Impact of Technology on Advertising

Education Technology Insights | Monday, March 22, 2021

FREMONT, CA: The landscape of online advertising is changing unpredictably. Advertisements around us today are seemingly far different from those that were a decade ago. This is because of the enhanced modifications that happened in the advertisement sector with the growth of technology. Technology has significantly influenced the online advertising platform over the last decade, and still, it is continuing its function to change the industry.

Both  Augmented reality and VR have made advertising more interesting and interactive by enabling consumers to intercommunicate more with marketing and advertising messages. In addition, VR platforms have already succeeded in vibrating the digital advertising industry through the provision of emotional connection to the audience, which other platforms cannot.

Predictive programming is one of the cogent examples of increasing sophistication in online advertising technology. It collects a wide variety of data about each user based on their online behavior.

Through predictive programming, advertisers are clearly informed about user behavior in the online space. And, it gives an easy way for the advertisers to implement activities based on the information gathered. This data collection finally results in the production of successful online advertising.

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Studies reveal that businesses that adopted Omni-channel strategies achieved a 91 percent enhancement year-over-year in customer retention rate compared to businesses that do not adopt. Omni-channel marketing cultivates a better user experience by creating more points of interaction and more opportunities for revenue-generating action in the online advertising sector. Through the interaction with users in all facets allows advertising companies to enhance connection with customer identifiers. This dramatic change to Omni-channel marketing has initiated from the realization that multi-channel marketing is not a powerful way to reach consumers.

In a digital age, where ad-skipping technology improves every year, CTV provides a happy solution for advertisers. CTV users are watching shows and programs on the Internet rather than via a TV station, which is much similar to the traditional television experience. CTV administers video advertising in the beginning and the middle of the program to get the maximum viewership for ads. Because of this, users become naturally willing to accept advertisements in order to continue to watch the program. This technique is beneficial for online advertising companies.

Most of the technologies contributing to the growth of online advertising today are based on the advancements of AI. But, all these techniques require the back up of customer data to execute advertisements efficiently. This is where programmatic technology comes into the picture. Programmatic use particular software to purchase digital advertising instead of depending on traditional processes like the insertion of orders, negotiations, and RFP’s. This efficient technology makes advertising less expensive and easily accessible. Dealing with this a report from Accenture reveals that buyers and sellers use programmatic technology only 17 percent at their inception stage. However, within the next two years, the usage will rise to 35 percent. The forward march of advanced technologies is radically redefining the online advertising industry. As technology is getting more sophisticated and promising, online advertising also enhances its productivity and promptness. 

As technology has developed so have opportunities for advertisers to communicate with audiences.

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There are more outlets for consumers to absorb content. Websites, social media, video platforms, on demand television and audio have all seen steep growth curves during the past decade.

Daily media consumption has also changed during this period as different platforms have been created. The average time people spend engaging with media is also fast changing in line with the media landscape.

For example print titles with declining readership have seen their daily consumption drop by an average of 34%. And traditional television viewers have dropped by 10%. While OOH (Out of Home Advertising) and cinema have remained at similar levels.

By far the biggest rise has been online - 140% in the past decade. The average person now spends nearly 2 ½ hours per day on social media and up to one day per week online.

This has been aided by smart phone technology and over half the world’s population now own a smartphone. It is well documented how the rise of mobile devices has changed digital marketing and this has certainly been a major development within the advertising industry.

It is not just the increased number of platforms available but also the clarity of audience data that has aided growth in the industry. There is more in depth knowledge of who is consuming content. 1st Party, 2nd Party & 3rd Party data can be used to personalise your marketing messages.

The personalisation of advertising has been a big breakthrough over the past decade. Never before has there been such a strong focus on our consumer behaviours, lifestyles and preferences. Algorithms work anonymously in the background drawing information on how we like to spend our time, with the intent of making our user experience smoother.

Globally the number of internet users increased from 413 million in 2000 to over 3.4 billion in 2016 and continues to rise. In order to successfully connect with these audiences it is important to have as much understanding as possible so that advertisers can apply context to their campaigns.

Audiences are happy to consume advertising but increasingly want this to be personalised. The brands that understand personalisation of their target audience will be the ones that succeed. Digital disruption is empowering consumers to get what they want, when they want it. And that means that they don’t want to be interrupted by an ad that isn’t relevant.

The digital age has certainly propelled the advertising industry, increasing the size of the audience brands can reach and created more opportunities to connect with the consumers. Advertising campaigns need to resonate with their audiences across different media. With more people to reach and more ways to reach these people, it is essential that advertising sticks to its main principles if it is to achieve its objective. Failure to do this could have disastrous consequences. So despite all of this change there is something quite reassuring in knowing that the principles of marketing and advertising remain fairly constant. To inform and to convince.

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