Globally, the digital advertising industry has been growing year on year. Marketers today are investing more in digital advertising to ensure that they reach their customer base, says the recent data (Signal.co)
Here is a look at the 5 marketing trends that have shaped 2016.
1) Desktop Ad Profit is down, while Mobile Ad is rising
The year-of-mobile phrase is becoming more and more common, with the reasoning for that becoming ever clearer. Indeed, Desktop-based advertising revenue is far behind mobile. In 2015, online ad income reached $60 billion. It is also indicated that, among the number, mobile ad soared more than 66%, while desktop was up only 5%.
Among other mobile ads, the greatest one is video. Mobile video viewers are captivated to their screen once the video is played, regardless of where they are. On a daily basis, they are engaged more on their screen, and the ads they see there, than any other form of advertising.
2) Facebook and Google leading the race
Believe it or not, Mark Zuckerberg has developed a platform for digital advertising that is changing how we market everything. Facebook’s ad income increased 59% between 2014 and 2015 from its mobile ads. Over the same period, Google’s ad revenue increased 18%, even with an increased focus on mobile advertising.
Compared to Facebook, Google’s profit seems to be modest. But together, they own 77% of the total market (From Adweek’s figures). Their choke hold on digital advertising looks to only increase over the next 12 months.
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3) More and more consumers are bothered by Internet Ads
The boom of online ads has been great for marketing, but it turns out that this is not great for consumers. More than 81% of Australians now use ad-blocking software.
To cope with this difficulty, two distinct approaches have come to the forefront:
- Branded Apps: if you have your own mobile app for your company blog or content, it will be tough for a user to block your ads. Mobile apps run on their own and don’t rely on any web browser. This, in turn, can’t be affected by any Adblock plugin.
- Website Plugins: the purpose of these plugins is to ask the users to whitelist your ads. The plugin will push a notification to a visitor who has an Ad Blocking tool. Thus, you are not distracting other readers without Adblock, while (hopefully) regaining some of your much needed revenue.
4) Shorter is better
The shorter your text is, the more likely you can hold your audience’s attention to your digital ads and content. Recently, there were two campaigns launched in Snapchat. It appeared that the ad with a shorter content gained more views (Marketingland). So, as long as your content is powerful and influential, audiences will be interested in it any way.
5) Future Relies More on Chat
With increased urgency, companies are employing chat-based marketing. They use instant messenger platforms to directly reach their audiences, expanding their direct advertising toolbox.
Whatsapp has the highest number of monthly active users – approximately 1 active billion users, followed by Facebook messenger – 800 million users.
Those were the trends from 2016 that will carry into the New Year. Even with another twelve months of changes to the marketing landscape ahead, it is important to look at what was 2016.
So what worked for you this year? We look forward to hearing your comments!
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