There’s a lot of buzz around digital advertising, and for a good reason. The marketplace is growing at unprecedented rates– according to Google. It will be worth $646 billion by 2024! But with so much change and disruption, what does this mean for advertisers? How can you harness the power of digital advertising to optimize your marketing spend and hopefully see positive ROI?
The first step is to know the basics. To help you on your digital advertising journey, we’ve outlined some key points below:
1) The Web is Big
The Internet is not just a fad that will disappear when everyone realizes it was just some passing fancy. With over one billion current users, it is the most prominent media platform in the history of humanity. The Internet will be bigger than TV by next year and more significant than radio within two years—with no sign of slowing down.
2) Digital Advertising is Bigger Than Display
Digital advertising is growing fast; print advertising is not. But the online advertising industry is even bigger than people think because it includes other types of media, especially mobile—which included desktop displays for many years. Mobile will soon eclipse all other digital ad formats combined.
3) Digital Advertising = Lots of Data
Advertising has always been about data, but now there’s just so much of it to use. Companies can create targeted campaigns based on which browser you’re using, what apps you have installed, where your phone is when the ad pops up, and even how many people are in your house right now.
4) Online Advertising is Mobile-First
You don’t need a PhD in computer science to figure this out, but mobile phones have become the first screen that many people turn to for everything from checking email and watching TV to reading books and going on dates. This means advertisers need to have a presence online—which means making ads targeted at mobile devices.
5) Digital Advertising is Influencing Everything Else
Even if you don’t live and breathe digital media, the influence of advertising follows you wherever you go. Ad formats like sponsored content and native advertising are showing up everywhere: on your favourite websites (like this one), in your social feeds, and even on TV (hello TiVo).
6) The Rise of Video Advertising
Digital video is growing fast, and online video advertising is growing even faster. This may be partly because most people find it pretty annoying to watch 30-second pre-roll ads on YouTube, but they don’t seem to mind if they’re watching a two-minute “sponsored by” blooper reel from the Golden Globes.
7) Ad Blocking is a Serious Issue
Did you know that the number of people using ad blockers to watch their favourite videos on YouTube jumped from 30 million in 2014 to over 150 million in 2015 alone? This may have something to do with the fact that most video ads online are not only annoying but can be dangerous too.
8) The Quality of Digital Ads is Getting Better
Okay, so it’s not the best-looking thing you’ll ever see. But this year, online ads got better in almost every way: They load faster, they consume less data, and many of them will even play at the sound volume you prefer. And publishers are getting better at selling their inventory, which means they have less incentive to pull a “bait and switch” by populating sites with paid ads that look like natural content.
9) Native Advertising is Not Advertising
There are many ways to make advertising, but one of the best ways to do it without making people hate you is by disguising it as something fun or interesting that your readers would be excited to share with their friends. This new form of advertising—known as “native advertising”—is significant on video, slideshows and other engaging formats that encourage people to check it out and spread the word before they even realize what’s going on.
10) Digital Advertising is All Over the Place
One of the best things about advertising online is thatmat, digital advertising lets you go all over the place and make your ads look however you want. Whether your, unlike traditional media where every brand has to stick with a single for brand wants to try sponsored group chat on social networks or a new type of ad unit for mobile apps, it’s out there just waiting to happen.
As you can see, digital advertising has come a long way since its early days on desktop computers. What will the next few years bring? Only time will tell, but if 2021 indicates what’s to come, expect significant changes and even bigger opportunities for brands looking to connect with their audiences online.