THE FU­TURE OF ON­LINE AD­VER­TIS­ING

RICHARD CON­WAY GOES BEYOND TRA­DI­TIONAL FORMS OF AD­VER­TIS­ING TO EX­PLORE NEW AD FOR­MATS AND THEIR IN­FLU­ENCE ON HOW BUSI­NESSES AD­VER­TISE AND CRE­ATE CON­TENT.

NZ Business - - HELPDESK - 1 https://www.iab.com/wp-con­tent/up­loads/2016/04/2016-IAB-Video-Ad-SpendS­tudy.pdf

The term tra­di­tional ad­ver­tis­ing is very rarely cor­re­lated with on­line ad­ver­tis­ing, es­pe­cially as some busi­nesses have still not dis­cov­ered the ben­e­fits of get­ting their brand out on­line.

Over the past few years, with the de­vel­op­ment of tech­nol­ogy, ad­ver­tis­ing has gone through a num­ber of changes. Yes, we still have static me­dia for­mats, but even bill­boards are now go­ing dig­i­tal. On­line ad­ver­tis­ing was some­thing many peo­ple would never have thought pos­si­ble, and started off as what we would now sim­ply call or­ganic search – key words that im­pacted on a brand’s rank in search re­sults. As time goes along, this is start­ing to be­come what I would call the ‘ tra­di­tional’ form of on­line ad­ver­tis­ing.

Now, with cut-through be­com­ing harder to achieve, me­dia for­mats (old and new) and busi­nesses are look­ing for new ways to cap­ture users’ at­ten­tion.

So, how are these new ad­ver­tis­ing for­mats go­ing to in­flu­ence how busi­nesses ad­ver­tise and cre­ate con­tent?

LO­CA­TION PRO­MO­TION

Google Maps in­tro­duced a fea­ture in 2015 where, when you go to, or are in the vicin­ity of, a restau­rant or bar it pops up a no­ti­fi­ca­tion ask­ing for a re­cent photo and re­view. It is be­lieved this was de­vel­oped to gain more in­sight and data about var­i­ous places. Last year, they in­tro­duced lo­cal search ads and pro­moted pins. This came after they started to en­cour­age ad­ver­tis­ers to pro­mote them­selves based on lo­ca­tion, due to the na­ture of users’ search ac­tiv­ity. With more users

want­ing real-time in­for­ma­tion about the places they are go­ing to, this is the prime way to en­gage with them and get more data.

PAID VOICE SEARCH

Driven by the in­creas­ing em­pha­sis on lo­cal ad­ver­tis­ing, voice has be­come more in­te­gral to lo­cal search. This is es­pe­cially true when Google Maps is used as a GPS nav­i­ga­tion tool while driv­ing from A to B and where driv­ers need to be hands free. The way this will man­i­fest it­self is yet to be seen as users are very un­likely to want to lis­ten to a list of search re­sults in or­der to de­cide which web­site to visit. How­ever, re­search has shown that 60 per­cent of those who use voice search want more an­swers and fewer search re­sults, which may mean that it is less about search­ing for com­pa­nies and more about search­ing for the an­swer to a ques­tion. This may mean that busi­nesses will have to start be­com­ing thought lead­ers in their in­dus­tries, an­swer­ing the ques­tions their cus­tomers are likely to be ask­ing.

AUG­MENTED RE­AL­ITY

This is one of the buzz phrases of the ‘fu­ture’ of tech­nol­ogy. And, as it is ex­pected that con­nected de­vices will hit 20 bil­lion by the end of the decade, it is also ex­pected that users will start want­ing to in­ter­act with their de­vices with­out a screen – thus the rise of voice search. Hav­ing the abil­ity to pro­ject the screen in aug­mented re­al­ity (AR) is the way for­ward for large com­pa­nies, such as Google, that presently rely on screen in­ter­ac­tion. We’ve al­ready seen AR en­ter the mar­ket with Google Glass; it’s just around the cor­ner and will no doubt in­tro­duce a new way for com­pa­nies to ad­ver­tise.

