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Global Trends In

Advertising

By-

Disha Khanna (19)

Geetika Shah (23)

Ranjana Chakravorty(44)

Trapti Singh(55)

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Global trends in advertising

Investment in online display advertising showedstrong growth in 2013.

Native advertising, known by a number of othernames including organic advertising or,sometimes, sponsored content, was a bigbuzzword in 2013 and this looks set to continuein 2014.

Statistics therefore reveal that the growing trendof advertising is leaning heavily on Internet asthey are more effective and efficient for surely itsaves on a lot of time

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Global trends in advertising

The growth in use of the Facebook Exchange (FBX) in 2013has led to experimentation in the form of SponsoredStories and Suggested Posts, which relate to the usersinterests and activities on the platform.

Video was huge in 2013, especially for YouTube . Changes are being made in the way that marketers

advertise via video.

New formats such as shoppable video were being testedby Google last year, and platforms such as WireWax and

Kiosked are gaining momentum. Interactive video ads, containing games, surveys, or simply

social sharing buttons will all feature in 2014, using evermore unique ways of engaging with consumers.

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Global trends in advertising

Micro-targeting and micro-messaging are also set to be buzzwords in2014. These are forms of targeting which take advantage of a multitude ofdatasets beyond demographic, combining these with consumer attitudesand behaviours to target like-minded people motivated by similar things.

Improved cleansing and segmentation of data, and increased targetingoptions from Facebook, LinkedIn and Twitter are allowing advertisers to

target the user in intelligent ways, increasing clickthrough rates andconversions.

An increasing focus on mobile marketing strategy. 60% of businesses arenow implementing strategies for integrating mobile into their broadermarketing campaigns.

As 4G is rolled out across mobile networks, using mobiles for, and while,

shopping is becoming an increasingly enjoyable experience. Research fromeBay showed that purchases from the site were more likely to be made viaa tablet than any other device.

Before mobile advertising becomes a standard part of every marketingstrategy, we will first see an effort to optimise websites for mobile.

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Growth of Internet

Originally the Internet served to interconnectlaboratories engaged in government research, andsince 1994 it has been expanded to serve millions ofusers and a multitude of purposes in all parts of the

world. Internet is changing all the time. Two things, in our

opinion, have marked it's evolution recently: the socialweb and mobile technology

Statistics therefore reveal that the growing trend ofadvertising is leaning heavily on Internet as theyaremore effective and efficient for surely it saves on alot of time

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Internet allows the customization of the

advertisements both encompassing content

and posted websites

Internet has thus added new dimensions to

advertising. It is a common belief that what

sees more, sells more and Internet has just

made advertisements visible to the commoneye

Growth of Internet

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Impact of Online Advertising

The actual impact of advertising is hard to track andquantify for both mass media and the Internet, althoughinteractive technology presents new possibilities for theentire advertising industry.

In the case of mass media, there are companies thatmeasure the size of the audience per commercial message,for instance Nielson TV and radio ratings, and efforts are

underway to further evaluate the economic impacts ofadvertising by correlating advertising and an increase insales.

Refined measures and methods are being proposed forthe Internet. Proctor & Gamble, for example, limitspayment for its ads on the Yahoo! search engine to thenumber of people who actually request more information

by clicking on their advertisement rather than payingbased on the number of Yahoo! customers to whom itsadvertisement is presented on their search pages.

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Global Ad Trends:

After several false starts, mobile advertising hasnow truly taken off and is forecast to account for37% of all growth in global ad expenditure thisyear, and 31% in 2014, according to a recent

report by ZenithOptimedia.

However, it is growing extremely rapidly: 77%growth in 2013, followed by 56% in 2014 and

48% in 2015, ZenithOptimedia forecasts. By 2015,mobile ad spend is expected to total $33.1 billionand to account for 6% of total ad expenditure.

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Growth by Medium

Internet advertising is forecast

to overtake newspapers forthe first time, in 2013, andthen exceed the combinedtotal of newspaper andmagazine advertising in 2015.

The Internet (desktop andmobile) is expected to be thebiggest contributor by far ofnew ad dollars to the globalmarket. Between 2012 and2015, it is forecast to accountfor 66% of the growth in totalexpenditure.

