Advertising in 2021
We compiled these articles with the hope of giving you information on how to best advertise in 2021. Take a hard look at this article and decide which method of advertising is best for you.
When you hear the word advertising, what comes to mind?
Do you think of banner ads on your favourite website? Those hilarious Super Bowl commercials? The billboards along the highway or posters in the subway stations?
While most of us have a pretty good idea of what advertising looks like, we often struggle to nail down precisely what it means — and how to do it well.
From the printing press to pop-up ads, advertising has certainly changed with the times. Despite this, the need for advertising hasn’t changed, and neither have the techniques and best practices that make for quality advertising. That’s what we’ll cover in this guide.
Good advertising is designed to be highly influential, memorable, and, at times, risqué. But, how does advertising work?
Advertising works by breaking through the clutter and noise of everyday life, disrupting the viewer’s attention, and demanding their focus.
Advertising can go to work for your company in a variety of ways:
- To raise awareness of your brand
- To drive potential customers to your business
- To promote sales for both new and existing products
- To introduce a new product or service to the market
- To differentiate your product from your competitors
Advertising implementation in various ways. Radio commercials, billboards, branded t-shirts, and social media endorsements all count as advertising — as we’ll discuss later in this guide.
Advertisers are the people at a company who is responsible for advertising a product or service. “Advertiser” is a company or organization that’s paying for advertising, like billboards, magazines, or on a website or mobile application.
All advertisers are marketers, but not all marketers are advertisers. So let’s dig deeper into the differences between advertising and marketing.
Best ways to market your business in 2021
With Google’s Page Experience Update coming in May 2021, new metrics called Core Web Vitals—which will measure site load time, interactivity and content stability—will start to impact overall search rankings.
“Anything that could annoy a user of the page may negatively impact the Core Web Vitals metrics and lead to a lower ranking in search results for that page,” said Mark Coster, owner of a web design agency – Web Design for Businesses.
That means brands will have to start optimizing for Core Web Vitals by being more user-friendly than ever before.
“Pages and elements must load fast and not leave users waiting,” said Lee Savery, content executive at digital agency Ricemedia. “The delay before a first input must be very short, allowing users to interact with pages as fast as possible. In addition, there mustn’t be any unexpected changes in layout while users load and scroll the page. Not addressing these elements could lead to your site dropping fast.”
2021 will also be the year marketers prepare for two significant changes to come in 2022: the end of third-party cookies and new privacy regulations in California.
“We have to get comfortable with privacy-first data collection practices. That means focusing on list-building and developing one-to-one relationships with customers,” said Harry Maugans, the consumer privacy service Privacy Bee CEO. “Make sure that your campaigns in 2021 help you build your first-party data, so you rely less on Other People’s Data.”
The death of third-party cookies will change how digital ads are targeted and tracked. However, Dave Toby, director of digital marketing agency Pathfinder Alliance, said there’s still “considerable confusion about how campaigns will be affected.”
“The coming year will provide a final chance for marketers to educate themselves about the impact of the cookie-less future and to prepare for it,” he added. “The most important action involves improving access to, and effective use of, their valuable first-party data—and ensure agencies have a clear plan for placing and measuring campaigns after the change.”
In addition to getting comfortable with privacy-first data collection practices, brands will also have to build their data collection infrastructure to comply with coming regulations in 2021.
“Fines in California start at $2,500 per occurrence, so it’s financially prudent to prepare in [advance],” Maugans noted.
In 2021, direct relationships with customers will be even more important as the online landscape becomes cluttered with brands trying to reach digital consumers. But it will also be important because one-to-one relationships mean brands can personalize content for better experiences.
Houman Akhavan, CMO of CarParts.com, said a first-party data strategy yielded “incredible results” in 2020, including “record conversions.”
