PROBIZ International - Vol-1 Probiz File final | Page 37

I
n June 1863, La
Presse (a French
newspaper) was the
first ever to print an
advertisement in their
newspapers. Since then
advertising has come a
really long way.
Advertising is one
dynamic industry that
is ever changing to
adapt to the different
trends in the society
with multiple platforms
always battling for
recognition. For
example initial mediums
for advertising
would be restricted
to newspapers or
magazines, now the
world is overloaded with
platforms such as TV,
Social Media, Search,
Video Ads and what not.
2017 was marked
by the after effects of
demonetisation for the
advertising industry in
India but change and
disruption have been the
cornerstones of this
industry and 2018 won’t
be any different.The next
5 years will see digital
technologies increase
their influence across
the industry leading to a
sea change in consumer
behaviour across all
segments. According
to IBEF, the industry
provides employment
to 3.5-4 million people,
including both direct and
indirect employment as
of 2017.Government
initiatives like Make in
India and Digital India
are all positive signals of
the new transformation,
a game-changer for
the sector. With the
industry to make an
expected growth of
about 13%, here are
some new trends
everyone should watch
out for.
Age of stories
Consumers today are
more aware than before,
thanks to the World
Wide Web. Marketers,
in order to engage
with their audience,
have to find better
ways of portraying the
brand story across all
platforms. Advertisers
will need to be smart
and invest a more
creative and thoughtful
approach when it
comes to creating an
engaging experience
for customers and
therefore, have to stitch
together a story that
creates a mark on the
audience.
Video in demand
With an increase
in mobile users and
people having access
to the net, videos have
emerged as a prime
platform for advertisers.
Videos and gifs have
taken over the nation
and you can see almost
every other person now
either watching a series
on Netflix or responding
to their messages
with gifs. Advertisers
will need to use this
to their benefit and
communicate with their
audience using impactful
visual content.
Personalised Ads is the
new black
Winning the
customers trust is
very crucial for any
advertiser and of course
the brand. With more
and more ads being
displayed to a consumer
on a daily basis it
becomes absolutely
important that your ad
leaves an impression
on the customer. This
is where personalised
ads come into the
picture, they create a
sense of individuality,
they make a customer
feel understood and
important and thus,
leave a sense of connect
with the advertisement.
Watch out for Onl ine
Advertising
At the moment
advertising revenue
comprises of print,
digital, online and TV
advertisements where
print is the major role
player. However, Online
Advertising is gaining
immense traction &
giving print head first
competition in this
arena. India’s digital
advertisement market
is expected to grow at
a compound annual rate
of 33 per cent in which
Online Ads play a pivotal
role, giving agencies
that focus on digital and
opportunity to perform
better than their
expectations.
Let’s not forget
creativity and
innovation
Try and remember
one ad or campaign
that always lingers at
the back of your mind.
Now think why the ad
is stuck in your brain.
You will have only two
outcomes i.e., either the
ad was very creative or
it had something unique
(innovation). These two
factors are the prime
ingredients for any ad
and will continue to
play their dominance
in the success of any
advertisement across
the industry. However,
since we live in an
era of technological
advancements and quick
information access,
consumers have become
a little harder to
impress and therefore
creativity and innovation
might pose somewhat of
a challenge.
Native Ads also in the
league
With your consumer
present everywhere,
brands are taking
advertisements where
they are! And in doing so
brands are looking for
ways to make ads that
can be customised to
run on various platforms
such as Facebook,
Twitter and Instagram,
YouTube and etc. Due
to its engaging and
personalised layout,
Native Video Ads will see
an increasing trend in
2018 while also creating
a need for creatively
using native ad formats
in 2018.
Influencer Marketing
We love our stars
and we most likely will
continue to do so in
2018 as well. Influencer
marketing has proved
to be one of the most
effective ways of
advertising and it looks
like it is here to stay.
While brands are already
investing a ton of money
in influencer marketing
as influencers bring with
them a large fan base
and loyal consumers,
they are more likely
to increase their
expenditure and create
a larger depository of
influencers for ads and
marketing strategies in
2018.
Bigger and Better
It is a common fact
that agencies have to
deliver bigger and better
ideas to clients than
ever. As the world has
become a small place
for everyone, ad ideas
need to get better
for everyone, making
creativity and talent
the need of the hour
for various ad agencies.
Agencies will need to
recruit better talent,
give marketers more
control, drive efficiencies
in order to stay at the
top of their game.
August 2018
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