Internet advertising has come a long way in a short period of time and it is far more sophisticated than it was a decade ago. As technology continues to advance, so too does internet advertising. So where is the future of internet advertising headed? In this blog post, we will take a look at some of the latest trends in online advertising and discuss what the future holds for internet advertising.
Here are a few of the biggest trends in internet advertising.
- Increased personalization
- Identity-based pay-per-click marketing
- Programmatic advertising
- Native advertising
What increased personalization means for businesses
In today’s world, it seems like everything is getting more and more personalized. From the ads we see on social media to the content in our inboxes, businesses are using data to deliver tailored experiences to consumers. And this trend is only going to continue in the future. But what does this trend mean for businesses? Let’s take a look.
Better targeting with advertising
One of the most immediate implications of increased personalization is better targeting with advertising. With more data comes better insights into who our customers are and what they want. We can now create ads that are more likely to resonate with our target audience and less likely to be ignored or skipped over.
Improved customer retention rates
Another benefit of increased personalization is improved customer retention rates. When existing customers feel like a business understands them and is catering to their specific needs and preferences, they are more likely to stick around.
Increased engagement with customers
When customers feel understood and valued by a business, they are much more likely to engage with that business on a deeper level. This could manifest itself in things like social media interactions, online reviews, or even word-of-mouth advertising. And all of this leads to one thing: more customers!
Identity-based pay-per-click marketing is on the rise
You may have noticed a new trend in pay-per-click (PPC) advertising: identity-based PPC. Identity-based PPC marketing is a type of targeted advertising that uses information about a user's online activity to serve them relevant online ads.
How is identity-based pay-per-click marketing different from traditional PPC?
Traditional PPC advertising relies on keywords to target ads to users. For example, if you own a business that sells pet supplies, you would use keywords like "dog food," "cat toys," etc., to target your ads to users who are searching for those terms. With identity-based PPC, businesses can target ads to users based on their past interactions with the business, even if they're not actively searching for those terms. This allows businesses to reach users at different stages of the customer journey and improve the chances of conversion.
Benefits of identity-based pay-per-click marketing
There are a couple of benefits of identity-based PPC marketing:
- More targeted advertising: With traditional PPC, businesses can only target ads based on keywords, however, with identity-based PPC, businesses can create ads that are specific to each user's interests and needs. This results in a better user experience and increased conversions.
- Improved ROI: Identity-based PPC also has a higher ROI than traditional PPC because it results in more targeted advertising and higher conversion rates. When done correctly, using identity-based marketing as one of your marketing strategies has the potential to dramatically increase your business's bottom line.
Programmatic advertising is changing the game
You may have heard the term 'programmatic advertising' thrown around quite a bit lately and there's a good reason for that. In short, programmatic advertising is a type of advertising that uses algorithms to target specific audiences with laser precision.
How programmatic advertising works
Programmatic advertising relies on data in order to function. Advertisers will use first and third-party cookies and other data in order to identify potential customers and target them with ads that are relevant to their needs and interests. This data is then analyzed by algorithms, which create ad placements that are customized for each individual user. In other words, businesses will no longer have to guess which demographics they should be targeting. They'll know for sure.
The benefits of programmatic advertising
There are numerous benefits associated with programmatic advertising. Perhaps the most significant benefit is increased ROI. Because programmatic advertising allows businesses to target their ads so precisely, and on multiple platforms, they are far more likely to reach users who are actually interested in what they're selling, which ultimately leads to more conversions and sales.
Programmatic advertising also provides businesses with increased transparency and control. Businesses will know exactly where their ads are being placed, who they're reaching, and how much they're spending, all in real time. This level of transparency is unprecedented in the world of online advertising, and it gives businesses more control over their campaigns.
Why native advertising matters
You've probably heard the term "native advertising" before, but what is it, exactly? Native advertising is a type of online contextual advertising that blends in with the surrounding content on a website or app. It's designed to look like normal content, which makes it less intrusive than other forms of advertising such as banner ads.
