People love to see the great ad, but getting that ad to right people at the right time is an art in itself. Innovation in advertising technology leaves behind the old strategies, opening new opportunities to reach your audience.
The most vital query in digital advertising today is:
Which is the right place where people can listen?
What Content Will they engage with?
How can we Reach Them ?
Well, the answer lies in understanding four trends that are shaping the industry.
1. Mobile Video Advertising
Mobile Video Consumption is growing quickly and offering advertisers with a way to reach consumers when they are paying attention. Smartphone and tablet video consumption grew to 400% and now accounts for 30 percent of all online videos played.
Mobile Video viewers, what you call them as “captive” audience.
You must have noticed that when a TV commercial begins, people look down at their phones; they usually focus on their digital screen instead of the ads passing by in the cityscape. When people are already looking at their smartphones nothing is going to distract them. So, it’s better to use mobile video ads to take benefit of this undivided attention.
2. Native Advertising
When websites display advertisements that match the content and style of their website is referred as native advertising. Native Ad spending is rising from $3.2 billion in 2014 and expecting to rise to $8.8 billion by 2018, largely because advertisers are seeing above average engagement with this format.
Native Ads are typically long-form blog posts, infographics or videos that aim to notify, entertain and inspire people without directly promoting a product. Native Ads are typically tagged with a disclaimer such as “sponsored content”, “paid post” or “promoted by”.
If you want to target millennials, native advertising is the best method to do that.
3. Viewable Impressions
Recently, digital advertisers are very susceptible to fraud. Most of them were deceived for paying for bottom-of-the-page-ads that no one has scrolled down to view. “Click Fraud” was also a huge risk. Basically, some people understood that they can run up their competitors advertising bills by creating computer programs that click ads automatically. This practice became so extensive that deceitful bot traffic may have cost the advertising industry too much. Viewability Technology and an advertising model known as viewable impressions are eliminating both of these issues. Using Viewable impressions, advertisers are only charged if the ad appears on a user’s screen for a minimum duration. According to the Industry Standard, for a display ad to count as a viewable impression, 50 percent of pixels need to appear for a minimum of two seconds.
Bots the fraud programs fails to create false viewable impressions as they are unable to compete for the actions that differentiate a genuine user view from a fraud one.
4. Behavioral Data
New channels, tactics, and payment models will serve your marketing efforts if ads reach the right audience. Rather than spending your budget on a large set of consumers, you can more easily use behavioral data to target people who fit your customer person. While advertisers basically target individual websites when they expect their customers to hang out, behavioral data improves upon this approach by letting you focus on target groups of people across various advertising properties.
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