It's a new year, filled with new challenges to advertising professionals. The slow death of traditional advertising vehicles (TV, newspapers), the rise of new ones (mobile, video) and the rise of a new generation of consumers who simply will not be interrupted (millennials, Gen Z), means those responsible for spreading the word about products or services are going to have to work more innovatively to accomplish their goals. Here are some of the trends to be aware of heading into the New Year.
AI in advertising
We have seen huge growth in targeted advertising, where the message is made to fit the viewer. For years, the quest for advertisers has been to ensure that their message is really hitting its mark. Artificial intelligence, machine learning and its associated technologies, can help do that. AI helps eliminate the guesswork in targeted advertising. With access to relevant information about a cohort (or even an individual audience member), advertisers can ensure that messages that aren't effective, or that work against a brand's positioning, don't get through.
In addition, AI will likely help engineer a major upgrade in programmatic advertising. A powerful tool for optimizing campaigns already, programmatic advertising will get even more accurate, targeting audiences, verticals and customers with far greater precision and cost effectiveness.
Content is (still) king
Ever since the early dawn of media, content has been a major focus for advertisers. To engage customers, you have to give them something. After nearly a decade of social media as a constant in our everyday lives, consumers have come to expect blog posts, videos, social media updates, and other authentic content when engaging with a brand. Now that everyone is "doing" content, you need to do it better in order to stand out and break through the clutter.