The next biggest growthdriver is television, which isforecast to contribute 36% ofgrowth.

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RECENT TRENDS INADVERTISING

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Ambient marketingallows a business to create brand recognition without necessarily pushing theirproducts.

Presence marketingis about making the business name recognizable and familiar by being visible daily.

Grassroots marketingis about winning customers one-by-one rather than on a very large scale. Asuccessful grassroots campaign is all about building relationships and emphasizing the personal

connection.

Wild postingsis overwhelming areas with plastered multiple copies of a poster for a movie, concert, orproduct.

Undercover / Buzz Marketingis said to be one of the more devious ways of marketing to the masses.Undercover marketing / buzz marketing is all about selling something to someone who has no idea theyvejust witnessed a sales pitch.

Alternative marketingmay be best defined as publicity that looks to be completely separate from thecompany.

Experiential marketingaims to give you an experience rather than send you a one-way message.Experiential marketing lets you interact with the product and associate your immediate emotionalresponses with that brand.

Interactive marketingrefers to the evolving trend in marketing whereby marketing has moved from atransaction-based effort to a conversation.

Guerrilla Marketingis an advertising strategy that focuses on low-cost unconventional

marketing tactics that yield maximum results. Its an unconventional system of

promotions that relies on time, energy and imagination.

Types :

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NICHE MARKETING

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Essential elements of a niche marketing strategy

KYC Set clear goals and objectivesDoes niche marketing match upwith the resources, capabilities

and preferences

Five Stages to Fully Address the Niche Opportunity

Strategies and Action

Define Mission and Objectives

Strategic Planning

Organizational Realignment

Monitoring Key Projects/Objectives

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When individuals assemble there is a collective intelligence inherent in theorganization of the group. One of the most popular models in mass coordinationand mobilization is the trend known as a flash mob which uses ordinary channelsof communication to collaborate and coordinate without the general public or

authorities knowing about it beforehand.

5 Steps to run a Flash Mob:

Know the Location

Determine Flash Mob action

Set a clear and achievable goal

Keep it a mystery

Keep it simple and time it out

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VIRAL ADVERTISING: Word Of

Mouse

Viral marketingis the actof promoting informationor products that othercustomers are compelledto give to other friends,colleagues and family.

Viral marketing is simplythe spread of an ideathat helps market yourbusiness or cause.

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Buzz Advertising

Buzz marketing is a viral marketing technique thatattempts to make each encounter with a consumer appear

to be a

unique

spontaneous personal exchange of information

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Experiential Advertising

Experiential marketing- "event marketing", "live marketing" or "participationmarketing," is a marketing strategy that directly engages consumers and invites

and encourages consumers to participate in the evolution of a brand.

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Social Media Advertising

Social Media Platforms-

Facebook

Twitter

Pinterest

Google+

LinkedIn

Vine

A brand is no longer

what we tell the consumer

it is it is what consumerstell each other it is.Scott Cook

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Effectiveness of Advertising In Prompting Social

Interaction with Brands

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Reasons Users Interact Socially With

Brands

53.8

40

33

28

24

Stay Current

Access Offers

Share Information

Offer opinions and comments

show support

Source: Burstmedia, Figures in percentage

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Other forms of Online AdsBlogs

A blog can be an effective way to bridge the space between product and consumer via entertaining and

educational content. A blog is a passive marketing tool, accessible to anyone visiting your Web site.

Search engine marketing

SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility

in search engine results pages(SERPs) through optimization and advertising. SEM may use search engine

optimization(SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine

results pages or use pay per click listings.

Eg- Google Search Ads

Banner Ads

Online banner ads are also improving as Google makes it easier for advertisers to craft good banner ads. In

efforts to get even more people on the Google Display Network boat, Google offers many tools and

resources to help advertisers create banner ads with ease.

Mobile Ads

Mobile ads are ads that appear on smartphones, tablets, and any other mobile device. Many social media

platforms, websites, and apps offer their own unique mobile ad options.

E-Mail Marketing

Email ads are advertisements sent to users via web mail. Email ads can be used to notify subscribers of

certain promotions, discounts, or new features, among other uses.

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Social Visibility and Brand Interaction

on the rise

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