Some advertising trends happening this year
New advertising formats
Conversational advertising is the ad technology trend of 2022. But how is it different from other ads?
More than 71% of consumers want to be able to communicate with companies in real time.
Recently, basic audiovisual ads have struggled to attract public attention. To meet advertisers' demand for visibility, a new form of advertising is emerging: chatbot-driven conversational advertising.
Conversational advertising is the use of automated conversations between brands and their consumers. This is that little window that opens when you visit a website. It is a bot that answers questions from interested people.
These "conversational agents" are called "chatbots". In fact, it is a computer program capable of simulating a conversation with one or more humans. It is a tool widely used by the brand's customer service on the Internet through instant messaging.
The conversational advertising market is growing rapidly. The global chatbot market is worth over $17 billion in 2020. It is expected to reach $103 billion by 2026.
Here are some benefits of conversational advertising:
Increase customer engagement as chatbots are available 24/7 to meet customer needs ensuring customer satisfaction.
Improve and maintain the brand image by responding to customers in a personalized way.
For customers, talking to a chatbot is familiar and intuitive. In fact, interacting with a conversation assistant is like an "extended" text message.
In short, in the context of conversational advertising, chatbots are on the way to becoming an effective and indispensable tool for future business.
Today's consumers prefer watching videos online rather than watching TV. In addition, Internet users are increasingly consuming content anytime, anywhere.
So what is in-stream video?
It's a brand-created ad that appears before or during a video on streaming platforms like YouTube. In addition to appearing in trending videos, these ads can also appear in real time on social networks such as Facebook or Twitter. Among the various ad formats used, the share of in-stream ads has increased since the development of streaming platforms.
In-stream ads are designed to optimize website traffic to generate leads. Additionally, advertising on YouTube or social media is a way to increase your audience and brand awareness.
- Ad streaming revenue has doubled in the last 5 years.
- 64% of internet users are willing to buy online after seeing a brand's in-stream ad.
- People who saw an in-stream video ad on Twitter were 70% more likely to remember a branded ad.
- In 2020, video has overtaken blogs and infographics as the most popular content marketing tactic.
- By 2021, people will spend 100 minutes each day watching video online.
- Video streaming represents a third of the entire TV market.
Video inventory is in high demand. To meet this demand, publishers have supplemented video ads with n-stream ads before, during, or after the video content.
Do you know the benefits of this type of advertising?
First, your positioning ability. Your ads may be targeting audiences similar to your brand. By doing this, your video will be suited to the interests of your audience. Therefore, targeted in-stream ads can increase the chances of a purchase.
Second, the advantage or not? The in-stream ad is too short. In this brief moment, it is necessary to hold the audience's attention. In fact, in-stream videos must be very short and you don't have time to provide details. The real advantage here is that marketers need to create less content than long videos.
In the end, your potential return on investment is huge. One study even found that in-stream ads generated higher returns than TV ads.
Despite all these advantages, you will still face a formidable challenge. Your content must convince viewers to click your video link and then buy your branded product.
It takes a few days to create a successful in-stream ad:
Grab the viewer's attention in the first few seconds as the content interrupts the current video. To do this, start by telling a story that hooks them in the first few minutes and makes them think about what will happen in the end. To get people to your site, you can make a call to action.
Drive traffic from your ads to your website, including other videos. If you allow users to watch other videos, you will definitely increase their engagement.
Include captions to grab the attention of viewers watching silent videos.
Get inspired by other videos. In-stream video ads are already being tested by millions of brands.
Who doesn't know Douyin?
This is a Chinese video sharing app with around 1 billion users worldwide. Some brands have exploded in sales thanks to this platform. Like any social network with a large number of users, it is necessary to be able to make advertising space available to advertisers. This is what TikTok does by offering ad formats that are streamed on its platform.
Before we start, here are some impressive numbers on TikTok:
- TikTok is the sixth most popular social media platform in the world with over 800 million users.
- 73% of users feel connected to the brands they interact with through the platform.
- 78% say the best brands work with users.
- 67% said the app made them want to buy something they didn't necessarily want to buy in the first place.
Building on its growing popularity, TikTok now offers a service aimed directly at businesses: TikTok for Business. This platform gives brands the opportunity to set trends and engage with their communities to reach large audiences through video creation.
The most active users of TikTok are believed to be young people addicted to their cell phones. But not only that. While 38% of users are between 13 and 17 years old, 37% are between 18 and 24 years old! It is also worth mentioning that 20% of users are between 25 and 36 years old. Thus, the platform is an effective tool for companies that target these audiences. That's why TikTok is a great option to get your brand out there.
There are currently 5 ad formats on TikTok:
Brand Takeover: This is the format that appears after opening the app. Lasts from 3 to 5 seconds. This is a temporary format and can only be used for 24 hours.
In-Feed: These are 15 to 60 second videos that appear in the user "FY". Users can like, comment and share. Sometimes it's hard to tell the difference between this ad and a regular TikTok video. You can place a link to your website directly in the video.
Hashtag Challenge: This is the most popular format on TikTok. It's just the act of recording a video and adding . By doing this, users can interact with the brand. This is a format for brands that want to gain recognition quickly.
Top view: This is a mix of brand acquisition and feed format. Ads start in full screen, just like brands do with this format. Then it ends up in an In-Feed, that is, it is mixed with the feed. The video format is long (60 seconds) and the user can only skip the video after 5 seconds.
Effects: TikTok allows you to create your own branded effects and promote them within the app.
So it's easy to see why TikTok ads are growing in popularity. Thanks to a wide choice of formats, it allows you to broadcast your ads in video format, thus enhancing your brand image and executing an impact advertising operation, reaching large audiences through radio advertising campaigns.
Adtech is an exciting industry because it is constantly evolving. This year's format will be different from next year. We'll be presenting the rest of our 2022 advertising trends series in a few weeks. Please feel free to give us feedback!
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