In an industry that changes quickly, it’s important to anticipate new marketing trends to stay relevant. As we move into the second half of the year, we see media trends that are more personalized, trustworthy and creative. Here are three digital media trends from our media department that you shouldn’t ignore.
Rich Media Ads
We’re always looking for new ideas to leave a lasting mark on audiences, which is where rich media ads come into play. Rich media ads are interactive pieces of content that engage with users and allow them to be part of the ad, much like if they were on a website or an app. With rich media ads, we can reach and engage with users before they even click, increasing their overall connection to the brand.
In digital advertising, clicks and click-through rates (CTR) are king, and rich media ads produce a CTR almost three times higher than static ads. Implementing rich media ads creates better engagement with your brand and drives more people to your website than digital display. At the end of this year, $44.6 billion will be spent on rich media ads — a 68.1% increase from 2016 (Workfront). These ads grow a positive, lasting impression of your brand, and they are one of the bigger trends we’ve seen as of late.
Connected TV and OTT Still on the Rise
The highly anticipated feeling of watching live content is gone. Today’s viewers can now watch their favorite shows wherever and whenever they want thanks to CTV (connected TV) and OTT (over-the-top) television.
CTV and OTT advertising has been a hot trend for a couple of years now, and these channels are continuing to pick up steam, attracting both consumers and advertisers. Consumers love these services because of their flexibility, and advertisers love them because of the targeting and tracking capabilities they provide media campaigns.
As each month passes, ad-tech vendors are finding ways to target more segmented audiences and provide better reporting metrics. We can now see total views, video completion rates and device breakout while implementing geo-conversion tracking. This means we can track the number of users who saw the message and also visited a specific location.
Targeting capabilities also continue to expand. With access to more than 1,500 attributes on any given user, we have more audience data segments to layer into a target audience. We can target physical addresses, combinations of demographic and psychographic variables, keywords or the context of a user’s online behaviors.
Voice Search Technology
Marketers are shifting their focus to mobile device interactions and, more importantly, voice search engagement. Voice search, such as Siri, is the new avenue for getting quick answers, immediate assistance and completing tasks on the go. No matter when, where or what is being searched, voice technology responds in seconds.
Because of voice technology’s convenience, consumers have made a drastic shift to searching for information using mobile voice search. Whether looking up the stats of a game, the price of an event, directions to a store or updates on the latest news, voice technology produces the information on demand. Marketing campaigns need to target more spoken phrases and include questions within their keywords by adding who, what, when, where and why to content phrases.
To enhance consumer engagement, companies need to be mobile savvy. Understanding consumers based on their voice search usage allows marketers to optimize campaigns and enhance audience interaction better. As new generations arise, the digital era will continue to advance and bring consumers closer to receiving information on demand at the sound of their voice.