Video ads get shorter and shorter.
You can expect the vast majority of newfound ad spend to go to short-form video ads. Today’s consumers have little patience for long videos. One analysis found that Instagram videos should be no longer than 30 seconds, Twitter should be limited to 45 seconds, and Facebook videos should stop at 1 minute.
Ads lose the sound.
Out stream video is one option that may be a popular alternative in the coming years. These types of videos are integrated into the content the user is reading. They start playing without volume when the user scrolls over them and pause once they are out of view. Animated ads are another easy-to-digest format for consumers that don’t want sound.
Advertisers capitalize on the popularity of mobile gaming.
Studies prove that users are twice as likely to pay attention to in-game display ads as they are to ads on the internet. Along with typical banner ads, there are interstitial ads and “reward” ads on mobile gaming apps. Interstitial ads are put at stopping points in the game, so they don’t feel unnatural to the user. They also take up 100% of the users’ screen. Reward ads offer users game points, currency, or another gaming-related benefit for watching the entire video ad. This type of ad offers much better engagement rates.
AI takes a prominent role in advertising.
In marketing and advertising, AI is making a real impact in terms of data analysis and efficiency. Advertisers are using AI tools to improve the way they test and optimize impressions, click-through rates, bid levels, and targeting (Essentially automated programmatic advertising). Rather than humans spending days or weeks doing this work, AI tools can see patterns in the data and predict what will perform best, all in seconds.
Consumers demand authenticity in social media ads.
Consumers are calling for more authentic messaging from brands and in the ads they run. Marketing and ad professionals are turning to social media to create a balance between typical brand content and user-generated content that conveys the human side of the brand. Influencer marketing is one way the advertising industry is working to humanize its brands.
Amazon dominates the ecommerce ad space.
Amazon is, by far, the major player in ad space. In fact, Amazon accounts for more than 75% of overall ecommerce ad spending. In 2022 and beyond, we may see the platform put even more emphasis on the “sponsored products” displayed in the user’s search results. These products are featured as the very first search results and again listed at the bottom of the page. Placement is key here. Another factor driving Amazon’s growth in ad revenue is the cost – it’s fairly cheap for companies to get started with.
