Malaysia Data

rmd43951570 wrote: Thu Dec 05, 2024 6:23 am What trends will shape the digital online advertising world in 2019? To keep up with our tradition, we decided to interview prominent marketing experts on their thoughts on how advertising is going to change.

In case you are curious, you can find the last year’s digest here.

There were only 3 questions:

How do you think digital advertising would change in 2019?
What ad formats will flourish next year? (E.g., video, push ads, native ads, etc.)
What trends will we see in display banner design?
Without further talk, let’s get right at it!

Themis Christou

Themis Christou, Group list of spain cell phone numbers Marketing Project Manager at Tickmill Group of Companies
The past couple of years have laid down the ground of the future of digital marketing. New technologies are emerging, and marketers need to adapt, and fast. The competition is fierce and getting ahead of the competition, is the least of our concern. We need to make sure that we communicate the right message, to the right customer, because if we don’t, someone else will do it. More challenges arise every day, including strict regulatory laws like the GDPR, pushing us to think outside the box, shift our strategy, and turn to new tactics. However, in a digitally transformed era, we can employ the GDPR to create trust and loyalty and make our customers feel safe.

Data are the holy grail of marketing; simple demographic information is now obsolete. Data now can include information like peoples’ habits, desires, purchasing preferences, likes and dislikes, and a lot more. It allows us to create our customer buying personas accurately.

What ad formats will flourish next year?

So with all the above mentioned in mind, digital advertising will focus on creating unique customer experiences.

Virtual and Artificial Reality (AR & VR): One of the highest trending marketing tools with an ability to leverage phone cameras and bring product and services to life. AR & VR can leverage us to create a brand-engaging environment and assist our customers with pre-purchase decisions.
Artificial Intelligence (AI): is making a breakthrough the traditional marketing funnel by integrating chat-bots. AI will lead to a marketing renaissance where comprehensive data will be used to understand and forecast customers’ behavior and emotions.
Voice marketing: The future of voice commanding information where anything you would like to know, will be presented to you by a simple voice command.
Video marketing: 3D, 360-degree video, narrative, animated and live videos are the future of advertising and mobile advertising.
In-app marketing: endless opportunities to meet our future customers while they are engaging in apps that are relatively connected to our product and services.
Native Advertising: is growing exponentially, offering a gentler and more discreet user experience.
What trends will we see in display banner design?

Display banners are slowly considered as an older generation form of advertising. Ad blockers are making sure that consumers have a ‘display’ free experience on the web. Furthermore, consumers today respond better to audiovisual digital ads as opposed to text-only or static images. Programmatic marketing will be a major game changer that will make sure that display advertising is utilized in the most cost-effective way possible. Through real-time automated bidding on advertising inventory, consumers will have the opportunity to see an ad relevant to them.

Frank Ravanelli




Frank Ravanelli, FOREO Head of Affiliates Asia & EMEA
For the first two quarters of 2019, privacy and attribution are going to reshape the digital advertising landscape in Europe and North America, both for legal reasons and changes in what people feel comfortable sharing online. So mainly exogenous forces, often conflicting with each other. Once we will have some more examples of how GDPR is interpreted, and users restart sharing more freely, relevancy will return as the first priority. That´s where AI will kick-in to offer a truly customized experience.

As for formats, engaging videos will keep growing, the same for quality native ads. Advertisers need to scale up campaigns fast, and these two ad formats still often a good balance among investment (in terms of time and money), results, and scalability. Again, wider usage of AI will be needed to screen out the “bad apples”, those conversion funnels that instead of being based on persuasion, are being willingly deceptive. The trust of consumers is the real asset, and it needs to be protected. It would not be cost-effective to do it manually; algorithms will make a difference.

In terms of performance marketing, more and more affiliates will use push notifications and develop chat-bots, that interact with potential buyers, informing them about the products and services provided by the merchants they are promoting.

Amit Bivas

Amit Bivas, VP Global Marketing at Optimove
I think that in 2019, content will still be king, but creativity will be queen, and she’ll rule. Platforms probably won’t make significant changes or advances, so advertisers will need to be evermore creative to climb above the clutter. Every brand is into digital advertising, and creativity is key to stand out in the crowd. Also, performance marketing will become more expensive, as more advertisers will be competing for the same digital real estate. Just like in Economics 101: there will be more demand for the same supply, which will, inevitably raise costs.

Regarding the formats, more than anything, I think that the format and channel mix will be the greatest contributing factor to successful digital advertising in the next year. Finding the perfect channel mix for each customer persona is an existing marketing challenge, and I anticipate that it will become even more so in the coming year.

What we found at Optimove is that on average, campaigns delivered across multiple channels generate a 24% uplift compared to a 12% uplift in single channel campaigns. Advancements in data and technology can help finding optimal customer-channel(s) combos quite easily. The right technological platforms will make any brand’s voice louder and much clearer.

In terms of banner design: even without commercial blockers, we’ve become blind to banners. For banners to be effective again, they’d need to be creatively revived through motion and innovative tech. Since digital advertising is common practice, marketers will need to be ultra-creative to be noticed. Creativity will become a necessity for effective display advertising.

Josh Kocaurek

Josh Kocaurek, Founder @ Appsposure
One major change I see for 2019 is companies allocating more of their marketing budgets into influencer marketing. We’ve seen a lot of brands begin running campaigns with influencers the past few years and I bet we’ll only be seeing more of it in the future.

I also see companies beginning to approach influencers as a marketing channel to rely on instead of just an experiment and creating more integrated, seamless campaigns with their partners.

What ad formats will flourish next year?

I think video, in general, will continue flourishing. With giants like Facebook doubling down on video with platforms like IG TV alongside YouTube’s nonstop growth, I don’t see the market’s taste for video slowing down anytime soon.

As search engine algorithms continue to improve their algorithm to facilitate video content, I can see video becoming a bigger part of SEO and content marketing in 2019.

As for design, I think a trend that will continue to be explored in 2019 is the use of playable ads, especially in mobile gaming. With Facebook rolling out playable ads in their platform, I can only assume it’s not long before it’s adopted by all major mobile game publishers.

Peter Plachta, Founder ARPU Brothers