While Digital Advertising has been a Heartthrob of the Adtech Arena alike, staying updated with the current trends is a necessity. Martech Cube dissects it in and out
2020 will undoubtedly be remembered as a life-changing year for almost every individual and many industries. Some businesses are still struggling, while others get unexpected profits and lots of new customers. The digital advertising industry is also noticing massive changes, and the present trends strikingly illustrate the transformation. We are going to explore digital advertising trends for 2020 and try to find out how to navigate the changing landscape.
In the present digital world, the fact that digital advertising is rapidly treading the path of a tornado of changes is not an understatement. In fact, it’s a fantastic assessment.
In general, the world of advertising is continuously evolving and adapting as new regulations and technologies continue to step into the limelight. While we have the brands, publishers, and content creators, on one side, the advertisers aren’t yielding on the other end.
Without a doubt, advertisers will continue to witness shifts in their businesses as the industry continues to extend its tentacles.
Here are the top digital advertising trends to try in 2020,
The COVID-19 pandemics have a severe impact on global media ad spending, mainly because of social distancing and quarantine measures. As per Emarketer’s updated forecasts, global ad spending is going to reach $691.7 billion in contrast to previously estimated $712.02 billion. Out-of-home advertising faces the worst consequences, with consumers avoiding public places and social gatherings. At the same time, digital media consumption is steadily rising, particularly across social media, online gaming, and video streaming platforms, because of this companies are diverting their findings towards digital ads.
Advertising & Marketing go hand in hand
The divide between Martech and Adtech is narrowing. 17% of advertising executives with whom Adobe spoke to were presently focusing on integrating Adtech with Martech in 2020.
Many businesses currently see the value in orchestrating the two and building a unified experience for customers. 46% of survey respondents to 2020 Digital Trends said that they plan to increase customer experience-related spending. However, there are several barriers to entry. Many businesses will need to invest in IT upgrades.
Further breakthroughs in Artificial Intelligence and Machine Learning could also solve problems around data management, helping advertisers to streamline the customer journey. Almost half of the Adobe respondents said that they are already planning to invest in these areas. At the moment, technology-driven developments are having a major impact on advertising industry. It’s likely that we’ll see more integration and better customer experience as tech stacks continue to become more flexible and sophisticated.
WhatsApp, Facebook Messenger, and WeChat are already dominating the biggest social networks in the world, and some experts predict, with a little help, they could even spell the end of search engines.
That help comes from chatbots. Customer service executives introduced to Facebook’s messenger platform earlier this year at the social network’s F8 conference.
Their capabilities range from allowing you to order an Uber, to even serving as a virtual booking agent. Chatbots are also being integrated for digital advertising.
At a time when digital marketers have to be everywhere and track everything, marketing automation technology is a must-have technology. These tools save the time of employees while giving managers greater insight into what drives their business.
Today, nearly 50% of all businesses use marketing automation technology, and 91% of the most successful adopters say that it’s “very important” to the overall success of their marketing across channels.
For email, tools like Autopilot enable marketers to track the behavior of their prospects and send automated messages based on that behavior.
In social media, Facebook’s advertising tools allow you to target users based on which pages of your website they’ve visited. To track everything, Google’s free analytics platform is utilized by the best marketers in the business.
Among successful adopters, 63% say that they plan to increase their marketing automation budget going forward. And the experience is key, as 79% of top-performing companies have been using automation for more than 2 years.
At last, the one industry that is undoubtedly getting the most benefits from the present situation is streaming services. Although it is still somewhat early to draw conclusions, we can already see that millions of individuals under the lockdown turn to streaming services and connected televisions. Apart from entertainment, online meetings became a must for many industries as an alternative to in-person business conferences. Millennials and Gen Z are also spending lots of time on streaming platforms due to school & college closures. They are utilizing those both for education & entertainment, and connection with peers.
The coronavirus outbreak has changed a lot in terms of our media usage and convinced many advertisers to concentrate on digital advertising. The leading digital advertising formats in 2020 are mobile and desktop, native, video, connected TV, and rich media. All these trends should be taken into consideration and this time when staying at home is considered the norm should be leveraged well by advertisers.
For more such Updates follow us on Google News Martech News
ABOUT THE AUTHOR
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.