The Key Trends Shaping the Digital Advertising Market

The Saturation of the Digital Advertising Market

In recent years, there has been an increase in the use of conversational marketing. This has occurred in tandem with the rise of CPaaS (Communication Platforms-as-a-Service) platforms and brands adopting an omnichannel approach to both sales and customer services. Marketing can now occur over social networking websites and even blogs, as customers increasingly want to interact with brands in a conversational context. 

Given the growing saturation of the digital advertising market, there is an increasing need for contextualisation, in which advertisers place their marketing material where your customer is, but also be able to contextualise the campaign for the user based on their media consumption and habits. 

The Crucial Role of Mobile Attribution

Mobile attribution is a crucial process for advertisers, as it allows the review of marketing campaigns. Whilst it can highlight areas in which marketing campaigns can be improved, it can also emphasise areas of success which can be emphasised and repeated in subsequent efforts.

Many brands and enterprises lack the technical expertise needed to effectively complete mobile attribution initiatives, and therefore rely on strategic partnerships with mobile attribution partners. There is clearly a huge amount of opportunity for these mobile attribution platform providers, given the growth in digital advertising and the accompanying increased spend forecast for the next five years.

The Limitations of Advertising for Children and Teenagers

It is vital for digital advertisers to understand the limitations of undertaking marketing campaigns targeting children and teenagers as there are numerous privacy regulations in place internationally that provide guidance for advertisements aimed at children and teenagers. Juniper Research notes that the definition of this demographic varies according to each piece of privacy regulation. 

The Importance of Blockchain

The use of blockchain within digital advertising can increase industry transparency, by guaranteeing impartial attribution and providing an auditable track. As stakeholders are unable to manipulate data once it has been entered into the blockchain, this can protect against fraud and build an ecosystem of trust. A major factor limiting the adoption of blockchain within the digital advertising market is the fact that the technology is not yet interoperable. That is, individual blockchain networks are not inherently open and are not able to communicate properly with one another.

5G Roll-out a Key Opportunity

Next-generation rich media services enabled by 5G networks, and the immersive experiences these services can deliver, represent a key opportunity for digital advertisers. There is the opportunity for a new level of conversation-based interactions and personalisation; enabling consumers to interact with brands in real-time. The average consumer experience is going to be much faster, with the time taken between viewing an online advertisement and clicking on a link, leading to better conversions. Video advertising, for example, will benefit from low-latency downloads; reducing lag and ensuring smooth video streaming.
 

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