We live in a world where everything changes so fast – especially online — it is basically an ever-changing “blink and you will miss it” situations. However, there is one very important nuance — the more things change, the more they stay the same. That allows seeing through the avalanches of changes and calculate what is going to happen in the near future or trending.
Digital Advertising In Exeter
Digital advertising is a very sensible industry. If something happens somewhere online — be sure digital advertisers will find a way to apply it to their benefits. In these uptight and tight times, it is important to know what may happen in order to prepare yourself properly.
Here are the six trends in digital advertising that will take us to 2019 – or we think so!
What Is GDPR?
General Data Protection Regulation is a web business shattering game-changing document. While it was adopted back in 2016 and was aimed at fighting adTech Fraud, it comes into full force in May 2018 and has seriously affect digital advertising.
GDPR severely limits the gathering and use of personal data for a variety of purposes including advertising. In other words — it means the death of personalization in the European Union segment and complete transformation of advertising approaches in favour of more abstract context-based digital advertisements.
The Rise Of Multimedia Ads
2017 was the year when video and rich media ads finally started to take off. By the end of the year they took off a large share of the market and it is easy to see why — multimedia ads offer more engagement. It seems like things will be even more exciting by the end of 2018 and 2019 wow!
Text and static-dynamic images are the good old-fashioned foolproof solutions, but multimedia ads open up a whole new online dimension where moving images can convey a message in a more elaborate and effective way. Basically, it means that digital ads are following the path of traditional ads — from papers to television.
What Is Native Advertising?
Another important trend that is growing very quickly is native advertising. The reason for its quick ascension is easy to understand — it is a completely different kind of online experience. It is not as imposing as traditional forms of digital advertising and thus more and more advertisers are trying their hand in this new advertising trend.
Native advertising offers gentler, unobtrusive ad encounters that entwined with the user experience. Because of that, it is perceived not as a blatant attempt to market something but rather like a suggestion, or a recommendation of sorts.
What Is Influencer Marketing
Influencer marketing is a tried and tested solution for those who are looking for unconventional marketing tactics. It helps to build relatable engaging brand content from inside outputting the user’s point of view in front and centre of the entire online operation. However, over the last couple of years, it was abused and misused to the point its effectiveness started to slowly diminish due to the ever-growing suspicion that any form of recommendation might be viciously modified and therefore worthless.
That opens up the challenge for the coming years. Influencer marketing can still be effective if done right and now the question is in finding the right strategy to keep the engagement and trust of the target audience.
What Is Augmented Reality
Augmented reality was a fancy gimmick for quite a while. Then Pokemon Go was released and all of a sudden everyone became on board with it. However, there is still a very limited toolset to operate and the entire thing still needs a proper course to be worked out.
However, augmented reality offers immense online marketing opportunities. Integration of digital data into a real-time experience is something akin to pop-up push notifications. It can be used as suggestions and FYI-styled messages and much more.
Fair Digital Marketing
Back in the past, playing dirty in digital and online advertising was a fact of life. Gathering online data from unsuspicious users, selling it off to treacherous scammers and spammers, flooding users with nonsense — all that was something of a twisted bizarre industry norm. However, things are changing right now and obviously for the better.
Because of growing caution and the importance of data protection — IAB and Google announced full-scale war against online cheating. Things like Ads.txt, Ad Experience and Abusive Experiences are aimed at bringing a fair play status quo to digital advertisement.
What will come out of it is still very unclear, but we think it will seriously affect the digital marketing approach and will require new solutions and ideas. With technologies experiencing another evolutionary leap and growing users — it is hard to say what will happen next.
However, these online marketing trends are most definitely here to stay to play the game.