How to: digital advertising in 2018

April 4th, 2018

Digital advertising is not that easy for everyone. For one person it’s the usual business, for the other one a completely unknown world. Just spreading your message online is not enough, it also needs to be targeted with the right audience if you want to achieve better results. Strong and relevant content is critical for the success rate of your business. But what’s so important in 2018 to think about and to keep in account? Lucky for you we’ve listed the most important things underneath.

1. Use of influencers

Popular vloggers and bloggers who are paid by a brand to show off their products, are unthinkable out of social media these days. Influencers are like the gods of the younger generation. For big brands and small businesses influencer marketing is an ideal tool to get to a young and interesting audience.

Often it isn’t possible for companies to spend a big budget on an influencer. Nevertheless, it’s a trend we will see more often in the next year. Even though businesses will be more likely to use small budgets and micro-influencers. The advantage of micro-influencers is that they have a certain credibility and they come with a wide range of followers who you can reach at the same time.

2. Data, identity and personalisation

The data of all internet users ensure that an ad goes global. Today the use of data is present in all branches of digital advertising. 68% of the population uses a smartphone, that’s what makes the amount of data that can be generated enormous.

Using that data, advertising will be more and more personalized in 2018. Personalization has become the greatest asset of the last few years. 82% of the consumers indicates being irritated when an ad appears that is totally irrelevant to their interests. Good targeting towards people’s interests is extremely important.

3. Native ads

The past few year people used to advertise online through the use of textads and display advertising. Research shows that banners are not that effective because they’re not being clicked that often. Today we prefer to use native advertising, these are ads that are adjusted to the platform on which they are displayed. They are a whopping 52 % more frequently viewed than banners. In other words, native advertising is just good advertising that is beneficial to the person who gets to see it. They are relevant for the user and fit in perfectly with what he or she expects.

4. Advertising through video

In 2020, 80% of the internet traffic will be video. Eventually it will almost be like a face-to-face conversation with your audience. In 2017, 90% of all shared content on social media was video. This effort will be rewarded in 2018. Brands are being pushed into using more video advertising to achieve their goals. Using video as an advertising medium quickly sounds expensive and complex, whilst it’s mostly about adding movement to your content. Animation, stop motion, cinemagraphs, all forms of video/motion that are usable and cost-efficient.

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