Marketing | 04 MIN READ

Online advertising trends to watch: 2019

Every year here at Bannerflow we set out to give you the trends in online advertising that you need to watch out for. What’s happening in the industry right now, and what’s set to shape how you create the most engaging and effective ads out there.

And it certainly looks like 2019 is going to be significant: the new Avengers is sure to be just as action-packed, season 8 Game of Thrones even more gruesome, and we’re sure something scandalous will happen with the Kardashians (then again, when doesn’t it?)

In online marketing terms: ePrivacy, in-house marketing, cookie-less tracking, programmatic TV, as well as many more are sure to transform the way marketers work in the year to come.

1. Programmatic DOOH will explode into the mainstream

In advertising terms, out-of-home (OOH) advertising is nothing new. And it has proved an incredibly successful medium over the years. But now, OOH is moving into the future with programmatic digital out-of-home (DOOH).

The progression of DOOH into the mainstream market has been limited up to this point. But with the advances in programmatic, DOOH is becoming more accessible for media buying and for effective measurement.  

For the first time in 2018, programmatic DOOH overtook mainstream OOH. And with brands such as Innocent and Mercedes Benz adopting it successfully, there is no doubt that DOOH will become the norm for outdoor advertising in 2019.

Watch out for new innovations in this space too. With exciting developments in mobile location, anonymised data, and media buying – DOOH is the future.

2. Advertisers will reach audiences via online/connected TV

By 2019, eMarketer predicts that U.S. advertisers will buy $3.8billion in TV ads, a 236% increase on 2017. And much of this will be done via programmatic channels.

With the launch of companies such as Sky AdSmart and The Trade Desk, programmatic TV has suddenly become more accessible to advertisers. Being able to segment audiences and measure effectiveness alongside that of other online channels brings TV advertising into the future ready for adoption in 2019.

3. ePrivacy: the battle over personal data continues

If you thought GDPR was the end of the privacy tsunami… think again. The battle over what ePrivacy is and how it should be applied have been going on for months but there is now hope that marketers will have an answer in 2019.

As to how it will impact how marketing…well we’ll have to get back to you on that one. For now, not even lawmakers can agree.

4. The final bell tolls for the cookie

We’ve been hearing of the death of cookie for years now. Will 2019 finally be the year when all forewarnings come true? We’re not sure.

But they certainly present exciting opportunities for omnichannel advertising. With their ability to follow user behaviour across devices, probabilistic and deterministic advertising can be far more effective for retargeting efforts. And in the age of mobile-first advertising, far more on-trend. 

5. The in-house revolution continues…

Already having a significant impact on online advertising is the move in-house for many brands. With 91% of those surveyed for Bannerflow and Digiday’s ‘state of in-housing’ report responding that they had moved at least some of their marketing in-house in the past year. (Click here to sign-up for early bird access!)

The move in-house means much for online advertising. Removing silos, streamlining workflows, and reducing production costs – it leaves room for greater creativity and innovation in the online advertising space.

6. Video will be crowned victorious for the second year running

Short, highly-snackable video content has been on the rise for quite some time. And in 2019 video ad spend will rise to $13.43 billion – with mobile and social taking much of the share.

In fact, video is highly effective no matter what medium. In display advertising terms, video banner ads perform better than ads without. For 2019 (if you haven’t already) make sure to invest in video. 

7. The duopoly

At the beginning of 2018 all anybody was talking about was the rise of Facebook and Google and their stranglehold over digital advertising. However, with the unending controversy plaguing Facebook and the rise of Amazon PPC, we may see a new power couple take the reins for 2019 and beyond.

In fact, across the US, UK, Germany, and France 56% of shoppers are already using Amazon for their product searches. The advertising opportunities are there for the taking and expect to see growth in this market soar in the new year.

Conclusion

Online advertising is a constantly evolving industry. Will new technologies, ideas, and companies consistently challenging the status quo. 

Indeed, it can seem difficult to stay ahead of these trends and implement them into your own marketing strategies. Which is why having the right technology is key.

Bannerflow’s intuitive platform can help with this. In fact, the creative management platform (CMP) is set up to cater to both current and new innovations in the online advertising space. Eager to find out more? Get in touch with us.

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