Since the birth of advertising, marketers have tried to create brand resonance, then turn it into sales by telling a story (as I said in a piece I wrote recently about our Digital Salt conference). In essence, they did this by telling the customer what they thought they needed to hear, in a place where they hoped they’d be paying attention.
Gustav Goosen, CEO of The SpaceStation.
And while this basic premise hasn’t changed much – everything is a lot more complex and competitive. Here are some trends that I believe marketers should pay attention to in 2018 to help them navigate the beast.
1. Video content: Just when we think video has hit its peak… The demand for engaging, relevant, easy to consume and valuable video content continues to surprise us. 2017 saw the launch of Facebook’s new six second ads which fuelled an increase in demand for video advertising.
Publishers pounced on out-stream video, launching on web and mobile, with brands always on the lookout for more inventory as ‘created for web’ content hit its stride. 2017 also saw a massive growth in live streaming on social media platforms.
This is only going to get more and more popular because of the immersive nature of live content – great for brands that are wanting to connect with their audiences on a deeply interactive level. Other worthwhile video trends to look out for in 2018 is 360 video which allows a viewer to control their perspective while watching the content as well as shoppable video which, if done correctly, allows users to purchase directly after viewing the video ad. This immersive experience obviously works massively well in terms of increasing conversion when used in online advertising.