Online advertising is a fast-moving industry with changes in technology, regulations and customer behavior that keep us on a constant path of innovation. In this blog, I briefly explore some of the most important online advertising trends and think about what’s coming in our near future.
“You have to be on top of the trends. You have to keep innovating.
If you’re not on top of your game, you can’t stay in the space.”
Mobile is the Future … of Everything
For several years now, we’ve been hearing that ad revenues on mobile are increasing much faster than desktop. In fact, in 2016, ad revenues for mobile were up 66%, while desktop earnings raised only 5%. The trend is clear.
At Advertise.com, we think about mobile every day. The challenge for our industry and for Advertise.com specifically, is that mobile doesn’t monetize in the same way that desktop does. Mobile CPMs are significantly lower than Desktop CPMs, and the challenge is to find a way for the value to align as mobile continues to overpower desktop in the marketplace.
Ad Blocking: Too Much Noise Over Nothing
Even though Ad Blocking is a serious concern, we are honestly not that worried about it. As a solution for our publishers, we have built technology to bypass ad blocking and we are ready to roll that out on an as needed basis. Today, most of our publishers don’t have a high percentage of AdBlock visitors to their sites. So, it’s really not as big of a problem as people have made it out to be.
Native Advertising: Quickly Becoming a Favorite for Users, Publishers and Advertisers
Native advertising is an online ad product that serves content that blends naturally within a site’s content. The idea behind native advertising is that there is a conversion or monetization that occurs in the flow after clicking on the ad, rather than a direct path to purchase, more typically found in display advertising. That’s why it’s very important to have the right ad copy to engage the user and give them a reason to explore your offer.
A new ad option we’re getting into this year is native email. We’ve partnered with some well-loved companies to serve dynamic native advertising content inside their email newsletters and other types of direct communication with subscribers, and are seeing great results so far.
Want to know 5 Ways to Stand Out in Digital Marketing and Advertising this year?
Social Media and Influencer Marketing: Leveraging the Personal Recommendation
Partnering with social media stars to sell products and services is no longer an experiment. According to Tomoson, influencer marketing is the fastest growing online customer acquisition method right now. Advertise.com’s new SocialMob product aims to be the go-to platform for social media influencers who want to earn more, and advertisers who want to reach the right audience with the right content. Advertise.com uses SocialMob to serve exclusive offers that are unique to our network of influencers. With SocialMob, our influencers can now celebrate original content, products and deals that resonate with them, while making them more money in the process.
Behavioral Targeting Leads to Better ROI
Rather than targeting advertising based on a website’s content, blog or social platform where the ad is served, behavioral targeting means we target based on a user’s recent online activity. For example, when someone is preparing to purchase a vehicle, they’re likely to visit automotive and other industry related sites. That data is utilized to serve them with relevant ads (car insurance, etc.) while they continue to browse the internet, instead of only serving an ad for car insurance on an insurance comparison blog.
Online advertising trends suggest that behavioral data will lead to better ROI and performance for advertisers. Here at Advertise.com, part of our 2017 strategy is to continue growing our use of behavioral targeting by layering it onto even more of our ad products.
Notify me when behavioral targeting is ready for all advertisers.
Digital advertising, whether it’s desktop, mobile, display, native, social, or otherwise – is always evolving. Smart marketers and advertisers stay on top of technology and industry trends in order to evolve along with it, and to continue to see ROI. I’ll continue to explore these online advertising trends more in depth and will be sharing them in an upcoming blog series.
Tell me when the next blog comes out.