fragmented place, with countless ad networks vying for advertisers’ and publishers’ attention. Managing ad campaigns and marketing programs has become such a difficult task that new, turnkey advertising hubs have risen to solve this problem.
GrowMobile Self-Serve, for instance, contains all the tools necessary to buy media programmatically, hyper-target the right audience, optimize multiple campaigns, and simplify all the administrative processes associated with advertising. These full-service platforms are still relatively new, but they have proven to be so necessary and so successful that they will certainly begin to see wider adoption in 2015 and beyond.
This is especially true since the mobile-first advertising economy shows no signs of slowing. The more this economy explodes, the more necessary these platforms will become.
5. Two-Way Interaction Will Become More Common
YouTube viewers have the option to skip past the pre-roll video ads. This ability is beneficial to both the viewers and the advertisers: users don’t have to watch irrelevant or uninteresting ads, advertisers don’t have to pay for ads that don’t work, and they can learn from the opt-out data. This data tells the advertisers that either the ad is uninteresting or it wasn’t the right user…or both.
Because this type of information is extremely valuable to marketers, interactive video advertising, and marketing interactions in general, will become more common in 2015. Interactive content, then, will be just one more information source for marketing data.
In order to keep up with the evolving consumer, advertising in 2015 will need to adapt as well. Fortunately, advances in technology are making it possible to explore new ad formats, to experiment with new ad spaces, and to be more innovative with advertising.