{"id":103239,"date":"2016-12-20T21:53:00","date_gmt":"2016-12-21T02:53:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/2017-trends-online-display-advertising-2\/"},"modified":"2024-12-19T16:41:35","modified_gmt":"2024-12-19T21:41:35","slug":"2017-trends-online-display-advertising-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/2017-trends-online-display-advertising-2\/","title":{"rendered":"2017 Trends for Online Display Advertising"},"content":{"rendered":"

As we enter the new year, data and technology will continue to drive innovation and performance<\/a> of online display advertising<\/a> for savvy brands. Here are the top six display trends on the horizon.<\/p>\n

1) Online to offline attribution gets real <\/strong><\/p>\n

Display ads will become more hyper-locally focused to identify not just online lifts through attribution reports, but in-store lifts as well. As technology progresses and the amount of data collected through our data management platforms and reporting tools increases, the desire to \u2013 and our ability to \u2013 understand consumer behaviour offline is growing. As we get closer to understanding how our online efforts drive in-store visits, we can start to see foot traffic and put a true cost per visit (CPV) to our metrics.<\/p>\n

2) Brands will connect with consumers live<\/strong><\/p>\n

Live video streaming will go mainstream and brands will need to learn how to immerse consumers into their live stream experiences. Promoting these events on social channels will be a significant driver of getting the word out, but the real driver will be understanding how to ensure what \u2013 and where \u2013 you are streaming is relevant to your audience.<\/p>\n

3) Native advertising will explode<\/strong><\/p>\n

Yes I know this is a tactic that has been around for a while and is already used by brands because it is an easy way to get natural-looking visibility, but it is on the up and continues to progress. Native advertising is undoubtedly an effective way to get your consumers attention. I would not be surprised if we see newer, more improved forms of native advertising offered by major publishers.<\/p>\n

4) Creative will be key for storytelling<\/strong><\/p>\n

With the expansion of carousel ads from social channels to search platforms, compelling visuals and creative will be key. Google is the first to experiment with carousel ads in search engine<\/a> results pages: images and content that consumers can swipe through, known as visual site links.<\/p>\n

Currently, they are only running in the auto industry, but the capability will slowly expand to all verticals. This is important because brands will have the ability to give potential customers a 360-degree view of their products at search level. For this to work, brands need to invest in high-quality creative designed to immerse consumers in the brand story.<\/p>\n

 <\/p>\n

\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n