In a world of banner blindness, you are sure to be concerned about the future of advertising. If you are in marketing, this is definitely one of your biggest problems.
But it’s a new dawn and it’s a new day And as technology and advertising evolve, so will your strategies.
Let’s dive into the future of digital, mobile, video, and television advertising below.
Future of digital advertising
Let’s start with some statistics:
- 91% of respondents agree that ads are more intrusive today compared to two to three years ago, and 87% agree that there are more ads in general (HubSpot).
- 42% of consumers think digital media ads are irrelevant to their needs, up 10% from last quarter (RevJet).
- 73% of consumers don’t like companies with repetitive news, up 15% quarter over quarter in negative sentiment (RevJet).
- 62% of companies have or are planning an omni-channel marketing strategy (AdWeek)
- The conversion rates actually increase the more users see an ad in remarketing campaigns (WordStream).
- Almost all ad buyers expect digital advertising to account for more than 50 percent of their total marketing budget in two years (Accenture)
- Today, buyers and sellers, on average, only use 17 percent of their inventory programmatically. That will more than double within two years (Accenture)
- Digital advertisers believe automation would have an impact on achieving their goals (Forrester)
- Consumers are more willing to deal with brands that advertise alongside legitimate content, less so with brands that advertise alongside false, offensive, or inflammatory content, and would stop using a brand or product if they advertise the brand alongside false consider. Offensive or inflammatory content and believe that advertisers are responsible for ensuring that their digital ads are displayed alongside trusted content (The Harris Poll)
What does this mean for the future of digital advertising? In essence, this means that ads still need to be personalized. Once you have your consumers’ consent to use their data, you need to use that data effectively so that you can create the right ads.
In addition, you shouldn’t focus on just one advertising area. You should take an omni-channel, multi-device approach.
When you return to the drawing board for your digital advertising strategies, remember that remarketing continues to be a great strategy for reaching users and that programmatic advertising is on the rise.
Now that we’ve looked at digital advertising as a whole, let’s dig deeper into the details. What will mobile advertising look like in the future?
Future of mobile advertising
Here are the statistics:
- 85% of advertisers and 72% of publishers currently use programmatic advertising (IAB).
- Almost 80% of programmatic ad spend goes to mobile, not desktop (eMarketer) ads.
- When asked what types of cell phone ads are annoying, 73% said full-screen ads were the worst (HubSpot).
- Mobile users are likely to value search ads compared to others because they are relevant to their information needs (HubSpot).
- Twitter ads are 11% more effective than TV ads at live events. (Twitter)
- In 2019, mobile advertising spending was $ 189 billion worldwide and is expected to exceed $ 240 billion by 2022 (Statista)
- Mobile advertising has grown rapidly in recent years, but is expected to slow to around 10.4 percent by the end of 2022 (Statista).
Ultimately, programmatic spending on mobile ads will rise as in-app ads dominate. Automation in mobile advertising will also continue to increase.
When it comes to mobile advertising, you should also consider search ads instead of banner ads, as they provide a better user experience.
Now let’s take a closer look at video ads.
The future of video advertising
Let’s look at the statistics:
- Consumers will find no value in watching video ads if they don’t have to. 100% of respondents said they always skip ads when they get the chance (RevJet).
- The pandemic has overwhelmingly increased the number of online videos people watch (Wyzowl).
- Marketers are more positive than ever about the return on investment from video as it continues to have a heavy impact on traffic, leads, sales, and audience understanding (Wyzowl).
- 87% of video marketers said that video gave them a positive ROI – a world apart from the low 33% who thought so in 2015 (Wyzowl).
- In 2019, video was the number 1 media to use in content strategy, overtaking blogs and infographics. (HubSpot)
Video remains one of the most powerful advertising media. And it continues to rise, also in the face of the pandemic.
Before we unsubscribe, let’s take a look at what the future of television advertising looks like.
Future of TV Advertising
- Programmatic TV will account for one-third of global TB advertising (PwC) revenue.
- TV advertising revenue in the US is expected to increase from $ 71 billion in 2018 to $ 72 billion in 2023 (Statista).
- Global television advertising revenue is expected to rise from $ 173 billion to $ 192 billion between 2018 and 2022 (Statista).
Although television advertising appears to be on the decline, it is expected to increase. It is important to note, however, that the future of television advertising will be programmatic.
Without a doubt, the future of advertising will look interesting because as technology advances, so too will our marketing strategies.