The year 2020 saw countless advertisers struggling to sustain. It’s a year like no other with recent happenings radically affecting digital advertising trends. Unless you have been living under a rock, you already know the socio-political chaos, including mass protests, US election, tumbling economies, damaging wildfires, erratic weather phenomena, and, of course, the ongoing pandemic – coronavirus.
These occurrences so directly impact advertisers because of all the ambiguity they cause. For instance, you can’t predict what digital marketing overheads will look like a few weeks or even a year from now. You can’t forecast how long the eCommerce explosion will continue for, particularly when you don’t know when we’ll return to normal life.
In this article, we’ll take a look at some of the trends in digital advertising that evolved during 2020 and are expected to continue in 2021 and beyond. These are a few digital marketing trends that may not be new but are certainly developing in prominent ways that should inform your viewpoint in the future.
Search engine optimization (SEO)
SEO is always an evolving objective as search algorithms are continually developing. This steady fluctuation definitely won’t alter in 2021. COVID-19 is going to have a long-lasting impact on SEO (just delve into 2020’s Google COVID-19 search trends). However, there are much more important changes that will influence the domain of SEO in the short and long-term.
For instance, user experience (UX) is gradually becoming a dominant ranking aspect for search engine algorithms. As per a report, Google Search now considers UX indicators into its rankings. The new Core Web Vitals also highlights this change as it allows businesses to monitor their UX health. This means user experience will be just as significant as on-page and off-page SEO to keep your website ranking in 2021.
Semantic search is how the search engine algorithm takes your inadequate, grammatically inappropriate, apparently haphazard search query and identifies precisely what you’re searching for. In 2021 and beyond, it is going to be the way Google uses the myriad data to decide the perspective, intent, and implication required to retrieve the most pertinent result possible.
Just like UX, semantic search is going to impact the world of SEO and digital marketing. Instead of placing the responsibility on users to use the correct keywords to get what they want – in the right word sequence – Google is taking it upon itself to understand our incomprehensible queries.
In 2021 and beyond, we believe the advertisers who comprehend their user’s intent and the queries they’re asking will see improved organic search rankings. This should come as no surprise because, in 2019, Google introduced its BERT update that was focused on “understanding” searches better.
Today, the Google’s search algorithm has become more colloquial. This means it can now understand the intent of all types of natural language questions. In the future, the predilection for “searching the way you talk” will only become stronger, and Google is evidently acclimatizing to fulfill this demand.
Google My Business (GMB)
As the demand for local search is increasing, we have over one billion individuals that use Google Maps monthly. Plus, over five million apps and sites today are using Google Maps Platform products weekly. Owing to this demand, Google recurrently announces new features, like posts, new service and product alternatives, coronavirus update, and even a site builder.
This generates another prospect to rank and access localized marketplaces. It also helps even out the ground for smaller initiatives. Rather than competing for high-traffic, highly competitive search terms, companies can establish their visibility in more local marketplaces. Eventually, many corporate decision-makers and customers will resort to their local marketplaces primarily in 2021.
PPC is going to stay strong in 2021. In fact, highly targeted, highly effective PPC campaigns will become extra significant to online advertisers. However, the way advertisers implement targeted and effective PPC campaigns may appear a bit different.
Keep in mind that companies still receive a $2 return for each dollar they spend on Google Ads as you develop your PPC approach in 2021. However, because of the higher inspection around data discretion, including GDPR, keyword and search query data access will be yet more restricted in 2021. As per a Gartner report, data and confidentiality apprehensions are so persistent that around 80% of advertisers will “quit personalization” by the year 2025.
Artificial Intelligence (AI) & Automation
We all know that marketers constantly strive to maximize their ad spend. This emphasis on campaign effectiveness has now paved way for new automation technology, driven mainly by machine learning and AI, that can automate the efficacy of campaigns.
Today, advertising automation has become so influential because of its capability to more precisely target users at the best level of “customer readiness.” The innovative automation technology can easily forecast the click-through rate (CTR) and conversions. This frees up time so that marketers can design improved strategies and create powerful messages. A few insiders are also forecasting that manual bidding will vanish completely very soon.
Display ads continue to develop – even during these extraordinary times. In 2021, global display advertising is probable to increase by 18.5%, as per the most recent eMarketer research. The big news is that mobile screens are the most probable site your advertisement will be displayed on. There was an annual increment of 15% of advertisements shown on mobile gadgets in 2020.
This means that 2020 observed the majority of all display ad impressions occurring on mobile gadgets. During the first half of 2020, mobile views constituted 55.7% of total advertisement views. Moreover, June 2020 witnessed a record 58.2% of all advertisements shown on mobile gadgets.
The takeaway is that you should create mobile-first display advertising campaigns and then scale them to bigger sizes. Making your display ad as perfect as possible and then optimizing your mobile creative is indispensable.
In-Banner Video Ads
It’s a clip within a display ad showing a video that’s either part of the HTML5 animation or offers the viewer choice to see a full video. It can be an economical way of providing video content and recycling creative components.
Although 2020 began with advanced levels of video consumption, it experienced a drop as the influence of COVID-19 gained momentum. Display advertisements encompassing video can be more expensive to publish and, quite possibly, it was one of the first items to be omitted to reduce advertising spend.
The tourism and media industries witnessed sharp declines during the first six months of 2020. The telecom industry also experienced a fall in video consumption. On the other hand, fiscal services and online gaming continued on an increasing curve. In 2021, advertisers are expected to use video ads for more important seasonal campaigns.
Rich media are advertisement units with cutting-edge technology, including video and audio. It can be in the form of buttons, banners, tear-backs, transitional, page takeovers, and floating ads. In simple words, rich media uses components that inspire viewers to engage and interact with the content.
In 2020, we saw many brands create eye-catching rich media ads that garnered massive public attention. In the coming years, rich media ads are expected to become successful online marketing tools that escalate to impressive artistic forms. They will prove to be an effective comeback to prevalent – and underachieving – display and video ad solutions.
Embrace The Latest Digital Trends With Eskimi
The COVID-19 plague has changed a lot in terms of our media consumption. It has persuaded many marketers to focus on online advertisements. The digital marketing formats in 2020 were mobile, video, native, and rich media. While these formats are expected to continue in 2021, what’s going to change is perhaps the application of these formats.
The growth of ad tech and programmatic introduces new possibilities for digital advertisers. Now they have plenty of chances to reach their consumers at the right screen, using the right channel, and at the right time.
Eskimi is a full-stack programmatic platform with global reach. Through 45+ supply sources, 2.5 million sites and apps, it reaches more than 1.5 billion customers worldwide. It supports display, video, native, and rich media advertising formats. Get in touch now to learn more about our rich media suite.