As new types of mobile devices are introduced, digital advertising and mobile app marketing are projected top television advertising trends and revenue in 2016. Previous advertising trends are becoming mundane as new kinds of technology are introduced to the public. Smart watches and virtual reality goggles have made their way into the mainstream. Users of all demographics are excited about them. Shifting mediums equate to shifting advertising markets.
The way in which information is delivered will be a driving force for the future of digital advertising. Device users are devouring both the flexibility and the speed at which information is provided. The choice of format and flexibility is driving users to change their buying habits.
Millennials, also know as Gen Y’s, will shift advertising trends more towards digital than television. Prior generations had to park themselves in front of the tube to get their fair share of publicity. Millennials are taking those mobile ads everywhere, in every format. Marketers need to move their ads to where their audiences are going. Millennials like to be involved in a brand and a product. Advertising agencies can use this type of behavior to their advantage. “Millennials want their agencies to stand for something more than pushing products on consumers.”
Forecasting trends and predictions are showing digital advertising surpassing television advertising. “Digital media will continue its meteoric rise. Digital ad spending will grow 17.2 percent this year, to nearly $160 billion, and 13.5 percent in 2016, and is expected to overtake TV as the biggest advertising category by the end of 2017,” according to Sydney Ember of the New York Times. One reason for this is how often an individual uses their mobile device. Advertising companies have taken full advantage of habits of consumers by engaging them where they spend most of their attention.
New Mobile Devices
Smart watches and virtual reality goggles are two of the new mobile devices to make their debut in the market recently. For something as small as a smart watch, advertising companies have taken advantage of it. “Smart watches advertisers grab consumers’ attention immediately, no matter what they are doing.” Even though it is a small space, advertising companies have utilized the space to their benefit. They have the ability to keep their brand/image fresh in the consumers’ mind by being able to consistently display ads on the smart watch. Companies will have to discover the users’ boundaries, learning to not overly advertise and annoy a consumer. Even though the medium is ready and available, doesn’t mean it should be overused. Be engaging, but not bothersome.
A new mobile “toy” debuting this year is the “virtual reality goggles.” These goggles attach to most smartphones and allow for a virtual world to be seen through the goggles. What is expected to rise out of the virtual reality world is a new evolution of video ads. Even though video ads are not new, many still think of them as time-consuming and irrelevant. However, Google is incorporating video-based advertisements in their SERPs (Search Engine Results Pages), rather than just pictures and text. By doing this, consumers are more susceptible to accepting video ads. Eventually, those ads will be second nature to users, not perceived as the annoyance they may be viewed as today.
2016 is proving to be a very exciting year for digital advertising. Millennials have set the stage for mobile advertising and will continue to do so for years to come. They want to be involved in the ‘life-cycle’ of a brand. Millennials want to be engaging with companies. This generation will lead the direction of new trends in digital advertising. As new mobile devices introduced, they will become a gateway to how mobile advertising will surpass television advertising. We will just have to wait and see how virtual reality and smart watch advertising will affect the future.