In 2014, advertisers saw how the changing face of the internet affected their consumers and stepped of their game. With an increase in attention towards more targeted methods, such as native advertising, many are beginning to see how streamlining ads and creating user-specific content generated higher ROI.
So what's next? 2015 will continue to change the way we buy ad space online and create user-centric digital content. We've kept our eye out for the emerging trends and hand selected the most important for the coming year, so without further ado, here are the 3 advertising trends you shouldn't ignore in 2015.
1. Direct guaranteed programmatic
There's no argument: the way we currently buy ads needs improvement. Ad buying has progressed through the years to adjust to the digital world, but as so many clamor for top spots, advertisers are re-thinking the way they seek and purchase space. So, the online advertising arena is getting smarter and the solution is direct guaranteed programmatic.
Direct guaranteed programmatic is a new way to buy ad space for set campaigns that covers both guaranteed and non guaranteed-contracts. What exactly does direct guaranteed programmatic mean, and how does it differ from programmatic guaranteed and real-time bidding? Direct guaranteed takes the methods of programmatic guaranteed buys and automates them so they can be used in typical ad buying scenarios.
Programmatic direct, while a small subset of the overall digital marketplace, has enormous potential for the future of online advertising because it helps advertisers find and buy relevant ad space automatically and channel their efforts into spaces that will give the highest ROI. Instead of using the mainstream services such as BuySellAds, be on the lookout for new solutions such as the UK based SmartyAds.
2. Mobile video ads
Videos rose to the forefront of the advertising arena in 2014, but in 2015, it's all about getting those video ads integrated with mobile devices. According to StatCounter (via Business Insider), almost 1/3 of all web traffic comes from smartphones and tablets. As more people get equipped with smart mobile devices, this statistic is predicted to rise. For companies, this means all their online advertisements need to be created with mobile devices and tablets in mind.
People use phones differently than computers, and your ads need to reflect this. In order to be effective, video ads streaming from a mobile device must be quick and seamless so they don't unnecessarily disturb the user's browsing experience. People on their phones are often on the go, and sometimes don't have access to quick and reliable internet. Therefore, it's important to create video ads that are specifically geared towards mobile users with attention to the length of ads, font and image scale sizes, and when the ads appear and how they stream to the user.
3. Advertising that works with UX
The internet has become an inherent part of most of our lives. As a result, web browsers are becoming shrewder and pickier with what content they like, follow, and engage with. Gone are the days of cheap SEO-packed articles and glitchy online video advertisements. Today, ads need to become more adept at capturing and sustaining users' attention. Part of this is considering user experience to create the advertisements people want to see. Brands that have thought up novel ways to use online media in their advertising campaigns, like responsive video series or interactive social media campaigns, demonstrate that paying attention to user's wants and needs is central to creating valuable advertisements.
Advertisements shouldn't just be shot out in the dark. We are a far way from the days of billboard and magazine ads, when audiences had little control over what they saw or ingested. Now, users have the power to be selective in what they engage with and absorb, so advertisements must collect and respond to data about how their users engage with online content (both their own and their competitors), and understand what drives their target audience towards engagement.
It's a waste to create online advertisements that don't get attention, so save yourself time by only creating advertisements that your viewers want to see. Study what they engage with, for how long, and why, and use this to create targeted ads.
These tips will help you improve your current advertising campaigns and ready you for 2015, but remember, your online advertising campaign will flounder if it's not supported by similarly strong content marketing and social media campaigns. As the internet continues to prevail as a media form, advertisers must begin to look at the online marketing and advertising system as a whole, rather than seeing each subsegment as separate, unrelated parts.
It's important to prioritize online content and consider how it relates to your long-term advertising and marketing goals. Improving your online advertising is the first step to improving your overall advertising and marketing campaigns, so don't ignore these 3 trends that will dominate 2015.