The evolving digital world just keeps evolving. And it’s doing it faster than ever. Search and social media algorithms seem to be changing every other day, and the advent of HTML5 has impacted marketers on a variety of levels—from online video to gaming to rich media advertising. As fast as new technology comes and goes, it’s vital to stay abreast of it. At the same time, we try to look ahead to pinpoint significant display advertising trends that are coming down the pike. As we start looking to 2015, there are several big things to note, including:
- Increased focus on context
- Improved standards around video display quality
- More programmatic advertising
- Evolving past the “cookie”
- More data, data, data
Let’s look at these display advertising trends a bit deeper.
Focusing on context as well as content
As the digital marketing canvas becomes an increasingly digital one, the need for context and quality content become very big deals. Advertising needs to be relevant, and with new and more robust ad networks being created (much of it data-driven) new methods of launching rich media campaigns and networked content with greater insight is possible like never before.
Ensuring better video viewing online
There has recently been a new set of standard set in place regarding the view ability of online ads and video: 50 percent of pixels in view per second. This is a result of too many video and display banners being served with poor quality. This means rich media solution providers and online video creators will have to invest more time testing how their products are viewed to ensure the new quality standard is met. In the long run it will produce a more consistent and fair playing field across the board.
More programmatic advertising
More than thirty percent of digital banner ads (including rich media) are currently being served to consumers by automated algorithms that are specifically targeting people across multiple channels. That’s a big increase from just a few years ago.
Evolving past cookies
HTML5 digital display ads is certainly not as simple as it used to be. In days past, it involved the simple cookie, which followed customers around and found them when needed. But with today’s heightened concern over online privacy, too many have disabled “cookies.” Today the information found in a user’s online IDs and profiles have become much more reliable—and much more valuable. Additional ways to follow and target consumers with relevant messages and other display advertising trends will continue into 2015 and beyond.
Data will continue to be a key driver.
Data-driven analytics and other “big data” solutions have dominated digital marketing for the past few years, and this trend is not going away. As more data on customers and their relationships with your brand and others becomes available, the way that data is used will be critical. Think of all the possibilities for cross promoting, better personalization and more relevant messaging in all Online display campaigns.
These are just a few display advertising trends we thing will be strong in 2015—and these are just the tip of the iceberg. If you have any thoughts on coming trends as they impact digital marketing and rich media advertising, let’s talk. We’d love to hear your thoughts.