Display advertising in 2015 will introduce new elements into the mix that will affect the way advertisers advertise and consumers consume. These new trends already began to appear in 2014, and are projected to grow in importance.
Regardless of your role in the advertising industry, you want to be aware of these 3 advertising trends.
1. Mobile-First Is Just the Tip of the Iceberg
“Mobile-first” is the mantra of the day, and though that’s certainly true, it’s just the beginning. Mobile covers a wide gamut of operating systems and devices, and that spectrum will become even larger in the coming years.
Here are a couple points to consider when developing a mobile-first strategy:
In 2015 and beyond, mobile won’t just mean smartphones. Wearable technology is entering the mix now, and the Apple Watch may represent a milestone that opens the floodgates. To be effective, display ads will need to work across a range of devices in order to reach the target audience.
In-app display ads will become the focus. Responsive web design and web-based advertising – though still fundamental – will be sidelined. In 2014, it became clear that the vast majority of mobile internet time is spent in apps. Display ads that focus on mobile web will lose market share to networks and ads that are delivered through apps.
The funnel will always incorporate several devices. People shop, surf, and play on a variety of devices, including mobile devices and desktop computers. The smart marketer will create a strategy that works on every device and meets the customer wherever they are.
2. Display Ads Are Turning Into Video
Facebook was the first major company to begin experimenting with autoplay video ads in its service. This trend was later picked up by Twitter, Instagram, Tumblr, and more. In 2015, we’ll see this trend continue as more major companies begin integrating video ads into their services and apps.
And as mobile continues to dominate the advertising ecosystem, we’ll see the mobile video advertising segment grow more quickly than other advertising segments. Staying competitive, for many companies, will mean entering into the video ad market.
Advertisers will need to keep a couple of points in mind when developing video segments for the mobile market:
Mobile video ads need to be immediate and seamless. To be effective with the on-the-go customer, mobile video ads will need to go with the user’s flow. That is, ads will need to be direct and to-the-point, without interrupting the app experience.
Video ads will need to complement the user experience. As users become more advertising-savvy and less susceptible to marketing in general, marketers and advertisers will need to improve the quality of their campaigns. Customers only want relevant, high-quality content, so in order to generate results, ads will need to deliver that quality.
Wireless internet is getting better, but it’s still not the best. Mobile internet is improving, but mobile video ads still need to be optimized for performance. Offering resolution options and making segments short will help compensate for lower quality internet connections.
3. Programmatic One-Stop Media Buying
Programmatic and real-time bidding – automated, real-time negotiation for ad prices and places – is another trend that is fundamentally changing the way advertisers do business. This ad format helps advertisers find the most relevant, most profitable spaces and channel their advertising efforts into those spaces.
Though real-time bidding systems are more effective, they don’t solve everything. The biggest problems faced by the advertising industry is that there are too many choices. Looking around for the best deals on network after network consumes too much time and defeats the purpose.
That’s why aggregated self-serve platforms have entered the scene: they solve the major problems faced by advertisers and publishers who have too many choices. These aggregation services are more than just real-time bidding platforms. They bring together a host of resources and services into one dashboard, combine those services with in-depth analytics, and reduce the overhead associated with online advertising.
In 2015, these platforms will begin to take off as the industry realizes the cost-saving, money-generating benefits of using turnkey advertising services that incorporate real-time bidding, programmatic, analytics, and related advertising services.
While 2013 and 2014 marked, in many ways, the tipping point towards mobile, 2015 will begin to see a further slide into the multi-device mobile world. As technology becomes more capable and robust, and as people demand more engaging multimedia content, advertisers will begin to rely more and more on video advertising that blends seamlessly with the user experience. Inside the industry, we’ll see programmatic advertising grow and integrate with full-service platforms that help advertisers cut costs and achieve their goals.