Advertising usually takes up a large percentage of companies’ budgets each year. To stay relevant, businesses cannot solely rely on what they’ve done in the past; they must also utilize up-and-coming platforms and strategies or risk getting lost in the shuffle. This new year is sure to be no exception, with new advertising tools and platforms trending throughout the year.
With so many advertising options to choose from, it can be daunting to know where to best spend your time and budget. To help, six members of Forbes Agency Council discuss where advertising dollars should be spent in 2019, as well as how agencies can take the lead in capitalizing on their predictions.
1. Utilize Digital Testing Technology For Higher ROI
We believe that advertising dollars in the coming year are best spent in the digital and social spaces. Google’s machine learning technology allows experts to test more ad variations much faster than ever before. Faster testing leads to faster optimization of ads and, therefore, higher positive return on investment. Social ads also continue to present a huge opportunity with fantastic targeting capabilities. - Bernard May, National Positions
2. Understand And Adapt To Digital Outlets And Audiences
What we definitely know and understand is that digital and social outlets are not going anywhere anytime soon. At this point, these outlets are bridging the gap between all ages and will continue to dominate the game. Agencies need to understand these outlets and their audience more and adapt these techniques through social and digital media platforms in a more clear and creative way. - Cagan Sean Yuksel, GRAFX CO.