With 2020 in the history books, 2021 is expected to be a pivotal year in advertising. As the pandemic gets controlled, more and more businesses will increase their ads budgets and technology is more advanced than ever.
What will 2021 have in store for advertising?
While things can always change, there is a very good possibility the following advertising trends will be a huge hit.
Customized advertising is all about personalizing the ad that you show to numerous people in a target audience. Customers always appreciate personalization so engagement rates are much higher than regular options used these days. At the same time, this solves a huge problem advertising has, which is the use of generic advertising.
In 2021, businesses will take advantage of personalized ads and a very interesting example of such an option that is bound to be used is the one-to-one video. This is sent instead of the old-fashioned emails and cold calls.
While video advertising is not new, since technology evolves, we will surely see at least the same popularity for this advertising option in 2021 as what was seen in 2020. Video is often incorporating live features and businesses can reap many benefits from this.
There is much more content available on the internet than people can digest. Due to this, people do not like seeing long presentations and commercials. The communication they want to see from brands needs to be concise, fast, and direct. As a result, short-form videos will be very popular in video advertising.
The use of liquid skins and ad banners is a very interesting trend that is quickly gaining traction. Basically, the idea is using videos inside ad banners. This can boost CTR by over 15%, which is huge for any advertising campaign.
Display advertising has the huge advantage of allowing the marketers to utilize the information collected from the websites that were previously visited by the user. Then, information can be presented with the use of fully customized ads. Such an approach (often known as remarketing) will surely be a huge advertising trend this year because of a very simple reason: it works really well for anything online from Google Maps ads to YouTube ads.
AI Empowered Programmatic Advertising
Artificial intelligence was gaining traction in 2020 in advertising but it will be 2021 when we will see its true power through programmatic ads. This is important because it will automate ad purchases. Brands can target audiences with even higher accuracy.
As time passes, we can reach customers through more and more channels. This can make it very difficult to manage the whole process. AI programmatic platforms solve this problem. They use special target signals and can adapt in real-time for campaigns and individual ads ran on any channel.
A big part of programmatic advertising will surely be voice search, together with voice commands issues for commercial purposes. However, we will also see a boom in 5G and blockchain. Brands will start to develop voice apps because users are more than willing to use them to do work. Siri and Alexa can make it much easier for customers to directly contact businesses. This communication enhancement leads to more engagement so businesses will invest more in the technology.
The four advertising trends mentioned above will be huge in 2021 and it is a great time for advertisers. However, this does not mean that something else will not gain traction. Tik Tok appeared overnight and quickly changed how we use video ads so something similar can always appear. As an advertiser, you have to keep your eyes on the trends as they develop.