Display advertising has been a staple of digital marketing for many years, but it continues to evolve and adapt to the changing landscape of the online world. But what are the latest trends in display advertising that you need to be aware of? Let's take a closer look.
Trend #1. Programmatic Ads
One of the biggest trends in display advertising in recent years has been the rise of programmatic advertising. This is a form of advertising that uses automated technology to buy and sell ad inventory in real-time. Programmatic advertising has several benefits for marketers, including the ability to target specific audiences, the ability to optimize campaigns in real-time, and the ability to reach users across multiple devices and platforms.
One example of programmatic advertising in action is the use of retargeting ads. These are ads that are shown to users who have already visited a website or engaged with a brand in some way. Retargeting ads can be incredibly effective because they're shown to users who have already shown an interest in a brand, which means they're more likely to convert.
Increased Use of Artificial Intelligence (AI) and Machine Learning
Artificial Intelligence (AI) and Machine Learning (ML) are revolutionizing programmatic display advertising. AI and ML enable advertisers to target the right audience, at the right time, with the right message. By analyzing consumer behavior, AI and ML can predict what ad will resonate best with a particular audience.
AI and ML are also being used to optimize ad performance. By analyzing real-time data, AI and ML can determine which ad creatives are performing best and adjust the campaign accordingly. This enables advertisers to get the most out of their ad spend.
Coca-Cola is a great example of a brand that is using AI and ML in programmatic display advertising. The brand is using AI to predict which ads will be the most effective at different times of the day. For example, the brand is using AI to determine which ad will be most effective during the morning commute versus the evening commute.
Increased Use of Connected TV
Connected TV (CTV) is becoming more popular among consumers, and as a result, it's becoming an increasingly important channel for programmatic display advertising. CTV allows advertisers to deliver ads to consumers who are streaming content on their TV, whether it's through a smart TV or a connected device like a Roku or Apple TV.
CTV advertising offers a unique opportunity to reach audiences that are difficult to reach through traditional advertising channels. The ability to target ads to specific households means that advertisers can reach their desired audience with greater precision.
Progressive Insurance is a great example of a brand that is using CTV in programmatic display advertising. The brand is using CTV to target households that are more likely to be in the market for car insurance. By targeting specific households, the brand is able to reach its desired audience with greater precision.
Programmatic display advertising is evolving at a rapid pace, with new trends emerging all the time. The increased use of AI and ML, as well as the growing popularity of CTV, are just a few examples of how programmatic display advertising is changing. By staying on top of these trends, brands can ensure that they're making the most of their advertising spend and reaching their desired audience with greater precision.
Trend #2. Native Advertising
Native advertising is a form of advertising that blends in with the content of a website or platform, so it looks like a natural part of the user experience. Native advertising can be a powerful way to reach and engage with users because it doesn't disrupt their experience, and it can be tailored to match the look and feel of a specific website or platform.
One example of native advertising in action is sponsored content. This is content that's created by a brand and published on a third-party website or platform. Sponsored content can be a powerful way to reach and engage with users because it's designed to be informative, engaging, and relevant to the user's interests.
Embrace Niche Platforms
Instead of just focusing on the big players like Facebook and Twitter, brands are experimenting with new platforms that cater to specific audiences. For example, food and recipe brand Tasty has partnered with the platform Tastemade to create sponsored videos and articles that are designed to be shared by food enthusiasts. Tastemade's platform is dedicated to food and cooking content, making it an ideal place for Tasty to connect with its target audience.
Use Personalization
Brands are using data to personalize their ads, making them more relevant and engaging for the viewer. For example, clothing brand Aritzia used personalization to create a native ad campaign that targeted potential customers based on their browsing behavior. The ads featured images and information about products that the viewer had previously shown an interest in, making them more likely to convert.
Incorporate Video
Brands are creating video content that fits seamlessly into the platform it's displayed on, making it feel like a natural part of the user experience. For example, car manufacturer BMW used video in a native ad campaign that showcased the features of its electric car model. The video was hosted on the Forbes platform and was designed to appeal to the publication's business-minded audience.
Native display advertising is becoming an increasingly popular way for brands to promote their products and services without disrupting the user experience. By embracing niche platforms, using personalization, and incorporating video, brands can create native ads that feel like a natural part of the platform they appear on. As technology continues to advance, it will be interesting to see how native display advertising evolves to meet the changing needs of both brands and consumers.
Trend #3. Interactive Ads
Interactive advertising is another trend in display advertising that's gaining popularity. This is a form of advertising that allows users to interact with an ad in some way, whether it's by clicking on it, scrolling through it, or watching a video. Interactive ads can be a powerful way to engage with users because they're more engaging and memorable than static ads.
One example of interactive advertising in action is gamification. This is the use of games or quizzes in ads to engage with users and encourage them to interact with the brand. Gamification can be a powerful way to reach and engage with users because it's fun, interactive, and can be tailored to match the user's interests.
Personalized Interactive Ads
Personalization has been a buzzword in the marketing world for some time, and it is now becoming increasingly important in the world of interactive display advertising. Brands are using data to create highly personalized ads that are tailored to the specific needs and interests of their target audience. By doing so, they are able to increase engagement and conversion rates, while also building stronger relationships with their customers.
Nike the sportswear giant created an interactive ad that allowed users to customize their own pair of shoes. Users could choose the color, style, and even add their own personal message. By allowing users to create their own unique pair of shoes, Nike was able to create a highly engaging ad that resonated with its target audience.
Ads that use Gamification
Brands are using games and challenges to engage users and encourage them to interact with their ads. By adding an element of fun and competition, brands are able to capture the attention of users and keep them engaged for longer periods of time.
McDonald's created an interactive game that challenged users to build their own burger. Users could choose the ingredients and watch as their burger was assembled in front of their eyes. By turning the creation of a burger into a game, McDonald's was able to create a highly engaging ad that kept users coming back for more.
Interactive display advertising is an effective way for brands to capture the attention of their target audience and build stronger relationships with their customers. By personalizing their ads and adding an element of fun, brands are able to create highly engaging ads that resonate with users. As technology continues to evolve, we can expect to see even more innovative and interactive display ads in the future.
Conclusion: Display Advertising can create unique brand experiences
Display advertising continues to evolve and adapt to the changing needs of digital marketers. Programmatic advertising, native advertising, and interactive advertising are just a few of the latest trends that are helping marketers reach and engage with their audiences more effectively. By staying up-to-date with the latest trends and technologies, marketers can continue to deliver effective and engaging display ads that drive results.
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