It’s this time of the year again. More than 50.000 visitors and 1.000 exhibitors from all over the world will be at this years’ dmexco conference with the motto ‘Lightening the Age of Transformation’ in Cologne. Let’s have a look on this year’s trends which we think are important to have in mind for dmexco.
#1 ‘Me-Time’ is about to have an impact on mobile campaigns
In times of rising ad blocker rates publishers follow the strategy of monetizing their digital content in a reasonable manner. Relatively small screens make it hard to monetize the rising mobile content consumption. Taking the users´ charges into consideration, it is the marketers duty to rethink and to see things from another perspective. Users tend to spend some ‘me-time’ while being on the phone and aim to consume selected content without interruption. And this is where advertising kicks in. One option for advertising is to turn into consumed content within a greater content marketing strategy or/and to be non-invasive (e. g. native advertising). The latter, e.g. in-feed ads, enable users to find further information self-initiated.
#2 Trend Format In-Feed
In-feed based websites enjoy great popularity as they cover and simplify mobile use. As shown in our statistics about Global Ad Consumption the use of mobile devices increased rapidly and illustrates the need for a user-friendly ad format. In-feed matches the content of a page in form and behavior and blends in seamlessly. Both parties publishers and advertisers benefit from this native format. Whereas higher visibility due to editorial placements serves advertisers purposes, publishers benefit from higher CPM. We see the importance of this format is growing.
#3 Interactive Video – The Next Big Thing
Moving content will represent 74 % of online traffic. A good reason to talk about it as one of the big advertising trends.
Speaking of video and interaction it´s no innovation to handle more buttons than play or pause. Moreover users are able to consume content in a specified form that is precisely fitting for their needs and interests. Although additional features like communication functions, buying products or downloading data implicates a high conceptual effort, marketers will get rewarded according to their effort.
#4 AI is going to turn online marketing upside down
In the same way as digitalization had an immense impact on media planning, forecasts indicate the extent of intelligence exhibited by machines. Not long ago Coca-Cola introduced artificial intelligence in form of bots. Boundaries are pushed by AI composing music, posting on social media or writing scripts. There´s proof already that users tend to pay attention to ads reflecting their interests even if those brands or websites are unknown. So let´s be honest and realize: AI will definitely influence job profiles, business models or transactions and probably even replace some of our human power.
#5 Chatbots and Big Data
Speaking of native advertising predictions can be made about experiencing a great boost due to possibilities offered by chatbots. Users spend about 80 % of their time being on the phone on messaging apps. By making use of a defined target groups chatbots are capable of an efficient transfer of content and ads within different chat windows. The key to success or failure is obviously determined by a first impression. Especially in Germany customers act with suspicion towards automatically generated communication if they´ve had bad experiences even once. Therefore it seems to be even more important to regard big data in a smart way. Through the available amount of data it can be possible to offer customers an outstanding user experience and use chatbots as a tool for a dialog instead of an advertising monolog.
We will be happy to discuss these trends and more with you. Feel free to visit plista at this years´ dmexco in Cologne. You´ll find us in hall 6, booth B 050.