“A critical part of this first-party data strategy has been using the correct customer data platform technology. One that is scalable to process millions of records of customer insights, including real-time signals that must be acted upon immediately before they go stale,” he said. “Thus far, leveraging our customer data platform has allowed us to generate over a quarter billion personalized one-to-one messages. As a result, we’ve seen our click-through rates increase by as much as 400%, and our email revenue has doubled.”
And for brands struggling to recover from the events of 2020, focusing on existing customers may be wise.
“In an uncertain economy, most brands—especially niche retailers— should focus on existing customers,” said Jonathan Frey, CMO of electric bike retailer Urban Bikes Direct.
For his part, Jim Pendergast, SVP of commercial financing platform AltLine, expects to see B2C brands emphasize mobile marketing for customer retention.
“Think things like personalized push notifications on smartphones and loyalty incentives if you download mobile apps to shop or transact indirectly,” he said.
“Keeping existing customers happy is cheaper than acquiring new ones because brands have bypassed the early stages of the customer journey and have more data to work with for personalized messaging,” Pendergast added.
5. Contextual Targeting
Contextual targeting is a popular trend for years and won’t be going anywhere anytime soon. Targeting allows adverts to be matched by keywords, location, and browsing habits to deliver advertising that a user will be interested in.
Your ad is displayed depending on the relevance of your website’s content and keywords and how they relate to the user’s search. This leads to only those who may be interested in your offering being shown your ads. In addition, this type of targeting is privacy-friendly, which is a concern to more online users today.
IAB Europe’s 2020 report (Attitudes to Programmatic Advertising 2020) mentions that more agencies are embracing the trend of contextual targeting, with 71% of agencies considering this solution in 2020, compared to 57% in 2019.
In terms of automatic ad optimization, 2021 will require higher advertising efficiency and effectiveness, and creative optimization will play a part in this.
To build individualized advertising for your customers. Creative optimization combines data and creativity. With real-time analytics, your ad will adapt to reveal relevant information to your viewer based on their geolocation, frequently resulting in the presentation of excellent offers and appropriate graphics. Personalizing your advertising for viewers is what creative optimization is all about.
Creative optimization is a more innovative way to spend your advertising budget. As you know, your ad is displayed to relevant audiences likely to be interested in your brand. As we go through 2021, creative optimization is a priority for many advertisers and media buying agencies.
The growth of programmatic advertising utilizing artificial intelligence (AI) to automate ad purchasing is one topic everyone will watch in 2021. With this development, advertisers will be able to target more specific demographics.
With advertisers adopting various demand generation methods, maintaining multiple channels at once is getting increasingly complex. Advertisers may solve this problem by using AI to manage programmatic platforms, which use targeting signals and real-time adaptation for campaigns across all of these channels.
Advertisers will use header bidding more frequently in 2021. However, even if RTB auctions improved digital advertising efficiency when they were first introduced, the disadvantages of RTB are that it does not generate the most vital impressions and fill rates are insufficient.
On the other hand, header bidding is an automated auction system that compensates for RTB’s shortcomings. Publishers can receive bids from multiple advertisers at the same time via header bidding. In addition, all DSPs have the same opportunity to bid at the same time. Header bidding works by installing header wrapping on a web page. The header wrapper, which connects multiple bidders at once, comprises a repository of tags.
By providing bidder identifiers on the wrapper, header bidding makes it easier for publishers to handle demand partners, and it’s simple for publishers to add more partners to the auction. This is anticipated to become more common in 2021, as it assures that the publisher receives a reasonable demand base price for their ad inventory.
In 2021, classic concepts such as contextual targeting, creative optimization, and content advertising will become more popular, while new technologies such as header bidding and AI-powered programmatic advertising will begin to take their place. It’s an exciting moment to be a part of the advertising industry, and we at ADvendio are excited to see where the advertising technology trends in 2021 will take the industry.
Do not waste money on advertising if you are not going to measure the results. Take the time to analyse each advertising campaign to determine what is best for your business.
Article compiled by RapidPage