What are the digital marketing trends in 2018? Innovation, technology, marketing change or even consumption? The marketing that I practiced just 2 years ago is now only a thing of the past. We do not communicate in the same way, we do not do the same promotion anymore.
The consumer is more informed, more demanding and aspires to new processes of digital advertising, new approaches, new product concepts. He buys online, he knows his market and the shopping is at his fingertips whether it is in the subway, on a park bench, and at any time of the day.
“The increase in rich media advertising spend on the internet has been explosive for several years and we expect this trend to continue, not only in 2018 but for many years to come. The technological evolution of mobiles is a big winner of this rich media ads growth. According to IAB Canada, Web advertising investment (Mobile and Tablet) increased from $ 903 million in Canadian dollars in 2014 to $ 1.6 billion in 2015, an increase of 79% compared to a 3% increase for Internet users. computers or laptop for the same period.
Although Rich Media advertisement investments on the web are increasing at breakneck speed, the two media companies that really benefit are Facebook and Google. In 2015, according to IAB, advertising purchases on Google and Facebook accounted for 64% of the total volume and 70% in 2016. Not surprising that Facebook and Google are the two most visited sites by Quebeckers and Canadians. We expect social media like Facebook and Google to continue to dominate the market in 2018.
These figures clearly bode well for the better and suggest a significant improvement margin for digital advertising in 2018. Let us take stock of the state of the market.
All Advertising Acquisition Levers are Progressing
All the acquisition levers are progressing. Always dominant over other channels, Search is up 8%. The trio of levers that are emailing, comparators and affiliation progress by 7%. But it is especially the Display stands out, with a rise of 20% to now 35% of the digital advertising market. It should be noted, however, that the success of the Display owes a lot to the boost of social advertising. It alone has jumped to 48%!
Social networks are now playing in the big leagues and the entire digital advertising market is suffering. Increasing by 38%, the video format is for many. Not to mention the mobile uses, more and more significant (+ 59% in the Display), which in turn contribute to boost the Social and Search. 73% of all web visits are from mobile devices.
It is also important to note that two players in the web dominate the market: if Search and Social cumulated reach 78%, it is mainly thanks to the joint activities of Google and Facebook.
From a more technical point of view, programmatic advertising (which includes automated sales models) is also continuing to grow. Its share in the Display advertising now reaches 62%, thanks to spending on social networks (74% of all programmatic purchases).
What to Expect from Digital Advertising in 2018 and Beyond?
The Observatory’s study does not just give figures: it also tells us about the trends that should mark digital advertising in 2018. They include:
- The growing place of mobile uses. The smartphone and the tablet are becoming the privileged screens. Beyond the need to offer mobile-friendly pages, advertisers will have the obligation to rethink their mobile advertising content to be more creative, whether design or content.
- User experience as a priority. Digital advertising must tend to offer better UX via ads and user-friendly banners. This is all the more important as the generalization of ad blocks poses a real challenge to advertisers and forces them to rethink the quality of the advertisements offered.
- Quality standards. As digital advertising enters the landscape, the need for new standards in safety, visibility and brand safety is emerging. Market players are already working on the establishment of a Digital Ad Trust Label and a Coalition for Better Ads, which should result in improved filtering built into the Google Chrome browser.
- The arrival of chatbots and its consequences. No one can ignore the place occupied today by the voice assistants. But the associated business model remains to be determined: this will be one of the biggest challenges for digital advertising in 2018 and beyond.
“We are predictable but not the future! Aside from a diviner, who can predict the future? Who could know that in 2007 the world would know the beginning of a revolution with Facebook? In addition to buzzwords, what will become of a carrier in the near future in the wonderful world of the web?
One thing is certain, for the first time in history, advertising spends on the web will exceed spending on TV. Slowly, internet engulfs television.
If I had any advice to give, it would be to urge entrepreneurs to use video on the web. When it comes to content strategy, the video should be in the top of the line. In marketing communication, the video has many advantages, including that it is an effective way to gain visibility and acquire new customers. Not to mention that today, costs are decreasing and production methods are becoming simpler. The video is an excellent medium for delivering quality, value-added content aimed at a specific audience. We can use the video with social media, to increase the audience, interact, accompany, inform, promote, retain.Read More »