Native advertising matters and can benefit your business because it's an effective way to reach your target audience with relevant, unobtrusive ads. Unlike banner ads and other forms of online advertising, native ads don't interrupt the user's experience; instead, they blend in and provide value. For example, if you're a travel company targeting young adults through content marketing, a native ad on a popular travel blog might take the form of an article about "5 Budget-Friendly Travel Destinations for Young Adults." Not only is the ad relevant to the reader, but it also provides value by giving them useful information.
The future of digital advertising: a glimpse into what's to come
We are now living in an era where digital advertising within digital marketing is the norm. With the emergence of programmatic advertising, businesses can now target their ads with a level of precision that was once unimaginable. So what does the future hold for businesses that rely on this form of marketing to reach their target audiences? Here are a few predictions.
More automation
One of the biggest changes we can expect to see in digital advertising is an increase in automation and increasing reliance on software programs to create, place, and track ads. While this may sound like it takes the human element out of marketing, it actually frees up marketers to focus on strategy and creating compelling ad copy, rather than being bogged down in logistical tasks. Additionally, automation will allow businesses to place their ads in more places than ever before, making it easier to reach their target audiences no matter where they are spending their time online.
Increased personalization
With more businesses automating their advertising, they will also have access to more data about their target audiences than ever before. This data can then be used to create highly personalized ads that speak directly to the needs and interests of individual consumers. We can expect to see ads that are specifically tailored to our unique demographics, interests, and even purchasing behaviors.
Greater use of interactive elements
Digital ads are becoming more interactive and immersive as technology advances. We're already seeing this trend with the rise of video content and "ad experiences," like quizzes and polls that allow consumers to engage with brands on a deeper level. This trend is likely to continue as businesses strive to create ad campaigns that break through the noise and really capture people's attention.
As digital advertising continues to evolve and grow, it starts to merge with the programmatic nature of television. According to Statista, the global TV ad revenue was $162 billion dollars in 2021 and as the TV advertising industry becomes increasingly more programmatic, it may be wise to talk with an agency to see if it will be a good fit for your marketing strategy.
What does the future hold for video advertising?
Video is already one of the most popular forms of digital advertising, and we can expect that trend to continue. Here's a look at some of the most exciting changes on the horizon.
More AR and VR integrations
As 5G becomes more widespread, we will see even more opportunities for AR and VR integrations. This will allow businesses to create more realistic and interactive experiences for their customers. For example, imagine being able to try on a piece of clothing before you buy it or test-driving a car from the comfort of your own home. The possibilities are endless!
Video advertising will become more interactive
Interactive video ads will become more common as well. This type of advertising allows viewers to control the outcome of the ad by making choices throughout the duration of the video. For example, a viewer might be asked to choose which product a character uses or what action they take. This type of ad is more engaging for viewers and can lead to higher conversion rates for businesses.
The future of mobile advertising is brighter than ever
Trying to keep up with the ever-changing landscape of mobile advertising can feel like a full-time job. Here are a couple of trends in mobile advertising, so you can stay ahead of the curve.
Location-based targeting
Thanks to GPS and other location-tracking technology, businesses can target ads specifically to users who are located in a certain area. This is especially effective for businesses with brick-and-mortar locations, as it allows them to reach consumers when they are nearby and more likely to make a purchase.
Programmatic advertising
This refers to the use of algorithms to place ads on websites and apps based on user data (such as demographic information, browsing history, etc.). This allows businesses to target their ads more effectively, and has made mobile advertising more efficient and cost-effective.
Summary
The future of digital advertising is ever-evolving, and businesses must stay ahead of the game to remain competitive. As personalization, identity-based pay-per-click marketing, and programmatic advertising are changing the way that ads are placed and targeted, in the future businesses must be ready to embrace new technologies and strategies in order to stay ahead of the curve. By keeping up with these advancements, businesses can make sure that their digital advertising efforts are always effective.
