5 digital advertising trends to watch out for in 2019
As we kick off 2019, it’s time to review our digital marketing efforts.
What worked, what didn’t and, more importantly, what’s going to be the next big trend in digital advertising?
With that, here are five digital advertising trends to look out for in the new year.
#1 Instagram is the next big hit
Instagram is one of the fastest-growing social media platforms around. According to Tech Crunch, the image- and video-based social media platform has hit one billion active users.
Digital advertisers will also be thrilled to know that most of Instagram’s user base are between 18 and 44, the age group most likely to engage in ecommerce.
Focus on keeping your Instagram ads short, relevant and captivating. Don’t forget to include a popular hashtag. Alternatively, get an online advertising platform like Adtiq to do it for you.
#2 Stories ads are grabbing eyeballs
Today, there are more than 400 million users watching Instagram Stories on a daily basis and 150 million daily viewers of Facebook Stories. These figures have prompted Facebook’s recent global rollout of Facebook Stories ads.
Stories ads have been shown to increase ad recall and purchase intent. A survey by Ipsos also found that 62% of people were more interested in a brand or product after seeing it in a Story. With such impressive stats, Stories ads are here to stay.
The best Instagram ads don’t look like ads at all. Keep your ads short and gain eyeballs with bright colours and punchy sound effects.
#3 Video is a must
Video ads have become important as consumers increasingly immerse themselves in online videos. A survey by LimeLight Networks found that Singaporeans spend an average of 6.62 hours per week on online video consumption, surpassing the global average of 5.75 hours per week.
Tech Crunch also reported that people watch one billion hours of YouTube, per day. In recent news, Instagram announced its launch of IGTV, a platform exclusively for mobile video content.
Since then, brands and bloggers such as Resorts World Sentosa, Miss Tam Chiak and Seth Lui have taken to IGTV to post videos of their latest events and promotions.
With the amount of time spent on videos, brands can no longer afford to neglect video advertising.
Keep your video ads short and succinct so that your audience won’t click the skip button. Do remember to optimise for mobile viewing.
#4 Google rewards faster loading on mobile
In July 2018, Google announced that page speed would be a major ranking factor for mobile searches. This comes on the heels of multiple studies that have shown people really care about the speed of a page they’re trying to access.
The 2018 Adobe Consumer Content Survey found that almost half (47%) of consumers would stop what they were doing if a page took too long to load.
As consumers continue to demand near-instant answers to their questions, it’s time for businesses to quickly diagnose their mobile pages for speed and usability issues.
Consider switching to Accelerated Mobile Pages (AMP) to cut down the load time of your mobile site by 15–18%.
#5 Chatbots are taking over
80% of businesses have reported that they already use or plan to use chatbots by 2020. Why? Chatbots are fast, responsive, and most importantly, never lose their patience.
But chatbots are not just for customer service. In 2017, Emirates Vacations conducted a campaign with display ads that incorporated chatbots. People could ask questions related to travel and receive immediate answers on the ads itself.
At the end of the campaign, Emirates Vacations reported an 87% increase in engagement compared to its traditional click-through ads.
Digital advertising is constantly evolving and there'll always be new things to look out for, particularly in the areas of AI and automation technologies. That said, these five trends are a great way for you to start planning a winning strategy for 2019.