Emma Cullen
Emma Cullen 10 August 2015

What Are The Hottest Trends In Online Advertising Today?

Learn about three of the most important trends that are hitting the world on online advertising today!

Each branch of marketing has its trends that are constantly changing and developing. This article looks at three of the hottest trends that modern marketers need to get to know if you want to have successful online advertising campaigns this quarter!

1. Programmatic Advertising

Programmatic advertising is one of the fastest-growing and most important trends in online advertising, with around 50% of all digital display advertising now bought programmatically.

Programmatic advertising refers to the media buying stage of the digital advertising campaign process, through two channels: real-time bidding and programmatic direct.

Real-time bidding is a popular form of programmatic advertising. Many advertisers use this method through advertising exchanges and DSPs. Advertisers buy advertising inventory through an exchange, where a pool of impressions is available for advertisers to purchase through auction type bidding. Real-time bidding allows advertisers only to buy the impressions they want, based on information provided to them about the person viewing the impression such as location. Two different types within RTB can be established: open exchange and private marketplace. The open exchange is an advertising exchange that is open to any advertisers to use. Good quality inventory is not always guaranteed, but the CPM is often quite low. A private marketplace offers ‘premium inventory’, which is space on a web page which is considered particularly valuable.

Programmatic direct, also known as programmatic premium or programmatic guaranteed is quite simply, direct buying 2.0. With the dawn of programmatic advertising, many publishers became concerned with having unsold advertising inventory left over. On the other side of the coin, advertisers were concerned that they would not have access to premium inventory as they did with traditional direct buys.

2. Ad Viewability

The term ad viewability has been gaining momentum in the ad tech industry thanks to reports from Google and IAB and a shift in the way that the industry views ad metrics. Ad viewability is changing the way that advertising inventory is bought and sold. Ad viewability is an important trend for online marketers as it gives new insights into how their campaigns are performing, and if their ads are being shown to users.

Viewability is the online advertising metric used to measure impressions that are visible on the screens of a user. Each of these impressions is called a ‘viewed impression,’ differentiating from all impressions on a computer screen, in or out of view. A viewable impression, according to the Media Rating Council, is an ad with: “50% of their pixels are seen for a minimum of one second and for desktop video that standard is 50% for 2 seconds. Also, the rule stipulates that for larger desktop ad units, 30% of pixels in-view for 1 second constitutes a Viewable ad”. Therefore, if a web page loads which has an ad that is at the bottom of the screen, and the user never scrolls down, this impression would not be deemed as a viewable impression.

3. Rich Media

According to Google rich media ads, are defined as "an ad contains images or video and involves some kind of user interaction." Rich media ads allow online marketers and advertisers to create engaging display ads that go outside the box. Banner ads that contain rich media can contain anything from video to interactions that come alive with the user’s cursor. Rich media ads are an important trend for online advertisers as it means that they can now build ads that go far beyond the confines of traditional banner ads. The development of technology in this area also means that it is becoming faster and easier to build these ads too!

If you’d like to discover more online advertising trends and how you can use them in your marketing strategy, join my next webinar.

What do the latest online advertising trends mean for marketers

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Get Your Emails Opened with These 7 Expert Subject Line Tricks

Get Your Emails Opened with These 7 Expert Subject Line Tricks

The funny thing is, subject lines aren't rocket science—your subject line should describe the content inside of your email. Plain and simple, right? The best subject lines give your readers a glimpse of what they can look forward to when they open your emails.

Shelby McGuigan
Shelby McGuigan 21 July 2017
Read more
Using Analytics to Improve the Customer Experience

Using Analytics to Improve the Customer Experience

Customers often only use a portion of the software they pay for — they may use email marketing but not lead scoring, or a keyword checker but not a backlink research tool. Understanding what your customers use most often can give you insights into how to deepen their engagement. Customer engagement analytics can reduce costs by reducing churn and building advocacy for your product.

Karri Bishop
Karri Bishop 24 July 2017
Read more
Three ways marketing analytics can benefit your customer experience

Three ways marketing analytics can benefit your customer experience

For many years, marketers have struggled to prove and improve their impact on revenue. It was the era of marketing as the ‘arts and crafts’ department. With the arrival of digital channels and marketing technology, almost overnight, marketers had data to demonstrate the impact of their work. Today, marketers can prove their ability to drive growth with the right marketing metrics. These very same metrics are also great indicators of your customer’s experience. Let’s take a closer look!

Ray Coppinger
Ray Coppinger 19 July 2017
Read more