The 4 Digital Trends That Are Reshaping Advertising Essay Example

to $8.8 billion by 2018. This growth is due to above average engagement levels from audiences. Native advertising features long-form content such as blog posts, infographics and videos that aim to inform, entertain and inspire without directly promoting a product. A clothing retailer, for instance, would use a banner ad to promote a winter clothing sale but would use a native ad to provide winter fashion tips. These ads are usually tagged with a disclaimer such as “sponsored content,” “paid post,” or “promoted by.” To reach millennials, who tend to be deterred by overtly promotional content, consider native advertising.The availability of professional assistance has greatly increased due to publishers and advertisers collaborating during content production. Additionally, there is a related topic listed as "3." with a heading tag of "h2."

Not too long ago, fraud posed a significant threat to digital advertisers. They were vulnerable to paying for ads at the bottom of pages that no one viewed, while "click fraud" was also a major concern. This involved individuals using computer programs ("bots") to artificially click on ads in order to drain their competitors' advertising budgets.

The increase of fraudulent bot traffic has resulted in substantial losses for the advertising industry. Nevertheless, new viewability technology and a unique advertising approach called "viewable impressions" offer hope by tackling both problems. This advertising method only charges advertisers when their ads are visible on a user's screen for a specified minimum duration. For display ads, this entails 50 percent of pixels being visible on the screen for at least one second, while video ads require that 50 percent of pixels be visible for at least two seconds.

Although bots cannot produce

fraudulent viewable impressions because they are unable to distinguish between authentic and fake views, simply engaging a viewer for a few seconds may not suffice. To avoid this issue when buying viewable impressions, it is recommended that you acquire guaranteed time slots of five, ten or twenty seconds, especially if you intend to display video ads.

If you purchased a 10-second ad spot, you will only be charged if your ad is viewed consecutively for at least ten seconds. The expense of your advertisement is determined by the amount of time that the viewers spend watching it. Additionally, new advertising channels, strategies and payment models will only have a positive impact on your marketing efforts if they effectively reach the appropriate audience. Related:

4. Behavioral data.

Instead of using your budget to target a large set of consumers, it is more effective to utilize behavioral data to focus on individuals who match your customer persona. Advertisers typically target specific websites where their audience is believed to be present, but behavioral data offers an improved approach by enabling the targeting of groups across multiple advertising platforms. Behavioral targeting providers analyze online searches, browsing history, purchase records, and other factors to create profiles for groups such as mothers with young children.

Behavioral data is crucial when targeting specific consumer groups, as it can determine the success or failure of a campaign. The digital advertising industry is constantly evolving with trends such as mobile video ads, native advertising, viewable impressions, and behavioral targeting taking center stage. Old strategies that were effective in the past are no longer sustainable, due to changes in channels and audience preferences. To optimize your advertising budget, try

out these four new strategies and evaluate which ones work for you.

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