Competition for consumers and their hard-earned dollars appears to be at an all-time high. Gone are the days when an ad in the Sunday paper or a banner campaign across the web’s top 5 sites would garner you the ROI needed. Now with media options on the rise – and changing every day – it’s difficult for brands to know where and how to spend their money. Here are some trends to look out for in 2017.
The Decline of Clicks
While there is no doubt that online and mobile advertising are still very useful to brands, click-thru rates on banner ads have declined to a paltry 0.06%. And to make it worse, the adoption of ad blockers is up to 41%. This number is even worse among the millennial generation where 2 out of 3 millennials claim to use an ad blocker.
The Rise of Native Advertising
Craving connection, advertisers tried a new tactic – one that would go above and beyond a simple banner ad: native advertising. This immersive experience was meant to provide relevant content to the user while underscoring the product or service that sponsored the content. Many media outlets found native advertising a boon as it generated content for them while also selling ad space. It was a win-win.
The Growth of Native Advertising
However, as with most shiny new things online, native advertising began to lose its appeal and now it seems that we have moved onto native advertising 2.0. This new version of native advertising will be more visual in nature and will endeavor to provide users with a seamless experience. Also, it will attempt to grab their attention with arresting visuals.
Visual Advertising Takes the Stage
Humans process visual images 60,000 times faster than text. And over 80 percent of people only skim the online content they read. This makes visual advertising even more important. To capitalize on this trend, marketers will start to focus more on images and typography than content. Visual advertising will make it more important to grab the consumer’s attention than to keep it.
How do you see your organization incorporating visual advertising in 2017? If you’re interested in learning more, please contact us today for more information.