Mobile first: this is the current overarching prime-directive every digital advertising company should be focusing on. Google themselves have, in fact, stated that they are hurtling towards regarding mobile as the only meaningful digital platform.
What does this actually mean for media buying and digital advertising professionals and agencies? Most of the updates that need to be adhered to are technology-based. Optimising websites for readability and accessibility on mobile and desktop is more important than ever. New technologies like AMP (Accelerated Mobile Pages) and Facebook’s Instant Articles are evidence that the standards websites are built to matter more than ever. These technologies have one major theme in common: speed. The faster your site, the better your customer’s experience, thereby improving the performance of your digital advertising.
While these trends are mostly noticed by users and visitors, they are also noticed by the advertising platforms themselves. Quality scores are old news by today’s standards, but they matter more and more as digital advertising platforms mature as these metrics affect the way in which your adverts are delivered to people.
The next buzzword in media buying and digital advertising trends is relevance. Time-tested in the world of search engine optimisation, relevancy is more than just making your content relevant to your audience. If your ad copy and landing pages aren’t congruent in their design and language used, they probably won’t perform well. We’re seeing platform algorithms, particularly Google AdWords reward, optimising in these areas more and more. This includes ensuring that you are using all of the various “add-on” ad options advertising platforms offer as best you are able. The more you play the game by it’s rules, the more the game rewards you.
When talking trends, it would be a mistake to not mention the aggressive onset of the age of artificial intelligence. AI-based applications are making their way into almost every area of digital advertising. Google AdWords recently rolled out new conversion-focused campaign-types, leveraging the power of machine learning to find and bid for keywords in demographics most likely to convert. This sort of technology won’t just start to provide for more effective digital advertising, it will begin to totally change the way you do your job as an advertiser.
The future of AI’s role in digital marketing and advertising paves the way for software to replace many day-to-day functions of media buyers and digital account management. Some traditional marketers might feel threatened by these advancements into what is traditionally a human-only industry, while those who are more modern and tech-centric will welcome the future as an opportunity to free up time, collect more accurate data to make better decisions, and ultimately deliver unprecedented amounts of value to their customers. You decide which side you’re on.