Online advertising is constantly evolving as new trends and hot topics steer both the marketers and the markets in exciting directions. Google recently defined the three latest trends affecting online advertising and DirectMarketingNews.com reported on the digital details.
1. Brand Investment in Digital Media – “More than at any point in the last decade of online advertising, we’re at the point where major brand advertisers are finally looking to digital media as a central part of their marketing efforts,” said Nikesh Arora, Google’s SVP and chief operating officer. This marketing momentum toward digital channels is the result of companies finally realizing the advantages of using the online space for brand awareness. This was simply not possible in past years because the Web was not as digitally developed and the metrics were not as advanced as they are today.
2. Request for Solution Suites – Today, businesses want complete solution packages that span the spectrum of digital media. Brands now understand that they need multi-faceted strategies that leverage numerous platforms in the online advertising arena and work with a variety of digital formats, including video, display, and search ads.
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3. Need for Cross-Channel Metrics – Companies of all kinds are demanding advanced analytics for their search advertising efforts. Brands want tools that can gauge their search performance in the mobile, video and offline sales arenas. In response, Google has started to roll out state-of-the-art measurement technologies that enable brands to assess the ROI of their various media and online advertising initiatives.
Today, online advertising is quickly become more and more mainstream as brands of every size and scope discover that the Web can be a powerful and persuasive promotional medium.
Read more at DMNews.com.