The Trends of Digital Advertising in 2019

In constant evolution since 2008, digital advertising figures have however broken records in 2018. Indeed, the latest observation report shows an increase of 17% compared to 2017, or 4,876 million euros of total turnover achieved!

Given these results and the constant evolution of platforms that lead the dance, such as search engines and social networks, we are in a position to ask what will be the trends of digital advertising in 2019 and how it will evolve?

The video: queen of the digital trends of 2019

Last year, the sector was marked by an overall rise in all the levers of digital advertising. Nevertheless, among the various levers, the display continues to stand out with a global turnover of 1,974 million euros. These results were largely achieved through social networks and the growing use of smartphones.

Having a strong viral character, the video will be the big trend in digital advertising in 2019. Especially, a particular format stands out on social networks: it is the story.

Chris Cox, Head of Product Department at Facebook, commented: "The format of the story is about to go beyond the news feed and become the first way people share things with people. their friends by next year. " Especially for marketing purposes, whether on Instagram or Facebook, stories are a great way to humanize a brand and connect with consumers.

However, the stories are aimed at a rather young target. To maximize your chances of reaching your target, it's a good idea to take advantage of other digital advertising trends used on social networks, such as:

Live Video: It allows users to react instantly, and remains the star of networks right now, especially on YouTube, Facebook and Twitter. According to the Livestream website, 80% of Internet users prefer to watch a live stream rather than read a blog post.

Sponsored Post: Usually Aiming to promote a product or service through a blog post. This is one of the most successful acquisition levers, especially for brands on the internet. Well indexed in search engines and shared via social networks, sponsored post can greatly increase your traffic and visibility.

Partnerships with influencers: New Instagram, Facebook or Snapchat stories stars, these lifestyle, fashion, beauty, travel, food or sports experts (etc...), can bring real light to your activity on the networks if you target well. Indeed, for a fee, influencers promote your product, or service, to their community of followers, and this several times a day.

Digital advertising: new challenges to take up

The advent of social networks and the omnipresence of smartphones in our daily lives have considerably changed the sphere of digital advertising, both on its foundations and practices as trends. Despite the new constraints imposed by the law RGPD (General Regulation on data protection) of May 25, 2018, the advertising industry has rather well adapted to this small digital revolution.

Today, two platforms dominate the market: it is Google whose advertising revenues represent more than 85% of its turnover, and Facebook which accounts for a total of 78% of the shares of the display in 2018.

While it seems more than necessary to look after its presence and advertising on social media in order to reach larger communities and a targeted audience, it is also crucial to adapt and anticipate the evolution of platforms. And in this regard, it is important to report that Google and Facebook are investing in Artificial Intelligence.

As for Google, artificial intelligence is materialized by the implementation of voice search. This is a feature that stems from the use we make of smartphones. If you want Google or Siri to promote your content, you'll need to think about it first for voice search and optimize your media for mobile viewing.

With regard to Facebook, artificial intelligence is materialized by the exploitation of the data of its users in order to offer them contents adapted to their desires.

In either case, the near perfect knowledge of your target or your persona is a mandatory element to make your content effective, either naturally or via digital advertising and new trends.

An enthusiastic Content Writer & Marketer with 5 years of expertise in writing & curating Digital Marketing content. He is well-versed in writing website content, blogs, white papers, business collaterals, case studies & digital marketing content.