Following up
on the Top 10 Tech Trends Of The Decade and drilling down on trend item five,
in this post we’re going to look at the evolution of online advertising and
what we might expect to see in the coming decade. At present, the online
advertising industry is at $55 billion, and mobile advertising is at $2
billion. With the rise of Asia, Africa, and Latin America, mobile advertising
will gain momentum.
Below are the
top ten trends;
1. Paid
Search Rules:
Google ruled
the past decade with paid search advertising. There is still no better, more
effective form of advertising on the Internet. Keywords are becoming expensive,
but if you know what you are doing, you will still be able to find
cost-effective ways of acquiring customers using PPC.
2. Organic
Search Gains Momentum:
Increasingly
though, marketers are starting to understand the importance of organic search.
Almost 90% of the entire Web’s search traffic flows through organic search, yet
the search marketing industry are generally obsessed with PPC. This decade,
some sanity and rationalization will take the place of this weird dichotomy.
3. Display
Advertising and Vertical Ad Networks:
The best
trend I have spotted during the past decade is the rise of vertical ad networks
like Glam Media, Federated, HotChalk, Travel Ad Network, and others that focus
on specific verticals. This is pretty much the only way for advertisers to do
brand advertising across the fragmented spectrum of blogs and other online
hangouts for audiences, including social media. In the coming decade, vertical
ad networks will get better at providing more value to advertisers through
advanced technology for audit, measurement, analytics and optimization, as well
as richer engagement capabilities like interactive and video ads.
4. Social
Media Advertising:
Social
networks, especially the big ones like Facebook, Twitter and LinkedIn, have a
lot of information about individuals. They have not yet figured out ways to
monetize this information and create a safe, non-intrusive, yet personalized
framework through which advertisers can do high-precision targeting. This is
definitely coming in the next few years.
5. In-Game
Advertising:
Consumers are
spending excessive amounts of time online playing games. We foresee a
significant uptick in in-game advertising this decade.
6. Advertising
Apps and Games:
Now that apps
have taken over the mobile web, and is even coming on to PCs, advertising apps
and games are a natural progression. Marketers will see it is obvious that
instead of a 30-second prime-time advertising slot, a branded app or game that
can engage users for three minutes is a far better use of ad dollars.
7. Interactive
Infomercials:
Television
infomercials are an effective way to market products. But the Internet offers
significantly more cost-effective and targeted ways to market using the same
concept, but delivered through display ad networks, viral videos, and so on.
8. Video
Advertising:
Whether they
are about political campaigns or consumer brands, YouTube videos have a viral
power, and everyone knows it. This decade, we will see a huge amount of
creativity deployed on this art form.
9. Mobile
Advertising:
The rise of
the mobile Web – through mobile apps on smart phones and tablets in the West,
and through the avalanche of cell phone adoption in the emerging markets from
Brazil to Indonesia – opens the door for mobile advertising as a category to
gain tremendous momentum this decade. In particular, location-based
advertising, coupons, and special offers at highly targeted and precise moments
– all look very promising.
10. Better
Analytics, Optimization, and Targeting:
Powering all
this and more, we will see a vastly more sophisticated analytics, optimization,
and targeting infrastructure that doesn’t quite exist today. There will be
innovation in affordable tools to optimize PPC, SEO, mobile advertising, social
media advertising, and every other conceivable online customer acquisition
method.
Source:
www.sramanamitra.com
