December - 2016 - issue > CEO Insights
Digital Advertising and its Trends
Alberto Cenalmor, CEO, Mobusi
Current Trends in Digital Advertising
Everything is related to client transparency and creating a clearer picture for all. There are many words we see popping up nowadays like, view-ability, Key Performance Indicators (KPIs), branding & data. I personally believe they are all related to help improve advertisers' understanding of what they are buying which, in turn, leads to better results. Now, digital advertisers are able to analyse their data from multiple sources which means online and mobile ads are more personalised and targeted. Thanks to view-ability, they are able to get a real indication if their ad has been viewed or not and the impact it is having on users. Relationships are better nowadays, with advertisers trying to gain their trust from users and ensuring they remain with the brand.
Future Planning Out in Terms of Digital Advertising
The sector, as a whole, is solid and I believe Digital Advertising will continue to grow and develop as technological advancements are made along with the quality of advertisers improving. Undoubtedly, digital video ads will go through the roof and become the go-to method for advertising online. More importance will be placed on improving user experience - nowadays, users have clocked on to advertising techniques, with traditional ways of advertising being ignored. If advertisers aren't careful, customers may turn away in their droves, losing all values and credibility they may have for the brand. In the next few years, advertisers will be promoting consistent and positive customer experience through their campaigns, keeping the customers content and entertained with their ads so they keep coming back for more.
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