2016 isn’t over yet but as the year draws to a close, marketers and advertisers, alike, have witnessed trends within their industries that aren’t generally new but are still prevailing. New technologies, platforms and strategies are taking over the advertising world and keeping their authority as we all move into the new year.
But before we clink our glasses of champagne, blow our horns and make new resolutions that we at least plan to stick to until the end of January; lets take a quick look at the top 7 ad tech trends that revolutionized 2016 and are still going to be making strides in 2017.
1. Mobile Rules
This trend has been ongoing for a while now and is likely to continue to grow and expand in 2017.
According to “Marketing Land”, by 2019 72% of the U.S. digital advertising budget will be spent on mobile advertising. 71% of digital marketers who participated in a survey with SalesForce said that mobile marketing is the current core to their business.
With 80% of Internet users currently owning a smart phone, it isn’t a surprise that mobile will continue to rule the marketing and advertising realms.
2. More Platforms, More Possibilities
Virtual reality has recently become the most exciting, immersive platform that has been released this year with Samsung Gear VR, PlayStation VR and others. For example, Patron Tequila, this year, released their first virtual reality video, which has engaged over 20,000 YouTube viewers.
With this advancement in technology, the rise in internet users connecting their television to the Internet, increase mobile spending, and more; advertisers are going to continue to face the challenge of creating more personalized, unique and engaging advertisement campaigns for their consumers.
3. Messaging is The Future
Chat apps, including Whatsapp, Facebook Messenger, and WeChat, are on the rise and marketers are noticing. This year, more brands are actively utilizing chat-based marketing techniques and advertisements and they are right to do so.
By utilizing native advertising techniques and tailoring ads contextually relevant to each, individual user chat ads have an immediate connection to targeted consumers.
According to a graph provided by KPCB, from 2013 to 2015, the three chat apps listed above gained more active monthly users than Instagram, LinkedIn and Twitter combined!
4. Interactive Ads
Along with native advertising, driving engagement and accessibility on multiple platforms, interactive advertising is the next step for quality content marketing and will have a place in every marketer’s 2017 strategy.
The Internet has created a fast paced world full of visuals, endless information and constant entertainment; it forces many potential consumers to have shorter attention spans. Interactive ads thrive in this world because they allow consumers to present their preferences or interests in a challenge inspired, fun platform.
It also provided marketing and advertising teams the specified data and information they need to create more personalized content and customer experience while also promoting their product.
5. Increased Personalization
As technology advances, data increases and the care for quality increasingly drives marketing and advertising, consumers have learned to expect more from their digital and customer experiences. They know that advertisers should know their every desire and when they have those desires.
Digital Advertising has become all about timing and relevancy, delivering the right ads to the right individual at the right time during their consumer journey. This trend will not likely change in the years to come as customers learn to expect more and more.
6. Consumer Journey Has More Obstacles
Trends in consumer purchase behavior have increased in complexities. With multiple devices, longer time periods and access to competitors’ information and product research consumers have more to think about before they settle on a purchase.
According to a report by GFK that analyzed insurance buyers, buyers researched 5 different competitors with 9 website visits within 35 days. They spent a small 34 minutes researching these online channels.
This creates challenges for upcoming advertisers and marketers as they are forced not only to grab the consumer’s initial attention, but also maintain it throughout a lengthy consumer journey.
7. Native Advertising For The Win
It seems to become more and more apparent that striking, obnoxious, in- your-face digital advertisements are simply annoying consumers and potentially doing the opposite of their purpose.
In-app advertising lends itself positively to the ad-blocking issue that has and is plaguing advertisers and marketers globally. But advertisers will also have to focus on advertisement content that blends in with the content the consumer already has an active interest in. The ad becomes a bit more sly and appealing to the eye of the consumer if it stays incognito.
As we move on to 2017 we should allow ourselves a lingering over-shoulder look at 2016 to gain insights on how to better prepare for the digital advertising era that will continue to grow and increase brand revenue. The above trends aren’t likely to fade away and disappear soon, more likely they will continue to alter and evolve the advertising and marketing industries.