In the advertising world, 2018 is seen as a transition year for publishers and platforms. The almost complete shift of print media to digital also has a direct impact on the budget allocated to traditional media which is predicted to experience a major decline this year.
Television advertisements also accelerate the transition to digital format. This benefits premium video platforms such as Hulu and social media such as Facebook, YouTube and Snapchat. “As technology advances, marketers must pay close attention to their consumers’ travels to ensure that the advertising journey is relevant and efficient,” said Sea Yen Ong, Vice President of Sales for Spotify Asia in a press release.
Sea Yen Ong presents four digital advertising trends in 2019:
1. Understand your consumers by offering advertisements that provide added value.
Digital advertising is still not used in accordance with its potential, it often disrupts consumer favorite content, so it does not add value to the consumer experience. Today, the two best digital advertising companies are Facebook and Google, not only because of their advertisements that enhance consumer experience, but also because they lead to positive business results for marketers. Marketers do this by capturing and predicting intentions better than consumers. Use the maximum data-rich platform that is better at interpreting moments, contexts and signals of interest, as well as their ability to drive true consumer value.
2. Opening the way for more native advertising and sponsored content
According to Business Insider, native advertising will drive 74% of all advertising revenue by 2021. Native advertising is seen as beneficial because of the scalability and quality of its advertising. When ad placement is in accordance with the form or function of the platform, the more exposure and involvement that this ad will get. Based on various sources and research, many native ads are seen in the same amount of time as editorial content. It is very important for the brand, because the user currently lives in a period that is strongly influenced by content. Apart from not disturbing the consumer experience, native ads provide content that complements the overall user experience. According to BI Intelligencereports, native-display ads , including social native and native ads on website publishers, will generate most of the native ad revenue from 2016-2021. Sponsored content will be the fastest format to grow for the next five years.
3. Personalization must be able to exceed the target
Marc Pritchard from P & G has talked at length about the problems that marketers have identified about programmed ad placement. Know when and where the presentation of advertising is as important as who and what to serve. For example, do not ask users to click on ads if they are driving in mobilvata or target ‘fitness enthusiasts’ to fill out forms while in the midst of intense training. Understanding the consumer context and mood is very important. According to IHS, the number of connected devices will grow to 30.7 billion by 2020.
4. Consumption of digital audio reaches its critical point
As more people consume media across devices, the marketing landscape is slowly shifting to community-based marketing. According to Nielsen, 79% of audio consumption occurs when people cannot access visual media while on the move, be it running on a treadmill after work, or when sing your favorite rock song in the bathroom. The priority now is about having access to content, rather than having content. For example, Spotify users spend 148 minutes a day listening to music through Spotify. The smart marketers will definitely embrace consumer shifts quickly and audio ads will adapt to the original experience rather than radio adaptation.