Whilst 2015 is a little over a month old, there are already numerous display advertising trends becoming apparent. Some of these trends in display advertising are totally new, and others were perhaps first seen in 2014, but are now beginning to make an impact on the industry. We have identified 7 key trends for 2015.
1. Multiscreen Display Advertising
2. Advanced Display Ads
We’ve seen more advanced features on display ads popping up in 2014, and this trend will continue, not only will their be better video ads, but also more creative formats and plenty of display ads featuring dynamic data
3. Better Viewability
2014 marked a year of controversy for some ad networks and the viewability of some ads published
. Advertisers began to realise that not all the ads they were blindly served, were in fact being served. In late 2014 Google released a report
analysing display ad platforms, using its Active View technology. Seeing as Google holds such a big stake in this market it was crucial for them to show that in industry was taking this problem seriously. This exposé of the problem has meant that advertisers have had to make sure that ads are being displayed properly, which great news for advertisers, and the industry. Such a development means that viewability will continue to be a huge trend throughout 2015 in display advertising, but the trend will move towards positive action, such as industry standard setting, rather than just exposure.
4. More Programmatic Advertising
Photo credit: “Blue Robot” by Peyri is licensed under CC BY 4.0
I know it’s early, but I’m gonna call it and say that the display advertising trend buzzword for 2015 will be programatic. Programatic advertising
is a concept that has been thrown around a lot in 2014, and 2015 will be the year for it’s realisation. When it comes to buying advertising inventory, it can get tricky, and programatic advertising is another word to add to the long list of advertising jargon.
Programatic advertising is essential a more efficient way to buy advertising space. Programatic advertising aims to remove manual ad placement and other menial tasks that are often left up to marketers to get bogged down with - and whilst this concept started picking up speed in 2014, 2015 will definitely be the year that we see programatic advertising really become part of the advertising family.
5. Big Data
Big data is big business, and it will continue to be in display advertising trend in 2015. Display advertisers are realising that there are more ways to measure display advertising
than just click-through rates, and such measurements will be harnessed to a greater in 2015.
6. More Personalisation
Every other element of marketing and advertising is moving towards personalisation, this is now also a trend for display advertising. Advertisers are seeing the benefits of using retargeting campaigns, powerful targeting capabilities and advanced features such as dynamic content to make more relevant to users.
7. Budget Spending
Display Advertising Trends 2015 – Final Thoughts
It is definitely great to see display advertising trends changing year by year. It is also exciting to see the technological advancements that are occurring in this field as well the positive steps that are being taken to provide more transparency.
Are you planning on implementing any of these display advertising trends? Do you have any further predictions for display advertising trends in 2015? Let us know in the comments, or join the conversation on Twitter with @BannerFlow!