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The Hottest Advertising Trends This Summer

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The Hottest Advertising Trends This Summer

With an ear on the ground, we’re watching the advertising industry navigate the uncertainty of a cookieless future, keep up with the non-existent metaverse, and jump on growing media channels.

Here are some of the hottest conversations happening in the advertising industry this summer.

1. The metaverse: some consumers are ready, others are scared

For agencies and in-house marketers, campaigns won’t be mega metaverse-centric for some time. What we do know, thanks to our trusty data, is what consumers think about the metaverse right now. 

Our March 2022 Zeitgeist data shows that 33% of people are very/extremely interested in participating in the metaverse

On the flip side, only 15% of consumers are not at all interested in participating in the metaverse.

When it comes to what people want to do in it, 51% say watch TV/films, 44% say play games, 43% say browse products, and 41% say watch live events (like concerts). 

And what’s holding back those who aren’t really vibing with the metaverse? Well, it’s a mix of things. 40% attribute it to a lack of interest, 39% say they prefer to stay in the real world, and 23% have concerns around personal data/identity theft. 

We also know that consumers are twice as likely to say they’re curious online compared to in real life, which means when the time comes for brands, metaverse environments ought to cater to this.

2. Audio ads are on the rise – like, big time

Louder for the people in the back: audio ads are on the rise – like, big time. From Q1 2021 to Q1 2022, the fastest-growing sources of brand discovery were:

  • Ads on podcasts (up 14%)
  • Ads seen at the cinema (up 12%)
  • Ads on music-streaming services (up 11%)
  • Ads heard on the radio (up 9%)

All but one of those are audio – which says a lot about the media channel’s growing strength. 

The beauty of audio is that it can be enjoyed alongside other media – and quite often, that’s exactly what consumers do. For brands and advertisers alike, there’s a big opportunity here.

3. In-game advertising is a fortress, but there’s a way in

The world of gaming is a goldmine for brands. Around the world, console gamers are 22% more likely to buy brands they’ve seen advertised compared to the average consumer. And unlike other media forms, you’ve got to be paying full attention, so in the attention-recession, consumer engagement is high.

But as many advertisers will know, game developers are incredibly precious about what intrinsic ads sit inside their creations. And rightly so. Gaming is an immersive experience.

Speaking at Advertising Week Europe, Jonathon Troughton, CEO of Frameplay, an intrinsic video game advertising company, tells us how to make it work.

He recommends using distinct imagery, avoiding busy designs, and keeping it simple. Plus, remember that gamers are moving around in the environment, so limiting text is key, as is being playful and authentic to the experience.

4. The cookieless future is wildly unclear. And execs are worried. 

Confused about the cookieless future? Well, ‘don’t wait for Google’ is the mantra circling the internet right now, because advertisers around the world are hoping the tech giant will tell us what to do after they disappear. In fact, 71% of agency and brand executives are worried about the cookieless future and don’t know what’s next. 

But consumers seem less worried. In fact, they’re craving privacy. Our data shows that 42% of consumers regularly clear their browsing history, 25% regularly use private browsing, and 22% regularly decline cookies. Meanwhile, 20% regularly use a VPN and 32% worry about how companies use their personal data online.

So, what will it mean for brands? Across the board, advertising experts (who aren’t waiting for Google) are already coming up with new and innovative ways to bypass the cookie. For example, buying targeted ads has often relied heavily on third-party cookies, and so now, the future relies on one thing: getting more data. “And the only way to do that is by integrating with third-party syndicated data”, as we discuss in detail.

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New Guide Highlights Key Considerations for Effective TikTok Ads

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New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?

This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.

You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.

The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.

CreatorIQ’s five key TikTok marketing notes are:

  • Grab attention from the start
  • Foster a personal connection
  • Show your product in action
  • Use high-impact creative elements
  • Close with a clear call to action

For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:

Tips on TikTok-specific trends and tools:

CreatorIQ TikTok Ads Report

As well as case study examples to underline each point:

CreatorIQ TikTok Ads Report

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.

As per CreatorIQ:

The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.

So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

CreatorIQ TikTok Ads Report

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.

Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.

You can download CreatorIQ’s full TikTok marketing report here.

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?

This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.

Based on its research, the Adobe team has established four creative trends that are worthy of note:

  • Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
  • Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
  • Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
  • The New Nostalgia – Contemporary interpretations of vintage styles

Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.

There are handy notes and insights for each, which help to illustrate how to use them in your process.

Adobe 2024 Creative Trends Report

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

Adobe 2024 Creative Trends Report

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.

Either way, some additional, data-backed considerations, which could be helpful in your process.

You can download Adobe’s “2024 Creative Trends Report” here.

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Elon Musk’s X and Amazon discuss potential collaboration

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Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …

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