The future of advertising is on social sites.
Last week, an extremely interesting presentation ( PDF ) on the topic of online advertising was held at the WebBuild conference in California. According to the authors, the future of this industry belongs to social media, and now we are all experiencing a real “mass revolution”.
Now there are six main trends that determine the future of online advertising.
1. The emergence of "entertainment communications" ("communitainment"; YouTube).
2. The growing popularity of sites with user content (“usites”).
3. The formation of the Internet as the main information channel (“mainstreaming”).
4. Reducing the impact of traditional media.
5. Fragmentation of content consumption.
6. The evolution of brands formed by users.
From the penultimate point (fragmentation of content consumption and multitasking) it can be concluded that people are gradually losing confidence in respected brands. Since the number of sources of information has grown by an order of magnitude, and now people have a huge choice. No single source alone is sufficiently affected by them. If in 1966, people had only five sources of content, then in 1986 - already twelve, and in 2006 - about thirty.
')
Search will play an important role in the online advertising of the future. This is the area where the attention of users is concentrated as much as possible. We will see the flourishing of local search, the emergence of new search technologies and new applications for search, the expansion of the use of search as a tool for branding.
Advertising specialists mark out eight types of websites and services suitable for advertising. All of them differ in the degree of audience coverage and the involvement of participants. If the first parameter is portals, then the second parameter is social services and communities, and the portals are in last place. That is why the future of advertising is on social sites.
Over the next four years, the US online advertising market, according to a forecast by Piper Jaffray, will grow to $ 81 billion, which will be 11.4% of the total advertising market in the country.
Now there are six main trends that determine the future of online advertising.
1. The emergence of "entertainment communications" ("communitainment"; YouTube).
2. The growing popularity of sites with user content (“usites”).
3. The formation of the Internet as the main information channel (“mainstreaming”).
4. Reducing the impact of traditional media.
5. Fragmentation of content consumption.
6. The evolution of brands formed by users.
From the penultimate point (fragmentation of content consumption and multitasking) it can be concluded that people are gradually losing confidence in respected brands. Since the number of sources of information has grown by an order of magnitude, and now people have a huge choice. No single source alone is sufficiently affected by them. If in 1966, people had only five sources of content, then in 1986 - already twelve, and in 2006 - about thirty.
')
Search will play an important role in the online advertising of the future. This is the area where the attention of users is concentrated as much as possible. We will see the flourishing of local search, the emergence of new search technologies and new applications for search, the expansion of the use of search as a tool for branding.
Advertising specialists mark out eight types of websites and services suitable for advertising. All of them differ in the degree of audience coverage and the involvement of participants. If the first parameter is portals, then the second parameter is social services and communities, and the portals are in last place. That is why the future of advertising is on social sites.
Over the next four years, the US online advertising market, according to a forecast by Piper Jaffray, will grow to $ 81 billion, which will be 11.4% of the total advertising market in the country.
Source: https://habr.com/ru/post/8911/
All Articles