Reading Time: 3 Mins | Written By: Cheryl Goeres
The digital advertising industry is constantly changing. Advances in technology and changing consumer behaviours and demands are just a few of the reasons why. As advertisers, it’s important to keep up with the latest trends and newest technologies to stay competitive in the digital space. In this blog, we explore some of the top trends that are currently shaping the digital advertising industry.
Mobile First Advertising
Smartphone devices have drastically changed the way we create content for organic social media as well as for digital advertising purposes. More people are on mobile devices than a desktop device, and they are spending a significant amount of time on their mobile devices. By focusing your advertising efforts on a mobile first strategy, you are tapping into an audience who is highly engaged.
Since a mobile audience is a highly engaged audience, it’s important to ensure that your ad creative is designed with mobile devices in mind. Most online platforms, such as Google and Meta, prioritize mobile-optimized content. Ensuring your ads are mobile friendly can lead to increased engagement and a higher conversion count.
Lastly, mobile devices offer location-based targeting capabilities, which allow you to target users based on their geographic location. This can be highly beneficial if you’re a local business or running hyper targeted campaigns that want to reach a specific audience in a particular area.
Short Form Videos
Video has consistently been a top trend when it comes to digital advertising. Consumers want to be entertained, and lately, they want to be entertained in shorter periods of time. Short form videos cater to the decreased attention spans of online users. Since consumers are constantly bombarded with different content and ads, it’s important to make yours stand out as quickly as possible.
Not only do short form videos have higher completion rates, but they tend to also have a higher share rate. With the rise of TikTok, short form videos are constantly being shared with some even going viral, which can get your video in front of a wide audience.
Another great benefit, especially for small businesses, is that creating short-form videos can be more cost-effective compared to longer, high-production ads. You can create engaging content with a smaller budget, using just your smartphone.
Interactive Content
With the goal of capturing an audience’s attention, creating interactive content has become a key trend in digital advertising. Content that includes polls, quizzes, and interactive videos, engages your audience, encouraging them to spend more time interacting with your brand. This time spent with your brand increases the likelihood that they’ll remember your brand, furthering your relationship with your audience.
In addition to interactive content, augmented and virtual reality technologies have become quite popular for advertising creative. They provide another way for your audience to interact with your brand through filters and immersive experiences. AR and VR enable businesses to create memorable experiences with their audience, once again increasing brand recognition.
Influencer Marketing
Influencer marketing has become a dominant force in digital advertising. Consumers have become increasingly aware of traditional advertising, and now turn to recommendations from people they trust, aka, influencers. Influencers build an audience of loyal followers and can be very effective in swaying their audiences’ purchase decisions. Finding an influencer in your business’s niche can be incredibly powerful for your business.
When searching for the right influencer to partner with for your business, it’s important to do your research. Ensure your values align with the influencer you choose to maintain your business’s credibility. This is a great way for content to feel authentic in the eyes of the consumer and can have a great impact on driving conversions.
If there’s one thing you’ve taken away from these trends, it is that your advertising content is a key component of your advertising success. Mobile-first content optimization, short-form videos, and interactive content can all contribute to increased ad engagement and conversions. Pairing that with influencer marketing strategies can put your company ahead of the competition.
Staying ahead in the digital advertising game requires the ability to adapt and innovate. Our team can help you utilize these trends in your advertising strategy and while keeping a close eye on emerging developments to help your business achieve its marketing goals.
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