2019 was a year of change for the digital marketing industry. Facebook and Google continue to dominate the advertising industry regardless of whatever scandals come their way. Meanwhile, new channels such as CTV continue to grow in popularity (now reaching over 60% of the US population) and ad share ($14.12 billion expected in CTV ad spend by 2023), as the number of cord cutters grows. But what is in store for 2020? Here are 5 predictions for how digital marketing will evolve this year.
Creative Takes Center Stage
According to the 2019 CMO survey conducted by Dentsu Aegis, 85% of CMOs identify creativity and big ideas that build the brand and create emotional connections as not only critical to success, but the single most important capability for future business success. Technology is powerful, but all the AdTech in the world, when coupled with run of the mill ads, isn’t going to take a brand far or successfully drive conversions with consumers. Winning companies know where the sweet spot is — matching real customer wants and needs with impactful creative innovation.
Try a creative strategy that utilizes high-impact visuals, but keeps the simplicity of the overall user journey top of mind. Leverage custom creative to build an experience that is attention-grabbing, interactive, and most importantly, highly relevant to your target audience across mobile, tablet, and desktop.
Amazon Search & DSP
For eCommerce retailers, the Amazon DSP offers a new way to sync Amazon search campaigns with offsite programmatic advertising targeting the same audience or audiences. Use Amazon’s wealth of in-market first-party data to find new customers for your products, and reach them both on and off Amazon to drive revenue.
By 2021, the average US adult will spend 86.88 minutes a day with digital audio, according to eMarketer. Programmatic audio provides a brand-safe, powerful, and measurable opportunity to immerse audiences in your brand, offering actionable insights, transparent reporting, and frequency capping across all channels. Unlike traditional radio ads, digital audio can more definitively target specific locations and tailor messaging to drive engagement.
Consumer Privacy Concerns Remain Top of Mind
We’ve seen GDPR come and go, and it continues to impact digital advertising across Europe and elsewhere. In January, the California Consumer Privacy Act takes effect, impacting any business that operates or has customers in California. 2020 will be the year where we see how these laws are interpreted and enforced, and there is without a doubt going to be a learning curve for everyone in digital marketing. As the cookie continues to crumble, we will all be leaning in to see how this legislation will affect marketers, agencies, and AdTech companies alike.
Technology is a powerful force in digital marketing, and that fact isn’t going to change in 2020. But as the privacy wars continue, and the world looks for options beyond Facebook and Google, marketers are sure to expand the channels and strategies they are using to reach an ever-elusive target audience. But above all that, impactful creative will take center stage and become just as important as having the right tools and technology to make smart ad buys.