Today, we live in an internet driven world; from
researching to social networking, people use the internet on a daily basis.
This has given advertisers a new platform to reach potential customers. So far
in this blog we have explored the topic of online advertising. We have talked
about its history and its current impact. But just as in business, we need to
also look towards the future.
One area where we can expect future improvement is
the relevance of online advertising. Advertising companies have the
infrastructure in place to implement ads and reach a large audience. A new
trend that will continue into the future is better targeting individual ads to
consumers. One example where this has been implemented in on Hulu, a website
that allows people to watch current shows online for free. While watching a show,
Hulu will present commercials or advertisements. While these ads cannot be
skipped over, the view has the ability to provide feedback about the relevance
of the ad or even switch to a different ad. This allows for Hulu to provide a
better ad experience to its customers. As more companies start to take advantage
of the technologies available to them, in the future online advertising will be
able to become even more personalized and relevant.
Another growing trend in this field is mobile advertising.
Traditionally, online advertising was associated with internet use on personal
computers. As companies such as Apple and Android improve the design of
smartphones and cellular providers increase coverage, people are spending an
increasing amount of time on their mobile devices. While more time is spent on
mobile devices, more advertising dollars should be designated for this emerging
platform. According to the eMarket forecast, mobile advertising will make up an
average of 5% of the total advertising budget in 2016. This is a sharp increase
from its 1% share today, and will be expected to continually increase into the
future.
It is important in business, and especially online
advertising, that while we may learn from the past and celebrate our accomplishments
in the present, we must always keep looking towards the future. By analyzing
emerging trends, we can best capitalize on emerging technologies and markets to
increase our returns. What do you think we could see from online advertising in
the future?
Sources
http://adage.com/article/news/marketing-s-years/237616/
