Developing Trends in Online Advertising
Online advertising generally comprises tools such as banner ads, rich media, search, and new tools like podcasts, online video and more. With so many developments taking place, it’s time to provide a guideline for trends taking place within the industry.
- Online video commercials are growing in popularity. This form of advertising will become commonplace throughout the web within the next 5 years.
- The interactive advertising industry is working towards standards and accountability. With all the new tools available today, various associations such as the Interactive Advertising Bureau are working feverishly to define standards utilizing various web-based technologies. Also, advertisers are starting to demand certified third party audits of publishers to confirm the reported numbers used for billings.
- Search marketing is still dominant despite some small setbacks this year. A major news story of click-fraud with paid-placement advertising was blown out of proportion in the early part of the year. In response, the interactive industry is working on formal click measurement guidelines. Advertisers continue to exploit search due to the cost-effective results it produces. Microsoft has even launched a paid placement network to capitalize on this growing trend in advertising.
- Mobile marketing is starting to create a buzz. However the U.S. market is slow in adopting consistent web surfing habits with their mobile phones.
- Social networks are defining a new paradigm for online advertising. Companies are utilizing sites such as myspace.com and facebook.com to promote their products and services in a unique manner. This has proven to be grassroots marketing at its best.
- Blogs are becoming commonplace in the marketplace. They have become so popular that I have noticed various personalities on television prompting viewers to visit their “blog” instead of their website.
- Advertising budgets continue to shift towards online. This is a continuous story. Every month I read a new story of how xyz company has shifted more dollars into an online or an integrated advertising campaign.
The online advertising industry is still on fire. With the 4th quarter coming around the corner, there will be plenty of news stories of companies launching new interactive campaigns and record-breaking revenue reports from industry suppliers. Perhaps by now, you have acclimated yourself to search marketing, but a cornucopia of options are available for you. Discover what’s new out there, and of course, seek expert guidance from an interactive agency if you find the waters hard to navigate.
To learn more about online advertising, please contact us at 949.215.1250.