Businesses of all types are in a mad race for user engagement. The advertising world constantly seems to be one step ahead of us, and therefore companies wanting to stay ahead of the competition need to really have their eye on the ball when it comes to trends.
Not every type of advertising suits any given business, but it is essential that businesses be aware of what is out there so that they can capitalize on what is driving their industry and be aware of what the competition is doing. There is no question that certain channels are dominating: some 97% of companies advertise on social media, for example. But which ones to use and which formats to employ are things that each company must decide for itself.
Basic ideas to keep in mind
Before getting into the specifics of this year’s biggest trends in advertising, we should mention a few general ideas that every business should keep in mind:
- Trust is essential. When a company creates a brand, it is imperative that the brand’s core message and promise should be kept. There is a reason that people choose certain brands over others, and if the details are compromised, trust will be lost.
- Existing assets are golden. Rather than simply trying to create anew with every campaign, companies looking to succeed should repurpose content that is proven to work. It is true that people are attracted to new ideas, but new things can’t simply stand on their own. Standing the test of time is one of the most valuable things a company can hope to achieve.
- AI should be utilized in real-time. Implementing AI tools to act on real-time data can make all the difference in an advertising campaign as companies can tweak strategies constantly and optimize their results.
These concepts are ones that apply not only now, but which every company hoping to be successful in the future should keep in mind. AI isn’t going anywhere, so it is best to get accustomed to it now and see where it can lead.
What is trending this year?
A lot of this year’s hottest advertising trends are ones that build upon developments in AI and related technology over the last several years. These include:
- Utilizing popunder ads for high conversion. If you work in affiliate marketing, popunder ad networks can be the best way to reach large numbers of people. These types of ads provide high volume and many times higher conversion rates than typical banners do. They are especially effective for particular niches such as igaming, dating, and e-commerce.
- Push towards authenticity. With the public becoming increasingly skeptical about “fakeness” in the growth of AI (as much as 50% of consumers in a recent survey of consumers in general), companies hoping to stand out are moving towards an “anti-algorithm” stance. While the trend was once towards simply being flashier and flashier, many companies are now aiming for authenticity through things like raw storytelling and using increasingly human-sounding voices.
- Return to privacy. Another “reverse” trend of sorts is that many companies are ending the use of third-party cookies. While it was considered acceptable to place cookies on websites for many years, those wishing to pull away from the crowd are trying to rely more on first-party data based upon user behavior. Companies that still use cookies are starting to look passe and overly invasive.
- Videos are huge, but they have to be right. As content continues to evolve, it is becoming more and more clear that video is king. But not just any video will reach its intended audience: research shows that short-form (under 60 seconds) videos that pack the right kind of punch in terms of hooks and creativity are the way to go.
- Experiential marketing. Another way in which content is growing in new directions is in the proliferation of sensory and experiential marketing. This includes things like the use of AR and VR to immerse people fully in the environment of their purchases, scent marketing, and accessible designs.
- “Actionable” commerce. Technology is making everything faster and easier, and companies are capitalizing on this. Shopping features directly inside video and social media posts are proliferating and becoming easier for everyone to access.
- Creative production for small businesses. Thanks to advancements in AI, small businesses are now able to produce advertising that is of significantly higher quality than small business budgets would previously allow. Companies with limited resources can now produce content that looks extremely high-quality to audiences thanks to AI-driven creative tools.
Every audience is unique
These advertising trends are sweeping the globe this year. But precisely which methods and tools any given company chooses to use depend on what the company wants to do, and more importantly what its target audience requires. This can only be determined through careful research and analytics. But whatever the product, service, or volume is, today’s advertising tools offer fast-track ways to get the message out.
