Brands understand the importance of advertising as they have included digital advertising in their marketing efforts.
FREMONT, CA: Organizations depend on advertising to sell their products, and over time, the advertisement process has changed drastically. Earlier, advertisement began with fliers stuck to the walls or posters, radio, newspapers. Later, it evolved to television ads and billboards. Today, however, the advertising has shifted to digital platforms. With the proliferation of the internet and mobile phones, every user is a potential customer for organizations. Companies looking to sell and grow must understand these digital advertising sector trends. Here are a few trends that will be dominant in the coming years.
The Dominance of Paid Search
For the next few years, paid search will be the dominant digital ad channel. Google remains the top player with its constant innovation and release of sophisticated tools that help marketers target their customers effectively. Reaching Gen Z audience will the biggest challenge for search advertisers. Smartphones will play a significant role in this strategy. The number of smartphone searches is increasing as more and more local search is done on smartphones. According to research by Marin, university students are genuinely the smartphone generation. Thus, advertisers that adopt a mobile-first strategy can target the Gen Z and generate revenue.
Despite the data breach controversy, Facebook has continually published positive results, and the growth will continue in 2020 and coming years. The social media platform recently rolled out Facebook Watch and Automatic Placements. However, Instagram is Facebook’s secret weapon. The platform has 500 million active users every day, which allows advertisers to experiment with creating engagement. The Instagram Explore Feed is bringing more interest-based targeting to the platform. It gives an excellent chance for advertisers to be a part of what is culturally relevant and trending.
The Rise of eCommerce
Ecommerce is rapidly growing, and with the growthciadvertising is also increasing. By the year 2023, it is expected that the U.S. will have more than 300 million online shoppers, according to a report by Statista. Thus, brands have to have to pinpoint the right way to engage with the target audience. For instance, the use of correct ad formats on different channels and their role in the customer journey. Several formats are emerging in the market, and all of them are designed to reach audiences at specific points in their purchase journey. For instance, Google shopping ads push buyers from consideration to conversion. Thus, advertisers must understand the nuances of all the formats to avoid a siloed strategy and propel their business.
Voice search is growing, and according to Google, 20 percent of all searches are voice. By 2022, 55 percent of houses are expected to own a smart speaker device. Along with the voice, visual search is also making waves. Pinterest celebrated the first anniversary of Lens, and they revealed that Pinterest users are carrying out more than 600 million visual searches every month with Lens. Google’s visual search tool, Google Lens has witnessed similar growth with images.
In 2020, voice search will continue to grow as the speech-recognition accuracy goes from 95 percent to 99 percent. Furthermore, in 2020 more ad formats that incorporate a more robust visual offering are likely to emerge as Google’s search engine results page continues to evolve for the mobile world. Shopping campaigns have already witnessed the impact of visual search as Google expanded to Showcase Ads. With 62 percent millennials interested in visual search over any other new technology, in the next few months using an image to start a search will become the norm.
Digital advertising is evolving, and with brands continually innovating tools and algorithms to target their audience, several digital advertising trends are formed in the market. With innovations and trends, all the players present in the market are prompted to use those trends and gain market share.