The global pandemic alongside driving innovations in technology also had a huge impact on advertising trends. As spend across social media platforms increased by 31% year on year in March 2021. Not surprisingly, the digital advertising industry has sky-rocketed as an impact of the pandemic. In this blog, we have compiled the digital advertising trends of 2021.
Short Video Ads
Did you know that the Mobile video ad spending in the U.S. is estimated to reach $51.5 billion by 2025? Well, that’s huge, isn’t it?
Well, the majority of the ad spend is directed towards short-form video ads.
As today’s consumers are quite impatient and don’t want to spend time watching long-form ad videos. Most people close out a video after 10-12 seconds if its not impressive.
If you are aiming to get your video ads on OTT platforms, make sure your videos are extremely engaging and ultra-short so that your audience catches your message and converts.
Recent studies have found out that ad videos on Instagram should not be longer than 30 seconds, and those on Twitter and Facebook should be limited to 45 seconds, and Facebook videos should stop at 1 minute. In fact, For in-stream video ads Facebook themselves recommend a length of 5-15 seconds.
another digital advertising trend is outstream ads. It often happens that a video we cant see starts playing in high volume all by itself when we are busy searching for something on a webpage. It’s an annoying situation and a large number of customers get irritated when video ads start playing without any intimation with sound.
In such cases outstream ads can come to the rescue. Outstream ads are ads that auto plays in a large format player whenever a user navigates to it. It’s called outstream because the video ad exists outside of online video content – where the ad plays either before, during , or after the video content.
These video ads start playing without volume when the user scrolls over them and pause once they are out of view. So, it’s a win-win situation for all- customers aren’t irritated with sounds and advertisers can make consumers watch the ads if they are interested.
According to recent studies, outstream ads have seen a higher CTR and engagement rate than in-stream advertising.
AI and Programmatic Advertising
AI and programmatic advertising is an important digital advertising trend that has emerged in 2021. Programmatic advertising is the use of automated technology for buying and selling of online advertising. Using Artificial intelligence based technology helps respond to real-time data and analyze consumer behavior and patterns that helps in delivering targeted ads. It essentially takes the guesswork out and identifies consumer trends and preferences thus yielding better conversions.
Programmatic advertising also helps you connect with a large audience across multiple platforms in just a fraction of a second. Due to data-driven analytics, programmatic advertising ensures advanced audience targeting, yielding better ROI.
Did you know that the global programmatic ad spend is $129.1 billion.
Animated ads are another fun and creative ad format for consumers who are fed up with loud sounds played during ads. Businesses use ads with graphics in order to make content easier to comprehend and emotionally captivate their target audience, too.
Animated advertising videos are great marketing tools, and they have a lot of advantages. Ads that use graphics are great for finding the common language with your audience. Since animated ads are fresh and creative, they tend to create a general curiosity amongst the audience who are fed up with the same ads that use human conversation.
Example – Heinz’s baked beans ads use a short animated story describing the story of the creation of the Baked Beans that awakens customers’ sentiment about baked beans in general.
Vertical Mobile Advertising
Since the world has gone vertical, the advertising field has also adopted to this emerging trend with elan. Content is no longer made for the patented 4:7 portrait mode; but made in the vertical 9:6 ratio. The mobile environment is gradually experiencing a vertical video resolution which was predominantly a horizontal video resolution in the past. Now, this vertical format has become the default for mobile video production and consumption. The 9:6 vertical screen is made for mobiles, and it is more likely to grab viewers’ attention.
Digital ad strategies are constantly evolving with customers spending more and more time on mobile devices and social media. From vertical advertising to programmatic ads, 2021 has witnessed a surge in quite a few innovative advertising trends.
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