“Advertising” has become a dirty word. Its most common associations: annoyance, wasted time, and inescapability.
Consumers are, quite simply, tired of being barraged by advertisements in every facet of their lives. Some advertisers have listened, turning to the latest technologies to test novel advertising platforms and approaches.
Here are the trends that industry insiders see shaping advertising in 2019 and beyond.
1. Yaniv Masjedi, Chief Marketing Officer at Nextiva
“Smartphones are replacing laptops and desktops. However, that rate isn't fast enough to ignore the latter category. Because the customer experience is taking place across both types of devices (as well as others), smart advertisers will shape a complementary advertising strategy which holistically advertises to the consumer across a number of different channels.”
2. Bruce Biegel, Senior Managing Director of Winterberry Group
“Programmatic advertising will need to move to a post-cookie approach to
manage an evolving privacy landscape. The outcome of regulation in the U.S. will impact how marketers can continue on their journey to better targeting and attribution. A focus on first-party data and preference management will drive investment in market approaches that are designed to gain permission in exchange for value from the brand, whether that is access to content, subscriptions that drive loyalty or more traditional reward benefits.”
3. Samantha Wolfe, Managing Partner at We Are Phase2
“AR has already reached over 1 billion users and over 80 million people AR monthly (SuperData). Snapchat and Facebook have embraced Camera Marketing, yet the evolution of the technology for advertisers has only begun. With 5G mobile technology, AR will become web-based and enable a simpler user experience.”
4. Gerard Keeley, CEO of Vidsy
“Brands are increasingly bringing more parts of the advertising puzzle in house. They keep the analytical and methodical functions close to the vest and leave the creative and artistic to the agency experts. However, traditional agency and production models are not built for a new world of video, so brands must change their thinking, operations, and creative partners to align with an ever-evolving world of media i*n order to be successful. It's difficult to in-house creative. Besides finding talent, it hasn’t been commoditized like media planning and buying have. Technology may drive media, but humans drive creative.”
5. Dr. Dustin York, Director of Undergraduate and Graduate Communication at Maryville University
“I’m following three trends shaping advertising in 2019:
As millennials become the primary target market for many brands, leveraging digital in an experiential and innovative manner will be a core focus area.
Companies are understanding vanity metrics better, and authentic storytelling through advertisements and branded content that consumers want to engage with will be key moving forward.
Advertising, public relations, marketing and a little bit of human resources will only continue to be intertwined and grey zones between them will increase.”
6. P.K. Kannan, Dean’s Chair in marketing science in the Robert H. Smith School of Business at the University of Maryland
“Programmatic digital advertising based on big-data, an increased role of the customer journey in precision targeting customers, increased focus on the importance of voice-based search, influencers will keep playing an important role on all social and e- commerce platforms, and TV advertising will remain strong.”
7. Amy King, VP of Product Marketing at Pixalate
“The area undergoing the most experimentation, advancement, and education in 2019 is Connected TV (CTV) and over-the-top (OTT) advertising. The digital advertising industry’s governing bodies — such as the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) — are actively working on new standards to help advertisers more easily incorporate OTT/CTV advertising into their existing data-driven campaigns.”
8. James Heller, CEO and Co-Founder of Wrapify
“As one of the most prominent buzzwords in the industry, attribution has already made waves in 2019 and will certainly become more of an integral focus across all media channels as the year continues. Brands are also looking at ways to capture an audience outside of Google and Facebook more so now than ever before. Both platforms have suffered a slowdown on ad spend as brands leverage tech-enabled traditional methods in addition to their reduced spend on each respectively. We are seeing attribution layered into TV, OOT, direct mail and OOH.”
9. Andy Vogel, Chief Commercial Officer, AUDIENCEX
“Global trends around transparency and accountability in the advertising supply chain remain the biggest concern among brand advertisers. Creating an environment of verified audiences that are brand safe, serving customized creative ad units, and dynamically pricing in real-time are all major issues. Advertising budgets continue to be focused on top-of-the-funnel brand activities and bottom-of-the-funnel customer acquisitions, when efforts should be focused on the complete customer journey. Mid-market companies are increasingly relying on e-commerce to show their value proposition and require more tools to determine the best way to reach their audiences.”
10. Susanna Williams, Content Specialist at Online Optimism
“Online advertising will be hitting some major changes throughout 2019.
Right now, it’s getting harder for companies to collect information about people without their consent, making it difficult to run targeted advertising. Contextual advertising could be the answer to this problem.
This is the ability to determine the characteristics of your targeted audience based on the web pages they are frequently visiting. By receiving this general data, advertisers can learn how to appeal to their targeted audience.”
11. Brett Cravatt, Co-CEO and Co-founder of Centerfield
“The most forward-looking brands are investing in what we refer to as end-to-end customer acquisition. This requires marketers to connect every marketing touchpoint to every sales touchpoint across digital and offline purchases. Sophisticated organizations have moved away from evaluating each channel or campaign individually and are instead demanding that marketers understand – and quantify – how each interaction impacts the entire customer journey.”
12. Kwesi Robertson, Director of Marketing at Howerton + White
“Advertising has always aimed to be disruptive especially in competition with other advertisement, entertainment, and consumer dollars. Two trends I can identify in 2019 is technology and diversity and inclusion. While these two threads can seem like they are on opposite sides on the advertising spectrum, they have similar evolutionary traits that are crucial to advertising's success.”
13. Matt Johnston, Founder and CEO of Guide Social
“The biggest trend in advertising is the need to nurture potential buyers. It's becoming more clear than ever we need to tell more stories, do more video and other immersive content, and generally be more personable. There is more noise in digital advertising than ever, the best way to cut through it is with pure value and genuine care and concern for potential customers.”
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