Audio, video, what else? In this article, Wonder Union lists the key trends for this year. Today, new technologies as well as policy changes to closed advertising ecosystems (such as Google and Facebook), can radically change the advertising market in a short time.
Advertising industry players need to be flexible, stay alert to new trends, and develop sustainable data strategies. Next, we will talk about the main changes, challenges, and trends in the digital advertising market in 2021-2022.
The mobile future today
According to eMarketer, 88% of screen time is spent on mobile apps and only 12% on content in the browser. Due to the growth of traffic in applications, in-app advertising began to cover new audience segments.
Mobile apps have high traffic quality, advanced attribution options, and compelling ad formats. Mobile developers are increasingly using programmatic sales (including header bidding technology) to monetize their audience. And the introduction of 5G in the developed countries of the world will only accelerate the onset of the mobile future.
Video becomes the most requested content
During the lockdown, the consumption of video content increased dramatically. While prices for other ad formats fell due to reduced ad budgets, video ads rose 2%. Users interact better with such ads and remember more of the key messages broadcast by the advertiser.
When watching a video, users remember up to 95% of information, while when reading a text – only 10%. TikTok has benefited the most from the increase in demand for video content: the application has been installed 2.6 billion times worldwide. Besides, TikTok has set a record for the growth of subscriptions on Google Play and the App Store.
3rd-party cookies may disappear
2021 is the last opportunity for independent media to prepare to reject 3rd-party cookies. In 2022, the Chrome browser, which is used by 63% of the world’s internet users, will disable the identifier that allows advertisers to target and analyze audiences. This is a watershed moment for the entire digital advertising industry.
After canceling 3rd-party cookies, it will be impossible to cross-site audiences. Publishers can lose 50% to 70% of ad revenue by failing to provide advertisers with accurate audience targeting.
New approaches to cross-platform attribution
Digital advertising is a fragmented market that consists of different and often incompatible channels. Analytics across platforms can be duplicated or show conflicting results.
Finding identifiers and establishing the correct attribution has always been a headache for marketers. Things get more complicated in 2021 as audiences are further dispersed across new apps, CTV devices, and streaming platforms.
The technology allows DSP algorithms to make predictions based on historical transaction data, as well as automatically evaluate hundreds of factors, including source of impressions, inventory purchase chain, and percentage of auctions won. Thus, the advertiser can find the best inventory, set the best price, and avoid overpayments.
How to get the client to read the technical specification? Draw it!