5 Recurring Online Advertising Trends
Let’s start with a simple definition to put things in perspective. Recurring Advertising is a central, recurring idea or message that connects individual ads (comprising an advertising campaign) to produce a cumulative effect far greater than the total effect of the individual, disconnected ads.
Now we can jump right into five trends that seem to fit that definition well and see which of them may be the best fit for you.
Social Media Advertising
In recent years advertising has changed drastically, but throughout those changes, there are many recurring themes. With the rise in popularity of social media sites such as Facebook, Instagram and Snapchat, these sites are now offering advertising options due to the significant number of users and impressions that can be realized by advertising on large social media sites. For example, Instagram recently implemented advertisements into their users feeds as well as “sponsored content posts.” Snapchat’s newest update replaced a story section with advertisements in the “Discover” section full of advertisements.
Another trend in advertising is Targeted Ads. Targeted ads are online advertisements that focus on an audience with certain traits based off of demographics such as age, gender, sex, income level, and other psychographics. Targeted ads work by collecting browser cookies on what products the users view or buy, which is then shared with advertising networks. This information is used to advertise similar products to the user. But one of the problems with targeted ads is seeing repetitive ads for a product that you may have only viewed once. While targeted ads can attract users by displaying ads for something they want, they can also backfire by showing you ads for a product that you no longer have any interest in. The quality of ads along with their message is also essential and may require extensive audience testing with several variations before going all in with the budget.
One of the newer advertisement trends is Native Advertisements. A native advertisement is an advertisement on a website or publication that looks like the website’s or publications’ content but is actually an advertisement paid for by an advertising company to promote their product or service. Unlike other advertisements, native ads allow the companies to engage directly with the consumer, and not disrupt the user like other forms of ads. This type of advertisement is also expected to grow over 30 percent in the coming years, and eventually make up over 50 percent of of all ad displays.
Advertisements Before Videos
A few years ago, it would be a strange sight to see a visual advertisement that wasn’t on TV. But now if you want to watch a video online, you will most likely have to watch a short advertisement before the video plays. YouTube was one of the first websites to implement an advertisement prior to the video you selected could be played. Now, many other video hosting sites have followed suit. Due to the millions of views that videos generated on sites such as YouTube, ads became serious business. Companies can pay to have different types of video advertisement formats displayed on the video platform. For example, there are non-skippable video ads, ranging anywhere from 15-30 seconds, and skippable video ads that you can skip after several seconds. For longer run videos, there may be several ads placed at various intervals throughout the video. Either way, the company is getting their product or service displayed and securing valuable consumer impressions in a previously unused and overlooked area.
The Shift to Mobile Advertising
With smartphones becoming more ubiquitous, advertising needs to adjust to a mobile version of advertising. In the United States, website traffic has shifted to mobile phones for the majority of browsing. Mobile phones accounted for 60 percent of web traffic in 2017, compared to desktop web traffic at 40 percent. With the percent of mobile web traffic expected to grow exponentially in the following years, advertisers have shifted over to more mobile-friendly advertising options. Mobile web browsing requires a different form of ad development than desktop advertising does, which has led to a shift in advertising formats. Effective mobile ads need to be properly formatted for the specific social media delivery platform and when used on sites like Facebook or Instagram, contain subtext as users often listen without sound. Mobile traffic is only expected to increase, and bring in the majority of advertising revenue, which is changing the overall format of advertising.
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