What are marketers expecting in 2017 ?
6 Media Digital Advertising trends :
Digital advertising spend continues to grow rapidly all over the world. Global advertising spending through automated trading could reach $ 24 billion by 2017, posing a challenge for advertising agencies and advertisers, including risks such as disintermediation and the possibility of fraud.
The lack of transparency in the relationship between Council and media buying agencies as well as the existence of major dysfunctions in the market proving, once again, failure of the contractual arrangements between advertisers and media agencies. A recent survey by the World Union of advertisers shows digital derivatives by estimating that 60% of the budget invested in online media by an advertiser is picked up by intermediaries. Indeed, some agencies use their own Board, often a subsidiary, to buy and sell media space. Marketing professionals need to know that airtime and impressions are delivered as promised. If agencies receive payments or other benefits from the media, clients should receive the benefit of such payments as appropriate. Marketers, on the other hand, need to pay proper prices for media space, especially as expenditures reach hundreds of millions or even billions of dollars. Today it has become essential for advertisers to have certainty about how their investments are being used and to ensure compliance with signed contracts.
3. The desintermediation
The level of disintermediation is increasing year by year. This trend, which is linked to agency changes, is more important in 2017, as 58% of marketing professionals plan to internalize several activities previously entrusted to the agencies and to reduce the number of agencies with which they collaborate. Regarding media provision, 73% of marketers plan to contact the media and technology companies in the future. Growth in programmatic advertising purchases is expected to accelerate by 2017, spurred by a continued shift in advertising budgets to digital formats.
4. Native Advertising
IAB estimates that global investment in Native Advertising is expected to reach $ 85.5 billion by 2020. North America will still be the largest market with $ 31.7 billion invested, followed by Asia Pacific, Western Europe with Great Britain, Germany and France. The objective for the advertising players will then be to achieve a certain stabilization of ad blockers by turning to innovative formats more immersive and distracting.
5. Ad Blockers
While the extent of the use of smartphones bodes well for advertisers for this category of mobile consumers, the ad-blocking becomes problematic: the 18-34 years old, the most targeted, are more willing to block ads. More than half of 18-24 years state have already installed an Ad Blocker on their telephone while 36% of 25-34-year-old plan to do in the year. However, micro-targeting will continue to grow and become increasingly sophisticated through native advertising, which will reduce the number of advertisements while increasing their efficiency. By making it less intrusive and by promoting new formats, advertisers try to improve the consumer experience.
6. Power of Mobile
As advertising spend grows, it also shifts to mobile. In 2017, it is advisable for e-merchants to no longer ignore the mobile user experience! The smartphone is in the process of dethroning the PC within families. Over 1,2 billion people access the web from their mobile devices. That’s why mobile traffic now accounts for more than half of the world’s web traffic. Mobile marketing continues to grow thanks to the ease of use of devices with which increasingly people feel at ease. Thus, internet searches, online shopping, communication via social networks can now be done everywhere and all the time. 74% of millennials are now able to receive alerts related to the geolocation of their mobile. Nowadays, 4 out of 5 consumers use their smartphones while shopping.