As the world faces yet another blow with the flare-up of the COVID-19 pandemic, people drastically changed the way they shop, showing an increasing inclination to online shopping. To keep abreast of the ever-competitive, now digital market, companies constantly look for new ways to advertise their products.
With that, here are the top online advertising trends in 2021.
As we mentioned in an earlier blog describing the hot trend of Video Header Bidding – How Publishers Can Capitalize on Video Header Bidding and Win Big? Video ads, in particular the “Outstream” video format, are gaining momentum in the advertising world, as they are known to be more engaging, allowing creative and compelling storytelling that captivates the audience. This situation highlights the publisher’s need to serve more video ads and maximize their potential revenue.
According to the ‘eMarketer’ report – by 2023 digital video will exceed the worldwide average. Over 39% of ad impressions are estimated to come from digital video viewers, with the Asia-Pacific region taking the lead. As video campaigns demand and success continue to skyrocket, more and more publishers are looking for solutions to optimize their video demands.
The COVID-19 pandemic has made a huge impact on the TV industry and has escalated changes in customer behavior towards the consumption of online video content via smart TV devices, leading marketers to invest more in ads served via CTV.
According to Business Insider’s recent article – How CTV & Its Digital Advertising Have Been Impacted by the Pandemic, CTV is among the fastest-growing channels in digital advertising.
We all know that Artificial Intelligence (AI) has quickly permeated into just about every aspect of our lives, and advertising is no exception. AI is displacing several routine tasks; it will undoubtedly be at the core of global businesses and industries in the future.
It also helps implement automated personalization in marketing campaigns. With nearly two-thirds of digital marketing leaders struggling with personalization, AI is expected to see massive growth in the ad-tech space.
Programmatic Advertising involves incorporating AI to automate ad buying, allowing businesses to reach more diverse audiences. Ad buying automation is much more effective and fast than traditional counterparts, resulting in increased conversions and decreased consumer acquisition costs.
Although not new to the advertising world, chatbots will remain relevant for digital marketing in 2021. This AI-based automation technology is effective and fast, using instant messaging to communicate with customers or site guests in real-time, day or night.
The top benefits of chatbots include:
● 24-hour service (64%);
● Instant responses to inquiries (55%); and
● Answers to simple questions (55%).
Video is no longer limited to visual industries such as fashion and travel but is now adaptable to everything. While proving ROI can be difficult, modern video platforms make measuring viewer engagement easy. Companies can see which parts of the video piqued their customers’ interest enough to warrant a second viewing. Companies can even connect their marketing channel to lead viewers into their sales funnel.
According to B2B video marketing figures, B2B video advertising promotions have more impact now than ever before. In today’s landscape, a video marketing campaign can change the way your brand accesses market space, particularly as millennials become more in control of business decisions.
However, companies must not present just any video. Instead, B2B videos should be genuine, concentrating on real scenarios such as customer service.
Email marketing has been around for quite some time. Subscribers can now make transactions within a marketing campaign without needing to leave their inboxes, thanks to recent technological advances that go beyond adding links to the email body that guide readers to blog posts, product pages, or landing pages.
The recent debacle that has come before the world has made drastic changes, especially in consumers’ shopping. As the market increasingly shifts digital, companies must also find ways to keep a competitive stance against their competitors. These marketing and advertising trends can help with just that.
SelectMedia is a full-stack technology solution that provides a holistic solution for publishers, including Video and CTV, that makes direct deals easy with a simple setup. Established in 2012 by a veteran team of digital advertising professionals, SelectMedia partners with the industry’s most respected publishers and advertisers and is widely considered one of the most trusted videos and mobile technology platforms globally. We are always improving our technologies and focus on delivering the right solutions for our clients.
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