Tag : ads

2016 Digital Trends Roadmap – Need to Know

The online marketing industry is volatile and complex, but an exciting one for anybody who stays up on modern trends. Each year, new hardware, new software, new companies, and new user preferences dictate a host of sweeping changes that either get adopted or ignored by the businesses of the world. Early adopters get a leg up on the competition, appealing to new markets or cementing their reputations as industry leaders, while those lagging behind miss out on a key opportunity to retain their positions.

2016 looks to be a great year for online marketing, and I anticipate it shaking up the game with these trends:

Video ads will start dominating. Video ads are certainly nothing new, with social channels like YouTube dedicated to hosting billions of videos and advertising platforms like Facebook and Bing alreadVideo Ads Imagey offering advertisers video options. Because Google is finally getting on board with in-SERP video advertising, 2016 is set to be different. It’s a sign that users are becoming more accepting of video ads online, and as that trend continues, expect to see more types of video ads popping up in more unexpected places. With Google’s ownership of YouTube, the possibilities are virtually limitless.

App indexing will lead to an explosion of apps. Google has offered app indexing for a while, but as the ranking possibilities for apps become more complex, 2016 will be the year more business owners realize the online visibility advantages of a dedicated app. A mobile-optimized site works wonders for appealiMobile App Explosion Imageng to the mobile crowd, but soon, apps will begin to replace them. Apps can do everything that websites can, except in more intuitive, convenient, accessible ways. We’re still several years away from apps completely replacing websites as a medium, but 2016 will be a pivotal year in app adoption from business owner’s perspectives.

Mobile will completely dominate desktop. 2015 was a big year for mobile– not only did Google announce that mobile traffic finally overtook desktop traffic in 10 different countries, it was also the year they released the “Mobilegeddon” algorithm update to phase out sites not optimized for mobile. Apparently, you don’t have to have an optimized desktop site in addition to a mobile version– according to Google, a mobile-only site with no desktop counterpart is perfectly acceptable. This alone won’t be enough to drive down desktop traffic, but it’s clear what side of the fence Google’s on; they’re banking on desktop traffic fading away, meaning the smart money rests on mobile-focused online marketing.

Digital Assistant ImageDigital assistants will lead to a new kind of optimization. Search engine optimization (SEO) and pay-per-click (PPC) advertising are two highly popular strategies for getting your site seen by thousands of previously unknown visitors. The rise of digital assistants is going to lead to a new kind of optimization. Digital assistants like Siri and Cortana do utilize traditional search engines, but only when necessary to find information. The key to optimizing in this new format is to make sure your business information is easily accessible to these assistants, rather than trying to funnel people to your site specifically.

There are dozens of different virtual reality devices set to release in the next few years, some of which are dedicated for specific applications like video games, and others which are available for general use. Oculus Rift, arguably the most hyped VR device, is set to release in the first quarter of 2016. Oculus Rift and other VR devices will introduce an entire new medium of online advertising, with integration to popular social media platforms, video channels, and even forms of direct messaging.

Wearable technology and the Internet of Things (IoT) will pave new ground. Such devices will change the landscape of local marketing, and will do more to blur the lines between “online” marketing and “real” marketing.

Advertising will become more expensive. Competition in the online marketing world has increased dramatically over the course of the past few years. 2016 will see it increase even more. As the basic laws of economics suggest, an increase in demand is often accompanied by an increase in price, so all those new online marketing competitors will drive the prices for online advertising even higher. Realistically, online ads are pretty cheap, but the increases in price may drive some smaller companies out of the landscape.Advertising is Expensive Image

These trends aren’t the only ones that will emerge over the course of the next year, but they will be some of the most significant. There’s no guarantee exactly when or how these trends will manifest, as much of that is driven by consumer adoption, but it’s worth hedging your bets in at least a few of these tent pole technologies and strategies.

Each year, new hardware, new software, new companies, and new user preferences dictate a host of sweeping changes that either get adopted or ignored by the businesses of the world. Early adopters get a leg up on the competition, appealing to new markets or cementing their reputations as industry leaders, while those lagging behind miss out on a key opportunity to retain their positions.

Video ads are certainly nothing new, with social channels like YouTube dedicated to hosting billions of videos and advertising platforms like Facebook and Bing already offering advertisers video options. Oculus Rift and other VR devices will introduce an entire new medium of online advertising, with integration to popular social media platforms, video channels, and even forms of direct messaging. As the basic laws of economics suggest, an increase in demand is often accompanied by an increase in price, so all those new online marketing competitors will drive the prices for online advertising even higher.

 

To Higher Profits in the New Year!

Alex, MPeMG

www.MPeMG.com

(412) 215-3650

(We answer our phones!)

 

GoDaddy For Small Business During Super Bowl 50

CBS Super bowl 50 imageSince last week’s Super Bowl campaign announcements from Wix and Butterfinger, both Honda and PayPal have announced that they, too, will be joining Super Bowl 50’s advertiser lineup– while GoDaddy, a longtime Super Bowl brand, has decided to take the bench.

PayPal’s Debut Super Bowl Appearance
PayPal announced last week it would be airing its first-ever 45-second ad during the first quarter of Super Bowl 50. The brand did not release any details on the creative direction but did say the goal of the campaign would be to start a larger conversation around money.

“At the core of this campaign, our purpose is to introduce the world to PayPal’s vision for the future of money– to empower people and businesses to manage and move money securely, efficiently and affordably,” writes PayPal’s VP of global brand marketing, Greg Fisher.

Along with its Super Bowl ad campaign announcement, PayPal said it is launching its first major brand campaign as an independent company.PayPal Image Honda’s Super Bowl Campaign to Feature New Ridgeline Pickup Truck

After sitting out during this year’s game, Honda will re-up its status as a Super Bowl advertiser with a 60-second spot to air during the third quarter of next year’s game.2017-Honda-Ridgeline-Release-Date

Honda intends for its upcoming Super Bowl campaign to act as a launching pad for its all-new 2017 Honda Ridgeline pickup truck, with extended promotions across several platforms, screens and internet properties.

“Super Bowl 50 is the right time and the right venue to communicate Honda’s continued leadership in light trucks,” said Jeff Conrad, senior vice president and general manger for Honda’s automobile division. “The multi-platform approach will enable Ridgeline to come out of the gate strong in 2016.”.

Like PayPal, Honda released no details on the brand’s creative strategy, but AdWeek reports the spot will be created by ad agency RPA.

GoDaddy Takes the Bench.
GoDaddy, a regular Super Bowl advertiser since 2005, said it would not be buying a spot in next year’s Super Bowl as part of its new branding initiative to focus on more personalized, data-driven marketing.

A GoDaddy spokesperson told Ad Age the time had come for the brand to move beyond the generic megaphone of a Super Bowl campaign to a more targeted strategy.

“We can ‘talk’ to the segment of the SB audience we want (very small business owners) and do it in a more personal and timely way,” said the GoDaddy spokesperson in an email to Ad Age.

After releasing its Super Bowl spot in advance of this year’s game, GoDaddy pulled its original campaign when it caused a backlash. The ad, which featured a puppy being sold to new owners, had many viewers criticizing the brand for making light of inhumane treatment toward animals.

Happy Holidays!

Alex, MPeMG

Special Thanks to CBS, GoDaddy, Wix, Butterfinger, Honda, and PayPal