SUMMARY
A major share of the Indian marketers’ budget is being allocated to digital ads
Indian marketers observing a high re-engagement on mobile apps
New channels and devices are now offering more opportunities for advertisers to connect with customers
We are living in an era of disruption, and as a part of it, the advertising industry has also witnessed a rapid transformation over the years. The online ad-spend numbers in India are going up year-on-year and a major share of the Indian marketers’ budget is being allocated to Digital ads (as high as 87% of the total budget).
These points justify the adoption of newer advertising modules/products. In addition, some factors like Indian marketers observing a high re-engagement on mobile apps and the ever-increasing Internet user base support the need to engage using newer mediums.
With advertising technology evolving more rapidly and getting more sophisticated than ever before, new channels and devices are now offering more opportunities for advertisers to connect with customers in many ways. Now as we move in 2019, let’s take a moment to look at some of the interesting AdTech trends ahead of us this year:
Ecommerce Companies Taking A Different Route And Becoming Ad-Companies
In 2019, ecommerce companies would rework their strategy around brand partnership and product placement on their websites, and how these two can work together to achieve the desired result.
Ecommerce players would be able to leverage sophisticated technology to maximize revenue from all visitors on the website even if they don’t buy – as long as retailers can show value from impressions.
Ecommerce giant Alibaba is often referred to as an ad company, instead of an ecommerce company. Reason being that 60% of the Alibaba’s revenue actually comes from ads, not the products sold.
Transparency, Transparency And Transparency
All the major stakeholders in the ad-tech ecosystem, whether it is marketers, publishers or consumers, everyone wants more transparency. Marketers want to know exactly where their ads are being positioned. Also, which advertisements are working the best and how much is the contribution of each ad to the revenue.
Publishers in the ad-tech ecosystem want to know how audiences interact with the ads on their websites and how much revenue is really being generated for partners. And finally, Consumers want to know more about their data, and how it is being used.
With the rise in demand for more transparency in the ecosystem, we can expect to see new solutions, strategies and partnerships emerging in 2019.
Not Just Advertising, But Ads Will Also Tell Stories
If one was to look at the success of direct-to-consumer companies, it is easy to figure out the reason behind their success. It is not their product offerings, but their communication through storytelling that makes them successful. By matching quality product with a unique and shareable story, these companies have carved out a niche in the market. Consumers are exposed to a great number of discounts all over the internet.
Therefore, to stand apart, Ads need to be personalized to the point of telling a story to the individual consumer. This means creating a full funnel ad experience – through data. Therefore, in 2019, the best ads will not just advertise products, but also entertain, educate, and inspire consumers.
In short, while other trends will emerge in the coming year, these trends would certainly shape the Ad-tech space in a big way. Being aware of these key trends and adapting at the right time is essential for continuous development, and further succeed in 2019.
