Old but new advertising trends such as social media advertising, display advertising, video advertising. Catching up on new things is crucial to building a successful advertising strategy.

This article outlines the latest and trending trends in recent years and the years to come. Which of them will be obsolete, which will continue to shine? Let's find out with SanMedia!

1. Ads are becoming more and more personalized

This is one of the prominent advertising trends in recent times, when users' needs for personalization are increasing and technology and advertising techniques are also becoming more sophisticated, it can be understand and capture user habits, behaviors and preferences easily.

Businesses are now trying a more people-based approach. This means that ads will now be directed to real people through email and other registered user data. With more information available, businesses can provide customers with a better offer that will most likely translate into sales.

2. Video ads

Video ads are still the top marketing medium today, with 86% of businesses using them as part of their strategy (Wyzowl, 2021). User preference for video combined with the rise of platforms for video ads to appear are the main reasons for this trend.

• Short duration ads: Because of the huge amount of video content available, users will only be interested in ads that can capture their attention. This results in video ads becoming shorter, more engaging, concise and direct.
• Shoppable Video: helps shorten the customer journey by giving them the option to buy products right from the image or video.
• Video Livestream: Live streaming video is "storming" in recent times, providing live information and interactivity are features that make Livestream a trend in video advertising.

Video advertising is increasingly trusted by businesses

3. Mobile advertising is preferred

Just last year, more than half of online traffic around the world came from mobile devices. Since the pandemic appeared, global smartphone usage has increased by 70%, while in Vietnam this figure is 80%. Most consumers already use their phones for shopping, browsing and entertainment experiences. This results in brands implementing mobile ad campaigns.

This has influenced most of the digital advertising trends in the market. Video formats and sizes are therefore standardized for mobile devices to better reach users.

4. Display advertising

Marketing advertising used to be an ineffective method. Previously, advertising content had nothing to do with user interests. But since targeting options were introduced, it has become a staple in the advertising arena.

In the past few years, the display advertising trend is gradually asserting its position, allowing advertisers to target keywords used by consumers. It can then capture information related to users and their interests, which is exactly how a popular form of display advertising works: remarketing.

In addition, the video trend in banner ads is also flourishing because of its effectiveness. According to Bannerflow, display ads with video embedded in them will have an 18.4% higher CTR.

5. Social media advertising

Social media advertising is the use of Facebook, LinkedIn, Instagram, Twitter, and other social media platforms for advertising by a business. Social media advertising has a huge advantage because of the huge number of users that ads can reach. As of January 2020, the number of social media users worldwide is 3.80 billion (We Are Social, 2020). That number is projected to grow to 4.41 billion by 2025 (Statista, 2021). In Vietnam alone, this number is more than 65 million users.

Facebook is by far the largest social media platform despite recent signs of instability and recession. That's why it's no surprise that advertisers are constantly looking for ways to use it as a marketing tool.

Social media advertising trends

6. Programmatic Advertising

Programmatic advertising refers to  using AI to automatically buy ads that can target a more specific audience. This automation is faster and more efficient than traditional advertising. This also results in lower customer acquisition costs and higher conversion rates.

There are a bunch of interesting trends that are transforming programmatic advertising as we know it. It includes the advent of blockchain, 5G networks, voice-activated advertising, and more.

7. Search Ads, Social Media and Video Ads Budget Trends

The COVID-19 pandemic has caused a significant drop in ad spend; however, experts also predict that search advertising budgets will increase as consumers are moving their shopping activities online.

Video ad spend will continue to grow as more and more consumers use mobile devices. More optimized ads with larger budgets will take advantage of the growing potential of video ads.

Social media advertising and e-commerce are also growing at an alarming rate. Instead of being overwhelmed, however, visionary businesses are using both simultaneously to maximize sales opportunities.

Conclude

With the rapid development of technology and the uncertainty of COVID-19, it is necessary for marketers and businesses to stand firm and ensure their advertising strategy is in line with the latest trends. Where, how and when you advertise will constantly change over time.