Did you know that digital ad spend worldwide is estimated to rise from $223.7 billion this year to $360.2 billion in 2021? Or that it will soon account for half of the total global media ad spend? As digital advertising is clearly here to stay, we all need to make sure we’re at the top of our digital game this year. To help us get there, here’s a list of the latest digital trends that should be on everyone’s mind – along with a few tips on how to best leverage them.
The reigning duopoly: Google & Facebook
Unless your sole focus is on the Chinese market, it’s in your best interest to continue working with Google & Facebook, making sure you’re friendly to both platforms. One simple way to do this is to include like, share, and subscribe buttons that connect your site/app’s content directly to Facebook as the platform favors publishers who bring users back to the channel. As for Google, publishing relevant content every day is your best bet for ensuring you remain in the top search results.
Content is still king
Be wary of low-level content and “fake news” – now more prevalent than ever – and embrace authentic, branded content. If your content is genuine and valuable for users, you’ll have a better chance of fostering a stronger, more direct relationship with your audience.
Native advertising on the rise
Native advertising accounted for 56% of total US display ad spend in 2016 and that number is anticipated to rise to 74% by 2021. On the mobile front, you should expect to see more native video and visual content – including vertical, 360, and outstream video. For more info on monetizing with native ads, see our latest guide.
The private marketplace is for all
More and more advertisers are moving to the private marketplace for guaranteed deals to improve user segmentation and reach specific audiences, and publishers should follow. No matter if you’re a big or small publisher, you can still benefit from PMPs – here’s how.
Data your way to more revenue
It’s one thing to funnel your 1st party data into a DMP, but look for additional ways to use your data to improve your business, technology, apps, and relationship with advertisers. Speaking of data, location data and targeting can help drive greater revenue.
Expanding into APAC
There’s no doubt that digital ad spend is increasing worldwide, however, APAC is leading the pack. China’s digital ad spend alone already accounts for the lion share of all total media spend for the country, soon to reach 59.5% in 2017 and 73% by 2021. If you aren’t working in APAC, it may be time to consider doing so. Here’s a few tips that will help you.
Reach more millennials on Snapchat
Want to appeal to more millennials? Snapchat is the way to go. According to emarketer, 53.6% of US millennials between the ages of 18-24 are on Snapchat “all the time,” using it roughly six to 11 times a day. Snapchat offers a whole new revenue stream and serves as a great way for businesses to spread the word about their products through sponsored lenses, geofilters, and ads.
It’s all about the users
It’s a given, but it still must be said: Your ads, just like your products, apps, and technology should stay focused on your users, their experience, and interests. The key to success is to build your business around an audience.