Antonis Antoniou
Posted: Thu Dec 05, 2024 6:45 am
I do not foresee any revolution in digital advertising to occur in 2019. In 2019, the majority of advertisers will continue moving budgets towards Facebook due to the restrictions in organic ranges. Companies increase their advertising budgets in the areas of creating content (blog posts, webinars, podcasts) and its distribution. Advertisers will refrain from increasing spending on influence marketing activities the results of which are still difficult to measure for most of them.
In app marketing, Poland Telephone Number Data video ads (15 and 30-second spots) and playable ads will be the dominant types. We can already notice that both formats provide the best results. I think that more and more advertisers operating in the gaming and mobile apps sectors will start using them.
It is certain that playable ads engage the users and allow them to get to know the product at an early stage. Static advertisements will be mere additions to the remaining advertising formats.
Antonis Antoniou, Marketing Director at SoftwareCy, and Associate Professional at Chartered Institute of Marketing
The advancement of machine learning and Artificial Intelligence technologies will lead to significant changes in digital advertising. AI is going to control the targeting process and improve timing efficiency, which will result in higher conversion rates. Artificial Intelligence will be able to scan online content and provide relevant advertisements within a matter of seconds. This technology will revolutionize digital advertising, which will lead to a significant increase of profits and conversions.
Search Engine Optimization is going to rise above the majority of ad formats and advertising methods. Over the years, people have learned to identify digital ads and look past them, which is why most online ad formats have become less efficient. However, relevant SEO content is not identified as advertising because it is displayed only when people search for it. In 2019, companies are expected to focus on SEO strategies to drive organic traffic to their landing pages.
We are expecting display banners to take a new direction where lifestyle and people will replace products and services as the primary element of display banners. Stock photos will no longer be the go-to option for banner designers. Moreover, influencers are going to gain more power in this field. Unlike in the previous years, banners are going to contain more text and icons in order to provide more information. The old “less is more” strategy will no longer be efficient. Facebook already allows more text and icons on paid ads than 3 months ago. More is more!!
Sergey Matrosov
Sergey Matrosov, PPC Engineer at SEMRush
I guess that we’ll see a growing trend of applying machine learning algorithms to accurately buy proper target audiences for businesses. That’s why the importance of programming in digital marketing will increase significantly. As a result, these processes will be performed by programmers from digital marketing departments or … by PPC specialists. Sounds surprising? Not really. It seems that PPC instruments such as Google Ads are becoming more and more automated, so the role of PPC specialists is shifting towards that of a campaign manager, who is more responsible for creative processes rather than ad settings in campaign creation. But I think that this is a naive hope.
Take a second and think: if Google’s AI tries to compete with manual settings set by human pros without knowing details of the business it promotes, then what prevents the pros from developing their own AI that would factor in all the business details? All necessary technologies are available at the moment, but that’s not your duty… for now. You already know it, and your company’s C-level is starting to feel this way too. To date, it’s recommended that PPC specialists have some coding skills. And tomorrow, data analysis/science skills will be a mandatory requirement.
What ad formats will flourish next year? Advertising is not about format; it’s more about relevance and engagement. The format is just an instrument that helps you draw people’s attention to your product. Today’s goal is to attract the right people to your business and not just to find the format and push it to the budget’s limits.
What trends will we see in display banner design? The answer is personalization. Our audience is there somewhere, and we first l need to find it. Secondly, we should understand that it’s not homogeneous: everybody has their own needs, so our display and search campaigns have to take this into account. Moreover, we have to pay attention to our ads’ engagement levels. So the formula is, ironically, a Marxist one – to each according to the need, from each according to the engagement.
Natalie Iannello, Lead Digital Marketer at Atlantic BT
One thing I see drastically changing in 2019 is less market research (surveys, focus groups, etc.) and increased testing. It’s easier than ever to test ads and website behaviors. See what people will do rather than what people say they will do. Large companies like Trulia and Facebook are subscribing to agencies that help them A/B test, empowering them make incremental revenue-driving changes on their website rather than overhauls. Additionally, new AI tools will help businesses automatically act on A/B testing results with retargeting ads.
What ad formats will flourish next year? An ad format that is on the rise is social influencer sponsorships. What will catch your attention more – injecting a commercial for vitamins into a Youtube video, or the “Youtuber” recommending these vitamins?
What trends will we see in display banner design? With banner ads saturating the content users read online, the key to ad design will be finding a way to stand out. Simple websites with white backgrounds are in style, so ads with darker backgrounds are more likely to stand out and flourish. Additionally, videos and 3D designs will tastefully catch someone’s eye as they scan a page, improving click-through rates.
Jonas Nordstran
Jonas Nordstrand Nørgaard, CMO at Cromian
I believe that CTV ads will become one of the leapfroggers of 2019 due to several reasons. Approximately 70% of the TV’s in our living rooms are of the “smarter” version, millennials’ love for gaming consoles hasn’t reduced and Netflix, HBO, Amazon Play, etc. are getting bigger by the minute. The time seems more than right for CTV ads.
As well, I think 2019 will be a year of more super short, soundless video ads. Consumers are getting more and more aware, and the climax of the ad now has to be there within 1-2 seconds. As the videos are without sound, I think subtitles in alternative colours and shapes will flourish as they will have to “guide” the viewer in new ways. Along the lines of this, I think 3D photo ads will be seen more often in 2019. This is an easy way (and still fairly new) to create somewhat similar effects as an ultra-short soundless video.
When it comes to display banner ads designs in 2019, I think we’ll be seeing more unconventional color schemes and fonts than previously in order to stand out more. 2019 will probably be a more colorful year than 2018.
