Predicting is a notoriously foolish undertaking, but here?s an easy call: That mobile device you?re reading this on (or is at least within arm?s length right now) will be the center of the media universe.
2017 is the year, after all, when mobile ad revenues are projected to eclipse their counterpart on desktop. Mobile is also expected to consume about three hours per day of the average consumer?s time.
There are other things happening in the advertising world, of course, but mobile will continue to be the focal point of all the action. As tools and data improve, marketers will aim to capitalize on the intimate nature of mobile as a medium. With a much closer read on consumers? activities and desires, this will be a new landscape for marketers. Here are five ways marketing will evolve in 2017:
Social video ads will become the prime format
That?s not the same as making viral ads, though. Even mega successes like Evian?s Roller Babies and Old Spice?s Isaiah Mustafa didn?t do much for sales, anyway.
That?s why smart brands are designing videos that are created with social platforms in mind, while engaging consumers in more dimensions than just a cheap gimmick. Look for social video ads to take greater advantage of the platforms they run on, with features like custom challenges, promoted hashtags and influencer tie-ins. Video content is expected to drive 85 percent of search traffic by 2019.
Video is also projected to become 24 percent of the digital ad spending pie by 2020, up from 15 percent in 2016. Ubiquitous broadband and fast wireless networks are driving the trend, as are phones with ultra-fast processors, like the iPhone 7, and the popularity of Facebook, Snapchat, musical.ly and Instagram, where video has become the lingua franca.
AI and machine learning will enhance personalization
The nature of machine learning and artificial intelligence is that improvement doesn?t occur incrementally, but exponentially. Futurist Ray Kurzweil has predicted that we?ll see 20...