Branding and promotions in the media industry are in a continuous state of evolution. With shifts in consumer demand, technical developments, and new regulations, companies need to revise their strategies. The knowledge of advertising trends largely remains useful for industry professionals to gain a competitive advantage. Modern technologies have provided the advertising industry with tremendous ability to reach targeted audiences and changed the way marketers practice advertising. Unlike mass media tactics of yesterday, new advertising technologies allow targeting of specific groups and individuals.
Technology helps in personalized advertising messages, collect feedback, and measure responses on the go. Now with the technology all around us, there is a possibility to create an immersive experience. Let us explore seven technologies that have changed the way the advertising industry works.
- Customized Advertising
Customized advertising, also called personalized advertising, can display a customized ad to each targeted audience. Customers prefer personalized marketing as they consider it engaging and attractive. Generic advertising is never a good idea because most customers dislike such exposure, which you can use to your advantage. Another value-added feature of customized advertising is the use of on-on-one videos directly addressing a customer. Brands and businesses use this technique to engage with customers instead of cold-calls or emails. Video advertising is not a new phenomenon in the advertising industry. With the escalating use of smartphones and the internet, video advertising has established itself as a dominant ad technique today.
With a vast amount of content available, people have become less responsive to long text or commercial presentations. They need something that addresses them personally with concise communication possible. Using platforms like Tik Tok, Instagram Reels, or going live on Facebook has opened doors of advertisers’ opportunity to target accordingly.
- Internet of Things
Today smartphones, laptops, and similar devices have become a gateway to the world of digital advertising. However, the physical and digital world has started to converge with the advent of the Internet of Things (IoT). Smart wearables, sensory devices, self-driving cars, or smart homes all create an interconnected network of advertisers’ opportunities. To realize the potential to its fullest, digital media degree holders often conduct seminars broadcasted globally. They explain how technology is taking the game to the next level.
The challenge arises in implementing a holistic, multi-device arrangement to manage all connected gadgets and their data. It will open doors for many new advertisers to deliver solutions for a hyper-connected way of engaging their audience. The collected data also let advertisers research before entering any new market.
- Advertising through Artificial Intelligence
One of the most significant advertising breakthroughs happening today is the advertisement using Artificial Intelligence (AI). AI offers the benefit of automating all purchases while allowing brands to target more specified audiences. As the channel of communication and advertising have increased, the management of each platform has become difficult. AI comes in handy as it uses targeted signals and adaptions of personal ads or campaigns to any channel. With AI-controlled advertising, some new trends like voice search for commercial purposes, blockchain or 5G network, etc., have made their mark. It has given opportunities for brands to create their voice apps to engage their customers directly. In this way, AI technologies like Siri and Alexa can connect a business directly to their related customer. AI technology allows enhancement of communication between the two sides.
- Virtual Assistants
Since AI has started to integrate itself in all forms of advertisements and marketing methods, it supports virtual assistants’.
Siri, Alexa, and Google Assistant are all morphing into a user interface that has changed how we gather information and engage with advertising media. With millions of people owning virtual assistants and almost 20% of smartphone searches conducted orally. The value of voice-controlled virtual assistants in the advertisement industry has shaped future strategies. In some time, virtual assistants’ consideration will become a must for every customer and business alike. Right now, marketers consider integrating voice option and VA in digital marketing to ensure it fully utilizes the advantages of digital marketing.
- Augmented Reality
Various businesses, especially e-commerce niches, benefit significantly from mobile and smartphone use to engage and communicate with customers. These businesses have now started to use augmented reality to create virtual previews for customers. These previews allow customers to try and test a product before investing. The technology causes an increase in the likelihood of potential purchases.
In the coming days, AR has a huge role in enhancing the experience and engagement of customers. AR makes it possible to establish more engaging display advertisements that entice a viewer and establish a strong emotional connection with a brand. It allows product-conscious customers to gain information and review very quickly. Another beneficial aspect is the emergence of AR ads on social media that is more compelling than video. Because AR has become especially appealing to a younger audience, the expectation is AR’s transition from adopters to mainstream.
- Big Data and Quantum Computing
Artificial Intelligence thrives on the availability of information to fuel its learning mechanism. The processing speeds of quantum computing have increased the chances of bid data handling for effective advertising.
Quantum computing leverages data sources, ability to deliver insights and automate a multitude of tasks. All these factors allow designing ad campaigns that reach customers and supports effective decision-making for customers. All the pillars of online marketing, such as SEO, PPC, price matching, and digital advertising, have significantly benefitted from using big data to become more efficient. Big data, AI, and quantum computing have opened doors for marketers to form novel applications and monetize customers. Eventually, those who fail to adapt to the process flow will miss great opportunities.
- Inventory Value Management
The foundations of digital advertisements have open standards where no single entity regulates market trends. With the maturity of the advertisement industry, brands demand ways to measure campaigns’ effectiveness. As advertisers look for the best ad display space, publishers fulfill this demand by selling ad inventory on various channels. The high-value inventory management allows better CTR ratio and, in turn, a chance to make a potential sale. IVM will likely become a forefront in the coming days that provides advertisers and publishers an opportunity to increase their revenue.
The advertising industry has evolved dramatically with better technologies and techniques to gather customers and sales. There is a likelihood of presenting new opportunities for advertisers and customers to interact with each other. The future of advertising holds activities the present a broader picture as changes continue to happen.