Have your own predictions? We are sure you do! Share your thoughts and expertise in the comment section below!
Advertising
Affiliate Marketing
Native ads
Targeting
Tips
Traffic
Trends View more posts
[Exclusive] How Sports Events Impact iGaming & Push Traffic
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In app marketing, Poland Telephone Number Data video ads (15 and 30-second spots) and playable ads will be the dominant types. We can already notice that both formats provide the best results. I think that more and more advertisers operating in the gaming and mobile apps sectors will start using them.
It is certain that playable ads engage the users and allow them to get to know the product at an early stage. Static advertisements will be mere additions to the remaining advertising formats.
Antonis Antoniou, Marketing Director at SoftwareCy, and Associate Professional at Chartered Institute of Marketing
The advancement of machine learning and Artificial Intelligence technologies will lead to significant changes in digital advertising. AI is going to control the targeting process and improve timing efficiency, which will result in higher conversion rates. Artificial Intelligence will be able to scan online content and provide relevant advertisements within a matter of seconds. This technology will revolutionize digital advertising, which will lead to a significant increase of profits and conversions.
Search Engine Optimization is going to rise above the majority of ad formats and advertising methods. Over the years, people have learned to identify digital ads and look past them, which is why most online ad formats have become less efficient. However, relevant SEO content is not identified as advertising because it is displayed only when people search for it. In 2019, companies are expected to focus on SEO strategies to drive organic traffic to their landing pages.
We are expecting display banners to take a new direction where lifestyle and people will replace products and services as the primary element of display banners. Stock photos will no longer be the go-to option for banner designers. Moreover, influencers are going to gain more power in this field. Unlike in the previous years, banners are going to contain more text and icons in order to provide more information. The old “less is more” strategy will no longer be efficient. Facebook already allows more text and icons on paid ads than 3 months ago. More is more!!
Sergey Matrosov
Sergey Matrosov, PPC Engineer at SEMRush
I guess that we’ll see a growing trend of applying machine learning algorithms to accurately buy proper target audiences for businesses. That’s why the importance of programming in digital marketing will increase significantly. As a result, these processes will be performed by programmers from digital marketing departments or … by PPC specialists. Sounds surprising? Not really. It seems that PPC instruments such as Google Ads are becoming more and more automated, so the role of PPC specialists is shifting towards that of a campaign manager, who is more responsible for creative processes rather than ad settings in campaign creation. But I think that this is a naive hope.
Take a second and think: if Google’s AI tries to compete with manual settings set by human pros without knowing details of the business it promotes, then what prevents the pros from developing their own AI that would factor in all the business details? All necessary technologies are available at the moment, but that’s not your duty… for now. You already know it, and your company’s C-level is starting to feel this way too. To date, it’s recommended that PPC specialists have some coding skills. And tomorrow, data analysis/science skills will be a mandatory requirement.
What ad formats will flourish next year? Advertising is not about format; it’s more about relevance and engagement. The format is just an instrument that helps you draw people’s attention to your product. Today’s goal is to attract the right people to your business and not just to find the format and push it to the budget’s limits.
What trends will we see in display banner design? The answer is personalization. Our audience is there somewhere, and we first l need to find it. Secondly, we should understand that it’s not homogeneous: everybody has their own needs, so our display and search campaigns have to take this into account. Moreover, we have to pay attention to our ads’ engagement levels. So the formula is, ironically, a Marxist one – to each according to the need, from each according to the engagement.
Natalie Iannello, Lead Digital Marketer at Atlantic BT
One thing I see drastically changing in 2019 is less market research (surveys, focus groups, etc.) and increased testing. It’s easier than ever to test ads and website behaviors. See what people will do rather than what people say they will do. Large companies like Trulia and Facebook are subscribing to agencies that help them A/B test, empowering them make incremental revenue-driving changes on their website rather than overhauls. Additionally, new AI tools will help businesses automatically act on A/B testing results with retargeting ads.
What ad formats will flourish next year? An ad format that is on the rise is social influencer sponsorships. What will catch your attention more – injecting a commercial for vitamins into a Youtube video, or the “Youtuber” recommending these vitamins?
What trends will we see in display banner design? With banner ads saturating the content users read online, the key to ad design will be finding a way to stand out. Simple websites with white backgrounds are in style, so ads with darker backgrounds are more likely to stand out and flourish. Additionally, videos and 3D designs will tastefully catch someone’s eye as they scan a page, improving click-through rates.
Jonas Nordstran
Jonas Nordstrand Nørgaard, CMO at Cromian
I believe that CTV ads will become one of the leapfroggers of 2019 due to several reasons. Approximately 70% of the TV’s in our living rooms are of the “smarter” version, millennials’ love for gaming consoles hasn’t reduced and Netflix, HBO, Amazon Play, etc. are getting bigger by the minute. The time seems more than right for CTV ads.
As well, I think 2019 will be a year of more super short, soundless video ads. Consumers are getting more and more aware, and the climax of the ad now has to be there within 1-2 seconds. As the videos are without sound, I think subtitles in alternative colours and shapes will flourish as they will have to “guide” the viewer in new ways. Along the lines of this, I think 3D photo ads will be seen more often in 2019. This is an easy way (and still fairly new) to create somewhat similar effects as an ultra-short soundless video.
When it comes to display banner ads designs in 2019, I think we’ll be seeing more unconventional color schemes and fonts than previously in order to stand out more. 2019 will probably be a more colorful year than 2018.
Have your own predictions? We are sure you do! Share your thoughts and expertise in the comment section below!
Advertising
Affiliate Marketing
Native ads
Targeting
Tips
Traffic
Trends View more posts
[Exclusive] How Sports Events Impact iGaming & Push Traffic
Be