As we jump headlong into 2019, the digital advertising industry continues its exciting journey through new ad formats, breaking news, and shifting ad budgets. To dive deep into the state of the industry and anticipate what the New Year will bring, we dove into industry data and the Marin Advertising Index—which represents billions of dollars of annual ad spend on the Marin platform. These 10 trends in digital advertising indicate new possibilities, persistent challenges, and ongoing turf wars among major industry players.
1. Blurred Lines: Google, Facebook, and Amazon
As the triopoly rises to the top and competes fiercely with each other for digital ad dollars, the worlds of search, social, and eCommerce will continue to blend together. Amazon is essentially a massive search engine now, Google has seen great success with Shopping Ads, and now Facebook, through Instagram, is becoming a major player in eCommerce. How can marketers optimize spend?
The Opportunity: Marketers will need to work hard to connect the dots across all these different channels and seek out an independent view of the entire customer journey, especially as lines are blurring across publishers and devices.
2. The Rise of Instagram and Facebook Stories
During its Q3 2018 earnings call, Facebook reported that more than one billion Stories are shared daily across Facebook, Instagram, and WhatsApp. And where consumers go, marketers follow. Marin Software’s Q3 Digital Advertising Benchmark Report found Stories represented 25% of their total Instagram ad spend, up from just 8% a year earlier—that’s a 212% increase YoY and rising.
The Opportunity: Because Stories are such a rich, immersive ad format, there’s plenty of opportunity to experiment with engaging creative. But brands are at the mercy of users’ thumbs clicking through the story quickly, since Facebook hasn’t yet implemented unskippable ads like Snapchat. So, it’s more important than ever to get the creative right, especially since Facebook is still working out the kinks of the format.
3. The Chatbot and Messenger Brand Advantage
The number of mobile messaging app users in the U.S. will reach 171.3 million by 2022, according to eMarketer estimates. Advertisers are only just beginning to realize the true potential of the channel.
The Opportunity: Messenger apps present an opportunity for brands to move conversations forward in a way unlike any other format. Brands can have asynchronous conversations—where they can pop in and out of the app—at various points along the customer journey (when a user abandons the shopping cart, for example).
4. Brace for Impact: CCPA Is Just the Beginning
Brands should be prepared for more states, and possibly the federal government, to follow in California’s footsteps with GDPR-like regulations. As industry leaders and government officials continue to take strides toward privacy requirements, marketers need to understand their data infrastructure and make preparations now, anticipating that new regulations will go into effect and shake up ad strategies.
The Opportunity: While these changes may seem daunting now, it’s important to remember that it’s still possible to reach consumers in a courteous way, respecting those who choose …read more
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