Posted by Monica Nakamine on Thursday, January 15, 2015 - 00:00
2015. Can you believe it's here? It's hard to think that only 10 years ago, "digital advertising" wasn't really a thing. We called it "online advertising" back then, when trends like keywords and display and banner ads were just gaining steam.
While these forms of advertising may still be effective today, "online advertising" has expanded to include an array of new strategies. And 2015 might be the year when some hit their stride.
So, what are some digital advertising trends for 2015? Here are five that are top of mind:
1. Responsive design
Responsive design ensures that the same website content – including advertising – appears consistent across browsers and devices, which is crucial given the proliferation of smartphone, tablet and desktop screens. Even though responsive design has become synonymous with web design, 30 percent of marketers don't use it, according to eMarketer.
2. Mobile search
eMarketer also reports that mobile search will represent 70 percent of the total U.S. search audience, surpassing desktop activity, and will dominate key search metrics, including organic traffic, paid clicks and search ad spending. Because of this, many companies are taking a "mobile first" marketing approach.
3. Native advertising
According to a study by Interactive Advertising Bureau and Edelman Berland, 60 percent of U.S. online news users said that they are more open to digital advertising that tells a story rather than straight selling. And people are responding. The same study also mentioned that companies that publish in-feed sponsored content on reputable sites see a 33 percent boost in credibility.
Data is moving on up – to the cloud that is. Since big data became big, the amount of marketing information available to companies has become overwhelming – and, in some cases, expensive to collect and analyze. Moving it to the cloud can be more cost-effective and, with the likes of Google BigQuery and Amazon Redshift, more user-friendly.
5. Programmatic advertising
Not to be confused with real-time bidding, programmatic advertising will grow in popularity in 2015. In fact, eMarketer predicts that more than half of all digital display ads in the United States will be done by programmatic advertising. Human media buyers are no longer needed to negotiate price or placement. So, what's the draw? Programmatic advertising, also known as advertising automation, is cost-efficient, offers more precise audience targeting and provides deeper insights into how consumers engage with ads.
We've only touched the tip of the iceberg for digital marketing trends for 2015. What are some of your predictions and how do you see them impacting your job?