To create a great ad, you must create a great experience, but what is a great gift sent to the wrong person. With the advent of ad tech and the growth of technology, marketers can reach their audience like never before. However, in this ever-changing industry, it is imperative you stay up-to-date and capitalize on new developments. Here are some future trends in ad tech as presented by experts and resources such as EMarketer and BusinessInsider.
This post was originally published at DevTeam.Space Blog. DevTeam.Space is an on-demand software development platform and is helping companies to develop high-quality products and prepare for major releases.
Advertisers Tune In to Programmatic TV
From banner to social to mobile to video, programmatic has been extending its reach. And now, a new sibling will meet the family, TV. Programmatic TV ad spending is set to double by next year and ad buyers and sellers are eyeing this market in the near future. For a more efficient campaign, combine programmatic video and TV to compare data across platforms. This will help you tighten your strategy and reach your target audience with more effectiveness.
Link to data source: http://www.emarketer.com/Article/Advertisers-Tune-Programmatic-TV/1012181
Spending on native advertising is soaring as marketers and digital media publishers realize the benefits
Native advertising is the new hot thing and it is here to stay. In a recent research done by Business Insider, it was found native advertising is well-received by consumers and garner higher click rates than traditional displays especially on mobile. By being less disruptive and having better content, native ads prove to be more effective. And companies are taking notice, native ad spending is to reach $7.9 billion this year, growing to $21 billion by 2018 according to the same research. The population is more informed than ever and will not tolerate “web disrupters” obviously trying to sell. The key is to offer quality content in your ads that resonate with consumers and spark positive feelings.
Link to data source: http://www.businessinsider.com/spending-on-native-ads-will-soar-as-publishers-and-advertisers-take-notice-2014-11
How Oculus Rift Is About to Reshape Marketing Creativity
Marketing has just added a whole other dimension. The $2 billion dollar baby of Facebook — Oculus Rift, a virtual reality device — is set to be released this year. The device is geared towards gamers and the like, but with Facebook spearheading the development, the incorporation of social and virtual reality does not seem too far off. Some predict the evolution of the Oculus Rift to have the same trajectory of game consoles where they now function as multimedia devices. However, the marketing possibilities are tremendous. With 360 degrees of freedom, audiences are captivated and immersed like never before; perhaps a VR (virtual reality) “store” could be opened where consumers can see the product and “try” it without leaving their home, or interactive ads where the consumer is able to direct the direction the ad is going (which allows marketers to target audiences based on their decisions while providing an awesome experience). It really is a new frontier where the possibilities are endless.
Link to data source: http://www.adweek.com/news/technology/how-oculus-rift-about-reshape-marketing-creativity-162124
Is Snapchat Ready For The Big Leagues Of Advertising?
In the world of social media, ballooned IPOs seem to be the norm. But how much substance is behind the numbers? In this article by Kerry Flynn, she explores why top advertisers and brands want to play with Snapchat. In the lives of millennials, Snapchat is integrated much like Facebook is. A key difference, however, is Snapchat is much more interactive and requires the focus of the user. Video ads are much less likely to be seen as disruptive as sound and video are to be expected. The ad should be instantly captivating and creative while clearly defining your brand image. As millennials move away from TV, Snapchat will be the playground in which they play.
Link to data source: http://www.ibtimes.com/snapchat-ready-big-leagues-advertising-1978579
Wearable Technology and Advertising
The rise of wearables present interesting opportunities for marketers. For one, it would allow them to track consumers and their behaviors like never before. It also allows for opportunities for greater creativity. Without a real screen, ads on wearables will have to be an experience or offer a service. However, consumers will be much more immersed into the ad and will visit it with more frequency. Merging wearables and data collection is also a viable option. Google already has a patent on pay-per-gaze technology which measures your exposure to mass media. As the technology grows and more products come out in the near future, advertisers should be ready to adapt their campaigns for wearables.
Link to data source: http://www.pennapowers.com/wearable-technology-and-advertising-exploring-current-and-future-possibilities/
Conclusion
Thanks to EMarketer, Mark Hoelzel (@MarkHoelzel), Kerry Flynn (@kerrymflynn), Christopher Heine (@Chris_Heine), and PennaPowers for putting together the articles and sharing their thoughts.
The future of digital advertising will be driven by innovations in ad tech. WIth all the information and data at our fingertips, it is still great content that makes or breaks an advertising campaign. The generation of today are smarter than ever and can appreciate/tolerate advertisement as long as the content is quality. By being less disruptive and offer value, native ads and Snapchat ads will be utilized more frequently and see tremendous growth in the coming years. New technology such as VR and wearables will be a new frontier and will require creative thinking to maximise potential. The future is bright and it is a good time to be a marketer. Stay updated with market trends by subscribing to the Dev.Team.Space Blog and look out for new articles In the Week of Ad Tech following.