In re­tail we have also seen Net-A-Porter use aug­mented re­al­ity to bring brick and mor­tar out­lets to life. While their store fronts look rel­a­tively sim­ple from the on­set, by us­ing Net-A-Porter, shop­pers can see videos, prod­uct in­for­ma­tion, and pric­ing. They even have the op­por­tu­nity to pur­chase the prod­ucts there and then – blur­ring the lines be­tween on­line shop­ping and phys­i­cal shop­ping. After all, who doesn’t like a bit of win­dow shop­ping?

MO­BILE

It doesn’t look like mo­biles are go­ing any­where; they seem to be more in­grained than ever in our ev­ery­day lives. And be­cause the ways we use mo­bile and desk­top are very dif­fer­ent, it’s vi­tal that busi­nesses make sure they’re ap­proach­ing them dif­fer­ently. Op­ti­mis­ing ad­ver­tis­ing and search for mo­bile is im­por­tant for all com­pa­nies want­ing to make sure they can reach cus­tomers wher­ever they are.

Ad­di­tion­ally, with cus­tomers util­is­ing their mo­biles to in­ter­act with brands even while in their phys­i­cal stores, in­te­grated cam­paigns are likely to be­come even more im­por­tant.

Re­tail stores will need to be­come more in­no­va­tive around how they in­ter­act with their cus­tomers, and look to­wards mar­ry­ing the best of both the phys­i­cal and dig­i­tal worlds.

It is likely that spe­cialised mo­bile cam­paigns will be re­quired for busi­nesses to en­cour­age foot traf­fic to phys­i­cal stores as more and more peo­ple be­come com­fort­able or­der­ing on­line with­out try­ing things on.

VIS­UAL MAR­KET­ING Video ad­ver­tis­ing

– Vis­ual con­tent be­comes more preva­lent every day. YouTube and Vimeo are among the most pop­u­lar host­ing pro­grammes, and are be­ing used by all sorts of or­gan­i­sa­tions, from busi­ness web­sites through to news sites. Mo­bile video is on the rise, with around a quar­ter of dig­i­tal ad­ver­tis­ing bud­gets al­lo­cated to it in 2016 ac­cord­ing to IAB1.

And with Google, Face­book, Pin­ter­est and other so­cial me­dia and on­line plat­forms in­creas­ing their video ad­ver­tis­ing of­fer­ings, this is only go­ing to open up more op­por­tu­ni­ties.

Again, if we look at the re­tail en­vi­ron­ment, we are start­ing to see more re­tail­ers de­velop their on­line stores to in­te­grate videos. For ex­am­ple, ASOS has in­cor­po­rated video into their of­fer­ing, show­ing what out­fits look like on a vir­tual cat­walk. This gives buy­ers the op­por­tu­nity to see how the ma­te­ri­als hang and move. It is likely we will start see­ing these videos used in other ways to drive traf­fic to the web­site, whether through so­cial me­dia or other­wise.

In­fo­graph­ics – In­fo­graph­ics are an­other for­mat of vis­ual mar­ket­ing be­com­ing more widely con­sumed as they pro­vide a lot of in­for­ma­tion but present it in a clear and gen­er­ally aes­thet­i­cally ap­peal­ing man­ner. They also al­low busi­nesses to po­si­tion them­selves as thought lead­ers if they pro­vide in­for­ma­tion that their au­di­ence are look­ing for.

With more and more tar­get­ing avail­able on­line com­pared to other ad­ver­tis­ing for­mats, it is nat­u­rally an area that most busi­nesses should look to spend their mar­ket­ing dol­lar. While all these new for­mats of ad­ver­tis­ing are be­com­ing avail­able, it is im­por­tant for busi­nesses to look at what will be the best re­turn on in­vest­ment. Hav­ing a fo­cus on or­ganic search will be key for ex­celling at any of these for­mats and should thus be a fo­cus for all busi­nesses look­ing at ex­pand­ing their cur­rent me­dia touch-points

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