Post by bitheeranidas00742 on Nov 9, 2024 3:58:01 GMT
Back in early 2022, experts were actively predicting trends that would prevail in digital marketing, which was reviving after Covid, but February 2022 made serious adjustments to these forecasts. The main changes then were the departure of foreign brands from the Russian market and the suspension of a number of social networks, as well as the shutdown of Western contextual advertising services. We will tell you further about how this changed the market and what trends on the Internet remained afloat in 2023.
Contextual Advertising Trends in 2023
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Automation
For the convenience of advertisers, Yandex and Google continue to wordpress web design agency introduce tools for automating contextual advertising settings, gradually disabling manual control in this area of digital marketing.
Video advertising
Here it is enough to refer to independent studies of 2021, which predicted more than 80% of traffic in 2022 for video content. However, after the introduction of restrictions by Google, the opportunity to promote a business through video advertising in Russia remained only through Yandex, where there are formats suitable for video advertising on any device. Square or vertical video - Yandex has enough functions to reach an audience not only on mobile versions of sites, but also on computers and in mobile applications.
The Yandex Zen platform has been working on individual selection of content for quite a long time. The trend towards personalization remains relevant. Advertisers have been successfully trying to direct personalized advertising to their target audiences for quite a long time, using targeting and retargeting tools, as well as CRM analytics systems, which accurately allow you to calculate the LTV of a client in a company and the maximum budget for attracting new consumers.
Neural networks
A new trend in contextual advertising and digital marketing in 2023 is the active use of artificial intelligence. Neural networks are widely used in the creation of commercials and advertising campaigns. As an example, we can recall the advertisement of a green mobile operator using Deepfake technology - generating an image over a video. Since 2021, the company has been advertised by a copy of Bruce Willis. Another green brand revived the image of Georges Miloslavsky from Gaidai's cult comedy for its advertising.
Trends in targeted advertising
Storytelling
Bright content that grabs attention from the first words has become more relevant than ever. With the help of storytelling, you can unobtrusively and interestingly convey the necessary information to potential clients. Storytelling is still a great way to build a dialogue, gain audience trust, increase sales and response.
Short videos
Short videos are a new trend set by the social network TikTok. Observing the stunning success of this format among competitors, YouTube and Instagram* have provided their platforms for short videos: YouTube Shorts and Reels. After TikTok left Russia, Shorts and Reels are in great demand among brands and users.