The year 2023 is here, which means that ad tech specialists across the globe are making quick recaps while attempting to construct their own visions of how ad tech trends will appear.
This year, companies need to pay attention to Gen Z, TikTok, and AI since they are not just the future but also the present. In order to develop a successful digital marketing strategy, businesses should stop worrying about what the future may hold and instead look forward to the top digital marketing trends for 2023.
Eager to dive in? If you want to win at digital marketing this year, you\’ll need to be on the cutting edge. As an added convenience, I\’ve summarised the latest Techvertising trends to watch in 2023
Let\’s begin!
Top Seven Trends That Will Affect Your Techvertising
Brands are using technology to communicate tales like never before. Marketers and agencies dominating this new digital environment have ceased seeing technology as a medium (such as mobile and streaming video) and instead incorporated it into their creative process.
2023 will be a year of constant transformation in the digital marketing industry. Here are some trends to take advantage of.
A Cookie-Free Future
The era of the cookie — code planted on our computers by websites to follow our activity – is coming to an end, thanks to the increased awareness of online privacy concerns. Google is leading the advertising technology market with its cookieless future, which is set to debut in 2023. Google will launch new technology advertising the test cookie phase-down around the end of 2023. While cookies rely on information supplied by the client, such as personal emails, cookie substitutes will need vast amounts of quality first-party data to thrive.
What impact does this have on companies and advertising or marketers? As consumer privacy concerns and legislation such as the GDPR grow, prudent firms will want to plan for a future in which cookies give way to alternatives.
Symphonic Ads Gain Popularity
AI Music, a British start-up, published the first symphonic ad in 2019, which used \’shapeshifting\’ technology to enable people to remix songs using artificial intelligence. In other words, the system automatically altered the backdrop music of the digital ad to fit whatever the user was now listening to.
Dunkin\’ Donuts\’ AI-powered audio advertisement was a tremendous success. It may seem like a passing craze, but Dunkin\’ Donuts employed this technology in 2021, and the results were spectacular. Compared to non-personalized advertising included in their previous campaigns, they saw a 238% increased engagement.
So, after you get beyond the confusing name and futuristic techiness, one thing is certain: THIS WORKS. In fact, studies have shown that audio-only media has a higher emotional effect on listeners than visual content, triggering changes in heart rate and body temperature.
The Metaverse
The Metaverse is today\’s future combination of virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), resulting in a new 3D immersive experience in which users merge the physical with the digital.
Examples include interactive ads like NASCAR’s on the interactive game platform Roblox. Users may construct their own avatars that enable them to \”feel\” things without really purchasing them.
Some vital metaverse statistics:
- Metaverse marketing is predicted to reach $783.3 billion by 2024, growing at a 13.1% annual pace.
- By 2026, 25% of individuals will spend an hour every day in virtual reality.
- It is anticipated that 30% of businesses will sell in the metaverse by 2026.
- 33% of individuals are already interested in acquiring metaverse digital items.
On the retail frontier, businesses leverage technology such as augmented reality to create blended shopping experiences in which shoppers, through virtual avatars, may \”try on\” clothing, \”sit\” on chairs, \”live\” in certain geographical places, and so on.
Brand Experiences
Another hot trend this year will be how manufacturers use services to gain a competitive advantage. One company that has hastened its transition to digital is L\’Oréal. It\’s investing money into growing its e-commerce business, boosting its digital content and using analytics.
\”Services are the new goods,\” according to one idea shared by L\’Oréal. In an event, the concept has been described that L\’Oréal acquired ModiFace, which owns patented skin and facial image analysis technology, a few years back. The reps explained how L\’Oréal is strengthening customer engagement by offering skin diagnosis and hairstyle simulation services through its app and implementing initiatives that leverage personal data.
AV Product Marketing
To immerse customers in commercials, AV technology is a significant part of digital marketing. Branded graphics that engage several senses make internet imagery more memorable and stunning.
Designers create rich, detailed, and interactive mini-sites for people to enjoy. They often contain gamification, which means that designers reward users for navigating the site and completing specified goals or CTAs. As we approach 2023, you will require more than static digital marketing.
ASOS employs Instagram filters to communicate with social media audiences. Firms may also use ASOS AV technology on a lesser scale. Consider social media filters that allow people to interact with your product while browsing, such as putting on lipstick to see how it looks. Or, like Meta, you can create a wholly branded world for your consumers to enjoy.
CTV Will Lead the Way In 2023
With most TV viewers streaming across multiple devices, investing in connected TV (CTV) and over-the-top (OTT) advertising allows you to target these viewers with premium inventory and brand-safe surroundings.
- CTV ad expenditure reached $17 billion by the end of 2022, rising to $28 billion by 2025.
- Meanwhile, CTV programmatic ad spending reached $8.8 billion.
Netflix intends to introduce its ad-supported tier in early 2023, which will comprise the overwhelming bulk of what customers view on the site. Netflix is in talks with studios to attempt to incorporate more content to make this tier more appealing. Disney+ will also offer an ad-supported tier in December this year, although the advertising will be limited to 4 minutes per hour.
SSP and DSP (Finally) Collaborating
The collaboration between SSP and DSP in the advertising industry is a significant development that has been long-awaited. The shift in the industry towards a more transparent and efficient ecosystem has pushed both SSP and DSP to work together towards common goals. The Trade Desk\’s direct integration with premium publishers has created a ripple effect in the market, prompting SSPs to develop deals with media agencies. As a result, the line between buy- and sell-facing adtech companies has become more blurred.
However, to sustain in the rapidly evolving programmatic platform industry, diversification of income methods and the creation of an ecosystem that connects consumers, sellers, producers, and data platforms is essential. SSPs can introduce buy-side capabilities by developing custom DSPs that can work seamlessly with their existing offerings. This would not only enable them to retain their current clients but also attract new ones who are looking for a one-stop solution for their programmatic needs.
The collaboration between SSP and DSP is a win-win situation for all parties involved, including advertisers, publishers, and consumers. Advertisers can benefit from better targeting and increased ROI, publishers can generate more revenue, and consumers can enjoy a more personalized and relevant ad experience. With the industry rapidly evolving, it is essential for all players to adapt and work together towards a more transparent and efficient ecosystem.
Refresh your advertising using tech trends!
And there you have it!
With these seven trends in your arsenal, you\’ll be well-prepared for a great year of techvertising in 2023. Refresh your approach and put these ideas into effect, and you\’ll surely see a rise in sales, brand loyalty, and digital followers.
These significant new developments, such as AV, AI, and immersive experiences, aren\’t going away. So, if you can stay ahead of these technological improvements this year, you\’ll be ahead of the curve in 2024 and beyond. Ensure every digital marketing campaign you create for 2023 seems accurate, engaging, and relevant to your target demographic.
People are embracing future trends, and so should YOU!
