Advertising has been around since ancient times. Some claim that the earliest case of advertising was back in 3000 BC on a papyrus. Naturally, as time passed, and humankind changed, the way we advertise also changed.
From radio commercials to TV ads, billboards, newspaper advertisements, and in the past few decades – online advertising. Now, even more than ever before, and as the world quickly evolves, so does advertising.
What got the job done last year, might not be suitable, nor effective this year. Therefore, it is necessary to take a look at the latest advertising trends.
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5 Advertising Trends in 2023
- AI Makes a Big Step in Advertising
- Video Ads Become Shorter
- Increasing Demand for Authenticity in Social Media Ads
- Personalized Advertising Keeps Booming
- Ads Optimized for Voice Search
1. AI Makes a Big Step in Advertising
It does not matter whether you like it or not, artificial intelligence is here to stay. AI has made its way into almost every aspect of our lives, and advertising is no different.
In fact, artificial intelligence and machine learning have sparked a revolution in many industries. The AI industry is expected to grow to more than $250 billion by 2027, which is a solid indication of how influential it will be in the near future.
Here are some practical examples of how AI helps to better market products/services:
- Programmatic advertising. Programmatic advertising can be easily automated with the help of artificial intelligence tools. Namely, the process of buying and placing ads in real-time, which can ensure that you maximize the ROI of your ads, as well as, target the most suitable audience.
- Ad targeting and personalization. One of the biggest benefits of using AI is that it can process huge amounts of data within a very short time. This is especially useful when targeting and personalizing ads as it can quickly determine which people are most likely to have interest in a product/service. What is more those users will be shown relevant ads, based on their previous browsing history, preferences, and interactions on respective websites.
- Chatbots. Chatbots have been here for a while, and they have already made it clear how beneficial they can be to businesses. Many companies now use chatbots to interact with customers who landed on their website from advertisements. Chatbots can quickly and easily answer any potential questions regarding products/services, they can give helpful recommendations, assist purchasing decisions, and so much more.
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2. Video Ads Become Shorter
Many people nowadays neither have the patience nor the attention span to watch long ads. Therefore, it is no surprise that one of the latest advertising trends is that video advertisements are becoming shorter.
There is definitely a correlation between the shorter video format platforms like TikTok, and new implementations like YouTube Shorts provide. Quite simply, shorter videos are closely linked to shorter ads.
The facts are that over 25% of adults state they would close a video if it is more than 10 seconds long, and roughly 50% would close it, if it is over 20 seconds long. This is undoubtedly a serious challenge for marketers and advertisers alike.
In order to stay in touch with the digital advertising trends, they must adjust the length of their ads to match the user criteria and expectations.
So, what is the ideal length for online ads? According to a recent poll, 54% of respondents state that 15 seconds is an acceptable length for an advertisement. Also, 12% respond that 30 seconds is okay. Just 4% think that an advertisement for a period of 45 seconds is alright.
It appears that a 15 seconds advertisement works best, however there is a catch. You see, in order for an ad to be effective, it has to stimulate all three memory banks:
- Episodic. Learned behaviors, and memories based on facts.
- Semantic. Nostalgia and memories based on emotions.
- Somatic/procedural. Skills and memories based on habits.
It is safe to say that 15 seconds is not a sufficient time to manage the above, so do not be afraid to give your ads more time.
In some instances, 30 seconds might be the best choice, other scenarios afford you the opportunity to craft 60 second-long ads. It depends on who you are targeting, what medium you are using, and how the level of personalization of the advertisement.
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3. Increasing Demand for Authenticity in Social Media Ads
In the midst of artificial intelligence blossoming, and being praised by businesses for its efficiency, consumers are looking for more authentic ads involving real people and their opinions.
This is especially true for Millennials and Generation Z, and to prove this point, over 75% of users stated that they are more likely to trust content from an average person than content created by brands.
So, user-generated content, in practice, is able to connect with your users more than even the most masterfully crafted brand message. Sounds a bit depressing for brands and advertisers, but it should not be.
Instead, if you focus on presenting the human side of your brand, you will likely gain more than you will lose. One of the best places to do so is social media. Put more effort into being authentic, and ignore the fancy-sounding brand messages that sound artificial to users most of the time.
Another appropriate strategy is to invest in influencer marketing, since influencers are usually people that have already won the trust of others. What they say, and recommend, is more likely to appear authentic to your audience.
Interesting fact: Thomas J. Barratt (1841 – 1914) is the father of modern advertising. He was working for the Pears soap company, and started creating advertising campaigns for their products, including slogans, images, and phrases. One such slogan he created, that became quite popular in the beginning of the 20th century, was: “Good morning. Have you used Pears’ soap?”
Additionally, Barratt was recognized in the Guinness Book of World Records as the first brand manager in history, starting out at that position in 1865.
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4. Personalized Advertising Keeps Booming
Let us emphasize this once more: personalization really matters! It is one of the most important digital advertising trends, and while it is not exactly new, its significance will only continue to rise in the years to come.
Interestingly, 59% of customers feel annoyed by generic ads, however 80% also state that they are more likely to do business with companies that provide personalized experiences. The key note here is that people can “endure” long ads, that would typically irritate them, if they are personalized to match their needs and preferences.
Ultimately, if you know your customers really well, you should be able to provide them with personalized, targeted advertisements that will not only interest them, but will also increase the chances that they will make a purchase.
On top of that, you will be much more likely to generate brand awareness, and develop trust and loyalty within your customer-base.
Another interesting fact: The first paid advertisement appeared in the French newspaper La Presse back in June 1836. This allowed them to lower the price of the newspaper, win over more readers, and increase their profits. Later on, all the other publishers duplicated this model.
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5. Ads Optimized for Voice Search
Again, this is one of those trends in advertising that has been around for a while, moreover it is one that will keep on climbing.
As of 2023, 27% of people are using voice search on their mobile devices, and an outstanding 90% of users believe that it is easier to search by voice than to search online through typing.
All of this clearly indicates that marketers should start optimizing their ads for voice search, especially, if they have not started already.
Here’s the deal.
Roughly half of voice search users would agree to receiving information about sales, deals, and promotions by brands, which is more or less, the same percentage of people are willing to receive personalized tips and information.
This should speak volumes about this mobile advertising trend, as well as, the steps advertisers need to take, if they want to fulfill their marketing objectives, and deliver a great experience to their customers.
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Let us recap everything by listing the most essential advertising trends for 2023. Above all, marketers should try to be authentic while providing their customers with personalized experiences.
They should also optimize voice search ads as well as the length of their advertisements. Last but not least, they need to consider incorporating artificial intelligence into their advertising strategy.
Of course, everything should be well-researched, tested, and adjusted accordingly to meet the needs of your target audience.
Ultimately, do not forget to be on the lookout for the latest trends in advertising, as they are constantly evolving.
After all, staying on top of the newest trends, and managing to incorporate them into your marketing strategy successfully is what makes a company go from good to great.
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