Every coming day, we see something new in the aspect of advertising technology. It is not easy to predict which new digital advertising technology will become the upcoming coolest ad tech for the youth.
Also, it is difficult to assume which new ad tech companies will gain momentum to become a leading ad tech company with its own groundbreaking solution for the ad tech industry.
It’s a fact that digital advertising is evolving faster than ever before. According to eMarketer’s latest report, digital channels will outrun traditional mediums by 2021, and by 2020 digital’s share of total advertising will near 50%. Generally speaking, eMarketer estimates that global media spending will grow steadily at more than 5.0% per year through 2022. By and large, the chart below speaks louder than words.
As technology and customer attitudes towards that technology are always changing, so ad tech industry should modify consequently. Following are some of the five new ad technologies trends that are already making the headings in 2018 and will dominate in the coming year.
Video Ads Become More Common
The video ecosystem has never been more exciting. We see an increased number of content creation sources, delivery and consumption platforms and channels. Increasing number of users is becoming more reactive towards video ads on social channels like Facebook, YouTube, Bing etc. Overall, all this results in greater video viewing time.
What’s more younger consumers are driving the cord-cutting trend, making digital video, in particular mobile video, the fastest-growing video type by consumption. According to the estimates mobile video ad spending will reach $18 billion in 2018.
Forrester research shows that Millennials and Gen Z are more likely than older generations to stream videos and don’t object to watch video ads especially when they have access to free content.
The Call of Apps
Apps are likely to start substituting the websites. This is because the apps are more instinctive, suitable, and available, especially this is true for mobile apps. The reason is clear: consumers spend more of their mobile device time in apps. According to eMarketer, mobile apps account for more than 80% of the time users spend on smartphones. As for ad tech companies, they should seize the moment and take benefit of fetching with content through apps.
Living in a Virtual Reality
Dozens of various virtual reality devices are scheduled to release in the coming years. This will come up with an entirely new need of incorporating with social media forums. One of the key ad tech company’s uses of virtual reality is to provide customers with the capabilities that persuade them to actually visit a location or event.
Wearable technology will overlay new aspect in 2018. These devices could change the landscape of advertising technology and shape the lines of online marketing. With this anticipated rise of ad tech technology, marketers will need to amend new digital advertising technologies to access the potential customers. Ad tech technology is being called as 'convenience marketing technology'.
Mobile Dominates over Desktop
This year Google stated that mobile has taken over the traffic flow of desktop in some of the countries. Following are some of the statistics on mobile online consumer use:
15% make online purchases
41% download apps
46% play games
49.2% listen to music
62.1% access email
63.1% access the Internet
99.5% access information
The ad tech industry is a vibrant and ever developing field which is affected greatly by Millennials and Generation Z who set the tone for the whole advertising ecosystem. For that reason, businesses have no other option but to mix within in order to make sure that they can remain competitive and meet the expectations of younger generation. To keep that competitive advantage, high ad tech technologies might be just the answer to keep afloat.