Contrary to what many experts fear, the advertising sky isn’t falling. Sure there have been a few bumps in the road (e.g., ad blockers), but advertisers are resourceful, continuously adapting to changing technology and consumer usage habits. In turn, advertising isn’t flailing, it’s actually thriving.
Advertisers are evolving, shifting their focus from desktop to mobile to fulfill consumers’ need for accessible real-time content. And that’s just the tip of the iceberg.
1. Mobile Growth Is Strong
Currently, mobile advertising is experiencing tremendous growth, outpacing all other forms of digital advertising. And the growth outlook remains positive for the foreseeable future. BI Intelligence is forecasting U.S. mobile ad spend to top nearly $42 billion by 2018, a 43 percent increase from 2013. As digital ad dollars shift from desktop to mobile, display and video will continue to be the fastest growing mobile ad formats.
Advertisers are also developing better apps and mobile ad extensions to cater to on-the-go consumers. Let’s say a rock hits your windshield. No need to hunt for a phone number when the windshield repair company has a mobile call extension. Problem solved with a simple click to call. And if the company employs geofencing, you’ll receive targeted local deals and offers, too.
2. Video Ads Are Dominating
To continue capitalizing on mobile, advertisers are focusing on mobile video ads as the next area to dominate. They know consumers prefer to skim and scan their content, especially on smaller mobile screens.
Videos ads offer a quick sound bite — and when done correctly, they provide entertaining content to keep consumers watching. Advertisers like Target are using interactive video ads to engage consumers. During Halloween, the retail giant employed a “choose your own adventure” video ad, immersing its viewers in a 360-degree interactive experience via a mobile YouTube app.
Richard K. Kahn, CEO of eZanga.com, has been a leader in the online advertising industry since 1993. He founded SEM and search engine eZanga in 2003. Over the past 15 years, Rich has specialized in all areas of the Industry. In 1993, he organized and wrote an e-magazine that later transitioned into his next endeavor, the First Street Corporation, an Internet Service Provider. Mr. Kahn operated the First Street network out of his home and managed the customers and sales from an office nearby. In 2000, he sold the company to a publicly traded organization. In 2001, Rich joined AdOrigin Corp., a pay per click advertising network, as the COO.