Display advertising is a powerful tool for brands to reach and engage customers with rich visuals and compelling messages. As technology evolves and consumer preferences shift, the landscape of display advertising is constantly changing. To stay ahead of the curve, it is important to understand the trends that are shaping the future of display advertising.
From programmatic buying to personalization, these trends will shape how brands reach and interact with customers in the future. Knowing how to leverage these trends will be key to creating effective and impactful display advertising campaigns. In this article, we will explore the trends that will shape the future of display advertising and how brands can use them to their advantage.
What is Display Advertising?
Display advertising is where advertisers buy space on online publisher websites or apps to promote their brands. Typically, display ads are larger, more visual, and have shorter copies than other types of online ads.
These ads can be sold based on a cost per thousand impressions (CPM) model, or cost per click (CPC) model. These ads allow advertisers greater control over the type of ads they want to run, their budget, and their return on investment (ROI). While display ads are not as targeted as search or social ads. They can be highly effective at driving brand awareness and building customer relationships.
While display ads are extremely common on desktop websites, they are also used on mobile and social networks. Display ads can appear as banners, rich media (such as videos or GIFs), or traditional display ads in an end user’s feed. In this article, we will be focusing on traditional display ads in the feed.
Trends that Will Shape the Future of Display Advertising
With the emergence of new technologies and shifts in consumer behaviors. The future of display advertising looks very different from the present state. Several trends will shape the future of display advertising. Including programmatic buying, automation, machine learning, personalization, data-driven targeting, and video ads. Let’s explore each of these trends in more detail.
1- Programmatic Buying Ads
Programmatic buying Ads, or buying display ads via a programmatic auction, are increasing in popularity. And it is expected to be widely used by brands in the future. Programmatic buying Ads allow advertisers to purchase inventory across a variety of ad networks, sites, and apps, based on certain targeting criteria. This means that automated software will decide where your ads will appear based on factors. Such as audience demographics, device type, and time of day. While programmatic buying Ads have become more popular in recent years. It is expected to become the standard for buying display ads in the future.
2- Automation
As technology evolves, automation will become increasingly prevalent in the display ad industry. From targeting ads to serving ads, automation is already a standard in many industries. In the future, it is predicted that automation will play a major role in the display ad industry. As automation becomes more common, marketers will need to take extra care to make sure their ads are compliant. And that they are not alienating their target audience.
3- Machine Learning
Advertisers have always used data to tailor their marketing campaigns to specific audiences. However, machine learning is expected to become more prevalent in the future as technology progresses. With machine learning, advertisers can use data to target specific audiences without having to manually select data points. This is especially helpful for big brands that are constantly running campaigns across different online channels.
4- Personalization Display Advertising
Personalization has already been a huge trend in digital marketing for some time. However, it is expected to become even more prevalent in the future of display advertising. With tools like advanced audience segments and dynamic creativity, marketers can personalize display ads for their target audiences at scale. If a user interacts with an ad, the advertiser can use that information to further optimize the ad for better results.
5- Data-driven Targeting
Similar to machine learning, data-driven targeting uses data to show ads to specific audiences. While data-driven targeting has been used in display advertising for a while, it is expected to become even more widely used in the future. This can be especially helpful for brands that are targeting specific audiences, such as Millennials or families.
6- Video Ads
While video ads have been around for a while, they are expected to become even more common in the future. As consumers spend more time on mobile devices and watch less TV, brands have been investing more resources in video ads. With the rise of augmented reality (AR) and virtual reality (VR) technologies, video ads are expected to become even more immersive.
Leveraging Display Advertising Trends
As technology continues to evolve and consumers shift their expectations, marketers need to adapt their strategies to stay ahead of the curve. To do so, brands need to understand how these trends are shaping the future of display advertising. If marketers can take advantage of these trends and use them to their advantage, they can create more engaging and effective campaigns.
Use Automation to Scale Your Campaign
With new technologies like machine learning and data-driven targeting, you can use automation to scale your campaign across channels. This will allow you to fully utilize your budget, spend more time on other marketing efforts, and create more personalized ads for your audience.
Test Different Types of Video Ads
Video ads are an extremely effective way to engage your audience and get them to take action. Experiment with different types of video ads to see which ones resonate the most with your target audience. This will allow you to scale your ad campaigns with the best-performing video ads.
Invest in Personalized Creative
With personalized creative, you can create one ad and have it displayed differently to each user. This is especially helpful for targeting specific audiences and allowing brands to go beyond the limitations of static ads.
Challenges of Leveraging Display Advertising Trends
As the future of display advertising becomes increasingly digital, marketers need to ensure that their campaigns are compliant and optimized for their audiences. These shifts also require significant investments in time and resources, which can be challenging for smaller brands.
With the digital advertising landscape rapidly changing, marketers will need to stay on top of these trends to be successful. With new technologies emerging, such as VR and AR, and machine learning becoming more prevalent, marketers must be prepared to adapt their strategies. This requires extra effort and resources to ensure that digital campaigns are compliant and optimized for their audiences.
It is also important to make sure that ad creatives are optimized for new technologies, such as video ads on voice-activated devices. Finally, it is crucial to make sure that budgets can keep up with the ever-changing landscape.
The Future of Display Advertising
As technology continues to evolve, the future of display advertising will become increasingly digital. While traditional display ads will likely remain popular, brands will also need to keep an eye out for new ad formats such as voice-activated ads. This will be a crucial time for advertisers to harness new technologies and stay ahead of the curve.
See Also: The Future of Virtual Worlds in E-Commerce
Conclusion
The future of display advertising is greatly impacted by the ever-evolving digital landscape. As technology advances, so do consumer expectations of how they interact with businesses and brands. This means it is more important than ever for businesses to stay ahead of the curve and ensure they are utilizing the latest trends in display advertising.
From leveraging artificial intelligence (AI) to personalizing the customer experience, these trends will help shape the future of display advertising and ensure businesses remain competitive in the years to come.